maesn
CRM

HubSpot integrates to every accounting system its DACH customers run on.

HubSpot is one product used the same way everywhere. The accounting system next to it is not. Instead of building several integrations on its own, HubSpot uses Maesn to connect to all of them, so every customer keeps working in the accounting system it already has.

Book a demoRead the key facts
The HubSpot wordmark above a desktop, a laptop and a phone showing the same CRM: a deal pipeline with one deal highlighted and a customer record beside it, with a line looping out to an invoice document and back.
Trusted by winning software teams
HubSpotTipaltiPaywiseRallyQredNordhealthFindityFintoClockinHEROHolviLanes & PlanesAgicapHubSpotTipaltiPaywiseRallyQredNordhealthFindityFintoClockinHEROHolviLanes & PlanesAgicap

HubSpot integrates the German systems it never had to build

“We integrate German accounting systems and rely on Maesn as a trusted enabler - ensuring seamless data flow, full compliance, stronger partnerships, and efficient, reliable financial processes that support our growth.”
Aron Gosselin
Partnerships Manager, HubSpot
Book a demo
4.8on G24.8 out of 5 stars on G2
Key facts

Who HubSpot is, and where Maesn sits

Website
hubspot.com
About HubSpot
Founded in 2006 by Brian Halligan and Dharmesh Shah, two MIT graduate students who had noticed two years earlier that buyers no longer wanted to be interrupted. HubSpot publishes 299.000 customers, more than 8.800 employees and 15 global offices.
Use case
Integrating the CRM with the diverse accounting systems of the DACH region, without creating an individual connection for each tool. Through Maesn, HubSpot syncs client data and invoices. The workflow itself, independent of any one vendor, is on the customer and supplier data sync page.
Previous solution
Manual import of data points into the CRM platform.
Accounting systems
DATEV, sevdesk and Lexware Office
The problem

A market where every business picks its own accounting system

As a global CRM leader, HubSpot faced the complexities of the highly fragmented accounting software landscape in the DACH region. With a multitude of accounting systems and even industry-specific solutions, it was challenging for HubSpot to integrate with each tool.

The time and resources required to develop, maintain and continually update these integrations for every system weren't feasible. HubSpot needed a solution that could offer seamless connectivity for their customers while maintaining operational efficiency.

How Maesn solves it

One integration that keeps data up to date in both systems.

The customer record moves into the accounting system so the invoice can be written correctly, and the invoice moves back into the CRM so the account is complete.

Synced at the deal stageCUSTOMER RECORDINVOICEsevdeskLexware OfficeTHE INVOICECustomerNetVATContact and document only

The customer is created on 16 of the 30+ connected systems and the invoice is read back on 13, so both directions run on ten of them. sevdesk and Lexware Office are two of the ten. DATEV Rechnungswesen takes the contact and both DATEV products take a document, and neither reads an invoice back.

Customer data gets transferred for invoicing

HubSpot as the CRM is the leading system for the sales process, so a customer is created in HubSpot first. Once there is a deal, that customer data is needed in the accounting system for billing. Customers are therefore synced to the accounting system once they reach a certain stage in the deal pipeline.

Invoices and final documents sync to HubSpot

Once an invoice or another billing document is created in the accounting system, it is transferred to the deal in HubSpot, so the salesperson is always up to date on where the accounting team stands.

Bi-directional data sync only works if a customer means the same thing on both sides, and it does not: every accounting system names and shapes that record differently, and some of them keep a contact and a customer as separate things. The common data model resolves that before either side sees it, which is why HubSpot writes one shape rather than one per product.

The other half of keeping data fresh is knowing when something changed, because a record that is only correct at import time is the previous solution with extra steps. Unified webhooks is the part that carries that, including for the systems that do not offer an event of their own.

What changed

Local accounting systems, without a local integration team

Hundreds of HubSpot's own customers in the DACH region, each on the accounting system it already had, and nobody inside HubSpot who owns those systems.

Scaling integrations

“Serving hundreds of their customers in the DACH region without building or maintaining a single integration in-house.”

HubSpot had felt what building and maintaining integrations in-house costs: teams of engineers and product managers who turn into experts on third-party software instead of improving their own product.

HubSpot case study FAQ

Common questions

Which accounting systems does HubSpot connect to through Maesn?

sevdesk, Lexware Office and DATEV are the ones HubSpot names, and the same connection reaches the other accounting systems Maesn supports. What decides whether this particular flow runs end to end is whether a system takes a customer and gives an invoice back, and that is true on ten of the 30+ connected systems today. sevdesk and Lexware Office are two of them.

When does a customer move into the accounting system?

Once the deal reaches the stage HubSpot has chosen for it. A customer is created in the CRM during the sales process and only needs to exist in the accounting system when there is something to bill, so the sync is tied to a pipeline stage rather than to every record anybody ever creates.

Which way does the data move?

Both ways, through one connection. The customer record goes into the accounting system so the invoice can be written against it correctly, and the invoice comes back into the CRM attached to the same deal. There is no export in either direction and no second tool in between.

Are payment reminders part of what moves?

No. What travels is the customer record and the invoice. Dunning and reminder levels sit in each accounting system in its own shape and are not exposed through one shared model, so nothing here depends on them. If your product needs them, ask us directly.

Why did HubSpot not build these integrations itself?

The cost that decided it was the ongoing one rather than the first build. Developing an integration for every accounting system in the DACH region, then maintaining it and updating it as the system changes, was not feasible next to a global product roadmap. The list of systems does not stop growing either, so that work would never have been finished.

Can another CRM work the same way?

The objects are the same for anything that holds a customer record and wants the money side of it visible: the customer, the invoice and the link between them. What differs is which accounting systems your own customers run, and that is a coverage question rather than an integration one.
Other case studies
AgicapReads the ledger through Maesn and keeps the bank side on its own connection, then writes the reconciled bookings back.Read the case studyTipaltiAutomates the full accounts payable cycle and posts every payment back into the customer's ERP.Read the case studyClockinTurns tracked project time into draft invoices inside the accounting system the customer already runs.Read the case study
Ship your ERP and accounting integrations. Connect once.
Book a demo