What is it?
Custom Lookup properties in Dynamics 365, such as SDR Owner and CSM Owner, now sync in both directions with HubSpot, allowing you to update these fields from either platform.
Why does it matter?
Keeping custom Lookup properties aligned between HubSpot and Dynamics 365 used to require extra fields and automation. This native sync now resolves that complex workaround, keeps critical user-related data consistent, and reduces manual effort. For example, you can:
- Route new leads to the right SDR by keeping SDR Owner current in both systems.
- Give CSMs accurate account ownership in HubSpot reports and workflows.
- Remove duplicate “shadow” owner fields from your CRM.
How does it work?
To enable two-way sync for custom Lookup properties:
- In HubSpot, go to your Dynamics 365 sync configuration.
- Select the supported custom Lookup properties you want to synchronize and add them to the configuration.
- Test an update in both HubSpot and Dynamics 365 to confirm the data syncs correctly.
- Once confirmed, retire any extra-field workarounds you no longer need.
Automatic changes
None. Properties aren't added or changed automatically, so you must opt in and configure the sync yourself. No action is required if you don't use these properties.
Who gets it?
All hubs and tiers.