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Hubspot Companies vs Front Accounts

  • January 23, 2026
  • 1 reply
  • 29 views
aryanak
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Hi! I’m in the process of implementing Front for our Account Management team, which currently works out of HubSpot (where our Sales team also operates). I’m curious how others are using the HubSpot integration within Front to manage companies and contacts when that data already lives in HubSpot.

Do you primarily rely on HubSpot as the system of record and use Front for visibility and communication, or do you actively use Front’s Accounts section as well? Are there specific use cases where you lean more heavily on one over the other?

I’d love to hear how teams are structuring this and any best practices you’ve found.

    1 reply

    martin_silva
    • martin_silva
    • Fronteer
    • January 26, 2026

    Hi ​@aryanak ! Pleasure te meet you, my name is Martín and I’m a Product Manager at Front.

    Great question! this is a pretty common setup we see.

    At a high level, we recommend treating HubSpot as your system of record for companies and contacts (single source of truth), and using Front as the place where your team works and communicates, powered by synced CRM data, HubSpot plugin and pre-built connector for automation & workflows.

    Concretely, most teams do something like this:

    • HubSpot stays the source of truth for CRM data https://help.front.com/en/articles/2209

      Hierarchy, ownership, lifecycle stages, revenue data, etc. all live in HubSpot. Front’s CRM sync pulls HubSpot contacts and companies into Front’s Contacts and Accounts so you can use them for routing, rules, and analytics without maintaining a second CRM.

      • HubSpot contacts sync → Front contacts
      • HubSpot companies sync → Front accounts

    • Front’s Accounts & Contacts are a “working copy,” not a competing CRM

      You’ll see accounts and contacts in Front, but the goal is not to recreate all of HubSpot’s CRM workflows. Instead, Front gives AMs the right context in the inbox (who this company is, key fields) and lets you target them with rules and analytics, while HubSpot remains where reporting, pipelines, and deep CRM workflows happen.

    • HubSpot plugin for in-conversation context and logging https://help.front.com/en/articles/1995

      When an AM opens a conversation in Front, the HubSpot plugin shows the matching contact/company, deals, and other objects right in the sidebar. From there, they can:

      • View HubSpot context without leaving Front
      • Create or update contacts/companies/deals
      • Log the conversation back to HubSpot (full thread or last message, choose objects to log to, owners, etc.)
      • Manage Custom Objects and fields for visibility and context.

    • Pre-built HubSpot Connectors for workflows that should originate in Front 

      For more advanced workflows (e.g., automatically updating properties, creating tickets/deals, logging specific activities when a tag, rule, or macro fires), teams use the pre-built HubSpot Connectors. These expose HubSpot’s API actions directly in Front rules/macros/chatbots so you can automate “keep HubSpot up to date” without code.

    So in practice, most AM teams:

    • Lean on HubSpot for being the CRM and long-term record.
    • Use Front for shared inboxes, collaboration, and customer comms, with:
      • Sync to mirror key HubSpot companies/contacts into Front.
      • The plugin for real-time CRM context and manual logging during conversations.
      • Connectors for the “always log/update HubSpot when X happens in Front” automations.

    That setup tends to give the best of both worlds: a single source of truth in HubSpot, and a single place (Front) where your AMs actually work day to day.


    If you have more questions, I’m happy to answer them or schedule a live session to figure what’s the best way you can accomplish your use cases!

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