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CRM and PRM Integration Benefits: HubSpot & Kiflo

How to use a PRM and CRM in successful partner programs. Learn the integration benefits of Kiflo PRM and HubSpot CRM for partner management.
How to use HubSpot CRM and Kiflo PRM in Your Partner Program
Published on
February 17, 2022


HubSpot’s Customer Relationship Management (CRM) software and Kiflo’s Partnership Relationship Management (PRM) software can be used together for building a successful partner strategy. There are many features that can be used in tandem, or even integrated directly, to help create, streamline, and scale partner programs. In fact, HubSpot CRM recently named Kiflo one of the Best Partner Relationship Management Apps for Hubspot. Kiflo PRM and HubSpot CRM can simplify your data tracking and provide transparency and quality communication throughout partnered sales cycles.

No matter the stage and size of your partner program, this article will provide you with insight into how Kiflo PRM and HubSpot CRM can be used together in affiliate, referral, and reseller partnerships. You’ll gain insight into technical integration by learning how to:

  • Convert partner leads into new customers
  • Use existing HubSpot Forms with Kiflo
  • Push new registered deals to HubSpot
  • And more!

Share this information with your team and partners to create streamlined and accessible processes that will maximize partner program productivity. 

CRM vs PRM: Key Differences and How They Can Be Used in Tandem

As a refresher, there are key differences between a CRM and PRM. Simply put, a good CRM will help equip you to manage direct sales, and a PRM supports your indirect sales via partner programs. It doesn’t have to be an either-or! Using these softwares together consolidates your data and streamlines the different stages of the sales cycle, making these processes quick and hassle-free. This integrated approach can accelerate your business’s growth and help you meet and exceed your quarterly goals, yearly goals, and beyond. Combining these tools can also strengthen relationships with partners and make it easier for them to track and share their leads and deals with you. 

If you have a partner program, or if you’re thinking of starting one, Kiflo PRM and HubSpot CRM can be used together as a part of your holistic business strategy.  

What is HubSpot CRM?

Screenshot of HubSpot CRM dashboard from G2.com

HubSpot CRM is a cloud-based software platform that helps companies maximize their marketing and sales. Among its many features, it offers an array of tools to generate qualified leads, boost inbound sales, and increase return on investment (ROI). HubSpot CRM has a free version that provides tools for the whole team including company insights, deal tracking, pipeline management, and a reporting dashboard. These features are appreciated by sales professionals for their simplicity and ease of use. The free version allows up to 1,000,000 contacts and does not impose limitations on customer data or users. HubSpot also offers other specialized hubs, such as the Marketing Hub available at Starter, Professional, and Enterprise levels. 

Key Features of HubSpot CRM free software: 

  • Contact & deals management
  • Email tracking and engagement notifications
  • Meeting scheduling 
  • Document sharing 

What is Kiflo PRM?

Kiflo PRM is an affordable, high-quality option for small and medium-sized businesses to manage partner programs at all levels. Kiflo offers tools to help you achieve the greatest potential of your partnerships and empower partners to be engaged, autonomous, and invested in mutual success. Customizable features help you and your partners grow and thrive together. Special features are available for affiliate, referral, and reseller partnerships.  

Key Features: 

  • Organizing and managing partners via streamlined partner onboarding, training, asset sharing, and communication
  • Lead/deal attribution and tracking  
  • Customizable partner portals and easeful partner onboarding 
  • CRM Integration
  • Content management for real-time information exchange

Better Together: Benefits of Using Kiflo PRM and HubSpot CRM Together in Partner Management

There are many tangible benefits to using Kiflo PRM and HubSpot CRM together. These two powerful tools can be the bread and butter of your sales strategy. Using both of them adds value to your business by harnessing the distinct strengths of both a PRM and CRM—giving you the best of both worlds. Data can flow back and forth seamlessly between the platforms, creating an information highway that supports you, your sales team, your partners as an extension of your sales team, and the overall growth of your business.

The majority of Kiflo users also use HubSpot. With that in mind, we aim to offer some specific pointers on how HubSpot CRM can be used in partner management. This will empower your sales team to convert partner leads into new customers. 

Kiflo offers a super simple native integration with HubSpot.

This is beneficial because, once these two applications are integrated (either through using Zapier or API call), data will become centralized, shareable, and readily available between team members and partners. 

Did you know that you can also use HubSpot Forms to manage partner applications? This is a further layer of integration that can be implemented to successfully manage your partnership program. After filling out the form, the partner candidate will be pushed to Kiflo to start the application process.

Key Integrations Kiflo Offers with HubSpot:

  • Get leads from HubSpot Forms without having to move anything! 
  • Kiflo’s tracking codes enable you to use your existing HubSpot Forms with Kiflo’s platform to track incoming leads from partners 
  • Automatic deal-stage syncing between HubSpot and Kiflo 
  • Easy-to-set-up configurations based on needs 

It’s clear that these tools, when used together, can simplify the sales process, streamline partner onboarding, and boost sales. These features can save time and create more space in your workday to strategize and dream big. Now, let’s drill a little deeper and show you how Kiflo PRM and HubSpot CRM integration can specifically benefit different types of partner programs. 

Using Kiflo PRM and HubSpot CRM for Affiliate and Referral Partners 

For affiliate and referral partners, Kiflo pushes leads coming from partners to HubSpot. Partners can submit a lead through a fully customizable form or referral link in Kiflo. The partner manager will receive a notification that a new lead has been submitted. The partner manager or team member can then check if the lead is qualified and also verify that there are no channel conflicts, for example, that the lead has not already been shared by another partner. Once the lead has been accepted, it will push a link to HubSpot, create a contact, and notify the sales team. 

The deal can then be synced back from HubSpot to Kiflo to provide visibility for partners about the sales cycle. A clear benefit of this feature for affiliate and referral partnerships is that it creates transparency around expectations and progress, which in turn improves the quality of partner relationships. 

Graph showing how leads shared and accepted in Kiflo push a link to HubSpot to create a contact and notify the sales team. The deal is then synced back from HubSpot to Kiflo to provide visibility for partners about the sales cycle. This visibility, in turn, helps motivate partners to generate more leads.

This integration of Kiflo PRM with HubSpot CRM helps you convert partner-generated leads into new customers. 

Using Kiflo PRM and HubSpot CRM for Reseller Partners 

For reseller partnerships, Kiflo pushes new registered deals to HubSpot. One challenge unique to reseller partnerships, according to Jasmin Jenkins of Crossbeam, is that “You are one degree further separated from the customer, so it’s challenging to stay in sync with customer feedback and challenges.” Integrating your PRM and CRM can address this challenge by consolidating your customer data all in one place. With all of the metrics at your fingertips, this makes it easy to stay on the same page as well as incentivize reseller partners for their hard work.

Screenshot of the Deals dashboard in Kiflo.


Growing and effectively managing a thriving partner partnership program can help scale up your business quickly and sustainably. Using HubSpot CRM and Kiflo PRM in tandem can be a key part of this strategy. Many startups appreciate HubSpot because it offers so many useful features for free and scalable premium features that can be adopted as the business grows. By integrating HubSpot CRM with Kiflo PRM, you can cast an even wider net, work synergistically with your partners, and ramp up your business on your terms. 

HubSpot CRM can help you efficiently track and follow up on partner-generated leads and prevent duplicate information. For more information, you can check out this educational document we made with you in mind. It provides thorough step-by-step details on how to use HubSpot Forms in order to track incoming leads from partners. 

For your reseller partnerships, you can ensure that registered deals appear in HubSpot. At the end of the day, this integration makes everyone’s job a little easier, liberating team members and partners from redundant, time-consuming tasks. Using HubSpot CRM and Kiflo PRM together will help you continue to build a thriving partner ecosystem. We invite you to share this post and educational document with your team members and partners.

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