What Marketplace Data Lands in HubSpot, and What Doesn't

Putting marketplace data in your CRM is not the same as putting all of it there. The Suger app for HubSpot is deliberate about which records reach which object — and two of its boundaries are the ones reps hit first.

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If your team already runs deals in HubSpot, the question is not whether marketplace data can reach it. It can. The useful question is which records land where, and what stays in Suger on purpose — because a CRM that mirrors every marketplace object is a CRM nobody trusts.

Two cards, on two different objects

The Suger app for HubSpot ships two cards, and adding one does not add the other.

The main card is a deal card. Add it to your deal record layout and a Suger tab appears on every deal. Inside it a rep works from five tabs — Offers, Entitlements, Co-Sell, Funding and Insights — with up to four action buttons across the top: New Offer, New Resale, New Funding and Co-Sell.

The second card, Co-sell Insights, is registered on the company object. It is added separately, from a company record’s layout editor. This is the first thing that catches people out: a team installs the app, sees the deal tab appear, and assumes the company-level insights failed. They were never part of the same step.

Which action buttons a rep sees depends on what the Suger organization has connected — the card renders what your integrations actually support rather than showing four buttons and failing on click.

What reaches the deal

A private offer is built from a product that already exists in Suger. The rep sets negotiated pricing, terms and an expiry date from the deal; the buyer gets a link and accepts in their own marketplace account, and billing starts through the marketplace. The same New Offer button covers amendment offers and reseller offers.

A resale authorization uses New Resale instead. When the deal is with a reseller rather than the end customer, you set the wholesale price and the reseller creates the final offer downstream.

A co-sell referral goes to a cloud provider or to a Suger partner. AWS, Azure and GCP are separate destinations, and so is Partner Management. Each is submitted on its own and tracks its own status.

That last point has a consequence worth stating plainly, because it is the question every rep asks before clicking: submitting a co-sell referral sends nothing to your customer. It shares the deal with the cloud provider’s partner team. Your customer does not learn a referral exists.

The one action that needs no product

Funding is the exception to the product rule. An offer or a resale authorization is built on a product in Suger. A funding application is built on the deal and on your AWS integration — so a team that has not finished listing anything can still apply for funding against a live opportunity.

Two limits come with it, and both are worth knowing before a rep goes looking for the button:

• Funding in HubSpot is AWS only. Azure and GCP deals have no funding action here.
• It requires the AWS ACE (Partner Central) integration. If your AWS connection still runs on the legacy AWS S3 API, the button appears but opens an AWS S3 API Deprecated notice instead of the form. That is an administrator upgrade, not a rep problem — and it looks exactly like a broken button until somebody says so.

Program type is either MDF — funding for a marketing or demand-generation activity — or POC, funding for a technical evaluation with the customer.

What stays in Suger

The app is a working surface on the deal, not a mirror of the marketplace. Disbursement records, metering data, agreement history and the full entitlement ledger stay in Suger, where finance and marketplace ops already work. The deal card carries what a seller needs while the deal is live: what was offered, what the customer is entitled to, where the referral stands, and whether funding was approved.

That division is the point. A rep working a renewal does not need the metering record; a finance lead reconciling a disbursement does not need it on a HubSpot deal.

Frequently asked questions

Does the Suger HubSpot app need a product in Suger?

For offers and resale authorizations, yes — both are built on a product that already exists in Suger. Funding is the exception: it is built on the deal and your AWS ACE integration, and needs no product.

Will my customer see a co-sell referral?

No. Submitting a referral shares the deal with the cloud provider’s partner team only. Nothing is sent to the customer, and they will not know a referral was submitted.

Why is the Funding button missing or showing a deprecation notice?

Funding in HubSpot is AWS only and requires the AWS ACE (Partner Central) integration. If your AWS connection still uses the legacy AWS S3 API, the button opens an AWS S3 API Deprecated notice instead of the form, and an administrator needs to upgrade the integration.

Why don’t I see the Co-sell Insights card?

It is registered on the company object, not the deal. Adding the Suger deal card does not add it — open a company record, customize the layout, and add Co-sell Insights separately.

Can I create a reseller deal from HubSpot?

Yes. Use New Resale rather than New Offer. You set the wholesale price on the resale authorization, and the reseller creates the final offer to the end customer.

Takeaways

• Two cards, two objects: the deal card and the company-level Co-sell Insights card are added separately.
• Offers and resale authorizations need a product in Suger. Funding does not.
• Funding in HubSpot is AWS only and needs the AWS ACE (Partner Central) integration.
• Co-sell destinations are submitted separately and none of them reach your customer.
• Metering, disbursement and agreement history stay in Suger on purpose.

If you are setting this up, the HubSpot integration page covers what connects and how. The configuration order matters: complete the HubSpot integration in the Suger console first, or the cards will not render at all.