HubSpot + Google Docs: Automate Your Sales Documents with CRM Data

Your sales team lives in HubSpot. Your documents live in Google Docs. Every time a deal progresses, someone copies contact details, company information, deal specifics, and pricing from HubSpot into a document template. It's tedious, error-prone, and slows down your sales cycle.

Doc Variables connects HubSpot CRM to Google Docs, letting you generate proposals, contracts, and client documents automatically from your CRM data. Fill a deal? Your contract is ready. Move to proposal stage? The document generates itself. All without leaving Google Workspace.

The HubSpot-to-Document Gap

Most sales teams follow this painful workflow:

Deal reaches "Contract Sent" stage in HubSpot
Rep opens a Google Docs contract template
Switches to HubSpot, copies the company name
Pastes into the doc, goes back for contact details
Repeats for deal value, start date, services, terms—15+ fields
Misses one field, sends the wrong pricing, has to apologize and resend

For a team closing 40 deals a month, that's 10+ hours of pure copy-paste work. And every manual transfer is an opportunity for mistakes that damage credibility.

How HubSpot + Doc Variables Works

The integration has three simple pieces:

1. Create Your Template in Google Docs

Build a document template with variable placeholders that match your HubSpot properties:

SERVICE AGREEMENT

This Agreement is entered into on ${Today::date::long} between:

${Company Name} ("Client")
${Company Street Address}
${Company City}, ${Company State} ${Company Postal Code}

Primary Contact: ${Contact First Name} ${Contact Last Name}
Title: ${Contact Job Title}
Email: ${Contact Email}
Phone: ${Contact Phone}

SERVICES
${Deal Name}
Contract Value: $${Deal Amount}
Start Date: ${Deal Close Date::date}
Term Length: ${Contract Term::dropdown::6 months,12 months,24 months}

?{${Contract Term}(=)12 months::This Agreement shall remain in effect for twelve (12) months from the Start Date, with automatic renewal unless either party provides 30 days written notice.}

?{${Contract Term}(=)24 months::This Agreement shall remain in effect for twenty-four (24) months from the Start Date. Early termination requires 60 days written notice and payment of 50% of remaining contract value.}

PAYMENT TERMS
?{${Billing Frequency}(=)Monthly::Client will be invoiced monthly in advance. Payment due within ${Payment Terms::dropdown::Net 15,Net 30,Net 45} days of invoice date.}

?{${Billing Frequency}(=)Quarterly::Client will be invoiced quarterly in advance. Payment due within ${Payment Terms} days of invoice date.}

SIGNATURES

___________________________________
${Contact First Name} ${Contact Last Name}
${Company Name}
Date: ___________

2. Connect via Zapier or Make

Use Zapier or Make.com to bridge HubSpot and Doc Variables:

Trigger: HubSpot Deal — Stage changed to "Contract Sent" (or your target stage)
Action 1: HubSpot — Get Company and Contact details for the deal
Action 2: Google Docs — Create document from template
Action 3: Doc Variables — Fill variables with HubSpot data
Action 4: Save completed document to Google Drive (optionally send for e-signature)

Once configured, every deal that hits the right stage automatically generates a complete, accurate document—no human intervention required.

3. Map HubSpot Properties to Variables

Connect HubSpot fields to Doc Variables placeholders:

${Company Name} → HubSpot Company Name
${Contact First Name} → HubSpot Contact First Name
${Deal Amount} → HubSpot Deal Amount
${Deal Close Date} → HubSpot Close Date
${Contract Term} → Custom HubSpot property
${Billing Frequency} → Custom HubSpot property

Any standard or custom HubSpot property can flow into your documents. If you track it in HubSpot, you can use it in your templates.

Documents You Can Generate from HubSpot

Contracts and Service Agreements

The moment a deal moves to "Contract Sent," the contract is ready. No delays, no manual work.

STATEMENT OF WORK

Client: ${Company Name}
Project: ${Deal Name}
Owner: ${Deal Owner}
Date: ${Today::date::long}

OBJECTIVES
${Project Objectives::textarea}

DELIVERABLES
${Deliverables::textarea}

TIMELINE
Project Start: ${Project Start Date::date}
Expected Completion: ${Project End Date::date}

INVESTMENT
?{${Pricing Model}(=)Fixed Fee::
Total Project Fee: $${Deal Amount}
Payment Schedule: ${Payment Schedule}
}

?{${Pricing Model}(=)Time & Materials::
Hourly Rate: $${Hourly Rate}
Estimated Hours: ${Estimated Hours}
Not-to-Exceed: $${NTE Amount}
}

?{${Pricing Model}(=)Retainer::
Monthly Retainer: $${Monthly Retainer}
Included Hours: ${Retainer Hours} per month
Overage Rate: $${Overage Rate}/hour
}

Sales Proposals

Generate professional proposals the second an opportunity reaches the proposal stage. All company and deal data flows directly from HubSpot.

PROPOSAL

Prepared for:
${Company Name}
Attn: ${Contact First Name} ${Contact Last Name}, ${Contact Job Title}
${Contact Email}

Date: ${Today::date::long}
Proposal Valid Until: ${Proposal Expiry Date::date}

OVERVIEW
${Proposal Summary::textarea}

PROPOSED SOLUTION
${Solution Description::textarea}

PRICING
Total Investment: $${Deal Amount}
?{${Payment Plan}(=)One-Time::One-time payment due upon contract signing.}
?{${Payment Plan}(=)Installments::Payment in ${Number of Installments} equal installments of $${Installment Amount}.}

NEXT STEPS
1. Review and approve this proposal
2. Sign the service agreement
3. Project kickoff scheduled within 5 business days

Questions? Contact ${Deal Owner} at ${Deal Owner Email}

Quote Sheets

Turn HubSpot Quotes into formatted, branded quote documents instantly:

QUOTE

Quote #: ${Quote Number}
Issued: ${Today::date::short}
Valid Until: ${Quote Expiry Date::date::short}

TO:
${Company Name}
${Contact First Name} ${Contact Last Name}
${Contact Email}

LINE ITEMS
${Line Items Table}

SUBTOTAL: $${Subtotal}
?{${Tax Required}(=)Yes::Tax (${Tax Rate}%): $${Tax Amount}}
TOTAL: $${Deal Amount}

PAYMENT TERMS: ${Payment Terms}

To accept this quote, reply to this email or contact ${Deal Owner}.

Client Onboarding Documents

New client signed? Auto-generate welcome packets, kickoff agendas, and access request forms from the deal and company records.

WELCOME TO ${Company Name}!

Dear ${Contact First Name},

Thank you for choosing us for ${Deal Name}. We're excited to get started!

YOUR TEAM
Account Manager: ${Deal Owner}
Email: ${Deal Owner Email}
Phone: ${Deal Owner Phone}

PROJECT DETAILS
Start Date: ${Project Start Date::date}
Services: ${Services Description}
Contract Value: $${Deal Amount}

NEXT STEPS
1. Kickoff call scheduled for ${Kickoff Call Date::date::long}
2. Complete the attached project questionnaire
3. Provide access to [systems needed]

We look forward to working with you!

Renewal Proposals

When deals approach renewal dates, automatically generate renewal offers with updated pricing:

CONTRACT RENEWAL PROPOSAL

${Contact First Name},

Your current agreement for ${Deal Name} expires on ${Contract End Date::date::long}. We'd love to continue working with you.

CURRENT AGREEMENT
Contract Value: $${Current Deal Amount}
Services: ${Current Services}

RENEWAL TERMS
New Contract Value: $${Renewal Amount}
?{${Price Change Percent}(>)0::Updated pricing reflects ${Price Change Percent}% increase due to ${Price Change Reason}.}
Term: ${Renewal Term}
Start Date: ${Renewal Start Date::date}

?{${Loyalty Discount}(>)0::LOYALTY BONUS: We're offering a ${Loyalty Discount}% discount for your continued partnership—a savings of $${Discount Amount}!}

To renew, simply reply to this email or contact me directly.

Thank you for your continued trust!

${Deal Owner}
${Deal Owner Email}
${Deal Owner Phone}

Conditional Logic Based on HubSpot Data

Doc Variables' conditional syntax makes your templates smart. One template adapts to different deal types, industries, and pricing models:

?{${Company Industry}(=)Healthcare::
HIPAA COMPLIANCE
All services will be performed in compliance with HIPAA regulations. A Business Associate Agreement is attached.}

?{${Company Industry}(=)Financial Services::
COMPLIANCE
Provider maintains SOC 2 Type II certification. Annual audit reports available upon request.}

?{${Deal Amount}(>)50000::
DEDICATED SUPPORT
As an enterprise client, you will receive:
- Dedicated account manager
- Priority support with 4-hour SLA
- Quarterly business reviews
}

?{${Deal Amount}(<=)50000::
STANDARD SUPPORT
Support available via email and phone during business hours (M-F, 9am-5pm ${Company Timezone}).}

?{${Custom Development}(=)Yes::
CUSTOM DEVELOPMENT
Additional custom development will be billed at $${Custom Dev Rate}/hour with approval required for work exceeding ${Custom Dev Budget}.}

Different deal sizes, industries, and service types—all handled by one flexible template.

Batch Document Generation

Need documents for multiple deals at once? Use HubSpot's export functionality with Doc Variables' merge feature:

Export a HubSpot deal report to Google Sheets
Create your document template with matching column headers as variables
Run Doc Variables merge to generate individual documents for every deal

Common batch scenarios:

Renewal proposals for all contracts expiring this quarter
Welcome letters for all deals closed last month
QBR decks for all enterprise accounts
Commission reports for all closed-won deals

Setup Guide: HubSpot + Doc Variables via Zapier

Step 1: Build Your Template

Create a Google Docs template with Doc Variables syntax. Use field names that mirror your HubSpot properties for easy mapping. Test the template manually to ensure conditional logic works correctly.

Step 2: Create the Zapier Integration

Log into Zapier and create a new Zap
Set trigger: HubSpot → Deal Stage Changed → select your target stage (e.g., "Contract Sent")
Add action: HubSpot → Find Company (to get company details for the deal)
Add action: HubSpot → Find Contact (to get contact details)
Add action: Google Docs → Create Document from Template
Map HubSpot properties to Doc Variables placeholders
Add action: Save/move document to appropriate Google Drive folder
(Optional) Add action: Send document to DocuSign or PandaDoc for e-signature

Step 3: Test the Workflow

Move a test deal to your trigger stage in HubSpot. Verify:

All fields populate correctly
Conditional sections appear/hide as expected
Document is saved to the right location
Formatting remains intact

Step 4: Add Notifications

Configure Zapier to notify the deal owner (via Slack, email, or HubSpot notification) when the document is ready. Include a link to the generated file.

Real-World Results

Sales teams using HubSpot-to-Docs automation see immediate impact:

Contract generation time drops from 45 minutes to 2 minutes
Zero copy-paste errors — CRM data flows directly into documents
Reps save 4-6 hours per week previously spent on document prep
Faster deal velocity — Documents ready instantly when deals progress
Consistent branding and messaging across all client-facing documents

For a team of 8 reps closing 50 deals per month, automating contract generation saves 30+ hours monthly. That's nearly a full week of selling time recovered every month.

Beyond Deal Documents

The HubSpot integration isn't limited to contracts. Trigger documents at any pipeline stage:

Opportunity Created: Auto-generate NDA or initial discovery questionnaire
Demo Scheduled: Create customized demo prep sheet with company research
Proposal Stage: Generate formal proposal from deal data
Negotiation Stage: Create updated terms sheet with revised pricing
Closed Won: Contract, welcome packet, project kickoff agenda
Renewal Approaching: Renewal proposal with updated pricing

Every stage transition can trigger the right document at the right time.

Integration Options

While Zapier is the most common integration platform, Doc Variables also works with:

Make.com (formerly Integromat) — More complex workflows and data transformations
HubSpot Workflows — Use HubSpot's native automation with webhooks
Google Apps Script — Custom integration for advanced use cases
Manual merge — Export HubSpot data to Google Sheets, generate docs in batch

Getting Started

Ready to connect HubSpot to your Google Docs templates?

Install Doc Variables from the Google Workspace Marketplace
Start with one high-volume document — Contracts and proposals have the biggest impact
Create your template with variables matching HubSpot properties
Set up Zapier integration (free Zapier account supports this workflow)
Test with a real deal and verify accuracy
Roll out to the team and watch document prep time vanish

Doc Variables' free tier includes 20 document generations—perfect for proving the integration works with your most common templates before scaling to your full team.

Doc Variables is trusted by 160,000+ professionals to automate document workflows in Google Workspace. Connect your HubSpot CRM and eliminate manual document creation.