Salesforce owner assignment rules differ for contacts, companies, and deals, and if the HubSpot object creates a new object in Salesforce or syncs to an existing Salesforce object. If you're using timeline sync, learn more on how owners are synced for activities.
Contacts
If a HubSpot contact creates a new Salesforce lead, and is assigned a HubSpot owner that matches an active Salesforce user's name and email address before it first syncs to Salesforce, that owner will be assigned in Salesforce. If not, Salesforce lead assignment rules will apply.
After the initial owner assignment in either HubSpot or Salesforce, changes to either the Contact owner property in HubSpot or Owner ID field in Salesforce will sync to the other system.
If a HubSpot contact syncs to an existing Salesforce lead with an active Salesforce owner, Salesforce lead assignment rules will not apply, and the existing Salesforce owner will be honored on the first sync. In subsequent syncs, the most recent owner value will update the value in the other system.
Companies
If a HubSpot company creates a new Salesforce account, and is assigned a HubSpot owner that matches an active Salesforce user's name and email address before it first syncs to Salesforce, that owner will be assigned in Salesforce. If not, it will be assigned to the Salesforce integration user.
If a HubSpot company syncs to an existing Salesforce account with an active Salesforce owner, the existing Salesforce owner will be honored on the first sync. In subsequent syncs, the most recent owner value will update the value in the other system.
Deals
If a HubSpot deal creates a new Salesforce opportunity, and is assigned a HubSpot owner that matches an active Salesforce user's name and email address before it first syncs to Salesforce, that owner will be assigned in Salesforce. If not, it will be assigned to the Salesforce integration user.
HubSpot does not deduplicate deals, so any HubSpot deal that syncs to Salesforce will create a new opportunity, and will not sync with any existing opportunities.