Migrating from Salesforce to HubSpot? Discover how to make the switch effortlessly with this comprehensive, step-by-step guide packed with expert insights, real-world strategies, and proven best practices.
Salesforce to HubSpot: Why Companies Are Making the Switch
Over the past few years, a growing number of businesses have shifted from Salesforce to HubSpot. While Salesforce has long been the dominant player in the CRM space, HubSpot has emerged as a compelling alternative—especially for mid-market and growth-focused companies. This migration trend isn’t just about cost; it’s about usability, integration, and alignment with modern marketing and sales strategies.
Shift in Business Priorities
Many organizations are reevaluating their CRM needs as their business models evolve. The shift from complex, enterprise-grade systems to more agile, user-friendly platforms reflects a broader trend toward operational efficiency and faster time-to-value. HubSpot’s all-in-one platform supports marketing, sales, service, and operations, making it ideal for companies that want to unify their customer experience.
- Businesses now prioritize speed and simplicity over feature bloat.
- Marketing and sales teams demand tools that are intuitive and collaborative.
- Smaller teams benefit from HubSpot’s low-code customization and built-in automation.
Cost and ROI Considerations
One of the most cited reasons for moving from Salesforce to HubSpot is cost. Salesforce’s pricing can escalate quickly with add-ons, custom development, and user licenses. In contrast, HubSpot offers transparent, tiered pricing with robust functionality even at lower tiers. According to a Gartner Peer Insights report, companies report higher ROI with HubSpot due to reduced training time and faster implementation.
“We saved over 40% in annual CRM costs after migrating from Salesforce to HubSpot, and our team adoption rate jumped from 60% to 95%.” — Marketing Director, SaaS Company
Key Differences Between Salesforce and HubSpot
Understanding the fundamental differences between Salesforce and HubSpot is crucial before initiating a Salesforce to HubSpot migration. These platforms serve similar purposes but approach CRM from different philosophies—Salesforce as a highly customizable enterprise solution, and HubSpot as an integrated growth platform.
Architecture and User Experience
Salesforce is built on a robust, modular architecture that allows deep customization through Apex, Visualforce, and Lightning components. However, this complexity often requires dedicated developers and administrators. HubSpot, on the other hand, emphasizes ease of use with a drag-and-drop interface, pre-built workflows, and intuitive navigation. This makes HubSpot more accessible to non-technical users.
- Salesforce: High flexibility, steep learning curve.
- HubSpot: Simpler interface, faster onboarding.
- Customization in HubSpot is often achieved through point-and-click tools rather than coding.
Data Model and Object Structure
Salesforce uses a highly normalized data model with custom objects, relationships, and extensive field options. HubSpot’s data model is more streamlined, centered around core objects like Contacts, Companies, Deals, and Tickets. While HubSpot supports custom properties and object types (especially in newer versions), it doesn’t match Salesforce’s depth in relational data modeling.
When planning a Salesforce to HubSpot migration, data mapping becomes a critical task. For example, a Salesforce “Opportunity” maps to a HubSpot “Deal,” and “Accounts” become “Companies.” However, complex junction objects or multi-level hierarchies may require flattening or re-engineering.
Planning Your Salesforce to HubSpot Migration Strategy
A successful Salesforce to HubSpot transition starts with a well-structured migration plan. Rushing into data transfer without a clear roadmap can lead to data loss, workflow disruption, and team resistance. A strategic approach ensures continuity, accuracy, and stakeholder buy-in.
Assess Your Current Salesforce Setup
Begin by auditing your existing Salesforce environment. Document all custom objects, fields, workflows, reports, and integrations. Identify which data is active, which is archived, and which can be deprecated. This audit helps prevent migrating redundant or obsolete information.
- Inventory all custom fields and their usage frequency.
- Map out active automation rules and approval processes.
- Review third-party integrations (e.g., Mailchimp, DocuSign, ERP systems).
Define Migration Goals and KPIs
What does success look like after your Salesforce to HubSpot migration? Define clear objectives such as improved user adoption, faster deal closure, or better marketing attribution. Establish KPIs like data accuracy rate, migration downtime, and post-migration user satisfaction.
For example, a B2B tech company might set a goal of reducing lead response time from 48 hours to under 2 hours post-migration by leveraging HubSpot’s instant notifications and routing rules.
“A migration isn’t just a technical project—it’s a business transformation.” — CRM Consultant, HubSpot Partner Agency
Data Migration: Transferring from Salesforce to HubSpot
Data migration is the most critical phase in any Salesforce to HubSpot project. It involves extracting data from Salesforce, transforming it to fit HubSpot’s schema, and loading it accurately into the new system. This ETL (Extract, Transform, Load) process must be handled with precision to maintain data integrity.
Preparing Salesforce Data for Export
Before exporting, clean your Salesforce data. Remove duplicates, standardize formats (e.g., phone numbers, email addresses), and fill in missing critical fields. Use Salesforce’s Data Loader or third-party tools like Jitterbit or Talend to extract data in CSV format.
- Export core objects: Leads, Contacts, Accounts, Opportunities, Activities.
- Include custom fields that have business value.
- Avoid exporting large volumes of historical data unless necessary.
Mapping and Transforming Data for HubSpot
HubSpot’s import tool allows mapping CSV columns to HubSpot properties. However, not all Salesforce fields have direct equivalents. For example, Salesforce picklist values may need remapping to HubSpot dropdown options. Date formats, currency fields, and boolean values must be standardized.
Use a spreadsheet to create a field mapping document. This serves as a reference during migration and helps ensure consistency across teams. Tools like Mover.io (now part of HubSpot) can automate much of this process, especially for large datasets.
Importing Data into HubSpot
HubSpot’s import tool supports CSV and Excel files. For large migrations, it’s recommended to import data in batches to avoid timeouts and errors. Start with master data (Contacts and Companies), then move to transactional data (Deals, Tickets, Activities).
After import, validate data accuracy by running sample checks and comparing record counts. Use HubSpot’s reporting tools to verify that key metrics like deal stages and lifecycle stages are correctly populated.
Rebuilding Workflows and Automations
One of the biggest challenges in moving from Salesforce to HubSpot is recreating complex workflows and automations. While both platforms support automation, their approaches differ significantly. Salesforce uses Process Builder, Flow, and Apex triggers, while HubSpot relies on its visual Workflow tool.
Translating Salesforce Processes to HubSpot Workflows
Begin by listing all active Salesforce automations. For each, determine its purpose and trigger. Then, recreate it in HubSpot using the Workflow tool. For example, a Salesforce process that assigns leads based on geography can be rebuilt in HubSpot using enrollment triggers based on location properties.
- HubSpot workflows support actions like sending emails, updating properties, creating tasks, and syncing with external apps.
- Use enrollment triggers such as “Form submission,” “Property change,” or “Date-based criteria.”
- Test workflows with a small dataset before enabling them company-wide.
Leveraging HubSpot’s Automation Features
HubSpot offers powerful automation capabilities beyond basic workflows. Features like sequences (for email outreach), bots (for chat automation), and operations hubs (for data management) can enhance productivity. After your Salesforce to HubSpot migration, take advantage of these tools to streamline repetitive tasks.
For instance, a sales team can use HubSpot sequences to automate follow-ups, reducing manual effort and improving response rates. According to HubSpot, companies using sequences see up to 30% higher reply rates.
“Automation in HubSpot isn’t just about saving time—it’s about scaling personalized communication.” — Sales Enablement Specialist
Integrating Third-Party Tools Post-Migration
Most businesses rely on integrations to connect their CRM with other systems like email, marketing, ERP, and support tools. After a Salesforce to HubSpot migration, you’ll need to reconfigure or replace existing integrations to ensure seamless data flow.
Common Integrations to Rebuild
Key integrations often include:
- Email platforms (e.g., Gmail, Outlook)
- Marketing tools (e.g., LinkedIn Ads, Google Ads)
- Customer support (e.g., Zendesk, Intercom)
- Document signing (e.g., DocuSign, PandaDoc)
- ERP and finance systems (e.g., NetSuite, QuickBooks)
HubSpot’s App Marketplace offers over 1,000 pre-built integrations. Many can be connected with just a few clicks. For custom or legacy systems, use HubSpot’s API or middleware platforms like Zapier, Make (formerly Integromat), or Workato.
Using APIs and Middleware for Complex Syncs
For advanced integration needs, HubSpot’s REST API allows developers to build custom syncs. For example, you can create a two-way sync between HubSpot and your ERP system to keep order and invoice data up to date.
Middlewares like Zapier are ideal for non-technical teams who need to automate data transfers without coding. They support triggers and actions across hundreds of apps, making them perfect for post-migration workflow continuity.
Training and Change Management for Teams
Even the most technically flawless Salesforce to HubSpot migration can fail without proper change management. Employees accustomed to Salesforce may resist switching to a new system, especially if they perceive it as a downgrade or disruption.
Developing a Training Program
Create role-specific training modules for sales, marketing, and customer service teams. Use HubSpot Academy’s free courses as a foundation, then customize them with your company’s processes and data structure.
- Offer live workshops, video tutorials, and quick-reference guides.
- Assign “HubSpot Champions” in each department to provide peer support.
- Run simulated scenarios to practice common tasks like logging calls or updating deal stages.
Driving User Adoption and Engagement
Monitor login rates, feature usage, and feedback in the first 30–60 days post-migration. Address pain points quickly and celebrate early wins. For example, recognize the first team to close a deal entirely within HubSpot.
According to a CIO.com study, organizations that invest in change management see 2.5x higher CRM adoption rates.
“People don’t resist change; they resist being changed.” — Peter Senge, Systems Thinker
Post-Migration Optimization and Continuous Improvement
The migration from Salesforce to HubSpot doesn’t end when data is imported. The real value comes from optimizing the platform to drive business growth. This phase focuses on refining processes, enhancing reporting, and scaling automation.
Refining Data Quality and Governance
Implement data governance policies to maintain cleanliness. Set up automated workflows to flag incomplete records, detect duplicates, and enforce formatting rules. For example, create a workflow that sends a task to the owner if a contact’s email is missing.
- Regularly audit data health using HubSpot’s Data Quality tool.
- Enforce mandatory fields for key properties.
- Use batch updates to correct widespread inconsistencies.
Enhancing Reporting and Analytics
HubSpot offers robust reporting capabilities, but default reports may not meet your needs. Customize dashboards to track KPIs like lead conversion rate, sales cycle length, and customer lifetime value.
Leverage HubSpot’s Attribution Reporting to understand which marketing channels drive revenue—a feature that often surpasses Salesforce’s native capabilities without additional Einstein Analytics licensing.
Scaling with Advanced HubSpot Features
Once the basics are solid, explore advanced features like:
- Custom objects for unique business entities (e.g., Projects, Contracts).
- Operations Hub for automated data synchronization and cleansing.
- Service Hub for customer support ticketing and knowledge base.
- Marketing Hub for multi-channel campaigns and lead nurturing.
These modules allow you to grow with HubSpot rather than outgrow it—a common concern when moving from Salesforce to HubSpot.
Is HubSpot as powerful as Salesforce?
While Salesforce offers deeper customization and scalability for large enterprises, HubSpot provides a more integrated, user-friendly experience ideal for mid-sized businesses. For most companies, HubSpot’s features are more than sufficient, especially when combined with its marketing and service tools.
How long does a Salesforce to HubSpot migration take?
Timelines vary based on data volume and complexity. A small to mid-sized business can complete migration in 4–8 weeks, while larger organizations may take 3–6 months. Proper planning and resource allocation are key to staying on schedule.
Can I migrate historical data from Salesforce to HubSpot?
Yes, you can migrate historical data, but it’s recommended to import only the most relevant records (e.g., last 3–5 years). Excessive historical data can clutter the system and slow performance.
Will I lose any functionality when moving from Salesforce to HubSpot?
Some advanced Salesforce features (e.g., complex Apex triggers, intricate role hierarchies) may not have direct equivalents. However, HubSpot’s ecosystem and APIs often provide alternative solutions. Many companies find they gain more in usability and integration than they lose in raw functionality.
Is there a tool to automate Salesforce to HubSpot migration?
Yes, tools like Mover.io (acquired by HubSpot), SyncApps, and PieSync offer automated migration services. These tools simplify data transfer, field mapping, and integration syncing, reducing manual effort and error risk.
Migrating from Salesforce to HubSpot is more than a technical upgrade—it’s a strategic shift toward a more integrated, agile, and growth-oriented CRM approach. By following a structured process, from planning and data migration to training and optimization, businesses can unlock greater efficiency, team adoption, and customer insights. While the transition requires effort, the long-term benefits of a unified, intuitive platform often outweigh the challenges. Whether you’re a growing startup or an established mid-market company, making the Salesforce to HubSpot switch can be a transformative step toward sustainable growth.
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