Overcoming Challenges in HubSpot to Salesforce Migration

Transitioning your CRM can either hinder or accelerate your go-to-market team’s performance. While a well-optimized CRM can identify high-value opportunities and streamline processes, a poorly managed migration can lead to inefficiencies. Many startups begin with HubSpot Sales Hub and later migrate to Salesforce Sales Cloud as their growth demands a more robust solution. Here’s everything RevOps leaders need to know about migrating from HubSpot to Salesforce.

Key Differences Between HubSpot and Salesforce

Understanding the differences between HubSpot and Salesforce is critical to a smooth migration. One notable difference is Salesforce’s use of the Lead object, which acts as a staging area for validating data during the Marketing-to-Sales handoff. HubSpot recently added Leads to their Sales Hub but for many transitioning to Salesforce, the Lead object remains a challenge to navigate.

Decisions About Leads:

• Should you use Leads? If your organization integrates data from tools like HubSpot Marketing Hub or third-party aggregators like ZoomInfo, using Leads can help maintain database integrity. For Account-Based Marketing (ABM) models with limited prospects, Leads may not be necessary.
• How will Leads be routed? Salesforce lacks a native round-robin function, unlike HubSpot. Options include building custom routing in Salesforce, maintaining HubSpot workflows for ownership, using third-party tools, or manual assignment.
• When to create an Opportunity? Salesforce Opportunities, similar to HubSpot Deals, can be created upon Lead conversion. Alternatively, some teams prefer Opportunities to be created by Account Executives after initial meetings.

Stages of Migrating from HubSpot to Salesforce

1. Requirements Gathering

Gather input from all stakeholders to identify workflows, products, reports, and integrations essential for the new system. Keep the scope focused on the migration—not redesigning your sales strategy—to ensure timely delivery.

2. Data Cleaning

Treat the migration as an opportunity to clean up your data. Eliminate duplicate records, update missing information, and deactivate obsolete workflows or field values. Maintaining clean data is vital not only before the migration but also as an ongoing practice.

3. Solution Design

Create a comprehensive blueprint addressing what needs to be built in Salesforce, what will remain in HubSpot, and what requires third-party integration. Secure sign-off from stakeholders and enforce a freeze on additional changes to prevent scope creep.

4. Build

Leverage Salesforce’s default functionality to avoid redundant customizations. Integrate Salesforce with HubSpot if you plan to retain HubSpot for marketing automation. Properly map fields for seamless data transfer.

5. Testing

Perform unit testing during the build phase and follow up with user acceptance testing (UAT). Engage end users early by scheduling time for testing, ensuring all components function as intended.

6. Training

Training is critical to adoption. Conduct sessions to walk users through their specific CRM components, emphasizing how change management and enablement plans will support their work.

7. Data Migration

Run test batches before transferring all data. Validate field mappings, check for duplicates, and ensure the correct record order. Plan for a lockout period if necessary to avoid data conflicts during the transition.

8. Deployment

Deploy the new system during a low-activity period for your sales team. Invite users, update integrations, and monitor for issues. Avoid launching during critical times such as holidays or quarter-end.

Post-Migration Best Practices

After migrating from HubSpot to Salesforce, focus on maintaining the system’s integrity:

1. Change Management: Document updates, monitor feedback, and involve executives in CRM oversight.
2. Data Hygiene: Schedule periodic data cleaning to avoid clutter and maintain operational efficiency.
3. Integration Management: Avoid syncing certain objects (e.g., Deals, Campaigns, Tasks) between HubSpot and Salesforce to prevent data conflicts.

Once initial bugs are resolved, revisit your requirements documentation for potential V2.0 enhancements. Salesforce’s flexibility and scalability ensure your CRM evolves to meet future needs. With proper planning and execution, migrating from HubSpot to Salesforce can set the foundation for long-term growth and success.

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Originally Published By TYCOONSTORY MEDIA