Complete Guide to Mess-Free Hubspot to Salesforce Migration

January 31, 2024


Thinking of switching from Hubspot to Salesforce? If so, you’re not alone. In the world of B2B SaaS, the velocity of your revenue stream hinges on the efficiency and integration of your sales processes. 

Imagine a world where your data silos are dismantled, your sales and marketing teams harmonize, and your customer relationships are not just managed but nurtured to their fullest potential. This is the advantage of a seamless HubSpot to Salesforce migration. For many organizations, the decision to migrate to Salesforce from HubSpot represents a strategic evolution—a step towards a robust platform designed to scale businesses to new heights. 

But let's face it, migration can be daunting. It's like moving into a new home; the potential is exciting, but the process can be laden with challenges. That's where precision, expertise, and a clear roadmap become indispensable.

Why Salesforce Is the Right Option

Salesforce has emerged as the frontrunner in the CRM race for several compelling reasons. When it comes to the benefits Salesforce offers, unparalleled customization capabilities, extensive ecosystem, and advanced analytics are just the tip of the iceberg.

At its core, Salesforce is a leading CRM, and this is backed up by the fact that it claims around 20% of the global CRM market. But Salesforce is more than a CRM — it's a complete solution that enhances every facet of customer interaction and operational efficiency. 

For anyone involved with RevOps, Salesforce is obvious; it offers the whole package — a sophisticated platform that aligns sales, marketing, and customer service departments under one unified system.

Hubspot vs. Salesforce Feature Comparison

  Hubspot Salesforce
Scalability Good scalability Incredible scalability
Flexibility Pretty flexible Much more customization and flexibility
Reporting Limited configuration options More detailed configuration options
User Experience Easier to learn Harder to learn
Automation Good Great

Overall, Salesforce edges out Hubspot in terms of overall rating.

If you’re looking for the most superior product, then Salesforce wins. If you’re looking for something to get started with that’s pretty easy to use, then Hubspot wins.

Making the switch can be a major benefit to your business, but it’s not easy. Missing a step or making a single error could halt operations or lead to a data breach. That’s why understanding how to implement a smooth, mess-free migration process is important. 

Options for Converting HubSpot to Salesforce

There are three main ways you can migrate from Hubspot to Salesforce:

  1. Self-migration
  2. Third-party migration
  3. Custom migration

A company might choose manual migration for critical customer data that requires customization while using automated migration for less critical data such as customer demographics. 

Ultimately, it's all about evaluating the organization's needs and resources before deciding on a migration method. A hybrid approach is often the best option, giving you the benefits of both manual and automated migration. 

Let’s take a look at all three to determine which one is best for you.

Self-Migration Process

Self-migration can be a viable option for those with strong technical skills or an experienced RevOps team. 

To navigate this path successfully, it is essential to meticulously map out a detailed diagram of your current business processes—specifically focusing on sales workflows, marketing automations, and customer service protocols—identifying the critical elements such as lead scoring models, customer communication channels, and service case management systems.

This holistic diagram serves as a blueprint, enabling you to pinpoint which data categories are paramount, such as customer information, sales history, and support cases. These categories are key to your operations and require careful handling during migration to Salesforce. 

Move data as a whole rather than in pieces to avoid losing any important bits. Focus on conducting the migration in a structured way that maintains the integrity of relationships between data points. 

For instance, when transferring customer records from HubSpot to Salesforce, it's vital to keep the entire customer profile intact, including their interaction history and associated sales deals, to preserve the context and continuity essential for seamless CRM operation.

Third-Party Import Tool or Automatic Integration

For those who prefer not to venture into self-migration and all the challenges that come with it, utilizing a third-party import tool or an automatic integration service offers a navigable path. These services simplify the migration process by automating the data transfer. 

While less technical prowess is required compared to a DIY method, a baseline understanding of CRM systems is still necessary to oversee the operation effectively.

Third-party services are designed to handle complex data migrations by ensuring that crucial customer data is accurately mapped and transferred between HubSpot and Salesforce. 

They often provide features such as data field matching, security monitoring, and support to minimize the risk of data loss during the transition. While the use of these tools can be more cost-effective than a full-service migration company, they come with caveats. 

The third-party route is cheaper to migrate, but it still requires some expertise (and isn’t without risk). You’ll need to weigh the cost savings against the potential risks and the level of expertise required to handle any issues that may arise during the migration process.

A Custom Migration

The final option is to hire a migration expert to complete the entire migration for you. This is the least involved option (and the most expensive).

However, it comes with the least amount of risk (and the highest odds of success).

While the previous options give you a chance to do some or all yourself, there is massive room for error. Trying to cut costs and go with the first two options often costs companies much more than a custom short- and long-term solution.

A migration expert will take the entire migration process off your plate so you can focus on training your team on Salesforce and get everyone up to speed.

To get started with Hubspot to Salesforce migration, reach out to Operatus today.

How to Prepare for Data Migration From Hubspot to Salesforce

Data migration is no walk in the park. Migrating from one CRM system to another can be a daunting task, but don't worry, with a little bit of effort, you can overcome it.

First of all, it's crucial to have clean and organized data before migrating it to the new system. This means removing duplicates, standardizing data formats, and correcting any inaccurate or incomplete data. It's also important to ensure the data fits your business processes and policies.

One common issue you might come across is duplicates, but there are tools available that can help identify and merge duplicates based on specific criteria. Another challenge is inconsistent formatting, but using data standardization tools can help with this.

When it comes to data mapping, it's important to align Hubspot fields with Salesforce fields to ensure the data is mapped correctly. This can involve custom fields, so it's important to create a plan for any data that is not migrated or is not required in the new system.

Creating a data mapping template can also be helpful to make the process more manageable. This template should include a list of all the fields in Hubspot and Salesforce, along with their corresponding data types and descriptions.

Keeping that in mind, here’s how you can prepare for data migration from Hubspot to Salesforce.


Before you get started, you need to get your team on board. This means meeting with your key decision-makers and CRM end-users to determine the best course of action. Talk about what needs to be improved, what data is crucial to keep, and what data can be discarded.

System Comparison

When transitioning from HubSpot to Salesforce, it's essential to conduct a thorough system comparison to understand the capabilities and data structures of both platforms. 

Begin by auditing the data within HubSpot, noting which information is most critical for your operations. Salesforce offers a robust set of standard fields, but it's the nuances between the two systems that will need your attention.

For custom fields in HubSpot, you'll need to determine if a standard functionality exists in Salesforce or if new custom fields should be created. Salesforce's custom field creation is flexible, but it's important to understand the data types and limitations within the system. 

For instance, if you're using a unique identifier in HubSpot that doesn't have a direct equivalent in Salesforce, you'll need to create a custom field and ensure it's formatted correctly to store the data without loss or corruption.

Data Analysis

Overlooking data analysis can lead to significant challenges down the line, so approach this step with diligence. Start by mapping out your current data fields to their corresponding fields in Salesforce. Consider what data is essential to retain, such as customer contact details, interaction history, and sales records. 

Analyze the formats of your current data — whether it's text, numerical, date, or relational—and verify that Salesforce can accommodate these formats.

Also, decide on the organization of your data. Will you maintain the same structure, or does this migration offer a chance to reorganize for better efficiency?

Understanding the data types and organization will help you identify which records are necessary for migration and which can be archived or discarded.

Data Backup

Before making any changes, backing up your data is non-negotiable. This step ensures that you have an untouched reference and a recovery point in case of any issues during the migration. The backup should be comprehensive, including every piece of data you plan to migrate.

There are different approaches to backing up your data from HubSpot. You can use the platform's native export tools to download your data in common file formats, such as CSV or Excel.

For a more robust solution, consider specialized backup services that can automatically save your data securely in the cloud. 

Whatever method you choose, verify the integrity of the backup by checking if all the necessary data has been included and can be restored accurately.


Salesforce offers a multitude of customization options, allowing you to create a CRM that's finely tuned to your operational needs.

For instance, Salesforce's customization capabilities include creating custom objects and fields that mirror the unique data points and processes of your business, something that goes beyond the standard fields available in HubSpot. 

Additionally, with Salesforce's advanced reporting features, you can generate reports and dashboards that provide deep insights tailored to specific roles or functions within your company.

One of the most powerful features that Salesforce offers is its workflow automation through the Process Builder and Flow. 

Unlike HubSpot, Salesforce enables you to automate complex business processes, set up intricate rule-based workflows, and even trigger actions based on specific criteria without the need for manual intervention.

Another feature is Salesforce's AppExchange, an extensive marketplace of ready-made applications and integrations that can add specific functionalities to your CRM, many of which aren't available within HubSpot's ecosystem.

Migration Scripts and Tools

If you’re getting a custom migration, you don’t need to worry about this step. However, if you’re doing it yourself or using third-party tools, look at different migration tools and scripts that can help you automate the data transfer process. 

Salesforce itself offers a Data Import Wizard, a built-in tool that simplifies the import of data for standard Salesforce objects like contacts, accounts, and leads. This is a good starting point for basic data migration needs.

For more complex migration tasks that require importing large volumes of data or custom objects, Salesforce's Data Loader is an efficient tool. It allows for the use of CSV files to insert, update, delete, or export Salesforce records.

For those with technical expertise, writing custom migration scripts using Salesforce's APIs could provide a tailored solution. 

This approach is particularly useful for complex data structures or when specific data transformations are needed during the migration.

Migration Test

Next, you’ll want to do a test migration (before the real thing).

Here, you’ll run through a mock test, analyzing the different migration elements like:

  • Data relationships
  • Data accuracy
  • User access

Steps for a Mess-Free Hubspot to Salesforce Migration Process

Switching from a Hubspot CRM to Salesforce is oftentimes the best decision to get more out of your current CRM system, but it isn’t an easy process. A lot can go wrong if you don’t follow a proven path.

Here are some key steps to follow to ensure your Hubspot to Salesforce migration is a success.

Step 1: Initial Analysis

First, it’s time to conduct an initial analysis of your CRM migration setup.

Double-check what customizations and configurations you’ll do in Salesforce.

Write down each step you need to follow to create:

  • Custom fields
  • Custom objects
  • Custom workflows

This ensures data synchronization between the two CRM platforms.

Step 2: Process Optimization and Mapping Preparation

Now that you know what custom elements to set up, it’s time to actually set them up. You can either do this manually or use the Hubspot App Marketplace to find tools to automate the process. 

You should also prepare a sample migration to test and validate the migrated data and ensure data cleansing.

Here’s how:

  1. Go to Sales Service Cloud
  2. Click Setup
  3. Go to Build and click Customize
  4. Below Leads (or Contacts), click Fields
  5. Create a new custom field
  6. Choose the Checkbox data type and click Next
  7. Keep the default value set Unchecked
  8. Enter the label, field, label, attributes, and description of the field
  9. Click Next
  10. Choose the security levels for your custom fields
  11. Click Next
  12. Select the field location
  13. Hit Save

Step 3: Export and Import Test for Account Debugging

Now, conduct an export and import test. This is an important step to analyze how well your data transfers in and out. You’ll want to look at the accuracy of the data in this test and prepare your Salesforce for the upcoming full import.

Step 4: Final Migration

It’s time for the big one: data migration. Once you’ve gone through the previous stages, all you have to do is complete the full transfer of data over to Salesforce. After the migration is complete, make sure you validate the data.

Step 5: Post-Migration Tuning

Once the data is migrated over to Salesforce, it’s time to analyze the data transfer. The migration is complete, but you’re not live yet.

Before going live, test everything out, double-check fields between the two CRMs, and mitigate any data leaks immediately.

Step 6: Onboarding the Team into Salesforce CRM

Now that your migration is live and you’re fully functional on Salesforce, it’s time to get the team on board. You need to conduct training to get your team up to speed with the new platform.

Offer training resources and materials, and conduct any necessary meetings to ensure your team is confident about using the new platform.

Step 7: Continuous Data Maintenance

Finally, your last step is to continuously monitor your data.

You should conduct data audits regularly and schedule maintenance to ensure everything works smoothly throughout the year.

Salesforce releases product updates regularly, so you should subscribe to their email list and check in with their support on an ongoing basis to ensure you’re not missing out on any feature you’re paying for.

Ready to Start?

Migrating data from Hubspot to Salesforce is a great idea if you want to double down on your customer experience.

Whether you’re looking to increase your sales, improve your customer service, or simply get more done in less time, Salesforce is one of the best options available.

Making the switch from Hubspot to Salesforce can be a real challenge, though, especially if you don’t have the technical expertise.

If you want to ensure your migration goes smoothly, the best option is to hire Salesforce account migration experts.

How Operatus Can Help

Choosing the right migration methods and partners is pivotal in transitioning from Hubspot to Salesforce.

At Operatus, we bring specialized expertise to the migration process. Our extensive experience, customer testimonials, and tailored services make us a reliable partner in your migration journey.  With a focus on data integrity and compatibility, we ensure your transition is seamless, secure, and aligns with your budget.

We also offer extensive post-migration support to ensure you can overcome any challenges that may arise after the switch.

Start a conversation with Operatus today.