The Ultimate Salesforce to HubSpot Migration Guide
A complete roadmap for migrating from Salesforce to HubSpot — covering evaluation, data cleanup, field mapping, migration methods, QA, training, and post-migration management.
Why Migrate to HubSpot
More than half of B2B buyers report a meaningful gap between the buying experience they expect and the one they actually get. That gap is not a sales problem or a marketing problem — it is a systems problem. When your CRM, marketing automation, ticketing, and reporting live in separate platforms, critical information falls through the cracks. Reps spend hours hunting down data that should be at their fingertips. Marketing campaigns launch without visibility into what happens after the handoff. And leadership waits days for reports that should be available on demand.
56%
of B2B buyers feel a gap between their buying experience and their needs
3+
tools the average sales team juggles daily
68%
of companies cite data silos as their biggest CRM challenge
Salesforce is a powerful platform, but power without alignment creates friction. Organizations outgrow Salesforce for different reasons, but the underlying theme is almost always the same: the cost of maintaining disconnected systems — in dollars, in time, and in missed opportunities — has exceeded the value they deliver.
HubSpot bridges that divide by consolidating marketing, sales, service, content, and operations onto a single platform with a shared data model. Instead of stitching tools together with middleware, your teams operate from one source of truth. The result is faster execution, cleaner data, and a customer experience that does not degrade at every handoff point.
Common Scenarios That Trigger a Migration
- You already use HubSpot for marketing but Salesforce for sales, creating a sync tax and duplicate records
- •The native HubSpot-Salesforce connector is a bridge, not a solution — most teams hit its limits within a year
- •Consolidating on HubSpot eliminates the integration layer entirely
- Salesforce has become too complex for your team to manage without dedicated administrators
- •Customizations have compounded over the years, creating a system only a few people understand
- •Every small change requires a consultant engagement or an internal admin ticket
- Your Salesforce admin left and no one knows how the system works
- •Tribal knowledge evaporated overnight
- •You are paying enterprise pricing for a system your team is afraid to touch
- You need a central platform that your whole revenue team can actually use day-to-day
- •Adoption is the real ROI metric — a CRM nobody uses is a CRM that delivers nothing
- •HubSpot's UX is purpose-built for end-user adoption, not just administrator flexibility
Salesforce is not a bad platform. It is an extraordinarily capable one. But capability without usability creates a different kind of risk — the risk that your team builds processes around the tool instead of the tool supporting your processes. If your CRM requires a full-time administrator just to keep the lights on, it is worth asking whether that complexity is serving your business or the other way around.
Salesforce to HubSpot Conversion Table
One of the first hurdles in any Salesforce-to-HubSpot migration is vocabulary. The two platforms use different terminology for concepts that often — but not always — map one-to-one. Understanding these translations early prevents confusion during planning and execution.
Not all mappings are one-to-one. Campaign structure, in particular, differs significantly between platforms.
| Feature | Salesforce | HubSpot |
|---|---|---|
| People Records | Lead + Contact (separate objects) | Contact (single unified object) |
| Revenue Records | Opportunity | Deal |
| Organization Records | Account | Company |
| Data Fields | Field | Property |
| Marketing Initiatives | Campaign (single activity) | Campaign (group of related activities) |
| Service Records | Case | Ticket |
| Automation | Process Builder / Flow | Workflow |
| Record Types | Record Type | Pipeline or Custom Property |
| Custom Data | Custom Object | Custom Object |
| Reporting | Report + Dashboard | Report + Dashboard |
Salesforce separates Leads and Contacts into distinct objects with a formal conversion process. HubSpot uses a single Contact object with lifecycle stages to track progression from lead to customer. This is not just a naming difference — it fundamentally changes how you structure your data model, and it is one of the most consequential decisions in the migration. Plan for it early.
Pre-Migration
The pre-migration phase is where the real work happens. Every hour you invest here saves three or four during the migration itself. Rushing past evaluation, cleanup, and planning is the single most common reason CRM migrations fail — not because the technology is hard, but because the preparation was incomplete.
Evaluate Needs
Audit what exists and classify every asset as migrate or translate.
Clean Data
Purge duplicates, incomplete records, and non-compliant data.
Back Up
Export a complete snapshot of your Salesforce instance before any changes.
Build the Plan
Assign owners, set milestones, and communicate timelines across the org.
Evaluate Migration & Translation Needs
Not everything in your Salesforce instance can be copied over as-is. Before you move a single record, you need to classify every asset into one of two categories: migration (direct transfer) or translation (requires adaptation).
Migration vs. Translation
| Feature | Migration (1:1 Copy) | Translation (Needs Adaptation) |
|---|---|---|
| Examples | Emails, forms, landing pages, static lists | Active lists, workflows, reports, dashboards |
| Effort Level | Low — export and import with minor formatting | Medium to High — logic must be rebuilt natively |
| Risk | Minimal — data is copied, not recreated | Higher — business logic may need to be rethought |
| Timeline Impact | Days | Weeks |
Workflows are the most common translation challenge. Salesforce Process Builder and Flow logic does not map directly to HubSpot workflows. You will need to deconstruct each automation into its intent, then rebuild it using HubSpot-native tools. This is not a shortcoming — it is an opportunity to simplify automations that have accumulated unnecessary complexity over the years.
Field Mapping Checklist
- Create a master spreadsheet of every custom field in Salesforce
- •Include field name, data type, picklist values, and which objects use it
- •Flag fields that are no longer used or contain stale data
- Map each Salesforce field to its HubSpot property equivalent
- •Identify fields that exist out-of-the-box in HubSpot
- •Flag fields that will require new custom properties
- Document formula fields and their logic
- •Salesforce formula fields do not transfer — you will need to recreate them as calculated properties or workflow-driven fields
- Identify fields used in automation, reports, or integrations
- •These are high-priority — if a field feeds a workflow or dashboard, it must exist before those assets are rebuilt
Instead of migrating your entire Salesforce field library, start by defining the properties your teams actually need in HubSpot. You will almost certainly discover that 30-40% of your custom fields are orphaned — they were created for a one-time project, a former employee, or a process that no longer exists. The migration is your chance to shed that dead weight.
Clean Up Your Salesforce Data
Migrating dirty data into a clean system is like packing garbage into a new house. The platform changes, but the problems stay. Data cleanup is not glamorous, but it is the single highest-ROI activity in the entire migration process.
Data Cleanup Priorities
- Remove inactive and incomplete contacts
- •Contacts without an email address or company association provide no value
- •Contacts who have not engaged in 12+ months should be evaluated for removal or archival
- Identify and merge duplicate records
- •Salesforce-to-HubSpot migrations are a common source of duplicate inflation if not addressed beforehand
- •Tools like Cloudingo, InfoCleanse, or DemandTools can automate large-scale deduplication
- Audit compliance exposure
- •GDPR requires legitimate interest or consent for processing — records older than 2 years without engagement may need to be purged
- •CAN-SPAM and CCPA have their own retention implications
- Standardize formatting
- •Phone numbers, addresses, country codes, and currency fields should follow a consistent format before import
- •Picklist values should be reconciled — Salesforce 'Closed Won' and 'Closed-Won' are different values
- Remove outdated records
- •Companies that have been acquired, closed, or are no longer in your ICP
- •Deals that have been stuck in a stage for years with no activity
If you operate in or sell to the EU, GDPR imposes strict rules on data retention. The general guidance is that personal data should not be stored longer than necessary for its original purpose. Many organizations use a 2-year engagement window as their threshold — if a contact has not interacted with your brand in over two years and you have no active contractual relationship, you likely need to delete or anonymize that record. Consult your legal team before making bulk deletion decisions.
25-40%
of CRM records are typically duplicates or incomplete
30%+
of data degrades annually without active management
2x
faster migration when data is cleaned beforehand
Back Up Your Data
Before you touch a single record in the migration, create a comprehensive backup of your Salesforce instance. This is your safety net. If something goes wrong — a field mapping error, a botched import, an unexpected data transformation — you need to be able to restore from a known-good state.
Backup Methods
CSV Export (Recommended Baseline)
Export each Salesforce object as a CSV file using Data Loader or the built-in export tool. This gives you portable, human-readable files that can be re-imported into any system.
- Export all standard objects: Leads, Contacts, Accounts, Opportunities, Cases
- Export all custom objects and their records
- Include all fields, even ones you plan to deprecate — better to have it and not need it
- Store exports in a secure, version-controlled location with date stamps
API-Based Backup (For Complex Instances)
Use the Salesforce API to pull a programmatic snapshot of your data, including relationships and metadata. This is particularly useful for preserving record ownership, timestamps, and audit trails.
- Captures record relationships that CSV exports can lose
- Preserves created/modified timestamps
- Requires developer resources but provides the most complete backup
Third-Party Backup Tools
Services like OwnBackup, Gearset, or Spanning provide automated, scheduled backups with restore capabilities. If your Salesforce instance is large or mission-critical, a third-party tool is worth the investment.
Timestamps, manually logged notes, call records, and task histories are some of the hardest data to migrate and the easiest to lose. Standard CSV exports often strip timestamps or flatten activity relationships. If preserving your activity history matters — and for most sales organizations, it does — plan a dedicated backup and migration path for activities.
Create a Migration Plan
A migration plan is not a Gantt chart. It is a living document that defines who is responsible for what, when each milestone must be hit, and how the organization will communicate throughout the transition. Without one, migrations devolve into a series of ad-hoc decisions made under pressure.
Assign Ownership with the DARCI Framework
Every workstream in the migration needs clear ownership. The DARCI framework prevents the diffusion of responsibility that causes migrations to stall. For each major deliverable, define who is the Decision-maker, who is Accountable, who is Responsible for execution, who needs to be Consulted, and who should be Informed.
Key Milestones
Asset Mapping Complete
Every Salesforce asset has been classified as migrate, translate, or deprecate. Field mapping spreadsheet is finalized and reviewed.
First Test Import
A small batch of records (100-500) has been successfully imported into a HubSpot sandbox. Field mappings are validated and issues are logged.
Data Migration Finalized
All records have been imported and validated. Association mappings (Contact-to-Company, Deal-to-Contact) are confirmed accurate.
QA & Testing Complete
End-user testing group has validated workflows, reports, and day-to-day processes. Issues have been triaged and resolved.
Training Complete
All impacted teams have completed role-specific HubSpot training. Certification requirements (if any) are met.
Go Live & Salesforce Sunset
HubSpot is the system of record. Salesforce access is restricted to read-only, then decommissioned per the sunset timeline.
A CRM migration affects every revenue-facing team. Do not treat it as an IT project. Announce the migration timeline to the broader organization early, explain why the change is happening, and provide regular status updates. People resist change they do not understand. They support change they helped shape.
Need Help Building Your Migration Plan?
Our team has planned and executed Salesforce-to-HubSpot migrations for organizations ranging from 50 to 50,000 contacts. We can help you build a realistic plan that accounts for your specific complexity.
Migration
With evaluation, cleanup, and planning behind you, the migration phase is where preparation meets execution. This phase covers configuring your HubSpot instance, moving your data, handling custom objects, and validating everything before your team ever touches the new system.
Configure
Set up HubSpot properties, pipelines, and integrations before importing data.
Import Data
Move records in phased batches, validating each import before proceeding.
QA & Test
Validate data quality, workflow behavior, and end-user experience.
Go Live
Cut over to HubSpot as the system of record and sunset Salesforce.
Configure Your HubSpot Instance
Do not import data into an unconfigured HubSpot portal. Before a single record arrives, your instance should have the right properties, pipelines, permissions, and structural foundations in place. Importing data into an empty portal and then trying to organize it afterwards is a recipe for rework.
HubSpot Configuration Checklist
- Create custom properties to match your Salesforce field map
- •Use your field mapping spreadsheet as the source of truth
- •Set correct field types — single-line text, dropdown, number, date, etc.
- •Group properties logically so your team can find them in the UI
- Set up deal pipelines and stages
- •Map Salesforce opportunity stages to HubSpot deal stages
- •Define win probabilities for each stage if you use forecasting
- •Create separate pipelines for distinct sales motions (new business vs. renewals)
- Configure lifecycle stages and lead statuses
- •Define how contacts progress from subscriber to customer
- •Map Salesforce lead statuses to HubSpot equivalents
- •Decide how converted Salesforce Leads will be handled in the unified Contact model
- Recreate or adapt key assets
- •Email templates — rebuild using HubSpot's drag-and-drop editor
- •Forms — recreate with HubSpot forms and embed on your site
- •Landing pages — migrate content to HubSpot CMS or connect external pages
- •Reports and dashboards — rebuild using HubSpot's native reporting tools
- Build operational workflows
- •Lead assignment and routing rules
- •Deal stage automation and task creation
- •Internal notification workflows for SLA adherence
- •Data formatting and cleanup automations
- Set up teams, roles, and permissions
- •Mirror your Salesforce role hierarchy in HubSpot teams
- •Configure record-level permissions (own, team, all)
- •Set up user partitioning for multi-division organizations
If you are running both platforms in parallel during the transition, HubSpot's native Salesforce integration can sync data between them in real time. This is useful as a bridge during migration, but do not treat it as a permanent solution. The goal is consolidation, not indefinite synchronization. Set a firm sunset date for the integration.
Migrate Your Data
Data migration is the moment of truth. You have planned, cleaned, and configured — now it is time to move records from Salesforce into HubSpot. There are three primary methods, and the right choice depends on your data volume, complexity, and customization requirements.
Method 1: CSV Import
The CSV import method gives you the most control. You export data from Salesforce as CSV files, transform and clean them as needed, then import them into HubSpot using the built-in import tool. This method is ideal when you need to apply custom field mappings, filter specific record subsets, or transform data formats during the import.
Method 2: Salesforce-HubSpot Native Integration
HubSpot's native Salesforce connector can sync all records for supported object types (Contacts, Companies, Deals) with minimal configuration. This is the fastest path for straightforward migrations, but it offers less control over which records are included and how fields are mapped. It syncs everything for the selected object types, so make sure your data cleanup is thorough before using this method.
Method 3: API-Based Migration
For organizations with custom objects, complex record relationships, or data volumes exceeding what the UI import tool handles comfortably, the HubSpot API provides the most flexibility. This approach requires developer resources but enables granular control over record creation, association mapping, and error handling.
Most migrations use a combination — native integration for standard objects and CSV/API for custom data.
| Feature | CSV Import | Native Integration |
|---|---|---|
| Setup Complexity | Low — export, map, import | Low — connect and configure sync rules |
| Customization | High — full control over field mapping and filtering | Limited — syncs all records for selected object types |
| Data Subsets | Yes — import exactly the records you want | No — syncs all records of each type |
| Speed | Moderate — depends on file size and cleanup | Fast — automated sync handles the heavy lifting |
| Best For | Complex migrations with custom mappings | Simple migrations with standard data models |
Never import everything at once. Start with a small batch of 100-500 records, validate that field mappings are correct, check that associations are intact, and confirm that workflows trigger as expected. Fix any issues on the small batch. Then run the next batch — 1,000 to 5,000 records. Validate again. Only after two successful rounds should you run the full import. This phased approach catches problems early, when they are cheap to fix.
Recommended Import Order
Companies
Import company records first. These serve as the parent records that contacts and deals will associate with.
- Map the Salesforce Account ID to a custom HubSpot property for cross-referencing
- Validate domain matching — HubSpot uses domain as a unique identifier for companies
Contacts
Import contacts second and associate them with the companies you just imported. Remember: Salesforce Leads and Contacts both become HubSpot Contacts.
- Set lifecycle stage based on the original Salesforce record type
- Converted Leads should retain their conversion date if possible
- Use email as the unique identifier to prevent duplicates
Deals
Import deals third and associate them with both contacts and companies. Map opportunity stages to your HubSpot deal pipeline stages.
- Preserve close dates and amounts for historical reporting accuracy
- Closed deals should be imported with their final stage, not re-processed through the pipeline
Activities & Notes
Import activity history last. Tasks, notes, calls, and emails provide context for the records you have already imported.
- Activity timestamps should be preserved — not set to the import date
- API-based import is often required to maintain correct timestamps
Migrating More Than 100,000 Records?
Large-scale migrations introduce complexities around API rate limits, association mapping, and data validation that benefit from experienced hands. Our migration team handles the technical heavy lifting so your team can focus on adoption.
Custom Objects & APIs
If your Salesforce instance includes custom objects — and most mature instances do — you will need the HubSpot API to migrate them. Custom objects in HubSpot are available on Enterprise plans and support the same association, property, and workflow capabilities as standard objects.
The migration path for custom objects involves three steps: define the custom object schema in HubSpot, map the Salesforce custom object fields to HubSpot custom object properties, and use the API to create records and associations. For ecommerce-specific objects like products, line items, and orders, HubSpot provides dedicated APIs that integrate with the native commerce tools.
Custom Object Migration Checklist
- Inventory all custom objects in Salesforce and their record counts
- Determine which custom objects need to exist in HubSpot
- •Some Salesforce custom objects may be replaced by HubSpot-native functionality
- •Others may be candidates for custom properties on standard objects rather than standalone custom objects
- Define the custom object schema in HubSpot
- •Primary display property, searchable properties, and required properties
- •Association types with standard objects (contacts, companies, deals)
- Build the API migration script with error handling and logging
- •Respect HubSpot API rate limits (100 requests per 10 seconds for most endpoints)
- •Implement retry logic for transient failures
- •Log every record creation for audit and rollback capability
- Validate the migration in a sandbox environment before running it against production
HubSpot enforces API rate limits that vary by subscription tier. For large custom object migrations, you may need to batch API calls and implement rate-limiting logic in your migration scripts. The HubSpot batch API endpoints let you create up to 100 records per request, which significantly reduces the total number of API calls required. Plan your migration windows around these constraints.
QA & Testing
Quality assurance is not a single checkpoint — it is a continuous discipline that runs throughout the migration. But the formal QA phase, after data import is complete, is where you validate that the new system meets three criteria: quality, consistency, and accessibility.
Data Quality Validation
- Record count reconciliation — do the numbers in HubSpot match your Salesforce exports?
- •Compare total records per object type
- •Spot-check 20-30 individual records across each object type
- •Verify that associations (Contact-to-Company, Deal-to-Contact) are intact
- Field completeness — are all mapped properties populated correctly?
- •Check for blank fields that should have values
- •Verify that picklist values mapped correctly (no 'undefined' or 'other' catch-alls)
- •Confirm date fields imported in the correct format and timezone
- Data consistency — are formats correct and uniform?
- •Phone numbers, currencies, and addresses follow a consistent format
- •Lifecycle stages and deal stages reflect the correct mappings
- •Owner assignments transferred correctly
- Accessibility — can your team find what they need?
- •Saved views and filters work as expected
- •Dashboards display accurate data
- •Search returns relevant results for common queries
End-User Testing
Recruit a diverse group of end users — not just power users or managers — to test the system against their actual daily workflows. Give them specific scenarios to complete: log a call, create a deal, run a report, send a sequence email. Document every issue, no matter how minor, and categorize them as blockers, high priority, or nice-to-have.
Plan for a minimum 30-day buffer between completing QA and your go-live date. This buffer accounts for the issues that inevitably surface during testing, the time needed to fix them, and the re-testing cycle. Migrations that skip this buffer almost always end up with a rocky go-live and frustrated users. Thirty days of buffer is not luxury — it is risk management.
Go Live
Go-live is not a single moment — it is a coordinated transition that should feel anticlimactic if the preparation was thorough. By the time you flip the switch, your team should already be familiar with HubSpot from the testing phase, and the data should be validated and production-ready.
Final Data Sync
Run a final delta import to capture any records created or modified in Salesforce since your last migration batch. This ensures no data falls through the cracks during the transition window.
Activate Workflows and Automations
Turn on the HubSpot workflows you built and tested. Monitor them closely for the first 24-48 hours to catch any unexpected behavior with production data.
Communicate the Cutover
Send a clear, organization-wide communication that HubSpot is now the system of record. Include quick-reference guides, login instructions, and a link to the support channel for migration-related questions.
Restrict Salesforce Access
Switch Salesforce to read-only for all users. Do not delete it immediately — keep it available as a reference for 60-90 days, then decommission it per your sunset plan.
Monitor and Respond
Designate a migration support team for the first two weeks post-go-live. This team should have a dedicated Slack channel or email alias for rapid issue resolution.
- Track the volume and category of support requests daily
- Prioritize blockers — anything preventing a user from doing their job
- Document common questions and add them to your internal knowledge base
The most common go-live failure is not technical — it is behavioral. If your team continues using Salesforce "just for a few more weeks" while also entering data in HubSpot, you end up with split data and no single source of truth. Set a hard cutover date. Communicate it repeatedly. And when the date arrives, enforce it. Parallel systems during transition create more problems than they solve.
Post-Migration
The migration is complete, but the work is not over. The post-migration phase is where you turn a successful data transfer into a successful platform adoption. This means investing in training, establishing data governance practices, and building the operational habits that will prevent your new HubSpot instance from accumulating the same technical debt you just left behind.
90 Days
to establish new CRM habits across your team
3-5x
ROI improvement when training is formalized
40%
of migrations fail post-launch due to poor adoption
Get Your Teams Up to Speed
Training is not a one-time event. It is a phased program that starts before go-live and continues for at least 90 days afterwards. The mistake most organizations make is treating training as a single all-hands session where someone screen-shares the new tool for an hour. That approach produces familiarity, not proficiency. Proficiency requires practice, repetition, and role-specific guidance.
Small Group Sessions by Role
Sales reps need to learn how to manage deals and sequences. Marketers need to understand campaigns and workflows. Service teams need ticket pipelines and knowledge base tools. Train each group on their specific workflows, not the entire platform.
- Limit sessions to 8-12 people for hands-on practice
- Use real data from the migrated system, not demo environments
- Record every session for teammates who cannot attend live
HubSpot Academy Certifications
Assign relevant HubSpot Academy certifications as required learning. These courses are free, self-paced, and comprehensive. They provide a structured foundation that your team-specific training can build upon.
- Inbound Sales certification for sales teams
- HubSpot Marketing Software certification for marketing teams
- Service Hub Software certification for service teams
- Revenue Operations certification for ops and admin teams
Homework and Check-Ins
Assign practical exercises between training sessions. Ask reps to create 5 deals, send 3 sequence emails, and build a personal dashboard. Then schedule a 30-minute check-in one week later to review questions and reinforce learnings.
Department-Specific Office Hours
For the first 60 days post-go-live, host weekly 30-minute office hours for each department. These drop-in sessions give people a safe space to ask questions without feeling like they are slowing down the team.
Week -2 to Go-Live: HubSpot Academy certifications assigned. Small-group training sessions for each department.
Week 1-2 Post-Go-Live: Daily office hours. Migration support team active. First homework assignments due.
Week 3-4: Check-in sessions. Office hours move to twice weekly. Advanced feature training for power users.
Week 5-8: Office hours move to weekly. Focus shifts from "how to use" to "how to optimize."
Week 9-12: Final check-ins. Identify remaining knowledge gaps. Transition to ongoing enablement.
Prioritize Data Management
You just spent significant time and resources cleaning your data for migration. The worst thing you can do now is let it degrade back to its previous state. Data management is an ongoing discipline, not a migration activity. Build the systems and habits that keep your HubSpot instance clean from day one.
Post-Migration Data Governance
- Establish compliance-driven data clarity
- •Define data retention policies by object type and region
- •Set up automated deletion or anonymization for records that exceed retention windows
- •Document what personal data you store, where, and why — your GDPR Article 30 record
- Validate data quality at the point of entry
- •Use HubSpot form validation to enforce formatting rules (phone, email, country)
- •Implement required fields on record creation to prevent incomplete records
- •Use Operations Hub data quality tools to normalize data in real time
- Schedule routine data audits
- •Monthly: Review new records for completeness and accuracy
- •Quarterly: Identify and merge duplicates, flag stale records
- •Annually: Full data audit against compliance requirements and ICP criteria
- Automate data entry where possible
- •Use HubSpot workflows to set default values, format fields, and copy data between objects
- •Integrate enrichment tools (Clearbit, ZoomInfo) to auto-fill company and contact data
- •Build calculated properties to reduce manual data entry for sales teams
The first 90 days after migration define the long-term health of your CRM data. If your team builds good habits in the first three months — consistent data entry, regular cleanup, adherence to naming conventions — those habits tend to stick. If you allow sloppy data practices to take root early, they become exponentially harder to fix later. Invest in governance now. Your future self will thank you.
Keep Your HubSpot Instance Running at Peak Performance
Our managed CRM services include ongoing data governance, workflow optimization, and quarterly health audits. We keep your system clean so your team can focus on selling.
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