WebGuruz launched this research after dozens of conversations with CFOs and CIOs in 2022. Our goal: quantify the true cost of CRM platforms - beyond just pricing pages.
We surveyed 332 sales and marketing professionals at mid-sized companies (100–1,000 employees) using either HubSpot or Salesforce. 94% had insight into their CRM implementation, and 88% implemented it within the last two years. This makes the findings highly relevant for anyone considering a Salesforce to HubSpot migration.
In the research that follows we will be closely examining the various elements that contribute to the total cost of ownership of HubSpot versus Salesforce including:
Training, outsources resources, etc
Training, outsources resources, etc
Training, outsources resources, etc
Training, outsources resources, etc
From cost and time dedicated to implementation to the importance and ability of having a full view of the customer, we covered a lot of ground with this research. Here are some brief highlights from the HubSpot and Salesforce research that follows, to get you started.
HubSpot requires fewer internal resources. 63% of HubSpot users report 3 or fewer people support their CRM stack vs. 55% of Salesforce users
HubSpot requires fewer internal resources. 63% of HubSpot users report 3 or fewer people support their CRM stack vs. 55% of Salesforce users
HubSpot requires fewer internal resources. 63% of HubSpot users report 3 or fewer people support their CRM stack vs. 55% of Salesforce users
HubSpot requires fewer internal resources. 63% of HubSpot users report 3 or fewer people support their CRM stack vs. 55% of Salesforce users
The majority of organizations are actively evaluating the effectiveness of their sales and marketing technology — and many expect to make changes in the next year. In fact, two-thirds (66%) of executives say they have plans to add, remove, or replace components of their CRM or go-to-market tech stack.
66% of executives surveyed have plans to adjust their CRM or sales/marketing technology in the coming year.
These updates are typically driven by the need to reduce ongoing costs and improve integrations, functionality, and flexibility. The research shows the top reasons driving these changes include:
Despite this momentum, 24% of sales and marketing professionals say they have no plans to update their tech stack in the next year, even though more than half (53%) feel their current CRM doesn’t fully support their strategic goals.
The top barrier to switching? Complexity.
88% of those surveyed agree that they would be more likely to switch to a new CRM if it was guaranteed to not be a “pain in the ass.”
How smooth your CRM implementation goes can determine how effective your CRM becomes. According to the data:
The top barrier to switching? Complexity.
HubSpot users are more satisfied with the overall implementation process of their current CRM. Over half (51%) of HubSpot users surveyed report being extremely satisfied with the overall implementation process they experience compared to 37% of Salesforce users reporting being extremely satisfied.
Switching CRMs isn’t always simple. The most common hurdle reported is data migration, a key concern for anyone exploring a Salesforce to HubSpot migration.
Effectively integrating a new tool into your sales and marketing processes takes time and most organizations can’t afford a long, drawn-out CRM implementation process.
Overall, 43% of sales and marketing professionals surveyed reported an implementation process that took four months or longer, but when comparing the timelines of those who implemented HubSpot to those who implemented Salesforce, we see variatio
Our research indicates that HubSpot takes less time to implement than Salesforce. The majority of HubSpot users report spending 3 months or less implementing their CRM solution. Nearly two-thirds (64%) of HubSpot users report that it took 3 months or less to implement their current CRM solution compared to just 51% of Salesforce users.
One of the most overlooked aspects of Salesforce to HubSpot migration is the full cost of resources involved—both internal and external. While often labeled “hidden costs,” they become very visible once implementation begins.
Whether you’re running the migration in-house or working with a partner, it’s critical to account for these costs upfront. Doing so ensures your team has the support needed to stay on schedule and avoid unexpected delays.
Implementing HubSpot requires fewer internal resources.
A 62% majority of HubSpot users report that 3 or fewer internal employees were dedicated to implementing their CRM, compared to 52% of Salesforce users.
According to our research, the cost of external vendors/resources that were required to implement HubSpot and Salesforce are similar, but we found that HubSpot users report greater satisfaction with the vendors that they used during implementation. Nearly half (47%) of HubSpot users report being extremely satisfied with the service providers or contractors they worked with to implement their CRM solution, compared to just one-third (32%) of Salesforce users.
Does your company have the right CRM tools to use to implement?
Does your company have the right CRM tools to use to implement?
Does your company have the right CRM tools to use to implement?
Does your company have the right CRM tools to use to implement?
Does your company have the right CRM tools to use to implement?
Does your company have the right CRM tools to use to implement?
| HubSpot | Salesforce | |
|---|---|---|
| Less Than $2,000/Month ($24K/Year) | 14% | 10% |
| $2,001 - $5,000/Month ($24K - $60K/Year) | 27% | 31% |
| $5,001 - $10,000/Month ($60K - $120K/Year) | 35% | 38% |
| $10,001 - $20,000/Month ($120K - $240K/Year) | 21% | 18% |
| $20,001 - $30,000/Month ($200K - $360K/Year) | 2% | 3% |
| More Than $30,000/Month ($360K/Year) | 1% | 0% |
These will usually be the same as your initial software cost and occur once per year.
Unless negotiated as part of the initial contract,expect to pay for additional users.
HubSpot users are more satisfied with the overall implementation process of their current CRM. Over half (51%) of HubSpot users surveyed report being extremely satisfied with the overall implementation process they experience compared to 37% of Salesforce users reporting being extremely satisfied.
98% of respondents say they have at least one paid team member dedicated to CRM support. This includes training, integrations, data cleanup, documentation, troubleshooting, and ongoing customization.
HubSpot users are more satisfied with the overall implementation process of their current CRM. Over half (51%) of HubSpot users surveyed report being extremely satisfied with the overall implementation process they experience compared to 37% of Salesforce users reporting being extremely satisfied.
The support costs that organizations spend on service providers or contractors to support their CRM and sales/marketing tools are reportedly similar whether discussing HubSpot consulting or Salesforce consulting.
| HubSpot | Salesforce | |
|---|---|---|
| Less Than $2,000/Month ($24K/Year) | 14% | 10% |
| $2,001 - $5,000/Month ($24K - $60K/Year) | 27% | 31% |
| $5,001 - $10,000/Month ($60K - $120K/Year) | 35% | 38% |
| $10,001 - $20,000/Month ($120K - $240K/Year) | 21% | 18% |
| $20,001 - $30,000/Month ($200K - $360K/Year) | 2% | 3% |
| More Than $30,000/Month ($360K/Year) | 1% | 0% |
More than half (54%) of respondents say ease of use is the most important factor when assessing CRM effectiveness. Yet 40% also cited user adoption and training as major implementation challenges. If your tool is clunky or hard to learn, it slows teams down and adds hidden onboarding costs.
HubSpot users are more satisfied with the overall implementation process of their current CRM. Over half (51%) of HubSpot users surveyed report being extremely satisfied with the overall implementation process they experience compared to 37% of Salesforce users reporting being extremely satisfied.
These will usually be the same as your initial software cost and occur once per year.
Unless negotiated as part of the initial contract,expect to pay for additional users.
Unless negotiated as part of the initial contract,expect to pay for additional users.
A CRM’s true value lies in the data it delivers. While 95% of respondents say having a full view of prospect and customer data is important, only 39% say it’s extremely easy to get that view today using their current CRM and martech stack.
HubSpot users are more satisfied with the overall implementation process of their current CRM. Over half (51%) of HubSpot users surveyed report being extremely satisfied with the overall implementation process they experience compared to 37% of Salesforce users reporting being extremely satisfied.
Only 39% of sales and marketing professionals feel that their current tech stack makes it extremely easy to get a full view of customer data.
HubSpot users are more satisfied with the overall implementation process of their current CRM. Over half (51%) of HubSpot users surveyed report being extremely satisfied with the overall implementation process they experience compared to 37% of Salesforce users reporting being extremely satisfied.
The cost of HubSpot or Salesforce goes well beyond the monthly or annual software costs. It is important to consider what goes into the implementation, management, and utilization of the tool and adjacent technology. Not only are organizations that use HubSpot spending considerably less on implementing their tool, they are also dedicating fewer costly resources to the management of it and getting more useful data from it. Below is a quick roundup of what we discovered in this research.
HubSpot takes less time to implement than Salesforce and requires fewer internal resources.While vendor costs are similar, the implementation experience is smoother for HubSpot users.
HubSpot typically requires fewer ongoing internal resources to manage. Users also report higher satisfaction with external vendors compared to Salesforce users.
Average monthly spend is similar across both platforms. However, HubSpot users are more likely to strongly agree the software is worth the cost.
While most users agree that a full view of customer data is essential, HubSpot users report an easier time accessing that data—and are more confident in its accuracy.
Considering that your CRM software is one of the most important tools in your martech stack, using this cost and benefits analysis is key to maximizing your company’s growth potential. Use this tool to plan your next steps and to inform your leadership team on why you are making a specific recommendation.
HubSpot users are more satisfied with the overall implementation process of their current CRM. Over half (51%) of HubSpot users surveyed report being extremely satisfied with the overall implementation process they experience compared to 37% of Salesforce users reporting being extremely satisfied.
Methodology: With a custom online questionnaire, we surveyed 332 sales and marketing professionals who represent companies with 100 - 1000 employees across a variety of roles and industries.
The consumers self-identified as using either HubSpot or Salesforce as their Customer Relationship Management (CRM) solution. The survey was fielded during the month of December 2022.
Getting Started
Key Takeaways
Implementation Costs
Software Costs
Management and Support Costs
Ability to Use Technology
Cost & Benefit Analysis
Participants & Methodology