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A Look at the Total Cost of Ownership of HubSpot vs Salesforce.

It's more than just software costs

The price tag for purchasing software can be misleading—it doesn’t reflect the full cost. Implementation, support, and time investment all matter. This report offers a true HubSpot vs Salesforce cost comparison based on what mid-sized orgs actually experience.

Download button for Salesforce to HubSpot migration TCO report

Table of Contents

About the Research

Aptitude 8 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.

What are we evaluating?

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:

Icon representing tech consulting costs

Implementation costs

Training, outsources resources, etc

Icon for CRM support and admin resources

Management and support costs

Internal and external resources used

Icon representing software and licensing

Software costs

Including additional tools needed

Icon representing data usage and analytics

Use of the tool

Ability to gain actionable insights

Key Takeaways

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.

The overall cost of our CRM and integrated sales/marketing technology is worth the price we pay.

(All respondents)

Figpie chart comparing perceived CRM value
 

HubSpot requires fewer internal resources. 63% of HubSpot users report 3 or fewer people support their CRM stack vs. 55% of Salesforce users
 

HubSpot users report better data access. 42% say it’s extremely easy to get a full customer view, vs. 35% of Salesforce users
 

HubSpot users are more satisfied with implementation. 51% report being extremely satisfied, compared to 37% of Salesforce users
 

HubSpot users see stronger ROI perception. 50% strongly agree their CRM is worth the cost, vs. 41% of Salesforce users

 


 

CRM is a Priority (and if isn’t, it should be)

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:

What are the top factors driving that decision to add, remove, or replace any part of your CRM or sales/marketing technology?

Ongoing cost

40%
Lack of features/functionality

39%
Lack of integration with other tools

38%
Inability to customize to meet specific needs

36%
Inadequate customer support

28%
Inadequate external vendors/service proviers

25%
Low user adoption

20%
Difficult to use

19%

Implementation Costs 

The Cost of Doing Nothing

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.

This introduces an invisible cost: keeping systems in place that limit business growth.

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.”

 

An Effective CRM Starts with the Implementation

How smooth your CRM implementation goes can determine how effective your CRM becomes. According to the data:

  • 83% of those most satisfied with their CRM implementation say their solution is extremely effective at helping them achieve strategic goals.

  • Only 22% of those less satisfied with their implementation report the same level of effectiveness.

This gap shows just how critical the rollout phase is — especially for Salesforce users evaluating other platforms.

 

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.



Implementation Challenges 

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.

What were the top challenges encountered during the implementation of your current CRM tool?

Data migration

45%
Cost of implementation

42%
Time it took to implement

40%
Training/adoption

40%
Ease of use

37%
Integrating existing tech stack

32%
Effectiveness of external resources/vendors

27%

Time It Takes To Implement 

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 variation.

 

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.

 

Approximately how many months did it take to implement your current CRM tool?

test

 

Your CRM implementation process should include the following steps to ensure an effective implementation that empowers users to hit the ground running:

1. Map out the structure of your current CRM

2. Translate your existing data to work within your new tool

3. Migrate your fields

4. Implement and automate operational workflows

5. Import your data

6. Test end-user acceptance

7. Go live with a Beta group first

8. Get sign-off from the Beta group and go live

9. Training and launch support

10. Ongoing refinement and optimization


Cost of Resources Dedicated To Implementation 

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.



HubSpot users report being more satisfied with the external vendors they worked with to implement their solution.

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.

Avoid choosing the wrong vendor. Ask yourself the following questions when considering who to work with:

Does your company have the right CRM tools to use to implement?

What reviews does that vendor have?

How long has the vendor been in practice?

How does the pricing work for the vendor and what is included?

Is the vendor flexible enough to customize what the customer
needs?

Will your company outgrow the vendor?

Software Costs

What are companies spending on CRM software and adjacent tools?
 

  • 65% of those surveyed spend between $2,000 and $10,000 monthly on CRM and integrated sales, marketing, and service tech
  • These numbers were similar across both HubSpot and Salesforce users


Approximately how much does your organization spend on CRM and integrated sales, marketing, and service software per month?

  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%

 

Common pricing structures include...

CRM renewal fee icon

Renewal fees:

These will usually be the same as your initial software cost and occur once per year.

Additional user license icon

Additional licenses/users: 

Unless negotiated as part of the initial contract,
expect to pay for additional users.

 

While monthly software costs that organizations spend on CRM and integrated sales, marketing, and service software are similar according to both HubSpot and Salesforce users, HubSpot users are more likely to feel that the costs associated with their sales and marketing technology are worth it. 50% of HubSpot users strongly agree that the overall cost of their CRM and integrated sales/marketing technology is worth the price they pay compared to 41% of Salesforce users.
A8-Hiring-Process@2x

Management and Support Costs 

Ongoing Cost of Internal Resources to Support CRM Solutions

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.

Your internal support cost will depend on:

  • Number of CRM users
  • Complexity of your martech stack
  • Maturity of your sales and marketing operations
 

Companies with HubSpot require fewer internal resources to manage their solution. 63% of HubSpot users report that 3 or fewer people support their CRM and sales/marketing tools as a core part of their job. Nearly half (45%) of Salesforce users report that 4 or more people at their organization support their CRM and sales/Martech stack as a core part of their job.
A8-Hiring-Process@2x


How many internal employees support your CRM and sales/marketing tools as a core part of their job? 

None

2%

3%
1-2 employees

21%

19%
2-3 employees

40%

33%
4-5 employees

28%

30%
More than 5 employees

9%

15%
 
 

HubSpot
 

Salesforce

Cost of External Resources

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.

Approximately how much does your organization spend monthly on service providers or contractors to support your CRM and sales/marketing tools?

  HubSpot Salesforce

None. We only use in-house resources

 5% 9%
Less than $5,000/month ($60K/year)    13% 16%
$5,001 - $7,500/month ($60K - $90K/year) 38% 31%
$7,501 - $10,000/month ($90K - $120K/year) 38% 37%
More than $10,000/month ($120K/year) 6% 7%

 

Cost of External Resources

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.

Approximately how much does your organization spend monthly on service providers or contractors to support your CRM and sales/marketing tools?

  HubSpot Salesforce

None. We only use in-house resources

 5% 9%
Less than $5,000/month ($60K/year)    13% 16%
$5,001 - $7,500/month ($60K - $90K/year) 38% 31%
$7,501 - $10,000/month ($90K - $120K/year) 38% 37%
More than $10,000/month ($120K/year) 6% 7%

 

What are (or would be) top priorities when evaluating a potential new CRM solution?

Features/functionality

42%
Ease of use

41%
Ability to customize to meet specific needs

34%
Ongoing cost

33%
Customer support

31%
Implementation cost

30%
Timeline to implement

27%
Additional tools/integrations needed

26%
Amount of training required

20%
A8-Hiring-Process@2x

Ease of Use and Adoption 

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.

 

Salesforce users are more likely to report that low user adoption is a driving factor behind their decision to add, remove, or replace components of their tech stack next year. (24% of Salesforce users reported this vs 17% of HubSpot users).

 

 

There are a variety of ways to increase user adoption:

icon - Solutions Architect

Select a CRM advocate. 

Find one or multiple people in your organization to advocate for your CRM regularly. Look for previous users, power users, or those with success stories. Your advocates can create guidelines, send tips on using the tool, facilitate work groups, and more.

icon - Sales Hub Consultants

 Invest in training employees. 

Show that you want employees to succeed by setting aside time to train your employees. Make sure your administrator and CRM advocate can answer user questions thoroughly and promptly.

icon - ux ui designers

Incentivize adoption.

Reward use with prizes like gift cards, time off, etc. Make it fun and show your staff how important it is to use all the CRM features that are available to them.


Accurate and Usable Data Across Teams 

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.

Rate the importance of having access to a comprehensive view of prospect and customer data across teams.

Figpie-1
 

HubSpot users are more likely to trust the accuracy of the data coming from their CRM, sales, and marketing technology. 55% of HubSpot users say that they have full trust in their data while only 44% of Salesforce users can say the same.


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 find it easier to get a full view of data. 42% of HubSpot users say it is extremely easy to get a comprehensive view of prospect and customer data using their current CRM, sales, and marketing tech stack, compared to 35% of Salesforce users.

Cost and Benefit Analysis

Summary of Findings

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 implementation timeline icon

Implementation:

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 support staff icon

Management and Support:

HubSpot typically requires fewer ongoing internal resources to manage. Users also report higher satisfaction with external vendors compared to Salesforce users.

CRM software cost icon

Software:

Average monthly spend is similar across both platforms. However, HubSpot users are more likely to strongly agree the software is worth the cost.

CRM utilization and UX icon

Utilization:

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.

A8-Hiring-Process@2x


Next Steps

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.

95% of those surveyed agree that they would be more likely to switch to a new CRM if they could see ROI within the first year.

 

HubSpot users are significantly more likely than Salesforce users to describe their CRM as highly effective. 57% of HubSpot users find their CRM to be extremely effective vs 36% of Salesforce users.

Participants and Methodology

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.

N=332 Sales and Marketing Professionals

CRM Tool:

  • HubSpot: 52%
  • Salesforce 48%

Primary Role: 

  • CEO/Partner/Executive: 31%
  • VP/Director: 32%
  • Manager: 35%
  • Individual Contributor/Non-Management Professional: 2%

Number of Employees:

  • 101-500 employees: 53%
  • 501-1000 employees: 47%
A8-Hiring-Process@2x

About the Research Partners

 

aptitude8 - standard - White - LG (1)
ascend2-logo-white

Aptitude 8 helps companies Implement, Integrate, and Optimize the HubSpot platform. As HubSpot has moved from a tool to a platform, businesses have found themselves needing a true consulting partner to help them build solutions on HubSpot. With the largest technical consulting team of any HubSpot partner, Aptitude 8 helps companies like Uber Freight, SXSW, Formstack, and even HubSpot themselves deliver the buying experiences their customers demand. Interested in making adjustments to your tech stack? Discuss your CRM options with Aptitude 8 here.

Companies partner with Ascend2 to create original research from survey conceptualization through report and content creation to media outreach. Ascend2 helps companies fuel marketing content, generate leads, and engage prospects to drive demand through the middle of the funnel. Learn more about Ascend2 here.


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