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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 because it doesn’t incorporate all of the costs associated with purchasing that software. This includes implementation, support, and other costly components. This report takes a look at both HubSpot and Salesforce and their total cost of ownership. 

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Table of Contents

About the Research

Aptitude 8 sponsored this research after talking with CFO’s and CIO’s throughout 2022 about their priorities when it came to CRM projects. We wanted to help provide clarity on the cost of different CRM platforms beyond just the software pricing itself. We know that when executives are evaluating CRMs they know that the decision encompasses the entire solution, which is encompassed by Services, Software, and the internal lift to implement and support the technology.

We surveyed 332 sales and marketing professionals working for midsize organizations (with 100 - 1000 employees) who use either HubSpot or Salesforce as their CRM solution. 94% of these individuals reported having insight into the implementation process of their CRM tool and 88% reported that their CRM tool was implemented within the last two years. This gives us a current and relevant perspective on what contributes to the successful implementation, management, and utilization of a CRM solution, and HubSpot cost vs Salesforce.

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:

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Implementation costs

Training, outsources resources, etc

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Management and support costs

Internal and external resources used

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Software costs

Including additional tools needed

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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)

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Hubspot requires fewer internal resources to manage it. 63% of Hubspot users report that 3 or fewer people support their CRM and sales/marketing tools as a core part of their job, compared to 55% of Salesforce users reporting the same.
 

Having a full view of customer data is extremely important, and HubSpot users have greater access to one. 42% of HubSpot users say it is extremely easy to get a comprehensive view of customer data using their CRM and sales/marketing tech, compared to 35% of Salesforce users.
 

HubSpot users are also more satisfied with the overall implementation process of their current CRM. Over half (51%) of HubSpot users report being extremely satisfied with their implementation compared to 37% of Salesforce users reporting being extremely satisfied. 
 

Nearly half of all respondents (46%) feel that their marketing and sales technology costs are worth it, but HubSpot users feel more strongly. 50% of HubSpot users strongly agree that the costs of their CRM is worth the price they pay compared to 41% of Salesforce users. 

 


 

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

Why is a CRM important? The majority of organizations are actively evaluating the effectiveness of their sales and marketing technology and report that changes will likely be made in the coming year. In fact, two-thirds (66%) of executives say they have plans to add, remove, or replace elements of their current CRM or sales and marketing technology stack in the year ahead.

 

66% of executives surveyed have plans to add, remove, or replace components of their current CRM or sales/marketing technology in the coming year. 

 

Organizations are making these updates with the goal of reducing ongoing costs and improving functionality and integration with adjacent technology in mind. The ongoing cost of CRM solutions and associated technology is listed as the top factor driving plans to update this technology next year according to 40% of those surveyed. Lack of features and functionality as well as lack of integrations, and inability to customize are also top reasons for prioritizing change.

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

About one-quarter (24%) of all sales and marketing professionals surveyed report that they have no plans to update their tech stack next year. With over half (53%) of those surveyed reporting that their CRM could be more effective at helping to achieve their strategic goals, we have to wonder, how much does it actually cost to keep a tool that isn’t right for you? 

Throughout this report, we will look at Salesforce vs HubSpot and answer many common CRM questions as we examine the total cost of ownership of this technology, from implementation to management and utilization.

 

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

Our research indicates that a smooth implementation contributes greatly to how effective your CRM can be. An 83% majority of those who had the most satisfaction with the implementation of the CRM report that their solution is extremely effective at helping them to achieve strategic goals. This can be compared to the group who was less satisfied with how their implementation went: Only 22% of those surveyed who weren’t completely satisfied with the implementation of their CRM report that their tool is extremely effective.

Those who are most satisfied with their CRM implementation are significantly more likely to report that their CRM is highly effective.

 

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 

Like most things, there are a few common CRM implementation challenges. As sales and marketing teams implement their CRM, data migration is the most commonly reported struggle they face according to 45% of those surveyed. The cost of implementation, training, and adoption, and the time it took to implement all rank high on the list as well.

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?

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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 

How many internal employees do organizations use to implement their CRM? What do costs associated with external service providers look like? When it comes to internal and external resources needed for your CRM implementation, not all CRMs are created equal.

Implementation costs are sometimes referred to as hidden costs, but this research helps to make those costs transparent to you. It is critical to include implementation costs in your budget so that you have the proper funding to complete your CRM implementation on your desired schedule.

 

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

How much are companies spending on CRM software and adjacent technology? 

Overall, about two-thirds (65%) of those surveyed are spending between $2,000 and $10,000 monthly on CRM and integrated sales, marketing, and service software. When looking at the cost of CRM software and adjacent technology, the results were reportedly similar for HubSpot users and Salesforce users alike.


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...

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Renewal fees:

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

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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.
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Management and Support Costs 

Ongoing Cost of Internal Resources to Support CRM Solutions

Overall, the vast majority (98%) of those surveyed have at least one paid employee working on the support of their CRM and associated technology as a core part of their job. You can think of this role as a CRM admin.

Common support tasks include training staff on using the CRM, data cleansing, creating documentation, integrating other software, fixing bugs, customization, and more. Factors such as the number of users of your CRM, the complexity of your martech stack, and the complexity of your marketing/sales process will influence your management and support costs.

 

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.
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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%

 

Ability to Use Your Technology

Features and Customization 

The extent of the use of a CRM solution is a critical consideration when it comes to the overall cost of ownership. When evaluating potential new technology, companies not only need to ensure that the features and functionality align with their specific needs, but also that these tools will be adopted by end-users. When evaluating new solutions, sales and marketing professionals report that their top priorities will be CRM features and functionality, ease of use, and ability to customize. (Nearly as important are ongoing costs, customer support, and implementation costs).

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%
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Ease of Use and Adoption 

According to over half (54%) of those surveyed, ease of use is the most important factor to consider when evaluating the effectiveness of either Salesforce or HubSpot. Technology that is easy, or even enjoyable, to use enhances the processes of onboarding, adoption, and training. But 40% of those surveyed who had insight into the implementation of their current CRM tool reported that adoption/training was a top challenge encountered during the process.

For 40% of those surveyed, adoption was a top challenge of implementation.

 

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:

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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.

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 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.

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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 

Are you unlocking the power of your CRM data? 95% of those surveyed say that having access to a comprehensive view of prospect and customer data across teams is important, but only 39% report that it is extremely easy to get a comprehensive view of prospect and customer data using their current CRM and sales/ marketing tech stack.

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

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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.

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Implementation:

Implementation cost considerations include how long it takes to implement as well as dedicated resources. HubSpot not only takes less time to implement but also requires less internal resources to carry out implementation than Salesforce. The cost of external vendors used to implement was similar between the two.

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Management and Support:

HubSpot typically requires fewer internal employees to manage than Salesforce. While HubSpot and Salesforce users report similar costs associated with external vendors used to manage their CRM, HubSpot users are more satisfied with those they work with.

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Software:

While pricing structures vary, HubSpot and Salesforce users report similar spend on their CRM and associated technology. Interestingly, HubSpot users feel more strongly than Salesforce users that these software costs are worth the price they pay.

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Utilization:

The overwhelming majority of sales and marketing professionals surveyed agree that having access to a comprehensive view of prospect and customer data across teams is important. HubSpot users find it easier to gain a full view of customer data and they are more likely to trust the data that comes from their CRM.

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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%
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About the Research Partners

 

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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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