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August 28, 2021
Salesforce

How To Migrate From HubSpot To Salesforce

Why and how to migrate from HubSpot to Salesforce? Discover the step-by-step process to effortlessly transfer your data and workflows.

I. Introduction

HubSpot and Salesforce are two powerful CRM software solutions. While both aim to help businesses streamline sales processes and improve customer engagement and retention, they differ in several ways. HubSpot is a comprehensive inbound marketing and sales software whose strengths lie in its intuitive and user-friendly interface, ease of use, and affordable pricing plans making it an excellent choice for small and mid-sized businesses. Salesforce is a more robust and enterprise-level CRM solution that caters to larger organizations and corporations. It’s perfect for companies with sophisticated sales processes, multiple locations, and global teams.

So, what are the signs to migrate data from HubSpot to Salesforce? The specific key indicators to guide your decision-making process are as follows:

  • When your business begins to outpace HubSpot's capacity and the platform is struggling to keep up with your demands. Salesforce offers an advanced suite of sales and marketing features that can increase efficiency and help you achieve better results.
  • Salesforce provides tailor-made tools for advanced sales and marketing capabilities. These tools are specifically designed to help your business reach its full potential by streamlining your sales and marketing processes.
  • As your org grows in complexity, the need to integrate with third-party applications becomes more important. Salesforce offers a variety of integrations with a diverse range of applications, systems, and tools to help you manage your business effectively.
  • When advanced reporting, analytics, and visualization features become necessary for your business to gain deeper insights into your sales and marketing performance, Salesforce's powerful reporting tools and customizable dashboards can provide you with the necessary analytics capabilities.

Moving data and applications from one system to another can be complicated but careful planning makes the process smoother. A well-planned migration process fosters better collaboration and communication among teams and stakeholders, ensuring everyone involved understands the end goals, timeline, and budget. Also, by identifying and addressing potential issues upfront, organizations can reduce the risk of costly delays, repeat work, and unplanned expenses. A well-executed migration can result in more efficient systems and processes, leading to long-term cost savings and improved ROI.

II. Assessing Your Current HubSpot Setup

To effectively replicate or optimize configurations in Salesforce, a thorough understanding of the current configurations is a must. This involves identifying any dependencies on specific features or functionalities in HubSpot and finding equivalent or alternative solutions within Salesforce's ecosystem. A crucial step in this assessment involves a comprehensive review of all existing data and configurations stored in HubSpot: leads, contacts, deals, and associated data, such as notes, emails, and tasks. The goal is to ensure that all customer data is properly transferred to Salesforce during the migration and that nothing is lost or corrupted in the process.

It is vital to identify the critical data and processes essential to the business. This step helps to pinpoint which data and workflows are essential for the company to keep running during the transition to Salesforce. Critical data or operations missed during the migration could lead to significant business disruptions and even loss of revenue.

Documenting all customizations and integrations provides a clear picture of how various business processes and third-party tools are integrated with HubSpot. This information helps to ensure that all integrations are properly migrated to Salesforce and that customizations are either replicated in Salesforce or replaced with similar functionality.

III. Preparing Your Data for Migration

Take the time to review and tidy up the data in your existing CRM system to avoid duplicate records, incomplete data, inconsistent formatting, outdated information, etc. To achieve data cleanliness in HubSpot, start by conducting a thorough data audit to identify any problems and rectify them. This includes going through your entire database and updating contact information such as phone numbers and email addresses. You can utilize HubSpot's lead scoring and segmentation functions to filter out bad data and prioritize data quality.

The benefits of cleaning and organizing your data in HubSpot before migrating to Salesforce cannot be overstated. Doing so will save you time and money, and also prevent any potential issues down the line. A clean database helps increase your efficiency in sales, customer service, marketing, and overall business practices, and in turn, leads to a higher degree of accuracy in your reporting and analytics.

Mapping Data Fields

Once you have sorted your data in HubSpot, the next step is to prepare it for importation into Salesforce. This involves mapping fields in HubSpot to their corresponding fields in Salesforce and ensuring that all data is correctly formatted. Mapping data fields refers to the process of aligning the data structure and fields from one CRM system to another: identify the similarities and differences between the two systems’ data structures and fields and create a customized framework that fits the new CRM.

Consider each custom field developed and evaluate the names of the entities. HubSpot and Salesforce have unique data structures, and it is vital to ensure that the data from one system is correctly transferred to the other. The best way to achieve this is to build custom data and fields based on the current framework.

In addition to custom fields, mapping data between CRM systems involves mapping objects and their related fields. Objects refer to specific types of data within a CRM system, such as leads, contacts, or opportunities. Each object has a set of fields that store data related to that object. Mapping involves identifying these objects and related fields in both systems and determining how they match up.

IV. Configuring Salesforce Environment

Configure your Salesforce environment beforehand to ensure a smooth transition. Here are some steps that can help you get started:

  • Identify the types of data that your team needs to manage and create custom objects to contain that data. This could include objects for leads, contacts, accounts, opportunities, or any other objects that are relevant to your organization. You'll also need to create custom fields (job title, industry, company size, or any other relevant information) within each object to capture the specific data that you need.
  • Create different profiles for the various types of org users and set permissions for each profile. For example, you may have a sales team with more permissions than a marketing team. You'll also want to create custom roles for each user, which will determine their level of access to data within Salesforce. It's essential to ensure that user profiles and permissions are set up correctly to prevent unauthorized access to sensitive data.
  • Configure workflows and automation to streamline your org's processes. For example, you could set up a workflow that triggers an email notification to a sales rep when a new lead is added to Salesforce. Automation can also help save time and reduce manual work. You could set up an automation that automatically adds a new task to a sales rep's to-do list when a certain stage is reached in the sales process.

V. Customization and Integration

Following customization and integration requirements are key in ensuring a smooth transition and that important data is not lost or compromised during the switch. To maintain the same functionality and user experience, you need to recreate any customizations that exist in HubSpot within the Salesforce platform. This includes custom fields, workflows, and page layouts, among other things.

If any third-party applications currently integrate with HubSpot, it is crucial to determine whether those integrations will still be needed after the migration to Salesforce. If they are still required, they will need to be set up properly within Salesforce to ensure seamless communication between all systems.

Finally, testing integrations for data consistency helps identify any potential discrepancies or errors before the migration is complete. Thorough testing ensures that data is properly transferred between all systems and that all integrations perform as expected.

VI. Data Migration Process

Migrating data from HubSpot to Salesforce can be achieved via one or a combination of methods. Manual migration is the most basic and traditional method of transferring data. It requires a lot of human effort and is prone to human errors, making it a slower process. Using automation tools to transfer the data from HubSpot to Salesforce without any manual intervention is faster, more accurate, and less prone to human error than manual migration.

The hybrid migration method is a combination of both manual and automated methods. It involves using automation tools to transfer data and verifying it manually by human intervention. This approach is ideal for the migration of large amounts of data: it is faster than the manual method, and it allows for human validation, which reduces the chance of errors.

Here are the three most common ways of smooth transfer:

  1. HubSpot App Marketplace - Salesforce Integration: this approach provides a direct, bi-directional data transfer between the two systems. Your data stays up to date in both systems without any manual interaction.
  2. Third-party Tools: another way is using third-party migration tools such as Trujay, Import2, or CSV Loader that export your HubSpot data to a CSV file format. You then import that file to Salesforce or use the tool to automate the migration while monitoring the process.
  3. Personalized Migration with Data Cleansing and Deduplication: this means engaging a migration partner for a smooth and seamless transfer as they take care of semi-manual data cleansing, deduplication, and process optimization.

Many tools and technologies might come in handy. For instance, the Data Loader provided by Salesforce helps move large volumes of data from external sources. It allows users to schedule data migration jobs, monitor progress, and review results. The Data Import Wizard is designed for smaller data sets and is more user-friendly than the Data Loader. It allows users to map fields between source and destination systems, and to validate data prior to import. The Bulk API is a good choice if you need to migrate a large amount of data and require real-time integration with other systems. It allows users to import or export data in a batch process, which can be scheduled and monitored.

Running Test Migrations

Test migrations involve transferring a subset of data, usually a sample of records, from the source system, which is HubSpot in this case, to the target system, which is Salesforce to check for any potential issues or discrepancies. This is particularly important for ensuring that the newly adopted system is ready to handle the complete migration. Before performing a test migration, you need to map the data fields between HubSpot and Salesforce and identify data restrictions and limitations that may hinder the process.

Verify that all the data fields, relationships, and business rules are accurately transferred and that the data is consistent and complete. You should also check that data was correctly duplicated and recovered in transit. At the end of the test migration round, you should analyze the results thoroughly, validating and revalidating that the data has been successfully migrated. This iterative process requires multiple rounds of testing to ensure a satisfactory outcome.

VII. Post-Migration Validation

Data has to be transferred from HubSpot to Salesforce without any data loss or corruption. Validate that all fields have been migrated correctly, all relationships between objects are maintained, and that the data is accessible and functional. Next, conduct user acceptance testing (UAT) - an essential component of ensuring that Salesforce is meeting the requirements of the business. This testing should include all relevant scenarios, including data entry, reporting, and workflow. Any uncovered issues should be noted, communicated to the technical team, and resolved promptly.

Post-migration issues are rather common, and a proactive approach to addressing them can save time, ultimately ensuring minimal impact on business operations. You need to assemble a dedicated team who can quickly identify and resolve them. Also, establish a dedicated testing environment within Salesforce that will serve as a validation ground before the final migration.

A structured testing plan must be in place, covering all aspects of the migration process. This plan should define specific test scenarios, expected outcomes, and steps to replicate any encountered issues. By adhering to this plan, businesses can confidently and efficiently verify the success of their Salesforce migration.

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