Top Pitfalls and Strategies For a Successful HubSpot CRM Migration

Migrating to HubSpot’s CRM can be smart for businesses looking to level up their CRM. But without careful planning, things can quickly go wrong—lost data, confused teams, or compliance headaches are just a few risks. 

Having led multiple HubSpot CRM migrations across a range of platforms—whether it’s moving from outdated custom CRMs, Zoho, Pipedrive, or Salesforce—we know the common pitfalls and how to avoid them. As certified HubSpot experts, we’ll share the best practices and tips to ensure your migration is smooth, secure, and set up for long-term success.

Common Pitfalls in HubSpot Migration and How to Avoid Them

1. Poor Data Quality Management

Messy data, such as duplicate records, outdated contacts, or missing information, can cause major headaches during and after a CRM migration. If left unchecked, these issues can skew reports, disrupt workflows, and make it harder for your team to gain accurate customer insights.

Best Practice: Applying CRM Data Hygiene Best Practices

Take it from us—you don’t want to do CRM cleanup AFTER the migration. It will just double your workload. Here are some key CRM data cleaning practices you should keep in mind:

1. Identify and Remove Duplicate Records Before Migration

Before the migration, take the time to review your existing CRM and eliminate any duplicate records. If you're dealing with relatively simple data, tools like Excel formulas or AI tools like ChatGPT can do the trick. However, if you're working with more complex or messy data, you may need to use more advanced tools like SQL queries to remove duplicates. Just keep in mind that this approach requires a solid understanding of database management and query syntax.

2. Standardise entries

Ensuring your CRM data follows a consistent format is essential—not only for cleaning up your existing data but also for making ongoing maintenance easier down the line.

By consistency, we mean applying the same terms and formats across all your entries. For example, make sure phone numbers are consistently formatted, especially if you want to leverage HubSpot’s calling features. Pay attention to job titles as well—using variations like "Senior Manager" vs "Manager, Senior" can lead to confusion, so pick one and stick with it. And, a small but common mistake: accidentally adding a space before first names. It’s these little details that can cause bigger issues down the road.

2. Inadequate Data Mapping

During CRM migration, improper mapping of fields and objects can result in lost associations, broken relationships, or missing historical data, disrupting business operations and customer relationships.

Best Practice: Create an Entity Relationship Diagram (ERD)

Every CRM migration starts with understanding the structure of your current system, including its data fields and relationships, and then planning your “future state.” A great way to do this is by creating an Entity Relationship Diagram (ERD). An ERD helps you map out how different data entities are connected, ensuring that nothing gets lost or misaligned during the migration.

If we were to break this down into two broad steps, here’s what it looks like:

1. Map Out Your Main Objects

Start by identifying the key objects in your current CRM and mapping them to the equivalent object in HubSpot. Many CRM platforms, like Zoho or Salesforce, have similar objects but might use different names. For example, Salesforce has an "Account" object, which corresponds to HubSpot’s "Companies." 

2. Identify the Properties Under Each Object

Once you’ve mapped your main objects, it’s time to focus on the properties. Every object in your CRM (such as Contacts, Companies, or Deals) has its own set of properties—like names, phone numbers, or deal stages. When possible, map your existing data fields to HubSpot's standard properties to maintain consistency. If there’s unique data that HubSpot doesn’t cover with default fields, set up custom properties to ensure all your information is captured correctly. This step will ensure that your new CRM is aligned with your business needs and ready for accurate reporting and smooth workflows.

Refer to HubSpot's CRM Data Migration Import Checklist to guide your mapping process. This resource provides structured guidance to ensure all critical aspects of the migration are addressed.

3. Lack of User Adoption

Implementation is only half the battle when it comes to CRM migration—the other half is user adoption. Even with a technically successful setup, CRM projects can fail if users aren’t onboard. Resistance to change, lack of understanding, or uncertainty about using HubSpot effectively can lead to underutilised features, lower productivity, and a reduced return on investment (ROI).

Best Practice: Empowering Users with Targeted Training

1. Comprehensive Training

Start with a mix of training formats: demo videos, in-person sessions, and hands-on role play. Demo videos are crucial for new hires, offering them a quick way to get up to speed. Existing users have the ability to revisit complex features whenever they need a refresher. Tailor training to different roles—sales, operations, leadership—to ensure each team understands how HubSpot will help them achieve their unique goals.

2. Ongoing Support

Training doesn’t end with the first session. Continuous support is needed for long-term success. From troubleshooting to advanced feature guidance, we’re here to help your team get the most out of HubSpot. Plus, we encourage ongoing learning with resources like HubSpot Academy, so your team’s knowledge grows as they use the platform.

4. Limited Post-Migration Support

Limited post-migration support can prevent businesses from fully realising the benefits of HubSpot CRM. Without ongoing assistance, data quality issues may arise, and users may struggle to adopt the platform effectively. This challenge goes hand in hand with a lack of user adoption—when support is unavailable or inconsistent, users are more likely to revert to old systems or underutilise HubSpot’s features.

Best Practice: Ensure Ongoing Post-Migration Support

1. Schedule Regular Data Audits and Cleanup

Conduct routine data audits to identify duplicates, outdated contacts, or incomplete information. Regular data cleaning ensures the continued accuracy and reliability of your CRM data, preventing errors from accumulating over time. Implement automated workflows to streamline the data cleaning process and reduce manual effort.

2. Assign a Dedicated Support Contact

Designate a dedicated point of contact for troubleshooting and technical questions. Having someone available to provide timely support can resolve issues quickly, minimise disruptions, and improve user satisfaction. Consider establishing a ticketing system or help desk to handle user queries efficiently.

Get a Strategic HubSpot Solutions Partner

A critical best practice for ensuring a successful HubSpot migration is partnering with a HubSpot Solutions Partner. These are certified, experienced providers who specialise in CRM migrations, HubSpot configurations, and system integrations. By working with a trusted HubSpot Solutions Partner, you’ll benefit from their expert guidance throughout the entire migration process.

They bring deep knowledge of the HubSpot ecosystem, best practices for CRM setup, and strategies for overcoming common migration challenges. They can assist with everything from data handling (ensuring that it’s clean and accurately mapped) to customising HubSpot to fit your business needs. Additionally, a strategic partner can ensure that you’re optimising HubSpot’s tools—such as workflows, automation, and reporting capabilities—to their fullest potential.