For years, Salesforce has been the undisputed leader in the customer relationship management (CRM) space. Known for its comprehensive enterprise solutions, Salesforce has maintained a strong foothold across industries. However, HubSpot, initially seen as a challenger focused on small-to-medium businesses (SMBs), is steadily moving in on Salesforce’s market share. With a relentless focus on usability, affordability, and innovation, HubSpot is attracting not just SMBs but also larger enterprises. Let’s dive into the exact features that are helping HubSpot challenge Salesforce in the CRM landscape.
One of HubSpot’s biggest advantages over Salesforce is its intuitive interface. Salesforce, while robust, often requires extensive training, third-party consultants, and heavy customization to adapt to an organization’s needs. HubSpot, on the other hand, is designed to be user-friendly from day one.
Key Features Supporting This:
Drag-and-Drop Workflow Builder: HubSpot’s automation builder enables users to create workflows without writing a single line of code.
Unified Platform: All of HubSpot’s tools (marketing, sales, service, and operations) are fully integrated, offering a seamless user experience without the need for additional modules or connectors.
Guided Onboarding: HubSpot’s onboarding process simplifies adoption, reducing the need for external consultants.
By lowering the barriers to entry, HubSpot makes it easier for businesses to quickly deploy and start using their CRM.
Salesforce’s Pardot has long been a go-to solution for marketing automation. However, HubSpot has stepped up its game by enhancing its Marketing Hub and Sales Hub with sophisticated automation features.
Key Features Supporting This:
Advanced Custom Reporting: HubSpot now offers customizable dashboards and reports, comparable to Salesforce’s analytics capabilities, but with less complexity.
AI-Powered Campaign Optimization: HubSpot’s AI tools help users identify trends, improve content, and target audiences more effectively.
Enhanced Lead Scoring: With predictive lead scoring, HubSpot helps sales teams prioritize prospects, rivaling Salesforce’s Einstein AI.
These features have made HubSpot a strong contender for businesses looking for robust yet accessible automation tools.
HubSpot has strategically expanded its feature set to cater to larger organizations while maintaining a cost-effective pricing model. Salesforce’s enterprise plans can quickly become expensive, especially when adding on necessary modules or features.
Key Features Supporting This:
Custom Objects: HubSpot’s introduction of custom objects allows businesses to create data models that go beyond standard CRM properties, a feature previously dominated by Salesforce.
Enterprise-Grade Permissions: With advanced user roles and field-level permissions, HubSpot now meets the security and governance requirements of large organizations.
Operations Hub for Complex Integrations: HubSpot’s Operations Hub enables data syncing and automation across multiple platforms, simplifying complex tech stacks often found in enterprises.
While Salesforce boasts an extensive AppExchange marketplace, HubSpot is closing the gap by offering seamless integrations with popular business tools. HubSpot’s focus on ease of integration has made it a favorite among businesses looking to avoid the headaches often associated with Salesforce integrations.
Key Features Supporting This:
Native Integrations: HubSpot provides out-of-the-box integrations with platforms like Slack, Zoom, Shopify, and Google Workspace.
Data Sync: HubSpot’s two-way data sync ensures that information is always up-to-date across connected systems, reducing redundancies and errors.
Custom API Access: For businesses with unique needs, HubSpot’s API allows developers to create custom integrations without excessive complexity.
HubSpot is doubling down on artificial intelligence to compete with Salesforce’s Einstein AI. The company has integrated AI across its platform to help businesses work smarter, not harder.
Key Features Supporting This:
Content Assistant: AI tools that help generate, refine, and optimize marketing content.
Conversation Intelligence: Automatically transcribe, analyze, and derive insights from sales calls.
Forecasting Tools: AI-driven sales forecasting helps teams predict revenue with greater accuracy.
These AI-powered tools are making HubSpot a compelling choice for companies looking for advanced technology without the steep learning curve.
One criticism of HubSpot in its earlier years was that it wasn’t built for large-scale operations. However, that narrative has shifted dramatically with the launch of its scalable enterprise features.
Key Features Supporting This:
Partitioning: HubSpot now allows teams to partition data, workflows, and content, making it easier for large organizations to manage multiple brands or regions.
Multi-Currency Support: Essential for global businesses, this feature allows sales teams to work in their local currencies without friction.
Advanced Team Management: With team-based dashboards and reporting, HubSpot offers robust tools for managing larger sales and marketing teams.
HubSpot’s strategic focus on usability, affordability, and innovation is resonating with businesses of all sizes. By addressing common pain points associated with Salesforce—such as complexity, cost, and reliance on third-party consultants—HubSpot is carving out a significant share of the CRM market.
As we move into 2025, HubSpot’s ability to combine enterprise-level functionality with SMB-friendly simplicity positions it as a serious contender to Salesforce. Businesses looking for a flexible, all-in-one solution are increasingly turning to HubSpot, and its trajectory suggests that this trend will only accelerate.
If you’re considering a CRM solution, now is the time to evaluate how HubSpot’s latest features could benefit your organization.