Dynamics 365 promised enterprise-grade CRM. For a lot of corporations, it delivered enterprise-grade complexity as an alternative.
In case your organisation runs Dynamics 365 alongside Microsoft 365, Groups, and SharePoint, the thought of switching CRM platforms seems like unpicking the complete expertise stack. That notion retains many corporations on Dynamics lengthy after they’ve stopped getting worth from it.
However right here’s what we see working with enterprise groups throughout the UK, US, DACH, and APAC: the swap isn’t as disruptive as folks anticipate. The Microsoft integrations that really feel like lock-in (Outlook e mail sync, Groups notifications, calendar and SharePoint doc sharing) all work natively with HubSpot.
You don’t lose your Microsoft setting. You lose the elements of Dynamics that weren’t working.
This information is for groups at corporations with 200 or extra staff who’re both actively evaluating a transfer from Dynamics to HubSpot, or who know one thing isn’t working however aren’t certain what’s concerned in altering it.
We’ll cowl why corporations depart, what the migration truly entails, and the place HubSpot might enhance, and you must know that earlier than you commit.
In case you are contemplating a migration from one other main platform, akin to Salesforce, you can even learn our Salesforce to HubSpot migration guide.
Why Firms Depart Dynamics 365
The explanations are likely to cluster round 4 themes. If any of those sound acquainted, you’re not alone.
1. Licensing complexity that obscures actual prices
Dynamics 365 licensing is notoriously tough to forecast. Per-user, per-app, and per-module pricing, mixed with attachment licensing, Workforce Member seats, and Energy Platform add-ons, creates a value construction that even procurement groups battle to navigate.
Full-user licences vary from $50 to $300 per consumer monthly, relying on the module, and that’s earlier than implementation, customisation, and ongoing assist contracts (usually 15–25% of annual licensing price).
Microsoft’s January 2026 licence enforcement changes made this worse, not higher. Organisations operating Finance and Operations now face proactive licence audits, with customers dropping entry in the event that they don’t maintain the right licence kind.
Past the licence itself, sustaining a wholesome Dynamics occasion often means ongoing work from a specialist Dynamics consultancy: one of many prices corporations most constantly underestimate.
A 2026 benchmarking evaluation by Redress Compliance discovered that function mapping alone, matching customers to the suitable licence tier, recovered 15–28% of annual licence prices throughout the estates they reviewed, which suggests {that a} important variety of corporations are overpaying with out realising it.
HubSpot’s tier-based pricing is less complicated. It’s not all the time cheaper; that relies on the particular modules and consumer depend, nevertheless it’s considerably simpler to forecast, which issues once you’re constructing a enterprise case.
2. Advertising automation that forces a dual-platform stack
Dynamics 365 Buyer Insights – Journeys (previously Dynamics 365 Advertising) has improved lately, nevertheless it nonetheless falls wanting matching HubSpot Advertising Hub when it comes to ease of use, e mail tooling, and marketing campaign administration.
The consequence: many enterprise Dynamics customers run a separate advertising automation platform alongside their CRM, akin to Marketo, Pardot, Mailchimp, or one thing else completely.
That dual-stack creates information fragmentation, reporting blind spots, and a constant reconciliation overhead between the two systems. Probably the most frequent migration triggers we see is a advertising chief who’s uninterested in sustaining two platforms and desires to consolidate onto one system the place advertising and gross sales information dwell collectively natively.
3. Low consumer adoption that undermines the funding
Throughout the CRM business, consumer adoption is the only commonest reason behind implementation failure. Business information bears this out: almost half of CRM projects fail because of slow user adoption, and solely 46% of organisations obtain adoption charges above 90%.
With Dynamics particularly, the sample tends to be gross sales groups who discover the interface much less intuitive than they anticipated, construct workarounds in spreadsheets and private notebooks, and progressively cease utilizing the CRM for something past necessary reporting.
The signs are predictable: information high quality erodes, pipeline forecasts develop into unreliable, and the CRM turns into a device managers use to tug stories reasonably than a device groups use to promote.
4. The Microsoft ecosystem seems like a lure
What many corporations don’t realise till they begin exploring alternate options is that HubSpot’s native Microsoft integrations cowl many of the performance they assumed required Dynamics.
HubSpot’s Outlook add-in logs emails bidirectionally, syncs calendars, and surfaces CRM information contained in the inbox with out switching tabs. Groups integration delivers deal notifications, ticket assignments, and kind submissions instantly into channels.
Calendar occasions sync bidirectionally. SharePoint and OneDrive paperwork will be shared and accessed from inside HubSpot information.
You retain Microsoft for communication and collaboration. You progress CRM to a platform that’s truly constructed for it.
What the Migration Truly Includes
Each migration is totally different, however there’s a basic form to how Dynamics-to-HubSpot initiatives work. Understanding this helps you construct a practical inside enterprise case.
Resolve what you are truly migrating
“Migrating from Dynamics” hardly ever means ripping every little thing out on day one. In observe, most enterprise migrations transfer the advertising and gross sales layer, the place HubSpot is strongest, onto HubSpot, whereas genuinely higher programs are left in place (Dynamics Finance & Operations, or a separate ERP like NetSuite) keep the place they’re and join again to HubSpot.
A local Dynamics connector, prolonged via HubSpot’s Knowledge Hub the place customized logic is required, handles that integration, so the platforms coexist reasonably than compete. The primary scoping query is not “how can we transfer all of it?” however “which elements of the property truly belong in HubSpot, and what stays?” Not each monetary contact must dwell in your CRM.
What strikes and what will get rebuilt
Core CRM information (contacts, corporations, offers, actions, notes) migrates instantly. Custom entities in Dynamics map to custom objects in HubSpot, although the construction could must be tailored reasonably than replicated one-to-one.
The world that requires probably the most thought is workflow translation. Energy Automate flows and Dynamics workflows don’t have a direct equal in HubSpot; they must be rebuilt utilizing HubSpot’s workflow engine, which is extra intuitive however handles logic otherwise.
Some translations are clear (lead task, deal stage automation, e mail sequences).
Others require inventive options or third-party middleware, notably the place Energy Automate was orchestrating processes throughout a number of Microsoft purposes past CRM.
Knowledge migration: the unglamorous crucial path
Knowledge migration is the place initiatives succeed or fail. The standard challenges for Dynamics estates embrace deduplication (particularly if Dynamics and an present HubSpot portal have overlapping information), discipline mapping between Dynamics’ information mannequin and HubSpot’s, and historic exercise migration, deciding how a lot e mail and assembly historical past is value bringing throughout versus beginning contemporary.
For corporations with 200 or extra staff, information volumes are important sufficient that migration must be examined in a staging setting earlier than going dwell. Speeding this stage is the only commonest supply of post-migration issues.
Phased vs. big-bang: why phased often wins
A phased migration (shifting one staff, division, or area at a time) reduces danger, lets you study from early phases, and retains the enterprise operating on secure programs all through.
Large-bang migrations (everybody switches on the identical day) are quicker in idea however create concentrated danger and depart no room for course correction.
For enterprise groups working throughout a number of areas or enterprise items, phased is sort of all the time the suitable strategy. It additionally offers your change administration course of time to construct inside champions who can assist later phases, one thing that dramatically improves adoption outcomes.
The place HubSpot Falls Quick
No accountable information ought to let you know emigrate with out telling you what you may lose. Right here’s what’s value figuring out: on options and usefulness, HubSpot is clearly forward of Dynamics for many gross sales and advertising use circumstances. That’s not simply our view; it’s what we constantly hear from advertising and gross sales groups who’ve used each. However options aren’t the complete image.
ERP integration depth
In case your organisation depends closely on Dynamics 365 Finance, Provide Chain Administration, or Enterprise Central, HubSpot can’t change that ERP layer. Dynamics’ native integration between CRM and ERP modules is clean in a manner that any CRM-to-ERP integration through middleware merely isn’t.
In case your CRM and ERP wants are tightly coupled, migrating CRM away from the ERP stack introduces integration complexity you didn’t have earlier than.
Energy Platform extensibility
Energy Apps, Energy Automate, and Energy BI give Dynamics customers a low-code improvement setting that extends far past CRM. Organisations which have invested closely in Energy Platform (constructing customized apps, complicated multi-system automations, and embedded analytics dashboards) might want to discover various approaches on HubSpot.
HubSpot’s personal automation and reporting are sturdy for CRM use circumstances, however they don’t replicate the breadth of Energy Platform.
Microsoft bundle pricing
That is the place Dynamics has its strongest business benefit. Microsoft bundles Dynamics with the Workplace suite at heavy reductions for organisations that already spend considerably throughout the Microsoft setup. In some circumstances, Dynamics CRM is obtainable at near-zero incremental price for top Microsoft spenders.
In case your organisation is in that place, the pure licensing price comparability could genuinely favour staying on Dynamics, even when HubSpot is a greater CRM by itself deserves.
The choice then turns into whether or not the productiveness and adoption positive factors from HubSpot justify paying a premium over what is basically a bundled add-on.
When you must NOT migrate
In case your main ache is ERP integration reasonably than CRM usability, migrating CRM received’t resolve the issue. For those who’ve constructed in depth Energy Platform purposes that rely upon Dynamics information, the rebuild price could outweigh the advantages.
And if consumer adoption is the difficulty, it’s value asking whether or not the issue is the platform or the implementation, as a result of poor change administration will undermine any CRM, together with HubSpot. It’s additionally value noting who’s driving the analysis.
Dynamics purchases are usually pushed by IT groups in Microsoft-heavy organisations, whereas advertising and gross sales groups nearly universally want HubSpot.
In case your IT division chosen Dynamics and the top customers are those struggling, the dialog ought to contain each teams earlier than a call is made.
How Huble Approaches Dynamics Migrations
Huble has delivered over 500 HubSpot implementations throughout the UK, US, Germany, Belgium, Singapore, and South Africa. We’re a Triple Elite HubSpot Options Associate — the very best tier — and 2024’s International Associate of the Yr.
What issues greater than credentials, although, is how we work. Three issues distinguish how we strategy enterprise migrations:
We’re one firm, not a franchise. A multinational Dynamics migration that spans your UK, US, and DACH groups is delivered by one associate utilizing the identical methodology, not coordinated throughout separate companies. That consistency issues once you’re migrating information, processes, and other people throughout areas.
We deal with the compliance layer. ISO 27001:2022 and ISO 9001:2015 certification throughout all our workplaces means we move procurement and safety critiques that block most different HubSpot companions from enterprise offers. For regulated industries: monetary providers, insurance coverage, and healthcare, this removes a big barrier.
We don’t hand off after go-live. The Huble Flex retainer mannequin gives ongoing embedded consultancy after migration. Most implementation companions end at go-live. We keep to make sure adoption sticks, information high quality holds, and the platform evolves with your online business.
That is the place the true worth of migration is realised: not on launch day, however within the six months that observe.
Our strategy follows an outlined sequence reasonably than a single cutover. Scoping and a sales-to-delivery handover come first, adopted by a discovery section, usually one to 2 months, the place we outline the mission targets, map your online business logic, and doc each information mannequin and information move earlier than something strikes.
Solely as soon as the answer design is signed off can we transfer into construct, integration, and the info migration itself. That self-discipline early on is what prevents the issues that floor when groups rush straight to shifting information.
Steadily Requested Questions
How lengthy does a Dynamics 365 to HubSpot migration take?
It relies on the scope. Most Dynamics-to-HubSpot migrations for enterprise groups fall within the 4–9 month vary, with 6 months being the most typical. International rollouts throughout a number of areas can lengthen to six–12 months, and timelines stretch additional if the migration is a part of a broader digital transformation mission involving different programs past CRM. The information migration and testing section is often the longest single workstream.
Will we lose our Dynamics customisations?
Not essentially, however they received’t switch mechanically. Customized entities map to HubSpot customized objects, and plenty of Dynamics workflows will be rebuilt in HubSpot’s workflow engine.
Energy Automate flows that orchestrate processes throughout a number of Microsoft purposes are the toughest to duplicate and should require third-party middleware or various automation approaches.
Can HubSpot combine with Microsoft 365 and Groups?
Sure, natively. HubSpot’s Outlook integration logs emails bidirectionally, syncs calendars, and surfaces CRM information contained in the inbox. Groups integration delivers notifications for deal modifications, ticket assignments, and kind submissions.
SharePoint and OneDrive paperwork will be accessed from inside HubSpot information. You don’t want Dynamics to take care of your Microsoft ecosystem.
What occurs to our Energy Automate workflows?
They must be rebuilt. HubSpot’s workflow engine handles most CRM automation use circumstances (lead task, deal development, e mail sequences, job creation) however makes use of totally different logic than Energy Automate. Flows that solely contact CRM information translate properly.
Flows that orchestrate throughout a number of Microsoft purposes (SharePoint, Azure, Groups, and so on.) may have middleware options or might want to proceed operating alongside HubSpot for non-CRM processes.
How a lot does migration price in comparison with staying on Dynamics?
Migration has an upfront mission price (implementation, information migration, workflow rebuild, coaching) after which ongoing HubSpot subscription prices. Whether or not that’s kind of costly than your present Dynamics property relies on your licence construction, consumer depend, and which modules you’re utilizing.
Many corporations discover that Dynamics’ hidden prices — licence over-allocation, Energy Platform add-ons, ongoing admin overhead, and assist contracts — imply they’re spending greater than they realise. A side-by-side TCO comparability is a part of any migration scoping engagement.
Do we have to migrate every little thing without delay?
No, and for enterprise groups, we often suggest you don’t. A phased strategy, by staff, division, or area, reduces danger, lets you study from early phases, and retains the enterprise operating on secure programs all through. It additionally offers your change administration programme time to construct inside champions who assist later phases.
Is Migration Proper for You?
Not each firm on Dynamics 365 ought to migrate to HubSpot. But when licensing complexity, advertising platform fragmentation, low consumer adoption, or perceived Microsoft lock-in are holding your staff again, it’s value exploring what a transfer would truly contain.
Huble presents a migration evaluation that maps your present Dynamics setting, identifies what strikes cleanly and what requires inventive options, and gives a practical timeline and value estimate.
No dedication, no exhausting promote, only a clear image of what migration would appear like on your particular scenario.
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