SAP CRM to

HubSpot Migration

Without Losing Data

Move from SAP CRM (or SAP Sales Cloud / C4C) to HubSpot with a structured migration that preserves your customer master data, rebuilds your sales processes in HubSpot-native logic, and keeps SAP S/4HANA as the system of record for finance and operations.

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Teams that leveled up their development with HubXpert

The Problems

Why Migrate from

SAP CRM to HubSpot?

These are patterns we see in nearly every SAP CRM and SAP Sales Cloud account before a sales team makes the move.

Enterprise Complexity for a Sales-Floor Need

SAP CRM was designed for enterprises where every business process runs through SAP. That breadth means real depth, but also means changes flow through IT, security reviews, and partner queues - even when a rep just needs a new pick-list value.

ABAP, BAdIs, and Customization Burden

Real customization in SAP CRM requires ABAP, BAdI implementations, BRF+ rules, or extensive partner support. Simple sales process changes turn into projects spanning months.

Marketing Automation Lives Elsewhere

Modern marketing automation in the SAP world means SAP Marketing Cloud - a separate product with its own license, learning curve, and contact database. The unification between CRM and Marketing Cloud is real on paper, friction-heavy in practice.

The UI Is Functional, Not Modern

Whether you're on SAP CRM 7.0 with WebClient UI, SAP Sales Cloud (C4C), or SAP S/4HANA Sales - the experience reflects enterprise design heritage more than modern CRM patterns. Adoption suffers as a result.

Total Cost of Ownership Keeps Climbing

SAP CRM TCO includes licenses, support, ABAP development, partner fees, and integration overhead. The sticker price was already significant; the real annual cost keeps growing as the system ages.

The Real Cost: Enterprise CRM Pricing for an Underused System

SAP CRM customers typically spend hundreds of thousands per year on licensing, partner support, and ABAP development - for a CRM many reps avoid in favor of email and spreadsheets. Moving sales to HubSpot while keeping SAP for ERP is one of the highest-ROI architecture decisions an SAP shop can make.

Hubspot Users

How Many Businesses Are Moving to HubSpot?

The amount is a lot in the last 12 years. It is very obvious why businesses are moving or migrating.  

HubSpot offers an easy to use high growth & fast deploy CRM platform that build for scale. You’ll find everything you need to run your business.

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The SOLUTION

What We Migrate from SAP CRM

(Core Data & Assets)

We migrate the sales side of SAP CRM to HubSpot - while keeping SAP S/4HANA (or ECC) as the system of record for finance, supply chain, and operations.

CRM Records / Core Records
- Business Partners (Customers, Contacts, Prospects) with full activity history
- Opportunities and Sales Pipeline records
- Leads and Lead Qualification history
- Activities - Tasks, Appointments, Phone Calls, Emails, Interactions
- Service Tickets and Complaints (where Service module is in scope)
- Custom BO (Business Object) data - mapped to HubSpot Custom Objects
- Attachments, GOS documents, and DMS-linked files
Automation
- Business Workflows (SWDD) rebuilt as HubSpot Workflows
- BRF+ rules translated into HubSpot logic where applicable to sales process
- BAdI customizations reviewed - ERP-relevant stays in SAP, sales-side moves to HubSpot
- Action Profiles and Email triggers
- Lead assignment and territory management
- Approval workflows for opportunities and quotes
- ABAP custom code on CRM side - replaced with HubSpot logic, kept in SAP where ERP-side
Structure & Setup
- Custom fields (AET fields in C4C, EEW fields in CRM 7.0)
- Sales Process and Opportunity Phases
- Territory Management hierarchy
- Authorization roles relevant to CRM access
- Marketing Attributes and Segmentation lists
- Reports and Analytics views translated to HubSpot dashboards
- Product Master references (kept in SAP, surfaced in HubSpot via integration)
Integrations
- SAP S/4HANA or ECC - kept as system of record, integrated with HubSpot bidirectionally
- SAP Marketing Cloud replaced with HubSpot Marketing Hub
- SAP Service Cloud replaced with HubSpot Service Hub (where applicable)
- Email - Outlook, Office 365, Gmail
- Integration platforms - SAP CPI, MuleSoft, Boomi, Celigo reconfigured for hybrid HubSpot + SAP
- Conversation and meeting tools - Microsoft Teams, Webex, Zoom
- Document management - SharePoint, SAP DMS, OpenText

BENEFITS

Benefits of Migrating

From SAP CRM to HubSpot

The right architecture for most SAP shops isn't replacing SAP - it's giving sales a CRM built for selling while SAP S/4HANA continues to run finance and operations. HubSpot was designed for exactly this kind of hybrid.

A Modern CRM Sales Actually Uses

Fast UX, mobile-first design, AI assistance, and conversation intelligence built in. Reps log activity in real time instead of avoiding the system.

SAP Stays Where It's Strongest

S/4HANA runs finance, supply chain, and operations. HubSpot runs the front-of-funnel - leads, marketing, opportunities, sales execution. The two are integrated through SAP CPI or your existing integration platform.

Marketing Automation Without a Second Product

HubSpot Marketing Hub replaces SAP Marketing Cloud (or whatever marketing tool you bolted on). One contact record, one set of workflows, no cross-product reconciliation.

Real Sales Reporting

Pipeline velocity, source attribution, win/loss analysis, and revenue forecasting - native dashboards instead of BW or Analytics Cloud reports that take a quarter to build.

Automation Without ABAP

HubSpot Workflows replace sales-side Business Workflows. Internal admins own the logic - no partner queues, no ABAP development, no transport requests for a pick-list change.

Significant Sales License Savings

Moving sales reps from SAP CRM licensing to HubSpot licensing typically saves substantially per user per month. Plus the ABAP and partner fees that disappear from the run-rate.

our process

Our SAP CRM to HubSpot

Migration Process

A clear, step-by-step execution plan with full visibility at every stage. No black boxes, no unexpected issues during migration.

Step 1.

Discovery & Mapping

We audit your SAP CRM (or Sales Cloud) and design the split between HubSpot and SAP.

Full SAP CRM / Sales Cloud audit
Hybrid architecture design - HubSpot for front-of-funnel, SAP for ERP
ABAP, BAdI, and BRF+ inventory
Integration design for HubSpot-SAP via CPI or existing middleware

Step 2.

System Build & Data Preparation

We configure HubSpot and prepare your SAP data in parallel.

HubSpot portal set up - properties, pipelines, hubs
SAP data extracted via OData, RFC, or BW
HubSpot-SAP integration designed and built in staging
Duplicate and stale records resolved

Step 3.

Migration with Validation

We transfer data in batches with QA after every step.

Migrated in dependency order - Business Partners, Opportunities, Activities
Sales-side Business Workflows rebuilt as HubSpot Workflows
Live SAP integration validated end-to-end
Your team validates each batch

Step 4.

Go-Live (Cutover)

Your team goes live with complete data continuity and a live SAP integration.

Final delta sync from SAP CRM
S/4HANA continues running finance and operations
Live integration syncs customer and order data
Cutover scheduled around your finance and sales periods

Step 5.

Training & Support

We train your team and stay close after launch.

Role-based training for sales, marketing, service, and ops
Walkthroughs on the HubSpot-SAP hybrid workflow
Reference guides for sales and ops users
Post-migration support and tuning

THE DIFFERENCE

From SAP CRM Complexity to

HubSpot Clarity

The worst outcome of a migration is ending up with a HubSpot system that still feels like SAP CRM. We use the migration as an opportunity to simplify, restructure, and improve how your CRM actually works.

	What Was in SAP CRM	What We Build in HubSpot
Sales UX	WebClient UI, Fiori, or C4C UI - functional but enterprise-paced	Native CRM UX built for speed of selling - modern mobile, fast records, AI assistance
Architecture	One platform doing CRM, ERP, and finance, with CRM as a secondary concern	HubSpot for sales / marketing / service, SAP S/4HANA for finance / ERP - each strong at its job
Automation	Business Workflows, BRF+, and ABAP - powerful but partner-dependent and slow to change	Native HubSpot Workflows owned by internal admins with no-code editing
Marketing	SAP Marketing Cloud as a separate product with its own contact database	HubSpot Marketing Hub on the same contact record as sales
Cost	Enterprise CRM licensing, ABAP development, and partner fees on the annual run-rate	Contact-based pricing matched to actual usage; ABAP and partner burden reduced for the CRM side

David Jenyns

Creator of SYSTEMology®

Working with Ratul was a game-changer for us. His expertise and dedication significantly improved our marketing strategies and CRM implementation, leading to noticeable growth in our customer engagement and sales.

Faster time to value with
unified data

60%

Personalized experience have
increased stats.

10,000+

Joe Liffrig

Technology Product Leader at Cornerstone Licensing

HubXpert delivered what we needed. Their team migrated our CRM data from Microsoft Dynamics 365 to HubSpot, ensuring a smooth transition with no disruption. The migration was organized, accurate, and focused on data integrity.

CRM Records Migrated

33,638+

Data Accuracy Maintained

100%

Liselotte Leijten-Deppenbroek

Chief Operating Officer

HubXpert successfully migrated over 200,000+ support tickets from Trengo to HubSpot Service Hub, delivering a seamless transition, improved automation, and a scalable customer support operation.

Support tickets migrated

200,000+

Service pipelines & automations implemented

65+

CHALLENGES

Common Migration Challenges (And How We Solve Them)

Migration issues don't come from the transfer itself. They come from poor planning, bad mapping, and no validation. We fix these before they become problems.

Hybrid Architecture, Not Replacement

We don't try to replace SAP - we move sales-side data to HubSpot and keep S/4HANA (or ECC) as the ERP system of record. The integration between them is production-grade.

Zero Data Loss

Full SAP CRM extract via OData, RFC, or BW. Field-by-field mapping. Business Partner counts reconciled across both systems before sign-off.

Business Workflows Rebuilt on the Sales Side

Every Business Workflow that runs sales logic is rebuilt as a HubSpot Workflow. ERP-side ABAP stays in SAP. We don't duplicate logic - we redesign each system to own what it's best at.

Marketing Cloud Consolidated

SAP Marketing Cloud is replaced by HubSpot Marketing Hub. Campaigns, segments, and engagement data move into HubSpot, joining the sales-side contact record.

Bidirectional Integration That Doesn't Break

HubSpot and SAP stay synced through SAP CPI or your existing middleware - customer master data, order status, and invoice data flow reliably.

No Downtime

Both systems run in parallel until cutover. Your team is never locked out.

FAQ

Questions You Might Have

Are you replacing all of SAP?

No - and we don't recommend it. SAP S/4HANA (or ECC) is the right system of record for finance, supply chain, and operations in most large enterprises. The right move is shifting sales / marketing / service to HubSpot, while SAP keeps running ERP, with a clean integration between them.

Can you migrate from SAP CRM 7.0, SAP Sales Cloud (C4C), and SAP Sales Cloud V2?

Yes. All three are supported. We use the appropriate extraction approach for each - OData for C4C, RFC and SQL for CRM 7.0, and the native APIs for Sales Cloud V2.

What happens to our ABAP customizations?

ABAP that supports sales logic is reviewed and replaced with HubSpot Workflows. ABAP that supports ERP-side logic stays in SAP. We don't duplicate code across systems - we redesign the architecture so each system owns what it's good at.

How does the HubSpot-SAP integration work?

We typically use SAP Cloud Platform Integration (CPI) or your existing middleware (MuleSoft, Boomi) to sync Business Partners, customer master data, and order information bidirectionally. Sales works in HubSpot; finance and ops work in SAP; the customer record stays consistent.

What about SAP Marketing Cloud?

SAP Marketing Cloud is replaced by HubSpot Marketing Hub. Campaigns, contacts, segments, and engagement data migrate, with marketing and sales now on the same contact record.

Will we lose data?

No. Every Business Partner, Opportunity, Lead, Activity, and Custom BO record on the CRM side moves with full history. Counts are reconciled before sign-off.

How long does an SAP CRM to HubSpot migration take?

Most SAP migrations run 12 to 16 weeks because of the integration architecture and hybrid design work. Very large enterprises with complex ABAP and BRF+ customizations can take up to 20 weeks.

Is there any downtime?

No. SAP stays fully operational. The HubSpot cutover is a controlled, scheduled event that doesn't impact ERP operations.

Will our SAP CPI / MuleSoft integrations need to be rebuilt?

Some, yes. Integrations that touched the CRM module are reconfigured to point at HubSpot. Integrations that connect to ECC / S/4HANA core modules stay unchanged.

Will our reps actually adopt HubSpot after years on SAP?

In our experience, yes - strongly. The UX gap between SAP CRM and HubSpot is large enough that reps voluntarily increase activity logging within the first month. Adoption stops being a fight.

BOOK CONSULTATION

Make Your Decision

We make everything else easy

With 5+ years of industry experience, 150+ successful projects, and a 98% client satisfaction rate, we've built deep migration expertise across every major CRM, CMS, marketing, and helpdesk platform. Our team has helped 20+ retainer clients personalize their HubSpot setup post-migration, so you don't just inherit a copy of your old system - you launch on a CRM that actually fits how your business runs.

Takes 30 minutes

Delivered by certified HubSpot expert

SAP CRM to HubSpot Migration Without Losing Data

Why Migrate from SAP CRM to HubSpot?

Enterprise Complexity for a Sales-Floor Need

ABAP, BAdIs, and Customization Burden

Marketing Automation Lives Elsewhere

The UI Is Functional, Not Modern

Total Cost of Ownership Keeps Climbing

The Real Cost: Enterprise CRM Pricing for an Underused System

What We Migrate from SAP CRM (Core Data & Assets)

CRM Records / Core Records

Automation

Structure & Setup

Integrations

Benefits of Migrating From SAP CRM to HubSpot

A Modern CRM Sales Actually Uses

SAP Stays Where It's Strongest

Marketing Automation Without a Second Product

Real Sales Reporting

Automation Without ABAP

Significant Sales License Savings

Our SAP CRM to HubSpot Migration Process

Discovery & Mapping

System Build & Data Preparation

Migration with Validation

Go-Live (Cutover)

Training & Support

From SAP CRM Complexity to HubSpot Clarity

What Was in SAP CRM

What We Build in HubSpot

Sales UX

Architecture

Automation

Marketing

Cost

Our Clients

David Jenyns

Working with Ratul was a game-changer for us. His expertise and dedication significantly improved our marketing strategies and CRM implementation, leading to noticeable growth in our customer engagement and sales.

Joe Liffrig

HubXpert delivered what we needed. Their team migrated our CRM data from Microsoft Dynamics 365 to HubSpot, ensuring a smooth transition with no disruption. The migration was organized, accurate, and focused on data integrity.

Liselotte Leijten-Deppenbroek

HubXpert successfully migrated over 200,000+ support tickets from Trengo to HubSpot Service Hub, delivering a seamless transition, improved automation, and a scalable customer support operation.

Common Migration Challenges (And How We Solve Them)

Hybrid Architecture, Not Replacement

Zero Data Loss

Business Workflows Rebuilt on the Sales Side

Marketing Cloud Consolidated

Bidirectional Integration That Doesn't Break

No Downtime

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