An Insider’s Guide to Re-Platforming from Marketo to HubSpot
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8 min read
Campaign Creators
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5/1/25 8:00 AM
HubSpot migrations are on the rise as businesses look for modern, streamlined solutions to boost efficiency and pave the way for sustainable growth. But let’s be clear—re-platforming to HubSpot is not just a tech upgrade. It’s a transformative journey that touches every corner of your organization. From redefining workflows to empowering teams with better tools, this migration is about setting the stage for a smarter, more connected way of working.
While tools like HubSpot help centralize processes, you cannot overlook the human element. Without proper change management, businesses risk user resistance, low system adoption rates, and disruptions that could hinder organizational success. This guide focuses on mastering change management during a HubSpot migration, ensuring a seamless transition to your new CRM.
A HubSpot migration involves transferring your business's existing data, processes, and workflows from your current platform or system into the HubSpot ecosystem.
HubSpot migration is more than just a technical process—it's a journey transforming how your business operates, communicates, and grows. Whether transferring site content, importing CRM data, or migrating complex workflows, a successful HubSpot website migration ensures every piece aligns with your goals.
Migrations can be challenging, but also an opportunity to rethink, reorganize, and reimagine your business's operations. For some, it might be as simple as data import from a CSV; for others, it may require using APIs or custom-built HubSpot solutions.
But the real magic of a successful migration lies beyond the tech. It’s about aligning your people, processes, and systems to create a foundation for success. With the right approach, a HubSpot migration is a milestone on the path to a more efficient, impactful, and scalable business.
CRM change management is the backbone of any successful HubSpot data migration. It ensures a smooth transition by aligning people, processes, and technology while transforming uncertainty into opportunity. Migrating to HubSpot is more than just moving data—it’s about creating an environment where your team embraces the new system and maximizes its potential to drive efficiency and growth.
However, navigating change management during a migration comes with its challenges:
To ensure a successful HubSpot migration, addressing these challenges with clear strategies, effective communication, proper training, and strong leadership is critical. With the right approach, change management can pave the way for long-term success and growth.
Managing the transition to HubSpot goes beyond just implementing technical solutions—it requires effective change management to ensure a smooth and successful migration. The focus should be on aligning processes with the bigger picture, clearly defining the value of the change, and addressing potential challenges proactively. This approach helps unlock HubSpot’s full potential, driving growth and innovation for your business.
Here’s why change management matters during a HubSpot CRM data migration:
Now, let's explore actionable strategies to master change management during your HubSpot migration.
Change is never easy, but with the right strategies, it can lead to incredible opportunities for growth and innovation. By approaching change management strategically, you can turn potential challenges into a seamless, well-executed transformation.
Here are the top six change management strategies for your upcoming HubSpot re-platforming:
Start by conducting a thorough impact assessment to fully understand the scope of the changes and their implications. Begin by identifying:
Once the impact assessment is complete, create a detailed project scope aligning with your goals. Engage key stakeholders early on to gather input and secure support, which can be critical for smooth re-platforming. An effective impact assessment can highlight potential challenges and help you design an actionable plan that meets your needs.
Communication is the backbone of successful change management and plays a critical role in ensuring a smooth transition. Keeping stakeholders informed at every stage with clear, consistent messaging fosters trust and minimizes resistance to change. To achieve this, consider the following steps:
Understanding the "why" behind the migration helps your team members to stay engaged and supportive throughout the migration process.
Internal champions are key advocates for the new platform and can make a significant difference in the success of your migration. These are employees chosen from across different departments who can take on the responsibility to:
Having well-prepared champions can help foster adoption, reduce resistance to change, and create a smoother transition for everyone.
Users play a crucial role in successful change management, and their success hinges on practical training and education. Ensuring your team is well-prepared to use the platform is vital for a smooth transition and long-term adoption. Here's how training and education can facilitate change management:
By investing in tailored training and ongoing education, you minimize resistance to change, reduce downtime, and empower your team to embrace HubSpot as a tool for growth.
A HubSpot migration doesn’t end once the platform goes live. Instead, it’s an ongoing process that requires effective change management to ensure success. Strong feedback loops are key to managing change during and after the migration by:
Involving your team in continuous feedback helps refine the platform, build trust, encourage adoption, and foster a collaborative environment. This proactive approach ensures the HubSpot migration drives long-term success.
Effective CRM governance is essential for successful change management during a HubSpot migration. It safeguards data accuracy and ensures system efficiency every step of the way. Without a strong governance framework, your new CRM may fail to reach its full potential.
Here’s how effective CRM governance facilitates change management:
These processes support change management by making the system reliable, organized, and easier for your team to embrace.
Beyond the initial migration, CRM governance is the cornerstone of long-term success. It’s not just about setting up a system—it’s about creating an ecosystem that works seamlessly over time. Effective governance ensures your CRM doesn’t spiral into chaos but remains a valuable asset that drives growth.
Here’s why CRM governance is non-negotiable:
By establishing a strong governance framework from day one, you’re building the foundation for reliable operations, scalable growth, and a system that evolves with your business. It’s about ensuring your technology works for you, not against you, so you can focus on what truly matters: driving meaningful customer relationships and achieving your business goals.
DIY migrations might seem quick and cost-effective, but they often overlook one critical element: change management. Without the proper planning and alignment, these migrations can lead to costly mistakes, delays, and resistance from your team.
Imagine transitioning to HubSpot, excited about its potential to transform your business, but facing challenges like misplaced data, system failures, or a team struggling to adapt to the new platform. Effective change management ensures a smoother migration by aligning your team, processes, and technology for long-term success.
That’s where professional HubSpot migration services make all the difference. Here’s what you get when you choose expertise over trial-and-error:
At Campaign Creators, we do more than move data; we help businesses navigate change confidently. Our approach is built on streamlining the process, reducing the stress of change management, and ensuring that your investment in HubSpot delivers immediate and lasting value.
Change management is the secret ingredient that turns potential roadblocks into stepping stones for success. Clear communication keeps everyone aligned, hands-on training empowers your team, strong governance ensures everything stays on track, and engaged users breathe life into your new CRM system. When you prioritize these elements, you’re not just adopting a new platform—you’re setting the stage for growth, innovation, and endless possibilities.
Need expert help with your migration? At Campaign Creators, we combine technical expertise with proven change management strategies to make your transition seamless and successful.
Whether you're planning a Pardot or Salesforce to HubSpot migration, or Marketo to HubSpot, it's easy to set your business up for long-term growth. Learn more about re-platforming to HubSpot here!
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