The right marketing automation platform is no longer just a "nice-to-have" — it's the backbone of modern marketing operations. Whether you’re scaling your GTM motion, aligning with sales, or personalizing customer journeys, your automation engine plays a central role. But if your current tool is creating more friction than value, it might be time to migrate.
Let’s be honest: platform migrations are rarely fun. They involve complexity, coordination, and a decent dose of change management. But with the right planning (and maybe the right partner), a migration doesn’t have to derail your team or your strategy. Here’s how to make your next move seamless and strategically sound.
1. Start with Strategy: Define Your “Why”
Don’t migrate for features — migrate for outcomes.
Start by clarifying why you’re considering a platform switch in the first place. Common drivers include:
- Better CRM and RevOps alignment
- Stronger reporting and attribution
- Simplified workflows and usability
- Tech stack consolidation
- Cost savings or better ROI
Your team’s “why” will help define success, guide your new platform selection, and build internal alignment before the process begins.
2. Choose a Platform Built for Growth
Not all marketing automation tools scale the same way. The platform you pick should align with your future — not just today’s workflows. That means thinking about CRM integration, AI capabilities, segmentation power, and cross-functional usability.
Platform Snapshot: How the Top Tools Stack Up
| Platform | Ideal For | Strengths | Migration Considerations |
|---|---|---|---|
| HubSpot | Growth-focused teams seeking RevOps alignment | Unified CRM & automation, excellent UX, strong reporting, fast implementation, inbound-friendly | Migration is streamlined with expert help; minimal dev resources required |
| Salesforce Marketing Cloud (Pardot) | Enterprise teams heavily embedded in Salesforce ecosystem | Native Salesforce connection, campaign scoring, B2B lead gen | Complex object mapping and siloed data can create friction during migration |
| Marketo (Adobe) | Enterprise teams with custom integrations | Advanced logic, powerful automations, custom objects | Long implementation cycles, requires technical support to maintain |
| ActiveCampaign | Lean teams, SMBs | Email automation, ease of use, affordable pricing | Limited scalability for complex RevOps setups |
| Mailchimp | Startups, solopreneurs | Drag-and-drop campaigns, quick to launch |
3. Build a Realistic — and Flexible — Migration Plan
Migrations can take weeks or even months, depending on the size of your database, complexity of your workflows, and team capacity. Build your plan in phases:- Platform setup and integrations
- Asset migration (emails, forms, workflows)
- Data mapping and import
- QA and testing
- Go-live and post-launch optimization
Always leave breathing room for unexpected blockers. This isn’t just a technical project — it’s a process change.
Want a deeper dive? Watch our on-demand webinar on migrating to HubSpot CRM.
4. Reimagine Your Workflows
Your old system likely has legacy automations, outdated segmentation, or duplicate logic. A migration is your chance to clean the slate.
Before rebuilding, ask:
- Which workflows are still aligned to our funnel?
- Are we still scoring leads the right way?
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What can be simplified or automated with less effort?
Mapping workflows to your current buyer journey and lifecycle stages will ensure your new platform works smarter from Day 1.
5. Prioritize and Clean Your Data
Data is everything — but not all of it needs to come with you.
Use this opportunity to audit:
- Contact records and engagement history
- Custom properties
- Campaign and asset performance
Only migrate what’s essential for your future strategy. Cleaning as you go reduces complexity and ensures better reporting once live.
6. Leverage a Strategic Migration Partner
You don’t have to do it alone.
A strategic partner like New Breed can help ensure your migration is clean, complete, and fully aligned to your marketing and RevOps strategy. From mapping properties to rebuilding workflows and training your team, we handle the heavy lifting so you can stay focused on driving revenue.
We go beyond a simple data transfer — we rebuild your automation foundation to support growth long after launch.
Moving from Salesforce? You’re Not Alone
Salesforce is robust — but for many marketing teams, it’s more than they need. High complexity, silos, and costs are common reasons teams move to HubSpot.
Why HubSpot is a top Salesforce alternative:
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Unified CRM + Marketing Automation: One interface for sales and marketing.
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Intuitive Campaign Management: No-code workflows and fast content deployment.
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Better Data Hygiene: Native contact deduplication and property management.
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Scalable RevOps Architecture: Lifecycle stages, lead scoring, attribution, and sales handoff all in one place.
We specialize in Salesforce-to-HubSpot migrations — including data object mapping, asset rebuilds, and strategic consulting to ensure long-term success.
Make the Move with Confidence
Migrating your marketing automation platform is a big step — but it can also be the moment you elevate your entire go-to-market strategy. With a strong plan and the right platform, you’ll be set up to do more with less, close revenue gaps, and unlock scalable growth.
Ready to see what HubSpot can do?
Request a HubSpot Migration Assessment or get our CRM Migration Playbook to learn how New Breed can guide your migration strategy — from technical setup to strategic enablement.
