HubSpot vs Salesforce: the CRM giants face off in 2025! We'll help you choose
Salesforce or HubSpot? When you're looking for a CRM solution to manage leads, boost customer relations and automate sales, these two names come up time and time again. And with good reason: they are the two most popular cloud platforms on the market, each with its own approach to sales management and marketing automation.
But how do you know which one is right for your business?
Between a comprehensive tool like Salesforce, tailored for large sales teams, and HubSpot, more accessible for SMEs with an ultra-intuitive interface, the choice depends above all on your needs, your budget and your desired level of automation.
👉 In this comparison, we've broken down every feature, every application and every plan for you. Our aim: to help you choose the best CRM software for your business. Spoiler: there's no universal winner... but there is a good choice for you.
What is HubSpot?
HubSpot overview
HubSpot is the all-in-one CRM that has democratised customer management and marketing automation. Its positioning is clear: offer a fluid experience for centralising all sales, marketing and customer service activities, without requiring an army of developers. With its streamlined interface and modular logic, HubSpot lets you connect features as your business needs evolve.
🎯 Launched in 2006, the cloud platform is aimed primarily at SMEs, start-ups and marketing/sales teams who want a tool that is both easy to use and powerful.
In short, HubSpot relies on ergonomics, quick learning curve and intelligent automation to appeal to teams in search of performance.
HubSpot's key features
The main reason why HubSpot is so appealing is its wealth of features. Designed as a complete software suite, it covers every stage of the customer cycle: from acquisition to retention, including sales and support.
Here are the key functionalities that make it so powerful
- free, unlimited customer relationship management (CRM);
- sales tools (pipeline, forecasting, lead scoring) ;
- marketing automation (emailing, workflows, intelligent forms)
- integrated customer service (chat, tickets, knowledge base) ;
- personalised reporting and real-time dashboards;
- native integrations with over 1,000 apps (Slack, Gmail, Stripe, etc.);
- full mobile application for field monitoring;
- CMS and marketing content (blog, landing pages, integrated SEO).
HubSpot CRM
Advantages and disadvantages of HubSpot
Like all CRM software, HubSpot has its strengths... and its limitations. To help you see things more clearly, we've sorted out what makes the platform a must-have and what might hold back certain types of team or project.
✅ We're not going to lie: the reason so many teams are adopting HubSpot is that the solution has proved its worth. From the ease of use to the quality of customer support, here's what we've got on the positive side:
- a modern, intuitive and pleasant interface
- highly functional free version
- easy-to-configure automations;
- excellent customer support;
- all-in-one solution: sales, marketing, support, CMS.
❌ But be warned: behind its beautiful interface, HubSpot is not without its faults:
- paid plans quickly go up in price;
- less advanced customisation than Salesforce ;
- reporting that is sometimes too basic for large organisations ;
- limitations on certain features in intermediate packages.
What is Salesforce?
Salesforce overview
Salesforce is the heavyweight of cloud CRM. Founded in 1999, it was one of the first companies to rely on a SaaS platform to manage customer relationships on a large scale. Salesforce's strength lies in its functional power. With its various 'clouds' (Sales Cloud, Service Cloud, Marketing Cloud, etc.), the tool covers all business areas: from B2B sales to customer service management, via marketing automation, personalised applications, AI and data analysis.
🎯 Today, it's a veritable commercial war machine: ultra-customisable, modular and designed for large companies with complex processes.
In short, if you're looking for comprehensive CRM software that can adapt to very specific business needs, Salesforce ticks all the boxes... provided you have a team and a budget to match.
Key features of Salesforce
Salesforce is a bit like the 'Lego of CRM': each company builds its own solution from functional bricks. This offers unrivalled flexibility, but also requires a real implementation strategy. Here's an overview of the key features:
- Sales Cloud: management of leads, opportunities, accounts, forecasts, scoring ;
- Service Cloud: multi-channel customer support management (telephone, email, chat, social networks);
- Marketing Cloud: automated campaigns, email marketing, behavioural scoring ;
- Analytics and advanced reporting with integrated AI (Einstein);
- customisation via the AppExchange and development of made-to-measure applications;
- automation of workflows and complex business processes;
- advanced integration via API with ERP, in-house tools, etc. ;
- mobile application with offline functionalities.
Salesforce Platform
Advantages and disadvantages of Salesforce
You don't become the world leader in CRM without some serious arguments. But with so many possibilities, Salesforce can quickly become a behemoth that's hard to tame. Here's a balanced look at the platform's strengths and weaknesses.
✅ Salesforce impresses with the breadth of its functionality and its ability to adapt to almost any sector. For large organisations or highly-processed teams, it's a formidable ally. Here are the major advantages
- ultra-complete, specialised functionality
- highly customisable ;
- advanced automation with artificial intelligence;
- application marketplace (AppExchange);
- solid ecosystem with a large network of partners and integrators.
❌ On the other hand, Salesforce is not the simplest solution suited to all teams:
- interface sometimes complex and unintuitive ;
- lengthy and costly to implement ;
- high total cost (licence + customisation + support);
- less accessible to small businesses or less technical teams.
HubSpot vs Salesforce: compare features
| Functionality | HubSpot | Salesforce |
| Basic CRM | Free, unlimited | Paid from the start |
| Sales automation | Simple workflows | Complex workflows & AI |
| Marketing automation | Included (email, SEO, forms) | Advanced via Marketing Cloud |
| Customisation | Limited to available modules | Very advanced (via AppExchange/API) |
| Customer service (ticketing, chat, etc.) | Included, easy to configure | Advanced, omnichannel, powerful |
| Reporting / analytics | Standard dashboards | Custom & predictive reporting |
| Native integrations | +1,000 apps | +3,000 apps via AppExchange |
| Mobile application | Ergonomic and comprehensive | Very robust, even offline |
| AI and prediction | Basic | Integrated (Einstein AI) |
| CMS and content management | Yes (blog, landing pages, SEO) | Non-native, requires third-party tools |
Focus on automation
HubSpot lets you automate common tasks:
- sending emails,
- creating tasks
- updating properties
- lead scoring, etc.
The 'drag and drop' interface makes creating workflows accessible even without technical skills.
Salesforce, on the other hand, goes much further: thanks to its Flow engine and Einstein AI, you can automate complex processes:
- multi-channel reminders
- conditional assignments
- intelligent recommendations, etc.
But this requires more configuration - often with the help of an admin or integrator.
➡ For teams that want to automate quickly: HubSpot is simpler. For those aiming for customisation and scalability: Salesforce is more powerful.
Focus on reporting and data
HubSpot provides clear dashboards that are easy to configure. Ideal for monitoring your pipeline, marketing performance or support response time. But segmentation or advanced analysis options can be limited without upgrading to Enterprise plans.
Salesforce, on the other hand, shines with :
- personalised analyses
- cross-referencing,
- sales forecasts
- its ability to cross-reference complex data sources.
Tools like Einstein Analytics give strategic depth to analyses.
➡ When it comes to data and reporting, Salesforce has the edge for data-driven businesses.
Focus on customer service
HubSpot integrates a Service Hub module with everything you need:
- tickets,
- knowledge base
- chat,
- customer feedback.
Simple, effective and perfectly connected to the marketing and sales teams.
Salesforce goes even further with Service Cloud:
- omnichannel management (email, networks, telephone, chat),
- SLA automation,
- intelligent routing,
- self-service.
It's designed for large-scale support centres.
➡ For a light support team, HubSpot is enough. For complex customer service operations, Salesforce is a must.
HubSpot vs Salesforce: compare prices
| Edit / Plan | HubSpot | Salesforce Sales Cloud |
| Free | Yes:
|
No free plan |
| Basic plan (Starter / Customer Platform) | Starter: €9 / month / user
|
Starter: €25 / month / user
|
| Intermediate plan (Professional) | Pro: from €1,283 / month
|
Pro: €100 / month / user
|
| Advanced plan (Enterprise) | Enterprise: from €4,610 / month
|
Large groups: €165 / month / user
|
| Unlimited | ❌ | Unlimited: €330 / month / user
|
| Full | ❌ | Agentforce 1 Sales: €550 / month / user
|
☝️ When / which plan to choose?
- To get started without a large budget, we recommend HubSpot Free or Starter. Ideal for SMEs or start-ups looking for a comprehensive, intuitive solution.
- Need advanced reporting, a tailored pipeline and AI? Salesforce Pro or Major Groups are more relevant.
- If you're planning rapid growth, it's best to consider the total cost of HubSpot (licences + onboarding + contacts) from the outset to avoid a sharp rise after migration.
HubSpot vs Salesforce: which interface is more intuitive?
| Criterion | HubSpot | Salesforce |
| Overall ergonomics | Modern, fluid and uncluttered interface | Dense, modular, sometimes complex |
| Getting started | Immediate, no training required | Requires onboarding or training |
| Customisation | Average (via modules and fields) | Very advanced (layouts, objects, modules) |
| Mobile browsing | Intuitive, responsive application | Robust application, offline mode |
| Visual design | Light, pleasing to the eye | More technical, sometimes busy |
| User experience (UX) | Designed for non-techies | Designed for large IT teams |
👉 User experience analysis
HubSpot, true to its promise as an accessible tool, offers a clear, user-friendly and above all consistent interface:
- each module (marketing, sales, service) operates according to the same visual logic ;
- users can easily find their way around, even without a tutorial;
- you can create campaigns, automate tasks or consult a pipeline in just a few clicks.
It's an interface designed for sales and marketing teamswith no technical background.
Salesforce, on the other hand, is extremely flexible. Everything can be adapted: fields, views, dashboards, workflows and so on. But this power comes at the price of complexity. The interface can be cumbersome, or even confusing without support. It's designed for complex organisations, with structured processes, and often an in-house Salesforce admin.
👉 Mobile interface and accessibility
Both platforms offer a high-performance mobile application.
- HubSpot Mobile is intuitive, lightweight, with access to contacts, tasks, reporting, emails and deal tracking, perfect for field salespeople or managers ;
- Salesforce Mobile is very comprehensive, compatible with customisations made in the web instance, and offers an offline mode.
➡ To sum up:
- HubSpot wins for its simplicity and quick learning curve.
- Salesforce dominates for teams requiring a bespoke interface, even if this takes some getting used to (and sometimes a coach).
HubSpot vs Salesforce: compare integrations
The better a solution integrates with your CRM or marketing stack, the more it becomes the heart of your information system. For both technical and sales teams, the number of available integrations, their ease of implementation and their ability to automate business scenarios are decisive criteria.
👉 Number of available integrations
- HubSpot: ⭐⭐⭐⭐☆
Around 1,300 integrations via the HubSpot App Marketplace. These include the must-haves: Salesforce, Slack, Gmail, Outlook, Zoom, Shopify, Zapier, Google Ads, Stripe... HubSpot offers solid coverage of marketing, sales, support and e-commerce tools. Some advanced integrations require higher-level plans or a little configuration. - Salesforce: ⭐⭐⭐⭐⭐
Over 3,000 integrations available via AppExchange, the largest B2B marketplace on the market. Deep integrations with Slack, Tableau, SAP, QuickBooks, Mailchimp, Zendesk, Google Workspace, etc. There are also vertical apps (health, finance, HR). It's a truly ecosystemic platform, designed for businesses with complex needs.
👉 Ease of configuration
- HubSpot: ⭐⭐⭐⭐☆
Many integrations are plug & play, with intuitive configuration directly from the interface. For tools like Gmail, Stripe or Zoom, connection is just a few clicks away. For more complex scenarios (CRM + ERP or multi-channel marketing), you'll need to use workflows or Zapier. But on the whole, it's very accessible, even without an IT team. - Salesforce: ⭐⭐☆☆☆
Despite comprehensive documentation, integration often requires technical skills. You have to manage custom objects, relationships between modules, and sometimes write scripts to align workflows. Without a Salesforce consultant or developer, some integrations can become a time-consuming and costly project.
👉 Customisation and automation
- HubSpot: ⭐⭐⭐⭐☆
Each integration can be linked to workflows, email triggers, internal notifications, property updates or actions in the sales pipeline. Automation is fluid, especially for agile marketing or sales teams. The possibilities are vast - as long as you stay within the HubSpot environment. - Salesforce: ⭐⭐⭐⭐⭐
This is clearly an enterprise-level solution, with integrations that can be controlled via Flow, Process Builder and Einstein AI. You can trigger synchronisations, orchestrate multi-step processes and connect Salesforce to an ERP or a third-party database. It's automation heaven... for experts.
💡 Conclusion:
- HubSpot scores points with its ease of integration and well-thought-out catalogue for SMEs, startups and agile teams. Ideal for a modern, frictionless connected stack.
- Salesforce, on the other hand, is in the enterprise league: it's the preferred option if you have deep synchronisation needs, complex business rules, and a solid IT architecture behind it. But beware: more power = more maintenance.
When should you choose HubSpot or Salesforce?
There's no such thing as a one-size-fits-all CRM. The right choice depends on the size of your business, your internal resources, your sales cycle, but above all... your priorities: simplicity or customisation? autonomy or complex ecosystem? limited budget or large-scale transformation?
Typical use cases for HubSpot
HubSpot is tailor-made for growing businesses looking for a comprehensive, intuitive and rapidly operational CRM. It is perfectly suited to those who want an all-in-one solution without having to multiply the number of tools or service providers. Here are some examples of when HubSpot is the optimal choice:
- B2B start-ups or SMEs that want to centralise sales, marketing and customer service on a single platform;
- marketing teams who need a tool to manage their inbound marketing strategy: content, SEO, nurturing, etc;
- sales people who want to track their deals without getting lost in a cumbersome interface;
- managers who want simple, visual reporting without the need for a data analyst;
- companies without a dedicated IT team, who are looking for a "plug & play" tool that's easy to configure.
💡 If your priority is agility, autonomy and speed of execution, HubSpot is an ally of choice.
🗣️ Customer testimonial:
With its fluid workflows, ability to send complex communications based on certain criteria and intelligent data, HubSpot has had a huge impact on our lead nurturing programme. Thanks to HubSpot, we can analyse, reproduce and optimise our communications quickly to maximise ROI.
Jennifer Kelly - Directrice du marketing et DTC, Casio
Typical use cases for Salesforce
Salesforce is clearly designed for complex organisations with specific workflows that need to connect CRM to their entire information system. It's the ultimate weapon for structured teams... provided you have the resources to master it. Here are the use cases for which Salesforce is THE solution:
- large companies with several departments and a large sales force ;
- international groups that have to manage several entities, countries, currencies and languages;
- organisations with very specific sales or customer service processes that are not covered by 'standard' solutions;
- teams with a CRM manager, Salesforce administrators or an integrator partner;
- IT departments wishing to centralise customer data, business automation and dashboards on a single platform.
If you're looking for an ultra-powerful, scalable solution, and you're ready to invest in its integration, Salesforce is the global benchmark for CRM.
🗣️ Customer testimonial :
Sales Cloud is designed in such a way that our sales teams work, making them very efficient. The interface is easy to use and everyone knows exactly what to do with all the data and elements they need.
Marianne Goguillon - SVP Digital Marketing et CRM, Sodexo
The verdict: HubSpot or Salesforce, which to choose?
HubSpot vs Salesforce, both will take you far, but not with the same requirements, nor the same investment.
- If you're looking for a fluid, intuitive and ready-to-use CRM solution, HubSpot is clearly the most accessible. It will suit SMEs, agile teams and those who want to automate without complexity.
- If you need a software factory that is ultra-customisable, integrated with your entire IS, and capable of supporting complex business processes, then Salesforce is the answer. Provided you have the budget and resources to run it.
🧠 Our advice:
- for a quick start, a simple stack and controlled value for money → HubSpot.
- for maximum scalability, a bespoke architecture and a long-term vision → Salesforce.
Still not sure? List your real needs, your technical constraints, and above all... your internal resources. This is often what tips the balance more than the features themselves.
FAQ: HubSpot vs Salesforce
Which software is best suited to small businesses?
HubSpot. Its free version is already very robust, its interface is ultra-accessible, and the paid plans start at an affordable rate. It's the natural choice for VSEs/SMEs who want to structure their customer processes without complexity.
Which is the most powerful for a large company?
Salesforce, without a doubt. Its flexibility, its ecosystem of applications and its customisation capabilities make it the undisputed leader for large organisations, particularly those with distributed teams, complex processes and integrated information systems.
Which CRM offers the best user interface?
HubSpot, for its clarity, intuitive logic and ease of use. Salesforce is much more powerful, but requires a real adaptation period - often accompanied by training or a partner.
Which solution is easiest to connect to other tools?
HubSpot, in most cases. It offers native integrations that are easy to activate and well documented. Salesforce has more integrations, but configuring them can be technical, especially without a dedicated developer.
Which CRM is more secure?
Both software packages are ultra-secure cloud solutions, used by thousands of companies around the world. That said, Salesforce offers more granular controls, certifications (ISO 27001, SOC2, etc.) and advanced functions for regulated sectors.
Article translated from French