Migrating complex Salesforce workflows to HubSpot: a technical guide

Your Salesforce has seven years of customisations. Custom objects for project tracking. Apex triggers for complex lead routing. Validation rules that enforce your unique sales methodology. Workflows that took months to perfect. And now someone wants to move to HubSpot.

The marketing team promises HubSpot is simpler, more integrated, better for the business. But you know the truth: those Salesforce customisations represent years of refined business logic. They're the digital embodiment of how your company actually operates. Losing them isn't just inconvenient - it could break your entire sales process.

Here's the good news: you don't have to lose them. With the right approach, tools, and expertise, even the most complex Salesforce workflows can be successfully migrated to HubSpot. This guide shows you exactly how.

Understanding the complexity challenge

Before diving into solutions, let's acknowledge what makes Salesforce migrations particularly challenging:

The customisation mountain

Custom objects everywhere. Beyond standard Salesforce objects, you've likely created custom objects for industry-specific needs. Project records, warranty tracking, compliance documentation - each with its own fields, relationships, and automation.

Apex code and triggers. That custom Apex code enforcing business rules? It doesn't translate directly to HubSpot. Those triggers updating fields based on complex logic? They need complete reimplementation.

Process Builder and Flow complexity. Visual workflows that seemed simple when created have evolved into complex decision trees. Screen flows guide users through multi-step processes. Record-triggered flows maintain data integrity.

Validation rules and field dependencies. Fields that can only contain certain values based on other fields. Record types that determine available picklist values. Page layouts that change based on user profiles.

The relationship web

Master-detail relationships. Parent records that control child record access and deletion. Roll-up summary fields calculating values from related records. These hierarchical structures need careful handling.

Many-to-many relationships. Junction objects connecting records in complex ways. Campaign members linking contacts to campaigns. Custom junction objects for industry-specific relationships.

Lookup relationships with filters. Lookups that only show certain records based on criteria. Dependent lookups that change based on other field values. These filtered relationships maintain data integrity.

The integration ecosystem

Connected systems. Your Salesforce doesn't exist in isolation. It connects to marketing automation, customer service, finance systems, and more. Each integration needs consideration during migration.

API dependencies. External systems reading from and writing to Salesforce via API. Custom integrations built over years. Webhook automations triggering external processes.

Data synchronisation requirements. Real-time sync with other systems. Bi-directional data flows. Master data management considerations.

Mapping Salesforce complexity to HubSpot capabilities

The key to successful migration isn't trying to recreate Salesforce in HubSpot - it's understanding how to achieve the same business outcomes using HubSpot's architecture:

Custom objects: from Salesforce to HubSpot

HubSpot's custom object capability. HubSpot Enterprise allows custom objects, but they work differently than Salesforce:

• Simpler structure: HubSpot custom objects are flatter, without master-detail complexity
• Different relationships: Associations rather than lookups
• Limited rollups: No automatic roll-up summary fields

Migration approach:

1. Analyse necessity: Not every custom object needs migration. Some exist due to Salesforce limitations that HubSpot handles natively
2. Simplify structure: Flatten complex hierarchies where possible
3. Use standard objects: Many Salesforce custom objects map to HubSpot standard objects with custom properties
4. Create true custom objects: Only for genuinely unique requirements

Example transformation:

• Salesforce: Custom "Project" object with master-detail to Opportunity
• HubSpot: Deals pipeline with custom properties and stages
• Result: Simpler structure, same visibility

Workflow migration: from Process Builder to HubSpot workflows

Understanding the paradigm shift. Salesforce Process Builder and Flow are record-centric. HubSpot workflows are journey-centric. This fundamental difference requires rethinking automation:

Salesforce approach:

• Trigger: Field update on record
• Action: Update related records, send email, create task
• Complex branching based on record data

HubSpot approach:

• Trigger: Contact/company/deal enters lifecycle stage
• Action: Update properties, trigger automation, notify team
• Branching based on behaviour and properties

Migration strategy:

1. Document business logic: What outcome does the workflow achieve?
2. Redesign for HubSpot: How can HubSpot workflows achieve the same outcome?
3. Leverage HubSpot advantages: Use features like marketing automation that Salesforce lacks
4. Test thoroughly: Ensure business logic remains intact

Complex logic preservation

Validation rules to HubSpot. HubSpot doesn't have Salesforce-style validation rules, but you can achieve similar results:

Required fields:

• Set properties as required in HubSpot
• Use form validation for data entry
• Workflow notifications for missing data

Conditional logic:

• Dependent fields in forms
• Workflow branches for complex logic
• Custom coded actions for advanced needs

Example migration:

• Salesforce: Validation rule preventing opportunity close without specific fields
• HubSpot: Required properties + workflow preventing stage advancement
• Result: Same data quality enforcement

Apex triggers to HubSpot Operations Hub. Complex Apex logic requires creative solutions:

Options for complex logic:

1. Operations Hub custom coded actions: JavaScript functions within workflows
2. Webhook workflows: Trigger external processing via webhooks
3. API integrations: External services handling complex logic
4. Programmable automation: Using HubSpot's programmable automation features

Migration approach:

• Document Apex trigger logic completely
• Identify HubSpot native alternatives
• Develop custom coded actions where needed
• Test extensively with edge cases

Engagement data and activity migration

The unique challenge of engagement data. Sales emails, meeting notes, call logs - this interaction history is crucial but complex to migrate:

What can be migrated:

• Email communications
• Meeting records
• Call logs and notes
• Task history
• Attachment references

What requires special handling:

• Email threading and conversations
• Attachments and documents
• Calendar synchronisation
• Activity attribution

The technical migration process

Here's how we handle complex Salesforce migrations technically:

Phase 1: Comprehensive discovery

System architecture documentation

• All custom objects and fields
• Relationships and dependencies
• Automation and workflows
• Validation rules and triggers
• Integration touchpoints

Business logic extraction

• Why each customisation exists
• Business outcomes required
• User workflows affected
• Critical vs nice-to-have features

Data volume assessment

• Record counts by object
• Attachment storage requirements
• Historical data needs
• Archive vs active data

Phase 2: Solution design

Architecture mapping

• Salesforce objects → HubSpot objects
• Custom fields → HubSpot properties
• Relationships → Associations
• Workflows → HubSpot automation

Logic transformation

• Validation rules → Required fields/workflows
• Apex triggers → Custom coded actions
• Process Builder → HubSpot workflows
• Assignment rules → HubSpot workflows

Integration planning

• API endpoint changes
• Webhook updates
• Middleware requirements
• Sync timing considerations

Phase 3: Development and configuration

HubSpot environment setup

• Custom object creation
• Property configuration
• Pipeline establishment
• Workflow development

Data transformation scripts

• Field mapping logic
• Data cleaning rules
• Relationship preservation
• Deduplication logic

Custom development

• Operations Hub custom code
• API integration updates
• Webhook processors
• External automation

Phase 4: Testing and validation

Unit testing

• Individual workflow testing
• Property validation
• Calculation verification
• Integration testing

System testing

• End-to-end process validation
• User acceptance testing
• Performance testing
• Edge case handling

Parallel running

• Both systems active temporarily
• Compare outputs
• Validate data integrity
• Confirm automation accuracy

Risk mitigation strategies

Data integrity assurance

Validation at every step

• Source data validation
• Transformation verification
• Import validation
• Post-migration audit

Rollback planning

• Maintain source system access
• Document original state
• Define rollback triggers
• Test rollback procedures

Business continuity

Phased migration approach

• Migrate historical data first
• Run systems in parallel
• Gradual user transition
• Progressive feature activation

User communication

• Clear timeline communication
• Training before transition
• Support during changeover
• Feedback loops established

Your complex migration checklist

Ready to tackle your complex Salesforce migration? Here's your roadmap:

Discovery phase:

Document all customisations
Map business processes
Identify critical vs nice-to-have
Assess data volumes

Planning phase:

Execution phase:

Go-live phase:

Making the complex simple

Migrating complex Salesforce workflows to HubSpot isn't about recreating Salesforce - it's about achieving your business goals more effectively. With proper planning, the right expertise, and systematic execution, even the most customised Salesforce instance can successfully transition to HubSpot.

The key is working with experts who understand both platforms deeply and can translate between them effectively.

Ready to migrate your complex Salesforce instance?

Don't let complexity keep you trapped in Salesforce. Book a technical consultation with SpotDev's migration experts. We'll review your customisations, show you how they map to HubSpot, and create a detailed migration plan that preserves your business logic while simplifying your technology.

Your complex workflows deserve expert migration. Let's make it happen.