HubSpot Sales Hub vs. Dynamics 365 Sales: Which CRM Fits Your B2B Sales Team?

Dynamics 365 Sales fits companies with their own CRM admin team, deep Microsoft 365 integration and complex ERP connections. HubSpot Sales Hub fits sales teams that want to adjust pipelines, fields and reports themselves and get up and running quickly. In 2026, license prices are close. The difference lies in add-on licenses, implementation and AI usage.

What is the core difference between the two systems?

Dynamics records what happened in sales. HubSpot guides your team through what happens next. Both sentences describe the same record and two different ways of working.

Microsoft builds Dynamics as one module of an enterprise platform. Automation runs on Microsoft Power Automate, custom apps are built with Microsoft Power Apps. Microsoft lists additional licenses for both on its pricing page (Microsoft, Dynamics 365 Sales pricing for Germany). Part of your process work moves into license and IT planning.

HubSpot combines pipelines, sequences, workflows and reporting on one platform. From Professional onward, your sales team adjusts stages, fields and reports itself, even mid-quarter (HubSpot, Product and Services Catalog).

What do Dynamics 365 Sales and HubSpot Sales Hub cost?

List prices for Germany, checked on October 25, 2026, per user per month, billed annually, excluding VAT:

Sources: Microsoft and HubSpot. Both vendors publish list prices. The actual price is in the quote.

For new accounts on the new pricing model, HubSpot bills through seats and a monthly allowance of HubSpot Credits. According to HubSpot's partner materials, the model applies to new customers in EMEA (HubSpot, new pricing model). Existing customers keep working with Hubs and editions. A GTM seat gives full access to the platform and is the seat for your sales team. An Ops seat from €50 covers selected automation, reporting and governance, for example for admins or sales operations (HubSpot).

What the table shows: in the mid-tier, both systems are close per user. If you stop the comparison here, you compare the smallest cost block.

How do you factor in AI?

Both vendors bill AI agents by usage.

At Microsoft, the Enterprise edition includes Copilot in Dynamics 365 and agent features. Agents run on Copilot Credits: Sales Premium includes 1,000 credits per user per month, all other editions buy them separately. Copilot in Microsoft Teams requires additional licenses (Microsoft).

At HubSpot, the Prospecting Agent, Customer Agent and Data Agent run on HubSpot Credits. On the new pricing model, Starter includes 5,000 credits per month per account, Professional 10,000 and Enterprise 15,000. Additional credits cost €0.01 each, so €10 per 1,000 (HubSpot). Unused credits expire at the end of the month (HubSpot Knowledge Base).

Usage adds up quickly: the Prospecting Agent uses 100 credits per recommended outreach, the Customer Agent 50 per resolved text conversation, the Data Agent 10 per response on one record (HubSpot). Five sales reps with thirty agent outreaches each per month use 15,000 credits. The 10,000 included in Professional cover two thirds of that.

On the new pricing model, the same credits also cover email sends and workflow actions: 15 credits per email and 3 per workflow action for the first 10,000 each month, with lower rates in the tiers above. Personal one-to-one emails are excluded (HubSpot). Marketing and sales share the same allowance.

So calculate usage with your real volumes before you decide. This item drives total cost more than the seat price.

Which costs rarely show up in the quote?

Four blocks are regularly missing from license comparisons:

• Add-on licenses for Dynamics: Power Automate, Power Apps and Copilot in Teams, paid according to Microsoft's pricing page
• Implementation for both: data migration, setup and training, through the vendor or a partner depending on scope
• AI and automation usage: Copilot Credits or HubSpot Credits, varying month to month
• Operating effort: the person who maintains the system long term, in-house or external

The fourth point comes from our project experience. In our projects, it shifts budgets more than any license item.

When is Dynamics 365 Sales still the right choice?

Dynamics plays to its strengths when three conditions come together: your company works deep in the Microsoft 365 world, you have your own CRM admin team, and your sales process depends on complex ERP connections. The Power Platform then covers almost any special case.

For these companies, switching systems rarely pays off. In such setups, we regularly advise against it.

When does switching to HubSpot pay off?

Check the following five points. With three or more hits, a detailed switching calculation is worth it in our experience:

1. Your sales team regularly waits for IT support when pipelines, fields or reports need to change
2. You run three or more add-on tools so that your CRM covers day-to-day sales
3. Data maintenance takes more than one hour per sales rep every day
4. New team members need months before they work productively in the system
5. Part of your sales team works in Excel or the inbox on the side because it is faster

Point 5 is the most honest indicator. Forecasting and AI need a system that sales uses every day. How to bring your team along when you switch is covered in our article Internal resistance to HubSpot. How the switch itself works, from data mapping to go-live, is described on our page about migration to HubSpot.

What do the vendors' numbers say?

On its own comparison page for Dynamics, HubSpot cites two figures from the HubSpot ROI Report 2025: 93% of sales reps with HubSpot access use the system daily, and HubSpot users are 20% more likely to achieve a high ROI from their CRM than users of other platforms (HubSpot, Dynamics vs. HubSpot).

These are vendor figures from HubSpot's own customer base. They show a direction. The calculation becomes reliable with your numbers: number of licenses, expected agent usage, effort for migration and enablement, cost of today's operation. We build this calculation with you before anyone signs a license.

Questions about HubSpot and Dynamics 365

Your next step

Run the numbers for your case before you switch systems. The guide "From Dynamics to HubSpot" includes a feature comparison, a cost calculation and a five-point checklist for the switch. → Download the guide