Migrating from Microsoft Dynamics to HubSpot: Process, Data Mapping, and Pitfalls

For B2B companies with grown data, processes, and integrations, a migration from Microsoft Dynamics 365 (formerly Dynamics CRM) to HubSpot runs in four phases: analysis, mapping, test run, and migration. Mapping makes the difference. Before you start, you define which Dynamics table lands in which HubSpot object, which data comes along, and which processes you rebuild in HubSpot.

Whether the switch pays off for you is covered in our comparison HubSpot Sales Hub vs. Dynamics 365 Sales (in German) and in our guide From Microsoft Dynamics to HubSpot. Once you have decided, the next step is planning the migration.

Which Data Moves from Dynamics to HubSpot?

Accounts, contacts and leads, opportunities, products, and activities move from Dynamics to HubSpot, plus orders, invoices, and custom tables where needed.

Dynamics stores data in tables, formerly called entities. Each standard table has a fixed counterpart in HubSpot. In its Dynamics integration, HubSpot maps them as follows (as of October 2026):

Two points need an early decision. Leads and contacts from Dynamics both land in HubSpot as contacts. You can mark the difference with the lifecycle stage, for example. Custom tables become custom objects. Existing customers get them only with an Enterprise edition. In the new pricing model for new accounts, HubSpot includes custom objects from Professional. Without custom objects, you decide during mapping whether properties on existing objects are enough.

How Does the Migration Work Step by Step?

The migration runs in four steps: analysis, mapping, test run, and migration.

1. Analysis: Take Stock of the Legacy System

You start with an inventory of the data model, processes, and integrations. For Dynamics, this includes custom fields and tables, business process flows and Power Automate flows, and every connected system. The result is a migration plan with a clear scope and a cutover date.

2. Mapping: Every Field Gets a Target

Every table and every field gets a target in HubSpot. Choice fields from Dynamics become dropdown properties with the same values. You define how contacts, companies, and deals are associated with each other and which HubSpot deal stage matches each of your sales stages.

Mapping is also the right moment to clean up. Duplicates, dead records, and unused fields stay behind. Our article Preparing HubSpot Data for AI Agents shows how to keep your data clean in HubSpot afterward.

3. Test Run: Trial Migration with Your Team

Before the real move, you run a trial migration. Your key users check whether associations, history, and owners are correct. In Dynamics, every opportunity is linked to an account or a contact through the "Potential Customer" field. During the test, make sure every deal in HubSpot is associated with the right company or contact. You fix errors in the mapping and repeat the test until the result is right.

4. Migration: Production Run and Go-Live

On the cutover date, your data moves over including history and activities, ideally on a weekend or during a quiet period. Make sure nobody maintains data in Dynamics from then on, for example with security roles that grant read-only access. This keeps HubSpot as the only system with current data. With training and support in the first weeks, your team quickly finds its way around HubSpot.

What Are the Typical Pitfalls with Dynamics?

Four pitfalls are typical: grown customizations, automations, closing data, and integrations.

• Grown customizations: Older Dynamics instances often carry many custom fields and tables. For each element, you decide: migrate, merge, or leave behind.
• Automations: You rebuild business process flows, plug-ins, and Power Automate flows as workflows in HubSpot. Workflows are available in HubSpot from the Professional editions, in both the old and the new pricing model. Marketing Hub Starter gives existing customers only simple workflows for marketing emails. While rebuilding, you also sort out old rules.
• Closing data: Dynamics stores actual revenue, close date, and other details about closing an opportunity in a separate activity called "Opportunity Close". Include this data in your mapping so reporting and forecasting in HubSpot are complete.
• Integrations: If an ERP or another business system is connected to Dynamics, that interface will need to talk to HubSpot in the future. You plan this during the analysis. Our page on HubSpot integrations has more on this.

Can You Run Both Systems in Parallel with Sync?

Yes. HubSpot offers an integration with Microsoft Dynamics 365 that syncs data in one or both directions. It helps when teams switch one after another, for example marketing before sales. For existing customers, custom field mappings in this integration require a paid Data Hub. For new accounts in the new pricing model, HubSpot does not yet name a requirement.

For the final switch, a migration with mapping and a test run remains the clean path. The sync bridges the time until then.

Migration with Mark Lotse

At Mark Lotse, we support your migration from Microsoft Dynamics to HubSpot from analysis to go-live, and for complex system landscapes together with our partner Thalox AG.

Before the move, we work out with you which processes you take over one to one and which ones you solve more simply in HubSpot. After go-live, we train your team so you can run and develop HubSpot on your own. You find the process and scope on our page Migration to HubSpot.

For the decision inside your company, the guide "From Microsoft Dynamics to HubSpot" provides a feature comparison, a cost analysis, and a 5-point switch check. It helps you make the case to management and sales.

→ Download the guide

Questions About Migrating from Dynamics to HubSpot