Understanding Microsoft Dynamics to HubSpot Migration Process

Microsoft Dynamics is a suite of business applications developed by Microsoft that helps organizations manage their functions, such as CRM and ERP. However, it can be costly. The good news is that you can transfer customer data and sales activities like contacts, companies, deals, and tasks from Microsoft Dynamics CRM to the HubSpot CRM platform. Marketing assets and workflows will need to be recreated manually in HubSpot.

Microsoft Dynamics and HubSpot both offer powerful CRM capabilities, but with HubSpot, you get a more intuitive design and automation features. HubSpot allows you to streamline your business’s workflow and improve user adoption, which further leads to better results from sales and marketing efforts. 

This blog is your ultimate guide to understanding the entire migration journey from Microsoft Dynamics to HubSpot. Let’s explore it.

Pre-Migration Planning and Assessment

Before jumping into the migration process, a bit of planning goes a long way. Think of this phase as preparing for a big move to a new house. You would not start packing without first checking what you have, what you need, and what is no longer useful.

Key Activities

Choosing the Right Migration Path

When it comes to CRM migration, there is no one-size-fits-all all. You have to choose a method depending on your technical expertise, budget, and the complexity of your existing CRM setup. Some of the most common migration methods include the following:

1. Manual Migration

This is the most straightforward method. You can export your data from Microsoft Dynamics into CSV (spreadsheet) files and then import those files into HubSpot.

You can manually download your data, like contacts and deals, from Dynamics and upload it into HubSpot using its import tool. Note: HubSpot’s import tool works best for core objects like contacts, companies, deals, and tasks. Emails, calls, and notes require specific formatting or may not import correctly. This method is best for small businesses or for those with a simple CRM setup and limited data to move.

Moreover, manual migration is free and gives you control over what data you bring over. However, it can be time-consuming, and there is a higher chance of making mistakes, such as mismatched fields or missing associations.

2. Integration Tools

These are ready-made software tools that can help automate the migration process. It includes tools like Data2CRM or HubSpot’s Operations Hub, which can connect both platforms and handle structured data transfer. Zapier is more suitable for syncing simple data between apps after the migration.

You can set up a connection between Microsoft Dynamics and HubSpot using these tools, which then map and transfer your data automatically. This is perfect for mid-sized companies or businesses with more data, custom fields, or workflows.

They can handle moderate complexity but may not support deep customizations or historical activity logs. Moreover, the problem is that it may come with a subscription fee and will still require some setup knowledge to make sure that the data maps correctly. 

3. Custom API Integration

For large businesses or those with very specific requirements, developers can use the APIs (Application Programming Interfaces) of both Microsoft Dynamics and HubSpot to build a custom migration script.

How does it work? A developer writes code that pulls data from Dynamics, transforms it as needed, and pushes it into HubSpot exactly how you want.

Custom API integration is best for large enterprises with complex data structures or custom workflows. This method is highly flexible and tailored to your business. You can move everything exactly as it is, including custom modules.

While offering so many advantages, this method requires technical expertise, takes longer to implement comparatively, and can be more expensive because of the development costs.

Key Considerations Before Migration

Before you pull the trigger, there are several important factors to evaluate. These considerations help avoid missteps and ensure that your new system works as expected.

• Field Mapping: You have to make sure that the fields in Microsoft Dynamics (e.g., “Account Owner,” “Last Contacted”) have matching counterparts in HubSpot.

• Data Volume: If you have thousands of records, you can consider doing a test run with a small sample before a full migration.

• Custom Properties: HubSpot allows custom fields, but creating too many can clutter your CRM and slow down reporting. Only migrate fields that are actively used.

• Permissions and Roles: Review user roles in Dynamics and replicate them in HubSpot. Keep in mind that HubSpot’s permission system, especially on Starter and Pro tiers, is less granular than Dynamics, so some roles may need to be simplified.

• Duplicate Management: Set rules in HubSpot to automatically flag or merge duplicates during import.

• Workflow Compatibility: HubSpot workflows are simpler than Dynamics' Power Automate flows. You’ll likely need to simplify and manually rebuild complex logic in HubSpot.

The Step-by-Step Migration Process

Once all the planning and prep work is done, it is now time to move your actual data from Microsoft Dynamics into HubSpot. While the process may sound technical, you can break it down into smaller steps, which makes it much easier to handle.

Before starting, back up your Microsoft Dynamics data, especially if you're deactivating your account post-migration. Also, run a test migration using a sample dataset to identify issues early.

Here is a simplified, step-by-step guide anyone can follow.

Step 1: Export Your Data from Microsoft Dynamics 

The first step is to get your data out of Microsoft Dynamics. You will normally do this by exporting everything into CSV (Comma Separated Values) files, which are spreadsheets. Moreover, you have to make sure that the data in each file is neat and organized. The column headers (like “First Name,” “Email,” “Phone Number”) should be clearly labelled so you can easily match them with HubSpot fields later.

Focus on exporting the most important types of data, such as:

• Contacts – names, phone numbers, emails, job titles, etc.

• Companies (Accounts) – business names, addresses, industry types.

• Deals (Opportunities) – information about ongoing or past sales opportunities.

• Tasks/Activities – notes, meetings, calls, and follow-ups that reflect rep interactions.

• Custom Fields – custom data fields attached to records (like industry subtype, lead score reason, etc.) These are not the same as logged tasks or notes.

Step 2: Prepare HubSpot to Receive Your Data

Before importing your data, you need to set up your HubSpot account so it can accept the incoming information smoothly. Think of it like setting up an empty filing cabinet before moving folders into it.

Here is what you will need to do:

• Create custom properties in HubSpot to match any special fields you used in Dynamics.
• Set up your deal pipelines and stages to reflect your sales process.
• Add your team members as users in HubSpot and assign them appropriate roles and permissions.
• HubSpot cannot import existing templates, workflows, or smart lists from Dynamics — these need to be rebuilt manually. Use this moment to evaluate what’s still useful before recreating it from scratch.

Step 3: Import Data into HubSpot

Now comes the actual transfer. You can use HubSpot’s built-in import tool or rely on a third-party migration tool if you prefer something more automated.

This is how a manual import usually goes:

• Import one object at a time. You can start with Contacts, then move on to Companies, Deals, and so on.
• During each import, map the columns from your CSV file to the correct fields in HubSpot. For example, map “Email” in your spreadsheet to “Email” in HubSpot.
• Use a unique identifier, like an email address or CRM record ID, to make sure contacts stay connected to the right companies and deals.

Additional Note: HubSpot can automatically associate contacts with companies using matching email domains, but for other associations (like deals or activities), you may need to use object ID columns or import in a specific order to maintain relationships.

Step 4: Double-Check and Validate Your Data

After the import is complete, do not just assume everything worked perfectly. You should take time to check your data. Go through a few sample records manually to verify accuracy. It is better to spot and fix errors now, rather than after your team starts working in HubSpot full-time.

Look for things like:

• Are your contacts and companies showing the correct details?

• Did all your custom fields import properly?

• Are deals assigned to the right stages and owners?

• Do contacts still belong to the right companies or deals?

Step 5: Rebuild Workflows and Automations

Microsoft Dynamics and HubSpot both support automations, but they work a bit differently. You will need to rebuild your automated workflows in HubSpot manually. This is also a great time to review and simplify your processes. You might find that you do not need every automation from your old system, or that HubSpot offers an easier way to do it.

• Lead nurturing: automated email sequences triggered by actions like form submissions or content downloads.

• Follow-up automation: task creation or email reminders based on deal stage changes or inactivity.

• Internal alerts: in-app notifications or emails triggered by contact actions like email opens or lifecycle stage updates.

• Behavioral triggers: workflows based on actions like clicking a CTA, visiting a pricing page, or opening a sales email.

Step 6: Reconnect Integrations and Tools

If you were using other apps connected to Microsoft Dynamics, like Outlook, Slack, Zoom, or accounting software, you must reconnect them to HubSpot.

Most of these tools have native integrations in HubSpot’s App Marketplace. While setup is often straightforward, some integrations may only offer basic functionality unless you’re on HubSpot Pro or Enterprise tiers. Just search for the app, connect your account, and configure the settings.

Here are some popular integrations to consider reconnecting:

Common Challenges and How to Overcome Them

Now we will discuss some common challenges that may come in the Microsoft Dynamics to HubSpot migration.

1. Data Mismatch

2. Workflow Gaps

3. User Resistance

4. Incomplete Migration

5. Downtime During Transition

Post-Migration Optimization

Done migrating your data? This was just the beginning. Once you are in HubSpot, you can fine-tune everything for better performance. This is what you need to do. 

1. Ensure your team is confident using the new system. HubSpot Academy offers free courses and certifications tailored to sales and marketing users.

2. Create real-time dashboards for sales and marketing teams. This way, you can monitor key metrics. 

3. Automate repetitive tasks 

4. Recreate smart lists based on updated lifecycle stages, engagement behavior, or custom properties to enable precise targeting.

5. You can set up deduplication tools and routinely review records for quality.

6. Collect feedback from users and improve continuously.

Conclusion

Migrating from Microsoft Dynamics to HubSpot may feel overwhelming, but with the right plan, tools, and team support, it becomes a strategic upgrade. By cleaning your data, aligning your workflows, and training your team, you set up HubSpot not just as a CRM but as a scalable growth platform.