We're a HubSpot partner, and a lot of the people we meet don't like HubSpot. We take some pride in getting them to dislike it a little less.

Morph used to do quite a few HubSpot implementations. Today it's generally not the first CRM we'd recommend if you don't have one yet. But we also don't tell people to switch off HubSpot unless there's a real reason to. You can get a ton of value out of it, and if your business is struggling, it's definitely not HubSpot's fault.

Where it frustrates people

  • The data model is pretty inflexible unless you pay to upgrade. If you want to structure accounts differently, use an attribution object or do anything more complex with your data, you have to get on a higher tier.
  • The pricing is complex, and the upgrade walls are strange. You want to enroll someone in a sequence through the API, and suddenly you need a higher Sales Hub plan, though they've started adding spend caps and more flexible pricing.
  • They've been slower than other CRMs to reach full API parity, so you can't yet control the whole thing from your own agents. Reporting is an example. They are shipping fast though, so expect this to change.
  • It's a marketing tool first, with a CRM added afterward. Sales reps coming from Salesforce can find it a little disorienting.
  • It's built for teams. It used to be for small businesses, but it's not my recommendation for founder-led sales.

Who it's for

If you're looking for a lightweight CRM, we wouldn't set up HubSpot. If you want something that's extremely AI-native inside the app, we wouldn't pick HubSpot either.

If you have a sales and marketing team and you want sales, marketing and customer success under one roof, without the bloat and complexity of Salesforce, HubSpot is a really good tool.

Bring your own AI

This isn't a gripe about HubSpot. Many tools try to make you use their AI inside the product so they can charge you credits. Having Breeze around when you're asking "where's this record?" or "how do I change this setting?" is helpful. But we don't love the gated AI inside your UI model. We'd rather take the AI we already pay for, whether that's Grok, Claude or ChatGPT, and do everything we can in HubSpot from there.

What we do with HubSpot

  • CRM cleanups and restructures.
  • HubSpot and Salesforce together, with HubSpot for marketing and Salesforce on the back end.
  • Sales execution platforms and dialers wired into HubSpot.
  • Data enrichment, including Clay and Cargo builds.
  • Custom builds and custom agents that work off HubSpot data.

FAQs

Should we switch off HubSpot?

Usually not. We find that a cleanup, better data model, and better processes will get you further than a migration.

Is HubSpot a good first CRM?

It's a strong choice when you have sales and marketing teams that need to work together. For a small or founder-led team wanting something lightweight or AI-native, it's not our first choice.

Can we run HubSpot from our own AI tools?

Mostly, through the API. There are still gaps, and some actions need a higher plan. We build around those limits.

Can Morph help me with HubSpot?

Yes. We clean up and restructure messy portals, connect HubSpot to Salesforce, dialers and enrichment tools, and build custom agents on your HubSpot data.