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Penguin Strategies · Move to HubSpot

Your whole revenue stack on HubSpot. Here’s what that costs.

Salesforce, Dynamics, Marketo, a spreadsheet empire. The licence saving is the easiest number to get right, and the least useful. This works out the rest.

From $15k CRM foundation Under 4 months typical build Flat fee however many systems you leave
HubSpot Elite Solutions Partner Clay Enterprise Partner

What this works out

What you get

  • Your revenue stack on one platform, running before the old contracts lapse
  • An indicative build price, with every component visible
  • The flat migration fee, however many systems you’re leaving
  • The months you’d pay for both stacks at once, priced

What it costs you to wait

  • Every month of hesitation is a month of paying for two stacks
  • Renewal signed before you move means another year locked in
  • A system your team has stopped trusting, still being paid for
  • Reps working around the CRM instead of in it

About a minuteNo email needed to see the numberNothing stored unless you ask

How it runs

Three fixed-fee phases and hypercare, with a sign-off gate between each. It's the structure every migration we run follows. Nothing is built without definition, validation, testing and approval.

Get your number
Wk 2–3Architecture sign-off
Wk 6Mid-build checkpoint
Wk 8–9UAT entry
Wk 8–10Go-live
+3 wksHypercare ends
1

Design & validation

  • Pipelines and stages confirmed with the people who run them
  • Data model, field mapping and migration plan locked
  • Build specification signed off in writing
Weeks 1–3nothing built yet
2

Build & migration

  • Parallel workstreams: CRM, hubs, integrations
  • Active records migrated and reconciled against source
  • Weekly demos on the working portal; decisions logged
Weeks 2–8old system still live
3

Enablement & go-live

  • Two-week UAT with test scripts and written sign-off
  • Role-based training, recorded; documentation you own
  • Go-live with critical flows validated end to end
Weeks 7–10sequenced cutover
4

Hypercare

  • Three weeks of daily support after go-live
  • Adoption reviewed against thresholds set at sign-off
  • Next-phase scoping, decided on the live system
Weeks 10–13then the ongoing partnership

Timings reflect our recent two-hub migrations: eight weeks to go-live for a clean build, ten with a large legacy migration, thirteen including hypercare. Your scope below sets yours.

1

Where you are today

Nothing here is stored or sent anywhere unless you ask for a summary at the end. Rough figures are fine.

$
$
$
010 months24
2

What you'd build

Every build starts with the CRM, which comes with any hub. Pick what sits on top.

Also

Data Hub is included at no extra build cost with any hub above.

3

What has to connect

Tick everything that has to keep working after the move.

Marketplace connector · +$2.5k each
Custom build · +$10k each
A marketplace connector existing doesn't always mean it does what you need. Field coverage, sync direction and frequency all vary, and some of these turn into custom work once we look properly. We'd rather tell you that at scoping than after.
Example — change any field to make it yours
Indicative Penguin build
—
Non-binding, and no substitute for proper scoping. The full first-year picture, including what you'll pay twice for, is below.
This part is arithmetic
Running both stacks until contracts lapse—
HubSpot licences, first year—
Cost you can't avoid—
The Penguin build
BaseCRM foundation, architecture, project management$15,000
Hubs—
Legacy migrationFlat, however many systems$25,000
Integrations—
CPQConfigure, price, quote$25,000
Indicative build—
Productivity dip while teams relearnReal, but we have no honest way to size it. Left out rather than guessed.not counted
First-year cost of moving
—
—
This is an indicative figure, not a quote. It's non-binding and it can't replace proper scoping. Real numbers come from looking at your actual instance, your data and how your team works. What it's good for is telling you the rough order of magnitude before you spend anyone's time.

What this doesn't tell you

The cost of staying. A forecast leadership doesn't believe, spend you can't tie to revenue, a territory model that breaks on every hire. Usually larger than anything above, and nobody prices it.

Whether you have the change capacity. Mid-way through another transformation, this is the wrong quarter regardless of the maths.

Whether you should move at all. Sometimes the answer is no. We'd rather say so now than eleven months in.

Want this written up?

We'll email your scope, including anything you flagged as unknown, and take a look before you speak to anyone.

Business email, please. We use it to send the summary and to follow up. Nothing else.

Or book a call with Perry
Indicative estimates only, deliberately wide, and non-binding. Ranges reflect real variance in scope, not a negotiating position. Figures stay in your browser unless you request a summary.
Penguin Strategies · HubSpot Elite Solution Partner

What's actually in the price

Every component in the calculator, opened up. These are the deliverables and assumptions we write into the statement of work, drawn from the ones we've delivered this year.

CRM foundation$15,000

The architecture everything else sits on, signed off before anything is built.

Included
  • Build specification signed off in writing at the end of design & validation
  • Configured production portal: teams, permissions, brand settings, authenticated sending domains
  • Account architecture, including parent–child company hierarchy where you need it
  • Lifecycle stages, lead statuses and up to ~100 custom properties across contacts, companies and deals
  • Decision log recording every validation decision and its owner
  • A named project manager, weekly working sessions, and one shared board as the single source of truth
  • Configuration documentation handed over: you own it whether or not we continue
Assumes
  • Validation runs as focused working sessions with your designated owners, with decisions returned within two business days
  • Once signed off, the specification changes only by written change order
Sales Hub+$25,000

A governed pipeline the system enforces, so forecasts hold.

Included
  • Deal pipeline with stages, entry and exit criteria, stage probability and required fields enforced at advancement
  • Structured qualification properties on the deal record per your methodology
  • Close-lost governance: required loss reason, competitor field, automated re-engagement trigger
  • Revenue fields structured on the deal from the first closed deal (TCV, ARR, contracted ARR)
  • Assignment rules by territory and segment, including the BDR-to-AE handoff
  • Up to 5 sales sequences, sales workspace views, native calling with automatic call logging
  • Two-way email and calendar sync (Outlook or Google) with stage-based automations and rep notifications
  • Forecasting workspace and categories; dashboards covering pipeline, velocity and stalled deals
Assumes
  • One pipeline is in scope; additional pipelines and expansion or renewal pipelines are scoped separately
  • Stage-gate enforcement uses HubSpot's native capabilities
Marketing Hub+$25,000

Leads captured with attribution and reaching sales without manual handling.

Included
  • Lead-capture forms with source attribution across inbound, outbound, partner and event channels
  • Lead routing and assignment rules live in HubSpot
  • Campaign structure and lead-source tracking so attribution reports correctly from the first campaign
  • Marketing-to-sales handoff: an agreed qualification threshold that triggers assignment, notification and task creation
  • Branded email templates and nurture, follow-up and internal-notification workflows
  • Lead scoring shipped as an agreed first version, tuned against real traffic afterwards
Assumes
  • Your website is built and hosted by your team; we own its connection to HubSpot
  • Brand assets (guidelines, fonts, imagery, copy) are provided before the build stage begins
Service Hub+$25,000

Tickets, SLAs and customer conversations on the same record as the deal.

Included
  • Shared inboxes and ticket pipelines with statuses, routing and SLA rules
  • Customer feedback surveys and a knowledge base structure
  • Customer health signals as an agreed first version
  • Service reporting: volume, response and resolution times, by team and by owner
Assumes
  • Customer portal configuration and integrations with existing ticketing tools are scoped separately
Revenue Hub+$25,000

The reporting layer leadership actually runs the business from.

Included
  • Executive dashboards: pipeline by stage, owner and segment; deal velocity and stage ageing; stalled-deal views
  • Division or team views for each manager, with a company-wide rollup for executives
  • Multi-touch attribution and lead-source reporting configured so it reports correctly from the first campaign
  • Forecast categories and the HubSpot forecasting workspace configured to your forecasting model
  • A reporting roadmap note: what is met now, and what depends on data structures built later
Assumes
  • Reporting covers data the new system creates; revenue-retention metrics (NRR, GRR, ARR bridge) need renewal and customer-success structures that come in a later phase
Legacy migration+$25,000 flat

Active records from every source system into one portal, reconciled before anyone switches.

Included
  • Active records from every system you're leaving, however many: contacts, companies, deals, email history and notes
  • Field-level mapping agreed at design & validation; duplicate detection applied on import
  • Import reconciliation report comparing loaded record counts against source files
  • Sequenced cutover plan: the old system stays live until the new one is proven
  • Data validated with your team before go-live
Assumes
  • Active records only; historical data beyond active records is roadmap
  • You validate source data; cleanup beyond agreed transformation rules is priced separately
Marketplace connector+$2,500 each

A native connector installed, mapped and proven.

Included
  • Connector installed and authenticated
  • Agreed field set mapped, sync direction and cadence set
  • Validation on a sample of records and handover documentation
Assumes
  • Bounded to the connector's native capabilities and your subscription entitlements
Custom integration+$10,000 each

Two systems that agree, with the connection documented so it outlives the people who built it.

Included
  • Working connection syncing the agreed field set between HubSpot and your system
  • Field-mapping document and a validation report confirming accuracy on a sample of records
  • Error handling, sync cadence and monitoring defined
  • Integration documentation transferring ownership and maintenance knowledge to your team
Assumes
  • Depends on API access to your system, confirmed at design & validation; if access isn't available the deliverable and its fee fall away
  • Bounded to an agreed field set; additional objects or two-way sync are scoped separately
CPQ+$25,000

Quoting that matches how you actually sell, with approvals your finance team will sign off on.

Included
  • Product and SKU library, price books, and customer-specific price lists
  • Quote templates and line-item logic, with quotes totalling on the deal
  • Discount rules and approval workflows
  • E-signature and quote-to-deal write-back
Assumes
  • Complex configured or engineered pricing continues in your estimating tools; rebuilding estimating logic is scoped separately

What's not in the price

  • HubSpot licencesContracted with HubSpot directly. The calculator shows them, but they are not in our fee.
  • Data cleanup beyond agreed rulesWe de-duplicate and transform to the mapping we agree. Fixing years of bad data is priced separately.
  • Historical data beyond active recordsActive records move. Full history is a roadmap item, decided on the live system.
  • Website design, build or hostingYour team owns the site. We own its connection to HubSpot.
  • Rebuilding estimating or quoting enginesUnless CPQ is in scope, complex pricing logic stays where it is and its output lands in the deal.
  • Support after hypercareThree weeks of hypercare are in the fee. Beyond that is the ongoing partnership, priced separately.
  • Travel for on-site workshopsAt cost, estimated in advance for your approval, invoiced with receipts.

What we need from you

  • Super Admin access to HubSpot and access to the systems you're leaving
  • One project owner and one change-control contact with authority to approve scope
  • Decisions on build-critical items within two business days
  • Two to three hours a week per division lead in the first weeks; one to two after
  • Two or three representative users per team for a two-week UAT window
  • Clean source data, in an agreed export format, before the build stage begins

Delays in access, decisions or availability move the timeline. We say so up front because it's the thing that most often does.

How the engagement is run

Architecture controlThe build is bound to the specification signed off at the end of design & validation. No scope drift inside the fixed fee.
Change disciplineNew work that surfaces mid-build is scoped, priced and approved in writing before it starts. Swapped or added, the decision is yours.
Validation gatesEvery component is defined, tested and approved before launch. Nothing is built without definition, validation, testing and approval.
Three-day reviewDeliverables are reviewed within three business days; with no feedback, they are treated as accepted so the schedule holds.
50%at signing
30%at architecture sign-off
20%at go-live

Fixed fee, invoiced against the gates. Net 30. Kickoff within two weeks of signing.

What does a Salesforce to HubSpot migration cost?

A Salesforce-to-HubSpot migration with Penguin starts at $15,000 for the base CRM build — architecture, data model and project management. Each hub you add is $25,000: Sales, Marketing, Service or Revenue. Migrating off a legacy system is a flat $25,000 however many systems you are leaving, so Salesforce and Marketo together cost the same as either alone. Integrations are priced separately — $2,500 for a marketplace connector, $10,000 for a custom build. CPQ is $25,000. Data Hub is included at no extra build cost.

What you're buyingBuild cost
Base CRM foundation — architecture, data model, project management$15,000
Each hub added (Sales, Marketing, Service or Revenue)+$25,000
Legacy system migration — flat, however many systems+$25,000
CPQ (configure, price, quote)+$25,000
Marketplace connector+$2,500 each
Custom integration build+$10,000 each
Data HubIncluded

These are build figures for the first year. They exclude HubSpot licence fees, which you pay directly to HubSpot.