ADKAR vs Kotter: Managing Change in HubSpot Migration

TL;DR

CRM migrations rarely fail because of data errors. They fail because people don’t adapt fast enough. Frameworks like ADKAR and Kotter help organisations manage this human side of change. But in fast-moving CRM transitions such as a Salesforce to HubSpot migration, a balanced approach combining structure and speed ensures faster adoption and business continuity.

Every CRM migration is a story of transformation, and not just technology. The challenge isn’t moving data, it’s moving people. Even the best integrations can stumble if employees resist new tools or workflows. ADKAR helps teams embrace change individually, while Kotter empowers leadership to drive it organisation-wide. Together, they create a bridge between human behaviour and business outcomes, which is the foundation of every successful CRM transition.

What Makes Change Management Critical in a CRM Migration?

Migrating from Salesforce to HubSpot isn’t just about APIs or data pipelines; it redefines how teams sell, service, and report. A CRM transition impacts daily routines, accountability, and collaboration. Without a change management framework, adoption slows, productivity dips, and leadership loses visibility. Managing both technology and human adaptation ensures the migration delivers measurable business value.

Why Compare ADKAR and Kotter for HubSpot Migrations?

Both frameworks tackle change from different angles.

• ADKAR (Awareness, Desire, Knowledge, Ability, Reinforcement) focuses on individuals and helping each employee navigate the stages of change.
• Kotter’s 8-Step Model focuses on leadership and culture — aligning vision, communication, and momentum across the organisation.

In CRM migrations, both perspectives are essential. ADKAR builds user confidence, while Kotter ensures leadership commitment and cultural alignment.

How Can You Apply These Frameworks Effectively?

To make theory actionable, the ADAPT model blends ADKAR’s human focus with Kotter’s strategic leadership approach: Adopt, Define, Align, Pilot, Train.

Adopt: leadership sets the ‘why’

Executive sponsorship defines the vision, KPIs, and milestones. HubSpot’s unified dashboards make progress transparent, helping leaders communicate ROI (Return on Investment) effectively.

Define: clarify processes and data

Document workflows and clean your data before migration. Standardise lead journeys and property structures. HubSpot’s deduplication and import tools simplify this stage.

Align: create governance and ownership

Form a cross-functional steering committee across business, IT, and sales. Define permission models and accountability. HubSpot’s role-based access keeps governance structured.

Pilot: start small, measure fast

Run a controlled rollout for one team. Track adoption metrics such as logins, task completion, and pipeline accuracy. HubSpot’s sandbox environments support fast, low-risk testing.

Train: reinforce and scale

Offer tailored learning experiences for each role. Blend in-app prompts with peer champions to sustain adoption. HubSpot’s playbooks and embedded learning make this process continuous.

Takeaways

• Treat CRM migration as a people-centred transformation, not a technical handover.
• Use ADKAR for employee adoption and Kotter for leadership alignment.
• Measure adoption rates, not just migration completion.
• Empower change champions to maintain long-term success.

FAQs

1. Which framework works better for a HubSpot migration — ADKAR or Kotter?
   ADKAR offers practical, individual-level adoption methods suited for scalable HubSpot implementations. However, Kotter’s focus on urgency and leadership alignment accelerates organisation-wide adoption when combined with ADKAR.
2. Can automation replace structured change management?
   No. Automation optimises processes but doesn’t address human resistance. Successful CRM adoption relies on communication, governance, and reinforcement — not just technology.