TL;DR
It is possible to run Salesforce and HubSpot at the same time, if it is done as a controlled and well-governed parallel CRM migration. When managed correctly, it minimises disruption, keeps teams productive, and validates data before the full switch. When managed poorly, it leads to duplicate records, conflicting automations, and extended timelines.
Running two CRM systems in parallel can feel risky, yet it is often the safest way to migrate without slowing your business. Leaders want continuity, accuracy, and clarity during a migration, and a parallel setup supports all three when done right. It allows teams to validate data, test automations, and compare reporting across both platforms before committing to a full switch. A structured approach also reduces uncertainty for sales and marketing teams who depend on reliable systems. In short, you can keep both systems active, as long as the transition is well-governed.
What Is A Parallel CRM Setup?
A parallel CRM setup is when both Salesforce and HubSpot run at the same time during a Salesforce to HubSpot transition. This approach gives organisations a controlled environment to test workflows, understand data movement, and monitor system behaviour before turning one system off. It acts as a safeguard that helps leaders maintain business continuity and reduce operational risk during migration.
Why Should Businesses Consider Running Both CRMs Together?
Operating both systems simultaneously protects daily operations while teams validate the new setup. For leaders, this means maintaining revenue visibility, accurate reporting, and stable customer interactions. It also prevents rushed decision-making by giving teams time to test, compare, and improve before the final cutover.
How Do You Run Salesforce And HubSpot In Parallel?
Define ownership and establish master records
Decide which system is the primary source for each object such as contacts, deals, and activities. This ensures that teams always know where truth lives during the transition. Clear documentation prevents confusion and keeps data clean throughout migration.
Start with a controlled pilot
Begin with one team, region, or product line before scaling. Pilots help you uncover sync issues, identify workflow gaps, and validate user behaviour in a low-risk environment. Once stable, the configuration can be rolled out to other teams confidently.
Use middleware and apply selective syncs
Middleware such as Workato, Make, or Zapier helps regulate sync direction and data filters. Avoid syncing every field or enabling full two-way sync, as this increases complexity and risk. Instead, sync only what teams need during the pilot phase.
Create strict duplicate and conflict-resolution rules
Define matching logic and merging rules upfront so ambiguous records do not multiply. Send exceptions for manual review to maintain data quality. This step ensures teams trust the data across both systems.
Rebuild and test key automations in HubSpot first
Test automations in a sandbox or pilot group before enabling them for all users. Disable overlapping Salesforce workflows during testing to avoid duplicate actions. This ensures each automation behaves exactly as intended before cutover.
Monitor performance and refine weekly
Use dashboards to track sync success, error logs, and duplicate counts daily. Weekly reviews help teams identify patterns, refine rules, and adjust workflows. This keeps the parallel setup stable during transition.
Takeaways
- Running both CRMs is possible when governance is strong.
- Start small with controlled pilots before wider rollout.
- Sync selectively and avoid unnecessary two-way syncs.
- Test HubSpot workflows thoroughly before switching.
- Monitor performance and refine rules weekly.
FAQs
- How long should both CRMs stay active?
Most parallel phases last 4–8 weeks depending on data complexity and team size. The aim is to validate accuracy, automations, and reporting before switching fully to HubSpot. - Which system should act as the source of truth?
HubSpot usually leads for marketing data, while Salesforce stays the master for deals until the final cutover. Clear ownership rules avoid downstream confusion. - What is the best way to sync data during this phase?
Use middleware that supports one-way or selective two-way syncs. Sync only required fields and include conflict rules to manage overlaps safely. - How do we measure success in a parallel CRM setup?
Review metrics like sync success rate, data accuracy, and user adoption during pilots. A successful phase is usually when accuracy reaches 95%+ and workflows run smoothly.
