Salesforce and HubSpot: A Comparative Review for South African Businesses

Salesforce Interface

Hubspot Interface


Choosing the right Customer Relationship Management (CRM) platform is crucial for businesses in South Africa. Salesforce and HubSpot are two leading contenders, each offering unique strengths. This article delves into a comparative analysis of both, helping South African medium-sized businesses make an informed decision.

Some Stats and Initial Comparisons

Market Share:

Salesforce: Has a market share of about 38%, with approximately 100,000 websites using its services. It is recognized as the leading customer relationship management system.

HubSpot: Holds a market share of around 32%, with about 137,000 websites currently using HubSpot. It is considered the top marketing automation software​​.

Revenue Growth:

Salesforce: Reported a total fiscal 2023 revenue of $31.4 billion, indicating an 18% year-over-year increase. In the fourth quarter alone, Salesforce achieved a revenue of $8.38 billion, up 14% year-over-year. The company's operating cash flow for fiscal year 2023 was $7.1 billion, representing a 19% year-over-year increase​​.

HubSpot: For the twelve months ending March 31, 2023, HubSpot's revenue was $1.8 billion, a 29.83% increase year-over-year. The annual revenue for 2022 was $1.7 billion, marking a 33.08% increase from 2021. The company expects its total revenue for 2023 to be in the range of $2.0 billion.


 Salesforce offers more functionality in its cheaper versions compared to HubSpot's. Salesforce's pricing structure includes a wide variety of product packages, offering more flexibility to choose specific tools needed by businesses. For instance, Salesforce Sales Cloud pricing starts from $25 per user per month, and Marketing Cloud packages range from $12,500 to $65,000 per organization per month​​.

Marketing Automation:

Salesforce's marketing automation tools, including Pardot, are more powerful and sophisticated, leveraging artificial intelligence. Pardot manages interactions with new leads and qualifies them for sales pipelines, making it highly effective for B2B marketing. This gives Salesforce an edge in traditional outbound marketing over HubSpot​​.

Business Intelligence: 

Salesforce's Einstein is a dedicated BI tool that works across all major departments using AI. It helps in increasing sales rep empathy and boosting productivity, offering personalized customer experiences. HubSpot, on the other hand, lacks a comparable AI virtual assistant, relying on BI integrations for deeper insights​​.

Mobile Version: 

The Salesforce mobile app is noted for its scope and ease of customization, offering comprehensive CRM data and various tools for team collaboration. It edges out HubSpot's mobile app in terms of functionality and customization, despite HubSpot's cleaner interface.


Salesforce offers a wider range of certification training programs than HubSpot. This includes certifications that work with other SaaS platforms, catering to different roles like administrator, developer, or consultant. Salesforce's diverse certification paths provide more opportunities for skill enhancement​​.

Ease of Use

Salesforce: Known for its comprehensive features and customization capabilities, Salesforce offers a robust CRM solution. However, its extensive functionality can sometimes translate into a steeper learning curve.

HubSpot: HubSpot shines in user-friendliness. Its intuitive interface is particularly appealing for businesses that are new to CRM or have limited technical expertise.

Marketing Automation

Salesforce: With its advanced marketing automation capabilities, Salesforce excels in delivering personalized customer journeys and detailed analytics, essential for data-driven South African businesses.

HubSpot: HubSpot provides seamless marketing automation tools that are easier to use, making it ideal for companies looking for straightforward, effective marketing solutions.

Sales Features

Salesforce: Salesforce offers a highly customizable sales platform, allowing businesses to tailor the system to their specific sales processes, a valuable feature for diverse South African market needs.

HubSpot: While HubSpot's sales features are more basic compared to Salesforce, they are more than sufficient for small to medium-sized businesses, especially those prioritizing ease of use over complexity.

Integration and Ecosystem

Salesforce: The Salesforce ecosystem is vast, offering numerous integrations with third-party applications and services, a key advantage for businesses seeking expansive software synergy.

HubSpot: HubSpot also offers a range of integrations, though not as extensive as Salesforce. Its integrations are highly streamlined, offering a more cohesive user experience.


Salesforce: Salesforce provides a flexible pricing model, which can be customized based on the specific needs of a business, but it can be on the higher end, especially with added features and customizations.

HubSpot: HubSpot's pricing is generally more straightforward and can be more budget-friendly, particularly for small to medium-sized businesses in South Africa.

Customer Support and Community

Salesforce: Salesforce has a strong support system and a vast community of users and developers. This network can be invaluable for businesses needing extensive support and resources.

HubSpot: HubSpot is also known for its excellent customer support and a vibrant community, making it a reliable choice for businesses that value community engagement and readily available support.


Both Salesforce and HubSpot offer unique benefits, and the choice largely depends on the specific needs, size, and technical capabilities of your South African business. Salesforce is a powerhouse of customization and functionality, ideal for businesses needing a comprehensive, scalable CRM solution. In contrast, HubSpot offers simplicity and ease of use, perfect for businesses looking for an effective, straightforward CRM platform.

As experts in Salesforce implementation and consulting, Black Wolf Analytics can guide you on this journey, helping you choose and optimize the CRM solution that best fits your business needs. Our expertise in Salesforce and knowledge of the South African business landscape make us your ideal partner in navigating the complexities of CRM selection and implementation.