Salesforce vs. HubSpot: O que pensam os usuários reais?

Uma comparação de CRMs segundo 7 critérios baseados em classificações e avaliações de pequenas e médias empresas

Salesforce vs. HubSpot

Está procurando tomar uma decisão informada entre HubSpot e Salesforce?

You may have already checked the comparisons written by the vendors themselves or by the lonely blogger/analyst out there, but you’re probably still wondering: o que pensam os usuários reais? 🤔

You could go out and read through the hundreds of reviews on websites like G2 or Capterra… but if you’re instead looking to get a quick yet comprehensive summary, we’ve got you covered here.

We’ve read through all the user reviews, structured all the feedback along 7 different criteria and laid it out for you below, complete with ratings per criterion. ⭐

Metodologia e fontes

A comparação abaixo é inteiramente baseada em avaliações de usuários que são:

Nossa metodologia consiste nas seguintes etapas:

  1. Leia todas as avaliações para extrair os principais trechos de avaliações
  2. Estruture os snippets de revisão de acordo com 7 critérios diferentes (veja abaixo)
  3. Resuma esses trechos em um formato de texto legível para você
  4. Extraia a pontuação da avaliação do usuário para cada critério do G2 (quando possível)

The selected criteria for this comparison largely align with those used by G2 to review software products. We’ve added additional “integrations” and “pricing” criteria, plus we merged the “quality of support” and “ease of doing business with” criteria into one.

The structure we’re using for the Salesforce vs. HubSpot comparison looks as follows:

    1. Facilidade de uso: você pode realmente usá-lo?
    2. Facilidade de administração: quão fácil é mantê-lo atualizado?
    3. Facilidade de configuração: o que é necessário para começar?
    4. Atende aos requisitos: faz o que deveria fazer?
    5. Integrações: você pode integrá-lo da maneira que espera?
    6. Suporte: você recebe ajuda quando precisa?
    7. Preços: quanto custa?
    8. Final verdict: Salesforce vs. HubSpot – which CRM is best?

We understand that you’re looking to compare our major competitors HubSpot and Salesforce, but do forgive us for mentioning our competing product, Salesflare, along the way because:

  • If you’re up for a better CRM option in any way, you’ll see that real users consistently give Salesflare higher review ratings than Salesforce and HubSpot on all criteria.
  • And if you’re not up for a better alternative, you can still enjoy the fruits of our deep CRM expertise and just read on below to figure out which CRM is best for you!

Enjoy 😁

Facilidade de uso: você pode realmente usá-lo?

An absolutely essential question to ask when choosing the right CRM for your small business is: will your team use the software? After all, if they don’t use the CRM, it’s relatively useless to even buy and implement one.

Esse é o primeiro critério em que podemos identificar uma grande diferença entre a HubSpot e o Salesforce.

Em geral, os avaliadores da HubSpot são positivos em relação à facilidade de uso, embora as opiniões sejam um pouco variadas:

  • “HubSpot is straightforward” (HubSpot)
  • “Too much clutter and too much going on” (HubSpot)
  • “It’s user friendly” (HubSpot)
  • “A bit busy” (HubSpot)
  • “Relatively intuitive” (HubSpot)
  • “Multiple UX flows do not make sense” (HubSpot)

Em resumo, embora a HubSpot seja relativamente fácil de usar, ela também parece sofrer um pouco com sua crescente complexidade.

No entanto, o feedback sobre o Salesforce no que diz respeito à facilidade de uso é absolutamente brutal.

Aqui estão algumas citações de avaliações do Salesforce que resumem a tendência geral:

  • “It’s hard to navigate and clunky” (Salesforce)
  • “What seems simple is not. The very large complexity of the whole environment is astonishing” (Salesforce)
  • “Overwhelming and confusing to get used to” (Salesforce)
  • “Search in a million different places to find things” (Salesforce)

Now why would the biggest CRM player in the market build a CRM that people don’t like to use? 🤔

The main reason for this is that Salesforce is generally bought by executives at enterprises, who value the usefulness of the system for the organization above how easy it is for their teams to use. Or said otherwise: Salesforce’s CRM is built for management, not for sales people.

A HubSpot, por outro lado, foi criada principalmente para empresas de médio porte, em que a usabilidade é mais importante para os tomadores de decisão ao escolher o software certo.


If you’re looking for the more easy-to-use CRM of HubSpot and Salesforce, go with HubSpot.

When checking the G2 ratings for “ease of use”, HubSpot gets 4.30/5 while Salesforce is rated 4.05/5. You’ll see throughout this comparison that these G2 ratings usually land in the 4-5/5 range, i.e. a score close to 4 is a relatively bad score.

Now, if you’re looking for a really easy-to-use CRM for your small or medium-sized business, don’t limit yourself to these two and have a look at Salesflare instead. It gets a G2 score of 4.75/5. ✨

Facilidade de administração: qual é a facilidade de mantê-lo atualizado?

O uso efetivo do software de CRM é, obviamente, a chave para uma implementação bem-sucedida e para a obtenção de todos os benefícios que o acompanham. No entanto, há um gargalo importante quando se trata do sucesso do CRM: a facilidade com que você pode mantê-lo atualizado.

That’s where most CRMs fall short. They expect you to keep the whole system up to date manually, tracking every interaction, every little detail about a customer, and every person you meet along the sales process.

Sales people just don’t have the time and the discipline to take care of all this, so most CRMs that are implemented get used superficially… or not at all. And this is regardless of how easy these systems are to use and to navigate.

Ao ler as avaliações da HubSpot e da Salesforce, podemos ver que essa é uma grande oportunidade de melhoria para ambos os CRMs. Aqui estão algumas citações que exemplificam isso:

  • “Very manual” (HubSpot)
  • “Lot of time to record everything you do (Salesforce)
  • “Requires a lot of clicks to get things done” (Salesforce)
  • “Hard to keep track of everything” (Hubspot)

Now, despite the general trend we can identify, HubSpot is still much easier to keep up to date than Salesforce based on the reviews as well as on our own experience with both systems. It also synchronizes some more data out of the box (with Salesforce, you even have to pay for an additional package to sync your email inbox). Altogether, this makes HubSpot the clear winner on this criterion. 🏆


Both Salesforce and HubSpot can be relatively tedious to keep up to date, but if you’re looking for the better option, you’d better choose HubSpot.

As classificações do G2 também se inclinam para a HubSpot, com 4,30/5 para HubSpot e 4,00/5 para Salesforce (novamente na extremidade muito baixa da faixa usual de 4-5/5).

If you’re, however, looking for a CRM that practically keeps itself up to date (wouldn’t your team love that?), then Salesflare is a much better option. It gets a whopping 4.75/5 G2 score for “ease of administration”.

Facilidade de configuração: o que é necessário para começar?

Os dados que temos na Salesflare sobre o sucesso de nossos clientes mostram claramente que aqueles que se preparam melhor com seu CRM nas primeiras semanas tendem a ser significativamente mais bem-sucedidos com seu CRM e a obter melhores resultados de vendas a longo prazo.

Said otherwise: the better you organize yourself, the better your sales results will be. 📈

A HubSpot e o Salesforce são muito diferentes nesse aspecto. Enquanto apenas um número limitado de avaliadores reclama que a configuração do HubSpot foi um problema, um grande número de usuários do Salesforce parece ter problemas com isso:

  • “Hard to configure” (Salesforce)
  • “Too heavy to set up” (Salesforce)
  • “Long roll out” (Salesforce)
  • “Difficult admin UI” (Salesforce)

This is, again, because Salesforce is built for enterprises and is generally implemented by an implementation partner of theirs. While it does offer the possibility to try it out and get set up without anyone’s help, this is not generally recommended.

HubSpot on the other hand is built for mid-sized companies who have a greater need for an out-of-the-box solution. This does not mean they don’t have implementation partners. After all, if you go beyond the CRM and Sales Hub, setting up HubSpot can become more of a pain. It does however mean that the option has been created to take care of it all yourself.


Comparing HubSpot with Salesforce by the criterion of “ease of setup”, HubSpot is the obvious winner.

As classificações no G2 são relativamente baixas para ambas as plataformas: HubSpot fica perto da parte inferior da faixa usual de 4-5/5, com 4,15/5, enquanto Salesforce fica com uma pontuação ainda mais baixa, de 3,75/5.

The #1 easiest-to-setup CRM as rated by real users on G2 is Salesflare, getting a 4.75/5 score. Needless to say, we’re very proud of that feat!

Atende aos requisitos: ele faz o que deveria fazer?

Now does each CRM meet its customers’ requirements?

This is a rather vague question to answer if you don’t identify first what these requirements usually are, so we’ve done that. 👇

Com base em nossa análise de todas as avaliações da Salesforce e da HubSpot que lemos, os requisitos a seguir são mencionados com mais frequência:

  1. Acompanhar melhor os leads de vendas
  2. Integração com a caixa de entrada de e-mail (para rastreamento de e-mail, sincronização de e-mail e sequências de e-mail)
  3. Relatórios sobre resultados e atividades de vendas

Now, let’s zoom in on each of the 3 basic requirements to compare Salesforce vs. HubSpot.

1. Acompanhamento de leads

Embora ambos os sistemas tenham sido criados com a finalidade de acompanhar e gerenciar leads, a HubSpot faz um trabalho melhor nesse sentido.

There aren’t many reviews that complain about HubSpot’s capabilities in this area, while there are many reviews that state that in Salesforce it’s “difficult to navigate and manage all your contacts” and a “pain to perform simple tasks”.

No entanto, parece que tanto a Salesforce quanto a HubSpot são igualmente afetadas por interrupções e lentidão que tornam difícil confiar nos CRMs para o acompanhamento diário de leads:

  • “Website goes down several times a week” (HubSpot)
  • “Makes me feel like I’m in middle school with the dial-up internet” (Salesforce)
  • “Down for a long time, the tasks and contacts would sporadically not work” (HubSpot)

People also report that when this happens, support isn’t really helpful, but more on that later.

2. Integração de e-mail

O e-mail ainda é o canal de comunicação #1 para vendas B2B atualmente, com o LinkedIn e as chamadas telefônicas ficando em segundo e terceiro lugares, respectivamente.

That’s why a proper email integration is a major CRM requirement for most small and medium-sized businesses.

Quando se trata dessa integração de e-mail, as empresas estão procurando três coisas principais: uma boa sincronização de e-mail, algum rastreamento útil de e-mail e a capacidade de enviar sequências de e-mail.

Additional handy features we won’t cover here include: an email sidebar, automated email signature sync, integrated web tracking, auto-created contacts, and some other power features. Depending on your email provider, you can get a full breakdown of these features for Google / Gmail users and features for Microsoft Outlook users in our dedicated articles on the topic. 💌

Sincronização de e-mail

Essentially, people expect their emails to show up in the CRM, so they don’t have to paste them in there manually. And they want to be able to send emails from the CRM as well.

Getting this functionality in Salesforce requires you to purchase an additional Salesforce Inbox package, for which you’ll pay extra, while it’s included in any HubSpot plan.

Aqui estão alguns trechos de avaliações que mencionaram essa integração de e-mail, tanto positivas quanto negativas:

  • “Like the ability to interact via email and tag my colleagues directly” (HubSpot)
  • “Attachments and email communications end up tied to deals where they don’t belong – it is a disaster” (HubSpot)
  • “Can send emails directly from the deal page” (HubSpot)
  • “Some emails appear, some don’t. It’s hard to understand the logic” (HubSpot)
  • “The email integration is terrible” (HubSpot)
  • “Dislike not seeing the customer’s email response in the activity feed” (HubSpot)

Resumindo: as pessoas gostam do fato de que o recurso existe, mas a forma como ele funciona parece precisar de algumas melhorias.

We unfortunately couldn’t find much in reviews about Salesforce’s email integration, but that may be because it’s not a standard Salesforce feature.

Rastreamento de e-mail

A very simple yet powerful CRM feature is the ability to track email opens and clicks, as it allows sales teams to gauge the prospect’s real time interest and follow up in a much more informed way.

Based on HubSpot reviews, it seems to be one of the top features of the CRM. Here and there, a few people mention that “own email opens are counted”, that it’s “a bit limited” and “doesn’t track cold outreach”, but the overall vibe is very positive in most reviews. 👍

For Salesforce, it’s – like for email sync – part of the paid Salesforce Inbox package and only mentioned sporadically in user reviews.

Sequências de e-mail

Where in the past this used to be separate software, most major sales CRMs nowadays allow sending email sequences: i.e. the ability to send personalized emails at scale to your contacts from your own inbox and follow up automatically, usually as long as you don’t get a reply or the sequence ends.

Com base nas avaliações dos usuários e em algumas pesquisas adicionais, o envio de sequências de e-mail do Salesforce ainda exige a compra de software adicional atualmente.

In HubSpot, it is one of the core features of the Sales Hub’s “Professional” plan.

No entanto, esse também parece ser o recurso do qual as pessoas reclamam com mais frequência:

  • “Cold outreach email limitations are bad” (HubSpot)
  • “Every email in a sequence needs to be a reply” (HubSpot)
  • “Cannot change the email subject on subsequent emails” (HubSpot)
  • “Can’t edit a sequence in motion” / “Hard to correct a sequence” (HubSpot)
  • “Would like more visibility into sequence metrics” (HubSpot)
  • “Only enroll 50 contacts at a time in emails” (HubSpot)

Hopefully HubSpot acts on the feedback soon, because people currently don’t seem to be too happy with how the feature is built. 😞

3. Recursos de relatórios

Por fim, o terceiro principal requisito de CRM mencionado pelos avaliadores é a necessidade de poder gerar relatórios sobre os dados dos clientes, os resultados das vendas e as atividades.

This is a core feature you will find in both Salesforce and HubSpot. Based on our own tests with both platforms, Salesforce’s reporting capabilities are more robust, while HubSpot’s reporting is way easier to use.

When reading reviews from actual users the feedback is a little mixed, indicating that there’s still additional room for opportunity here:

  • “One of my favorite parts of this tool is the “reports” tool” (HubSpot)
  • “Can’t get some reports to work properly” (HubSpot)
  • “Reporting is cumbersome and all over the place – some reports are under one tab while others are only visible in certain places” (HubSpot)
  • “The reporting is quite comprehensive” (HubSpot)
  • “I find the reports hard to create and follow” (HubSpot)

Still, we would personally prefer using HubSpot’s reporting over Salesforce’s any day. It’s just so much easier to get started with it.

(Need some inspiration when building out sales dashboards? We’ve compiled a handy overview of sales dashboard examples.)


Embora tanto a HubSpot quanto o Salesforce pareçam ser capazes de atender à maioria dos requisitos (com exceção das sequências de e-mail no Salesforce, que às vezes exigem um pacote adicional), a forma como esses requisitos são atendidos não está 100% de acordo com o padrão.

Despite that, based on the full set of feedback from user reviews, we’d again consider HubSpot the winner in this HubSpot vs. Salesforce comparison.

Surpreendentemente, no entanto, os avaliadores do G2 classificam o Salesforce mais alto, com uma pontuação de 4,40/5, em comparação com uma pontuação de 4,24/5 para o HubSpot. Isso pode ser devido à falta de foco nos principais requisitos por parte dos revisores e, em vez disso, à verificação do maior número possível de caixas de seleção de recursos.

If you’re open to an alternative that better meets the above key needs and gets higher ratings from G2 reviewers for “meets requirements”, Salesflare scores 4.65/5.

Integrações: você pode integrá-lo da maneira que espera?

A CRM is not used in isolation. That’s why it’s important that it integrates with other complementary software packages.

It is also one of the main selling points of both Salesforce and HubSpot. While HubSpot sells all-in-one business software, attempting to make any integrations unnecessary, the sales team at Salesforce will promise you that it’s easy to integrate Salesforce with anything. It is, after all, the market leader with the widest range of integrated products.

Both these pros also have their cons. While HubSpot reviewers complain about being “forced in their way” and needing to “upgrade and upgrade”, Salesforce reviewers consistently report that it “does not integrate with any other system nearly as well as promised” and “isn’t easy to integrate with, even though it’s possible”.


Ao analisar a quantidade de integrações, o Salesforce é o vencedor absoluto. Quando se calcula a facilidade de integração, o HubSpot assume a liderança. Portanto, tudo depende de você ter ou não uma equipe de desenvolvedores à sua disposição.

Considering the focus of this comparison on small and medium-sized businesses, we’d recommend going with HubSpot here.

Based on our research, there are no other credible, independent ratings of the integration level of both CRMs to be found that are based on real user reviews, so we won’t be able to provide you any CRM reviewer scores on this criterion.

Suporte: você recebe ajuda quando precisa?

In an ideal world, support isn’t needed. But more often than not, it is a critical part of your experience with a CRM product or company.

Not surprisingly, the quality of support is something that is very often mentioned in user reviews. Here are a few snippets that summarize well what we’ve been reading overall:

  • “Accessible support team (HubSpot)
  • “Service and support don’t know what they’re doing” (HubSpot)
  • “They are not able to do anything about the issues at hand – even if they are critical (HubSpot)
  • “If you need help with anything, you can forget to try to get help from support” (Salesforce)
  • “Customer service is really terrible” (Salesforce)

If we’d have to summarize everything we read in our own words:

  • HubSpot support is accessible, though often the support staff is not being really knowledgeable or helpful 🤷
  • O suporte do Salesforce é relativamente inacessível e leva muito tempo para resolver qualquer problema

Dito de outra forma: enquanto a HubSpot pode ter dificuldade em fornecer suporte de alta qualidade, o Salesforce praticamente exige que você contrate consultores se quiser alguma ajuda adequada.


The clear winner when it comes to delivering quality support is HubSpot, although it seems to be more of an “in the land of the blind, the one-eyed man is king” situation. As in: it’s better to give low or medium quality support than almost none at all.

Within the usual 4-5/5 range of G2 ratings, this translates into a 4.25/5 “quality of support” score for HubSpot and 4.1/5 for Salesforce.

Se achar que um bom suporte é importante, você pode optar pelo Salesflare como um CRM alternativo, que obtém uma pontuação 4,85/5 muito mais alta de seus usuários por sua qualidade de suporte.

Preços: qual é o custo?

Por último, mas não menos importante, como se comparam os preços da HubSpot e da Salesforce?

Infelizmente, essa é a pergunta mais complicada de se responder, porque tudo depende:

  • O que você precisa
  • Quantos contatos você tem
  • How many pipelines, reports, custom properties, custom objects, …
  • E um zilhão de outras coisas

If there’s anything reviewers are frustrated by, it’s the pricing of HubSpot and Salesforce (not just the initial pricing, but also how it scales quickly):

  • “Pricing as you scale contacts is pretty crazy” (HubSpot)
  • “It is very expensive once you start using it and need additional functionality” (HubSpot)
  • “The pricing is a little harsh on the SMBs out there” (HubSpot)
  • “WAAAAAAY too expensive for what you get” (Salesforce)
  • “License fees are out of control when you exceed the default number of custom objects” (Salesforce)

To make a simple comparison possible, based on the requirements outlined above, we’ve estimated that you’ll probably need each CRM’s Pro(fessional) plan. And when opting for the monthly Pro plan with 5 users, this amounts to:

  • $500/month with HubSpot (you’ll need CRM + Sales Hub)
  • $375/month with Salesforce (Sales Cloud excl. Salesforce Inbox; adding this will probably get you to a total of around $500/month as well; although if you lock yourself into a multi-year contract you’re likely to get this for free)

Note that these are just starting prices and that they can very quickly increase if you hit any of the CRM’s standard limitations. 💸


Quando se trata de preços, Salesforce e HubSpot estão no mesmo nível.

On the monthly Pro plan with 5 users, both CRMs usually start at around $500 per month including email integration. This is already on the very high end of the CRM pricing spectrum and it only gets more expensive from there, which you’ll probably only discover when you’re already locked into the software.

As a comparison, an alternative CRM like Salesflare will only set you back $275 per month (that’s about 45% less expensive) and comes without hidden upgrades.

Final verdict: HubSpot vs. Salesforce – which CRM is best for small businesses?

While you’ll probably need to go with Salesforce if you’re a large enterprise, HubSpot is the better choice for small and medium-sized businesses, including startups.

Conforme descrito acima, com base em avaliações de usuários reais, o HubSpot tem pontuação mais alta do que o Salesforce em praticamente todos os 7 critérios, exceto (talvez) o preço. Ele é o vencedor claro entre os dois.

If you’re however open to discovering a significantly better rated CRM at a much lower price, do not miss the chance to check out Salesflare as well. 👈

Try Salesflare for free

Here’s a final comparison between HubSpot and Salesforce, plus Salesflare for reference.

Tabela de comparação HubSpot vs Salesforce vs Salesflare

Note again that the mentioned prices are merely starting prices for Salesforce and HubSpot (posing built-in limitations on many levels) and if you want an email integration or send email sequences with Salesforce, you’ll already find yourself buying extra packages or software.

Quer se aprofundar mais nas diferenças? Basta perguntar à nossa equipe usando o bate-papo em Estamos aqui para ajudar 😄

experimente o Salesflare

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Jeroen Corthout