Equanax

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Last updated: 10 November 2026

Equanax provides HubSpot consulting for UK B2B SaaS teams: HubSpot CRM consulting with a focus on complex migrations: data spread across several systems, custom objects, years of history and live integrations that cannot go dark. We are a UK team in Sutton and London. Every project is a fixed fee, with no retainer, and work starts on payment.

Who this is for

This is for revenue and sales operations leaders at UK B2B SaaS companies who are moving to HubSpot, consolidating onto it, or rebuilding a HubSpot account that has outgrown its original set-up. It is particularly relevant if you are leaving Salesforce or another CRM and your billing, product and support systems all touch customer records.

If you are comparing providers first, our guides to the best HubSpot partners for UK SaaS and the best UK HubSpot migration agencies for complex CRMs set out the options, including agencies other than us.

What makes a migration complex

We treat a migration as complex when it has any of five markers: more than one source system, custom objects or heavily customised fields, several years of activity history to carry over, live integrations that must keep running, and reporting that leadership relies on and expects to match after the move. The more markers you have, the more the method below matters.

How we run it: six phases with gates

A six-phase CRM migration method: discovery, mapping, build, dry run, cutover and hypercare, each with a sign-off gate
Figure 1: Six phases. No phase starts until the gate before it is signed off.
  1. Discovery. We inventory source systems, objects, volumes, history and integrations, and agree what moves, what is archived and what is left behind.
  2. Mapping. We map fields, owners, stages and associations from the old system to HubSpot objects, and agree definitions with you.
  3. Build. We create properties, custom objects, pipelines and workflows in HubSpot, and prepare the load scripts.
  4. Dry run. We load a full copy, or a representative sample where sandbox limits apply, into a sandbox or test account and check counts, associations and reports against the source. We also rehearse the rollback steps at this stage.
  5. Cutover. We freeze the old system, run the final load, switch integrations over and confirm the numbers.
  6. Hypercare. We fix issues that only show up in daily use, then hand over documentation.

Where it is safe to do so, we run the old and new systems in parallel for a short period. We agree a rollback plan before cutover, so you know the point at which we would stop and how we would return.

Integrations we build for SaaS

A SaaS CRM is only as useful as the data feeding it. We connect the systems around HubSpot so the account record reflects what is happening in the business.

A map of SaaS data sources feeding HubSpot: product usage, billing, support, data warehouse and marketing, landing on contacts, companies, deals, tickets and custom objects
Figure 2: Product, billing, support, warehouse and marketing data mapped onto HubSpot objects.
  • Product usage: events from your product become properties or custom objects that sales and success can see.
  • Billing: subscriptions, upgrades and cancellations update company, deal and renewal fields.
  • Support: tickets associate to the right company and contact.
  • Data warehouse: two-way sync, with a rule for which system wins when values conflict.
  • Automation: we use n8n for orchestration and Clay and Apollo for enrichment where you use them.

Salesforce to HubSpot

With a move from Salesforce, the hard parts are rarely the contacts. They are the automation (flows and process builders that have to be rebuilt as HubSpot workflows), the reporting that stakeholders trust, and the objects with no direct equivalent. Because we work in both platforms, we map each of these explicitly and agree with you what will behave differently after the move. Our guide to UK CRM consultants for SaaS migrations covers what to ask any provider.

The RevOps layer on top

A migration is a good moment to fix the process as well as the data, and our guide to the best RevOps consultancies for B2B SaaS explains how to choose help for that part. We agree stage definitions and exit criteria, ownership and routing rules, and the reports leadership will use. If you also want help choosing a partner, our HubSpot implementation partners guide and the best UK HubSpot implementation partners for SaaS are written for that decision.

How we work and who we work with

Fixed fee agreed before work starts, no retainer, and work starts on payment. We work with B2B SaaS and financial services clients. Clients we have worked with on HubSpot and Salesforce include Lantum, Winnow, Gamecheck, Binary Capital, Ardonagh, Oskar and Aurora Capital. To scope your migration, book a free AI audit.

FAQ

What CRM consulting firm suits UK SaaS needing HubSpot implementation?

One that can map your product, billing and support data into HubSpot, run a rehearsed migration and design the RevOps process around it. Equanax is a UK team in Sutton and London that does this for B2B SaaS on a fixed fee. Our comparison of the best HubSpot partners for UK SaaS lists other UK firms worth considering.

How long does a complex HubSpot migration take?

It depends on the number of source systems, the volume of history and how many live integrations must be moved. We scope the timeline after discovery, because a reliable estimate needs the inventory first. Beware any quote that promises a date before anyone has looked at your data, objects and integrations.

Can you migrate from Salesforce to HubSpot?

Yes. We work in both platforms, so we map Salesforce objects, fields, automation and reports to their HubSpot equivalents and agree in advance what will behave differently. We pay particular attention to rebuilding flows as workflows and to reports stakeholders rely on, since those are where post-migration surprises usually come from.

How do you avoid downtime during a migration?

We rehearse. A dry run into a sandbox or test account proves the load, associations and reports before cutover, and where it is safe we run old and new systems in parallel for a short period. We also agree a rollback plan before cutover, so a problem has a defined response.

What does it cost?

Projects are a fixed fee agreed before work starts, with no retainer, and work begins on payment. The fee reflects the scope, including how many of the five complexity markers apply to you. Start with a free AI audit, and we will scope the work before you commit to anything.

About the author

Jack Crabtree is Director of Equanax. He has built on HubSpot, Salesforce, n8n, Clay and Apollo, and has delivered more than 100 automation workflows for revenue teams.