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Original research

What moves when you switch CRM

We read our 20 CRM migration guides and recorded what each says moves on its own. Only 9 of the 20 switches have a direct importer; the rest go through export files or a paid service. Automations are rebuilt by hand in 17 of 20, and custom fields need remapping or rebuilding in 16.

20CRM switches studied
9 of 20have a direct importer
17 of 20rebuild automations by hand
16 of 20need custom-field work
9 of 20leave some data behind
Guides checked against vendor sources September 13, 2026 to September 27, 2026 By Bill Belcamino JSONCSV
Bill Belcamino
Bottom line up frontby Bill Belcamino, founder of HelpCompare
Editorial assessment

Bottom line up front: What actually moves when you switch CRM?

Your records usually move. Your automations almost never do.

In 17 of the 20 switches below, workflows have to be rebuilt by hand in the new CRM, and only 9 have a direct importer at all. So budget the rebuild, not the import: list every automation, pipeline stage and custom field before you sign, and keep the old plan running until the new one has handled real work.

My read of the verified data on this page, from guides checked against vendor sources between September 13, 2026 and September 27, 2026. Disagree or spot an error? Tell Bill

Switch by switch: what each guide says

Hover or tap a label for the guide’s own words; every row links to its full guide. A dash means the guide does not say.

AutomaticMoves automaticallyPartialMoves, with limitsCSVExport file, then import by handRebuildRebuilt by hand in the new toolStays behindDoes not come over
SwitchDirect importerContactsDealsActivity historyCustom fieldsPipelinesAutomations
Attio → HubSpot No - export files CSVCSVPartialRebuild–Rebuild
GoHighLevel → HubSpot No - export files CSVCSV–PartialRebuildRebuild
GoHighLevel → Keap No - export files CSV––PartialRebuildRebuild
HubSpot → Attio Import2 (Migrate CRM) AutomaticAutomaticStays behindPartial–Rebuild
HubSpot → GoHighLevel HubSpot Importer AutomaticAutomatic–PartialAutomaticRebuild
HubSpot → Keap Paid service only CSV––––Rebuild
HubSpot → Pipedrive No - export files CSVCSVCSVPartialRebuildRebuild
HubSpot → Salesforce No - export files CSVCSV–Partial–Rebuild
HubSpot → Zoho CRM API-based HubSpot migration (Zoho CRM data migration) AutomaticAutomaticAutomatic–––
Keap → GoHighLevel No - export files CSVCSV–Partial––
Keap → HubSpot No - export files CSVCSV–––Rebuild
Pipedrive → HubSpot No - export files CSVCSVCSVPartialRebuildRebuild
Pipedrive → Salesforce No - export files CSVCSVCSVRebuildRebuildRebuild
Pipedrive → Zoho CRM Zoho’s documented migration path AutomaticAutomaticAutomaticRebuildRebuildRebuild
Salesforce → HubSpot Salesforce integration “Objects from an app → Salesforce records” importer PartialAutomaticCSV––Rebuild
Salesforce → Pipedrive Import2 AutomaticAutomaticAutomaticRebuildRebuildRebuild
Salesforce → Zoho CRM Zoho’s documented migration tool AutomaticAutomaticAutomaticRebuildRebuildRebuild
Zoho CRM → HubSpot Zoho CRM data sync app AutomaticAutomaticCSVPartial––
Zoho CRM → Pipedrive Import2 AutomaticAutomaticAutomaticRebuildRebuildRebuild
Zoho CRM → Salesforce No - export files CSVCSV–RebuildRebuildRebuild

What the pattern means

  • Records are the easy part. Contacts come over in 20 of 20 guides and deals in 18, through a direct importer or an export file (the rest don’t say). The work is in what those records do.
  • Automations are the hidden bill. 17 of 20 guides say workflows are rebuilt by hand; 10 also say pipeline stages are set up again.
  • Something usually stays behind. In 9 of 20 switches the guide names data that does not come over at all, such as email history, reports or campaign data. Export it before the old plan ends.
  • Run both for a while. 11 of the guides say you can, or should, keep the old CRM running during the switch.

Method

Each row comes from one published HelpCompare migration guide, which was checked against the vendors’ own import documentation on the date shown in the dataset. For every fact we store a verbatim quote from that guide, so you can check it. If a guide does not mention a data type, the table shows a dash: that means “not stated”, not “moves fine”. We publish no hours, costs or difficulty scores here because the guides don’t state them, and we don’t estimate them. To estimate your own switch, use the switching cost calculator.

The table is verified data. “What the pattern means” and the bottom line above are editorial assessment, based on that data (how we separate the two).

Free to reuse under CC BY 4.0: JSON, CSV, schema, or every dataset. Cite this page: HelpCompare, “What moves when you switch CRM”, helpcompare.com/data/crm-switching/ (updated 2026-10-05).

From shortlist to switched

Built for the leader who owns the selection, answers for the spend, drives the rollout, and lives with the results. HelpCompare covers the whole decision, not just the first step.

Bill Belcamino, founder of HelpCompare
About the author

Bill Belcamino

Founder and author, HelpCompare

Engineer by training, operator by experience, marketer by choice. Bill spent eight and a half years as an engineer at HP, was COO of Auctiva (the number one third-party selling platform on eBay, past 200,000 users) and ran Google’s $70M/year search syndication partnership at Alot.com. Then he spent 13 years building his own web properties with his own money at stake. He has bought, trialled, integrated and cancelled more SaaS tools than he can count, and started HelpCompare because the real cost of switching tools is the part nobody covers.

“I’ve sat on both sides of the table: the agency recommending the tool and the client paying for it.”

Researched and fact-checked by the HelpCompare team. No paid sponsorships, no affiliate commissions.