Customer Success Story
How Colt migrated from HubSpot to Salesforce with SalesWings
This article was updated on May 7, 2026 with an up-to-date FAQ section.
Data integrity is an issue many businesses struggle with – particularly as they approach agentic AI initiatives. To maintain accuracy across platforms and systems and create standardized processes is no small feat—especially at larger companies. At leading telecommunications company Colt, the situation was no different. Stuck with a setup that didn’t quite serve them, a move to Salesforce Marketing Cloud (SFMC)—and the addition of SalesWings to break down data silos between marketing and sales—started to bring much-needed clarity to truly enable teams to start optimizing processes, and most importantly, bridging the data gap and create alignment across departments.
We spoke with Sandra Palencia, Growth Marketing Manager at Colt, about why they decided to migrate from HubSpot to Salesforce and why they chose to implement long-standing Salesforce ISV partner SalesWings to complement existing Salesforce Marketing Cloud (SFMC) capabilities with best-in-breed B2B functionality.
Let’s start at the beginning, and dig into the data.
Facing a data integrity issue
Palencia refers to the topic of HubSpot as a “hot potato in the business” as it had been left without clear ownership. The crux of the issue was this: Teams were using it without standardized processes and without understanding how the platform was set up. From a data and architecture standpoint, there was no structure around how the data fed into the different objects and data sets, quickly leading to data integrity issues.
As a result of the setup, HubSpot’s limitations were surfacing at an alarming pace, prompting Colt to consider bigger changes. Soon, migrating from HubSpot to Salesforce was inevitable, a decision aligned with larger strategic goals.
This transition was not just about swapping tools, but about redefining workflows, aligning departments, and ultimately improving business processes that would lead to greater revenue impact.
On that note, let’s talk about the foundation of it all—the data.
Migrating from HubSpot to Salesforce
As we all know, data is the lifeblood of a healthy revenue engine. That’s why a successful data migration process was essential to setting sales and marketing teams up for success in Salesforce Marketing Cloud.
The Colt team first focused on identifying the minimum essential data they needed to load into their new system. However, as they assessed their needs further, it became clear that there were significant data gaps which instantly created barriers.
In particular, Salesforce Marketing Cloud (SFMC) lacked some critical capabilities in its lead scoring mechanisms that left the team looking for alternatives. While Salesforce’s Einstein brought some analytical capabilities to the table, it still struggled to meet the specific requirements of their marketing team.
Recognizing the limitations of their existing solutions, Colt set out on a quest to find a tool that would bridge the data gaps and help them build a lead scoring model that could scale.
Trusting SalesWings to qualify leads and accounts
Purpose-built lead and account scoring can make or break your business. If your scoring setup doesn’t help you better understand your customers, optimize lead gen campaigns, prioritize accounts, and, ultimately, drive more revenue—your process is broken.
Colt understood this from the very beginning. They knew that they needed to collect more first-party behavioral insights to feed into their lead scoring model – and empower their sales teams of over 500 reps with sales intelligence.
Palencia shares that, “we knew that we required specific marketing activities to be tracked that Marketing Cloud and Sales Cloud couldn’t deliver. For example, we had no visibility on website engagement – neither did our sales teams.”
SalesWings enabled Colt to track and analyze over 130,000 monthly website visitors across key product pages, gated content, and campaign landing pages—insights that were previously unavailable in Salesforce Marketing Cloud – and sales and marketing teams.
From the get-go with SalesWings, Colt gained full visibility into individual lead activity and was finally able to understand which leads were actively engaging and which content was driving interest.
The onboarding and implementation process was seamless, with the SalesWings team working closely alongside Colt to ensure quick setup, alignment with the new Salesforce architecture, and tailored configuration to match their specific goals. The result was immediate value and actionable insights that both sales and marketing teams could use from day one.
As Sandra Palencia puts it, “SalesWings gave us the missing puzzle piece. We now have a single source of truth and actionable intelligence that drives better conversations, better campaigns, and ultimately, better revenue outcomes.”
Frequently Asked Questions
- Why did Colt choose a HubSpot to Salesforce migration?
- What data should you prioritize in a HubSpot to Salesforce migration?
- What are the biggest HubSpot to Salesforce migration risks?
- How does SalesWings lead scoring support Salesforce Marketing Cloud?
- Why does first-party intent data matter for sales teams?
- Can Salesforce Marketing Cloud replace HubSpot lead scoring?
- How should growth marketers measure migration success?
- How can migration improve sales and marketing alignment?
Why did Colt choose a HubSpot to Salesforce migration?
Colt moved from HubSpot to Salesforce because its existing setup lacked ownership, structure, and reliable data integrity.
HubSpot had become difficult to govern across teams, with unclear processes and limited visibility into how data flowed between objects and systems. For a large enterprise growth team, that created barriers to reporting, campaign optimization, and revenue alignment. The move to Salesforce Marketing Cloud helped Colt standardize its architecture while SalesWings filled behavioral data and scoring gaps.
Tip: treat migration as a workflow redesign, not just a platform swap.
What data should you prioritize in a HubSpot to Salesforce migration?
You should prioritize the minimum data needed to preserve segmentation, attribution, routing, scoring, and sales follow-up.
Colt’s team first identified the essential records and fields required in the new Salesforce environment, then uncovered gaps that would limit marketing performance. Growth marketers should review contacts, accounts, lifecycle stages, campaign history, consent data, engagement signals, and any fields used in automation or reporting. Avoid migrating unused, duplicate, or poorly defined properties without cleanup.
Tip: document every field’s business purpose before moving it.
How does SalesWings lead scoring support Salesforce Marketing Cloud?
SalesWings lead scoring helps Salesforce Marketing Cloud users qualify leads with behavioral intent data and sales-ready insights.
Colt needed visibility into website engagement, product-page interest, gated-content activity, and campaign landing-page behavior that its Salesforce setup could not provide alone. SalesWings enabled the team to track more than 130,000 monthly website visitors and turn that activity into lead and account intelligence for over 500 sales reps. This helped marketing identify active demand and sales prioritize timely outreach.
Tip: review this Salesforce Marketing Cloud expert interview for broader SFMC context.
Why does first-party intent data matter for sales teams?
First-party intent data matters because it shows which known leads and accounts are actively engaging with your brand.
For Colt, website engagement data revealed product interest and content behavior that sales teams previously could not see in Salesforce Marketing Cloud or Sales Cloud. That visibility helps reps tailor conversations, prioritize follow-up, and understand the buyer’s current context instead of relying only on form fills or static profile data. It also gives marketing a stronger basis for scoring and nurture decisions.
Tip: use this guide to first-party data strategies to strengthen your data foundation.
What are the biggest HubSpot to Salesforce migration risks?
The biggest risks are broken data relationships, duplicate records, unclear ownership, and low adoption after launch.
A migration can fail even when the technical import succeeds if contacts, accounts, opportunities, activities, and campaign data no longer connect cleanly. Colt’s challenge started with inconsistent ownership and a lack of standardized processes, which made data integrity a strategic issue rather than a simple tooling problem. Growth teams should test mappings, validate records, and train users before cutover.
Tip: define data governance owners before the migration begins.
Can Salesforce Marketing Cloud replace HubSpot lead scoring?
Salesforce Marketing Cloud can support scoring use cases, but many B2B teams still need specialized behavioral scoring capabilities.
Colt found that Salesforce’s native and Einstein-related capabilities did not fully match the marketing team’s requirements for website engagement visibility and scalable lead qualification. The practical issue was not whether SFMC could manage campaigns, but whether it could surface the right intent signals to both marketing and sales. SalesWings complemented Salesforce by adding best-in-breed B2B tracking, scoring, and sales intelligence.
Tip: evaluate scoring against real sales workflows, not feature lists alone.
How should growth marketers measure migration success?
Growth marketers should measure migration success by data quality, adoption, campaign performance, and revenue-facing visibility.
For a HubSpot to Salesforce migration, success is not only a clean import; it is whether teams can segment accurately, score leads reliably, route demand quickly, and report on performance with confidence. Colt’s story shows the importance of connecting technical migration outcomes to business outcomes such as better conversations, better campaigns, and stronger revenue alignment. Track duplicate rates, missing fields, scoring coverage, sales usage, and campaign-to-pipeline reporting.
Tip: build a post-launch dashboard before cutover.
How can migration improve sales and marketing alignment?
A migration can improve alignment when it creates shared data definitions, clearer processes, and a single source of truth.
Colt’s previous setup created silos because teams lacked standardized processes and shared visibility into buyer activity. By moving to Salesforce Marketing Cloud and adding SalesWings, the company gave both marketing and sales access to actionable behavioral intelligence in the Salesforce ecosystem. That made it easier to qualify leads, understand account interest, and coordinate follow-up around real engagement signals.
Tip: agree on scoring thresholds and handoff rules before launch.
Curious about the results? Download the full case study:
