In the two years since late 2021, the CRM landscape has continued to shift rapidly. Sales teams, operations functions and revenue operations organisations have had to contend with evolving customer expectations, hybrid selling models, data complexity and the growing role of artificial intelligence. In this updated analysis we revisit our earlier position and see how the major platforms have progressed, and whether the recommendations remain the same.

What Has Changed Since 2021: Key Trends

Before diving into each platform, some of the major shifts in the CRM world are worth noting.

Artificial intelligence, automation and generative capabilities have moved from nice to have to must have in many sales organisations.
Low code and no code tools have become more important as teams try to accelerate process changes without heavy IT involvement.
Data unification across systems has become more pressing as companies want single versions of truth, real time dashboards and unified customer views.
User experience and adoption focus have risen, as platforms that are easier to adopt and deliver value quickly are now preferred.
Competitive pressure from adjacent vendors, including mid market and niche CRMs, has intensified, meaning the big two may no longer be the only credible choices.

With those trends in mind, let us look at HubSpot and Salesforce, then consider the broader market.

HubSpot CRM in 2023

What Has Improved

HubSpot has introduced more advanced customisation and development capabilities. In 2023, HubSpot revealed expanded CRM customisation, new user interface extensions, and more flexible object models.

HubSpot continues to grow its integrations and app ecosystem. The HubSpot App Marketplace now supports hundreds of third party apps and greater connectivity.

The platform is enhancing artificial intelligence and automation capabilities. HubSpot now promotes a Smart CRM model that emphasises intelligent workflows, insights and productivity tools.

HubSpot remains very user friendly, with strong adoption among smaller and midsize sales and marketing teams. Even its free tier is still regarded as one of the best for entry level users.

Strengths in 2023

Ease of adoption remains high with minimal ramp time and an intuitive interface.
Strong alignment between marketing, sales and service hubs makes it ideal for integrated go to market strategies.
Good value for mid market and scaling organisations that want a CRM with related capabilities without enterprise level complexity.
Continued investment in artificial intelligence and customisation shows HubSpot is evolving without losing simplicity.

Limitations to Consider

Although customisation has improved, compared to the most complex enterprise CRMs it may still lag in deep configurability or bespoke process modelling.
As organisations grow and require very complex workflows, multiple business units or high data volumes, the cost of HubSpot can increase.
While HubSpot has added advanced features, large global enterprises or heavily regulated industries may still need Salesforce or another platform for scale and compliance.

Salesforce CRM in 2023

What Has Changed and Improved

Salesforce’s 2023 releases included many new features focused on low code and no code tools, improved dashboards, analytics and enhanced customisation.
Salesforce continues to emphasise artificial intelligence with analytics enhancements, predictive insights and tighter integration of AI in CRM workflows.
For enterprise organisations, Salesforce remains a strong contender because of its flexibility, global scale, large ecosystem and deep customisation options.
Industry reviews continue to place Salesforce in the leader quadrant for CRM and customer engagement.

Strengths in 2023

Enterprise level flexibility and scale make Salesforce well suited to large organisations with complex structures.
A mature app ecosystem and extensive partner network continue to provide thousands of integrations and solutions.
Powerful analytics and data modelling capabilities support complex performance analysis across multiple teams or regions.

Limitations to Consider

Complexity remains a challenge. Smaller or mid sized teams often face significant setup, training and maintenance requirements.
Cost and total cost of ownership can still be high once implementation, customisation and support are factored in.
For teams that do not need extensive custom workflows, Salesforce’s advanced features can add unnecessary complexity.

Has Salesforce Caught Up, Is HubSpot Still Leading, And Are There New Challengers

Has Salesforce Improved
Yes, Salesforce has evolved in the past two years. Its investment in automation, artificial intelligence, analytics and low code tools has made it stronger than it was in 2021. For enterprise users, the platform is more powerful than ever.

Is HubSpot Still Better in Many Cases
Yes, for sales led organisations, especially small to mid sized companies that prioritise ease of use, speed of adoption, and alignment between marketing and sales, HubSpot remains the best balanced choice. Its new features have narrowed the gap between user friendliness and advanced capability.

Is There a New CRM That Has Surpassed Both
While HubSpot and Salesforce remain dominant, competition has grown. Several newer platforms now offer niche or industry specific CRMs that can outperform the larger systems for certain use cases. However, for the broad sales CRM market, HubSpot and Salesforce still lead the field.

If you are a small or scaling business with standard sales processes, HubSpot continues to be the best option.
If you are a large enterprise with complex data needs, Salesforce remains the most capable solution.
If you operate in a niche sector, you may wish to explore newer CRMs, but integration, support and long term stability should be carefully reviewed.

Recommendation for 2023

For most sales focused small to mid sized organisations, HubSpot still offers the best combination of capability, ease of use and value. Its new smart automation and customisation features add depth without making it cumbersome.

Salesforce has improved significantly and now provides even more sophisticated tools for enterprise users. However, its complexity and cost remain barriers for smaller teams.

Before choosing, evaluate your sales processes, data requirements, training capacity and integration needs. Consider the total cost of ownership over several years, including licensing, implementation, maintenance and support.

For a growing business seeking fast adoption and marketing alignment, HubSpot remains the most practical CRM in 2023. For a global organisation with complex workflows and the budget for expert administration, Salesforce now represents an even stronger enterprise option.

In conclusion, while the CRM market has evolved and competition has intensified, HubSpot still leads in delivering simplicity, accessibility and value for sales teams, while Salesforce continues to dominate the enterprise arena.