HubSpot vs. Microsoft Dynamics 365

In short. HubSpot and Microsoft Dynamics 365 solve the same problem in different ways. HubSpot sells one platform where marketing, sales and service work on the same record. Microsoft sells separate applications that you assemble yourself, on top of Dataverse and the rest of the Microsoft stack. If your organisation already runs entirely on Microsoft and your commercial process is tied to ERP, Dynamics is the better choice. If your commercial team has to work with it next month without an administrator alongside them, HubSpot is.

Every figure below was taken from the vendors themselves on 22 October 2026, with the source attached. Prices in this market change quickly. Check them before you put them in a business case.

The comparison in one table

The data model is the real difference

Prices change every year. The data model determines how you work for the next ten years, and that is the difference you do not see in a demo.

HubSpot has a fixed foundation: contacts, companies, deals and tickets, with associations between them that you can label. Decision maker, billing contact, parent company. You can add custom objects, but the model pushes you towards the standard. That limits what you can build, and it also means your reporting works without anyone having designed it.

Dynamics builds on Dataverse. There you create tables and relationships exactly as you need them, with the permissions you want, down to field level. That is more powerful, and it moves the responsibility: if nobody designs the model, you end up with one that grew. We regularly take over Dynamics environments where two departments modelled the same entity differently, and reporting across both then becomes a project in itself.

The practical rule: HubSpot costs you freedom and gives you speed, Dynamics gives you freedom and asks for someone who guards the model. Picking the wrong platform does less damage than setting up the right platform without a data model.

What HubSpot costs since 1 October 2026

HubSpot has changed its pricing model for new customers in EMEA. You no longer buy separate hubs or marketing contacts. You pick one edition for the whole platform, pay per seat and settle usage in credits. Mixing editions is not supported, and every account needs at least one GTM Seat.

List prices per month, excluding VAT, from HubSpot's Flexible Seats-and-Credits Pricing Supplement, checked on 22 October 2026. A credit costs €0.010 and overages are invoiced in increments of ten. Unused credits expire every month.

Two things that often go wrong here. One: existing HubSpot customers are still on the old per-hub model with marketing contacts. HubSpot says it may move them across at some point, without naming a date. If you are already in HubSpot, these figures do not apply to you. Two: on 22 October 2026, hubspot.com/pricing still showed the American model in dollars, with hubs and marketing contacts. Anyone comparing from that page is using prices that do not apply to a new European customer.

The free version still exists, with a limit of 3,000 records across all object types combined. That is enough to get to know the platform and too little to run a commercial team on.

What Microsoft Dynamics 365 costs

Microsoft does publish its prices in euros on its Dutch product pages. These are the amounts per user per month on annual billing, excluding VAT, checked on 22 October 2026 on the Dynamics 365 Sales pricing page and the matching pages for Customer Service, Business Central and Finance.

Marketing is not part of any user licence. That is Dynamics 365 Customer Insights, and it is priced per tenant:

On top of that comes what is not on the price card. Customisation and automation in Dynamics run through Power Automate and Power Apps, and the footnotes on Microsoft's own pricing page state that those require additional licences. Power Apps Premium costs €17.30 per user per month. Additional Dataverse database capacity costs €34.70 per GB per month. Conversation intelligence in Teams also requires additional licences. Dynamics 365 Sales Premium includes 1,000 Copilot credits per user per month; beyond that, usage runs through an Azure subscription.

A worked example with ten users

Ten commercial users, a B2B organisation that wants marketing, sales and service in one system. List price per month, excluding VAT and excluding implementation:

Two caveats, because without them this table misleads. The HubSpot figures are monthly prices from the supplement; Microsoft shows prices on annual billing, and HubSpot also has a lower annual price that it does not publish. And the comparison flips once you take marketing out: for sales alone, Dynamics at €910 is cheaper than HubSpot at €1,000. Always put equivalent editions side by side, and say which ones.

Where Dynamics 365 wins

This is the part that comparisons written by HubSpot partners usually skip. There are four situations in which we recommend Dynamics, even though we are a HubSpot partner.

One process from quote to invoice. Dynamics 365 Sales, Business Central and Finance share the same data model in Dataverse. An order line does not have to be synchronised between two systems, because it is already there. If stock, production or project administration is part of your commercial process, that is a structural advantage you cannot rebuild with connectors. HubSpot connects to AFAS, Exact or NetSuite, and that connection is a construct somebody has to maintain. See also our integration strategy.

The organisation is already fully inside Microsoft. Identity and permissions through Entra ID, documents in SharePoint, reporting in Power BI, administration from the same tenant. Those are not integrations but the same infrastructure. For an IT department standardised on Microsoft, Dynamics is the path of least resistance and often the better decision as well.

Customisation that really is customisation. With Power Apps and Power Automate you build processes that do not fit in HubSpot. That costs licences and a developer, and that is exactly the point: if you have that capacity, you get something back that HubSpot does not offer. If you do not have it, it is a risk.

Sectors with heavy compliance or data residency requirements. Microsoft offers more control over data location, sovereign cloud and auditability than HubSpot. In healthcare, government and financial services that is regularly the argument that decides the choice.

Where HubSpot wins

Adoption. A CRM that works technically but is not used is wasted money. HubSpot is operated by commercial people without an administrator alongside them. Dynamics almost always needs someone who understands Dataverse, and when that person leaves, the configuration stalls.

Marketing is already in there. Email, forms, landing pages, campaigns and attribution are part of the GTM Seat. In Dynamics that is a separate application with its own price per tenant and its own implementation.

Speed. A HubSpot implementation lands in six to twelve weeks with an available organisation. A Dynamics project takes longer, partly because of the technology and partly because more parties sit at the table. We budget a migration from Dynamics to HubSpot at fourteen to eighteen weeks, precisely because of the ERP connections and the customisation underneath.

One bill. Seats and credits, and that is it. With Dynamics you add up user licences, Dataverse capacity, Power Platform licences and Copilot credits, and that bill rarely matches what was in the business case.

Five questions that decide it

In first conversations we usually get there with these five. Answer them honestly before you book a demo, because a demo shows what a system can do, not what you need.

1. What happens after a deal is signed? If it continues into production, stock, planning or project administration, Dynamics has a structural advantage, because that can live in the same data model. If it ends with an invoice that finance processes, that advantage is not there and you are paying for the complexity anyway.

2. Who administers the system in two years? If that is a commercial employee spending a day a week on it, HubSpot is the realistic choice. If there is an IT department or a standing partner with Dataverse knowledge, Dynamics is viable. A Dynamics environment without an administrator stagnates, and that is the most expensive outcome of all.

3. How heavily does marketing weigh? If email, forms, campaigns and attribution have to sit in the same system as the pipeline, that is included in the HubSpot seat and in Dynamics it is a separate application with its own per-tenant price and its own implementation.

4. Which question can you not answer today? For example: which source produced last quarter's revenue, or why our sales cycle takes three months. That question determines your data model, and with it which platform fits. Start from a feature list and you are choosing on instinct.

5. What does year one cost, not month one? Licences, mandatory onboarding, implementation, data migration and training. On both platforms implementation is the largest item, and on both, training is the first thing cut and the thing that determines whether the rest pays off.

If no clear answer comes out of those five, that is itself a result: the platform choice is not your problem. It is then down to the agreements between marketing, sales and service, and neither platform will solve that for you.

AI and agents, and what they cost

Both vendors put AI at the centre and both charge for it separately. That second part is missing from most comparisons.

At HubSpot everything AI does runs on credits. Professional includes 10,000 per month, Enterprise 15,000. A Breeze action in a workflow costs 10 credits, a conversation resolved by the customer agent costs 50. A credit costs €0.010 and whatever you do not use expires at the end of the month. If usage structurally runs over, you buy an Agents Pack: €25 for 2,500 credits per month, €400 for 40,000 or €1,500 for 150,000.

At Microsoft, AI sits in Copilot. Dynamics 365 Sales Premium includes 1,000 Copilot credits per user per month; the cheaper Sales editions do not. Above that bundle, usage runs through a linked Azure subscription, prepaid or after the fact. That means the AI bill at Dynamics arrives on a different invoice from the CRM bill, and in practice at a different department.

On substance, Copilot is stronger as soon as you pull in Microsoft data from outside the CRM, because it can reach email, documents and Teams conversations in the same tenant. Breeze is stronger inside the commercial process itself, because it works on the same record as marketing, sales and service. Which of the two returns more therefore depends on where your data lives.

Moving from Dynamics to HubSpot

This is the question most often hiding behind a comparison. A few things we run into every time.

Contacts, accounts, opportunities and activities come across. The pain is in what hangs around them: ERP connections, Power Automate flows nobody documented, and customisation in Power Apps carrying a process outside the CRM. That is also why we budget a migration from Dynamics at fourteen to eighteen weeks, against eight to twelve from Pipedrive.

The temptation is to rebuild the Dataverse model one to one in HubSpot. Do not. A model that made sense in Dataverse usually becomes a pile of custom objects in HubSpot that you will regret in two years. A migration is the only moment at which you can clean up without an argument.

And the question that comes before it: do you actually have to leave. A system that runs rough is more often a configuration problem than a platform problem.

Names that have changed

Older comparisons mention products that no longer go by those names. That is not a detail: search on the old name and you find the wrong price.

• Dynamics 365 Marketing is now Dynamics 365 Customer Insights. Microsoft's documentation refers to Customer Insights - Journeys for the journey side and Customer Insights - Data for the data platform.
• Dynamics 365 Sales Enterprise and Premium still exist; the old split with separate Sales Insights add-ons has been folded into those editions.
• At HubSpot, Marketing Hub, Sales Hub and Service Hub are no longer a separate purchase for new EMEA customers. You buy one edition. Operations Hub has been renamed Data Hub since 2026.

Frequently asked questions

Can I run HubSpot and Dynamics side by side?
Yes, and it happens: Dynamics for operations and finance, HubSpot for marketing and the commercial front end. You then need a connection, an owner for it, and an agreement about which system is the source for which field. Without that agreement you get two versions of the truth.

Which is cheaper?
That depends on what you count. For sales alone, Dynamics is cheaper per user. As soon as marketing is included it flips, because Customer Insights is priced per tenant. Work it out with your own numbers and the editions you actually need, not the entry price.

We are already on Microsoft 365. Does that make Dynamics the automatic choice?
No, but it counts. The question is whether your commercial process is tied to operations. If a signed deal continues into production, stock or project administration, the answer is often yes. If it stops at an invoice that finance processes, the Microsoft 365 integration is not heavy enough to decide it.

What does implementation cost?
It is separate from the licences and on both platforms it is the largest item in year one. HubSpot also charges a mandatory onboarding fee on Professional and Enterprise when you buy directly; that is waived when a certified partner implements. Microsoft publishes no implementation rate.

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Need help making the choice?

We are a HubSpot partner, so you know where our preference lies. That does not mean HubSpot is always the answer, and the section above says exactly when it is not. If you want to base the decision on something solid, start with your own setup: the CRM Scan gives you a score per component in a few minutes. Prefer to talk it through? In half an hour we look at your stack, your team size and who will administer it, and we tell you honestly which way it should go.