Turn your challenges into successes

After thirteen years and more than 700 projects, what strikes us is not the number of disappointing CRM projects, but the consistency of their causes. A CRM project rarely disappoints because of the tool itself. A vendor defect, a faulty synchronization or a poorly mapped field can be fixed in a few days. Three things cannot be fixed after deployment: an organizational decision that was not made at the right time by the right person, an integrator chosen on the wrong criteria, and management that did not change its own habits.

In many industrial companies, a sales rep finds out what their customers have ordered once a month, in an Excel export prepared by sales administration from the ERP. Between two exports, they are selling blind. They follow up with an account that has just placed an order, and they do not see the one that has stopped ordering. Yet the information exists. It sits in a tool their team never opens.

Here is an observation vendors do not like: in most CRM projects that fail, the tool chosen could have been suitable. The CRM benchmark had been filled in carefully, the demos had impressed, the boxes were ticked. And the project still went off the rails, because the decision had been made on features and not on what actually makes a CRM succeed or fail: fit with the revenue process, adoption by the teams and data quality.

On June 16, 2026, HubSpot renamed Commerce Hub to Revenue Hub. Changing a name is rarely trivial for a software vendor, and here the word states the intention. “Commerce” suggested a one-off transaction: a payment link, an isolated invoice. “Revenue” refers to a continuous flow, that of B2B companies that constantly renew, expand and renegotiate contracts. Most of our clients live in this second world, not the first.

In a constantly changing B2B environment, where competition is increasingly fierce and customer expectations keep rising, prospecting is an essential lever for ensuring companies' long-term viability and growth.

Migrating from Salesforce to HubSpot has become a very common project in France and Europe. Controlled costs, team autonomy, a unified platform, native AI: there is no shortage of reasons. But the transition still has to be carried out rigorously. This is what Markentive does as a certified HubSpot agency for more than 10 years.

Pardot, renamed Marketing Cloud Account Engagement (MCAE), was long the default choice for marketing teams already using Salesforce CRM. But in 2026, the functional gap with HubSpot Marketing Hub has become a chasm: 11 key marketing features missing from Pardot, content AI with no equivalent, and a user experience that makes the difference in day-to-day adoption.

Your clients' SEO traffic is falling by 27% a year. Meanwhile, traffic coming from LLMs has tripled. And it converts better. HubSpot drew the conclusions from this shift in its Spring Spotlight 2026, presented on April 14: each of the 5 major new features in this edition starts from the same observation: most AI tools have access to data. What they lack is context.

In September 2025, Zendesk announced that Zendesk Sell will be permanently discontinued on August 31, 2027. All data will be deleted after that date. Zendesk officially recommends migrating to Pipedrive. But is it really the best choice? For companies that want to go beyond a simple sales CRM, HubSpot is a far more ambitious and often more relevant option.