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HubSpot, Pipedrive or Attio for a growing team?
Three good CRMs with different centres of gravity: a platform, a pipeline and a data model. We integrate all three.
In short
Choose HubSpot when sales, marketing and service should share one platform and you will use more than the CRM. Choose Pipedrive when the job is a clear sales pipeline that reps actually keep up to date. Choose Attio when you need to shape the CRM around your own objects, such as partners, investors or product accounts, with an API built for engineers. The integration work, not the CRM, is usually where the time goes.
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HubSpot
Best for Teams that want sales, marketing and service on one platform.
- Marketing, sales and service hubs on one record
- Large marketplace of apps
- Enterprise tiers add custom objects, sandboxes and permissions
- Cost rises with hubs, tiers and seats
- API limits depend on the subscription tier
- Portals gather duplicates and unused properties without care
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Pipedrive
Best for Sales teams that need a pipeline people keep up to date.
- Simple, visual pipeline reps like using
- Built-in automations and a marketplace for common needs
- Webhooks for deals, people and activities
- API metered by a daily token budget tied to plan and seats
- Marketing and service live in other tools
- Custom field keys need mapping in every integration
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Attio
Best for Teams that want to model their own objects and processes.
- Custom objects and lists for any process
- Modern API and webhooks for engineers
- Email and calendar sync builds records automatically
- Plans limit seats, objects and records
- Flexibility needs a deliberate data model
- Fewer ready-made marketing features
Side by side
Where they differ.
| HubSpot | Pipedrive | Attio | |
|---|---|---|---|
| Centre of gravity | A platform across teams | The sales pipeline | A flexible data model |
| Marketing built in | Yes, through Marketing Hub | No, use other tools | Limited |
| Custom objects | On Enterprise tiers | Custom fields, not objects | Core to the product |
| API metering | Requests by subscription tier | Daily token budget by plan and seats | Rate limits on the API, with webhooks |
| Typical integration work | Cleaning the portal, ERP and billing syncs | Lead capture, enrichment, deal-to-finance handoff | Data model, product data and record syncs |
How to choose
Pick by the situation, not the brand.
- 01
Marketing, sales and service should share one customer record
HubSpot - 02
A sales team needs a pipeline it will keep current
Pipedrive - 03
You track partners, investors or product accounts, not just deals
Attio - 04
You already run one of them and it mostly works
Keep it and fix the integrations
Questions
Should we switch CRM?
Rarely as a first step. Most CRM problems are data arriving late, duplicated or not at all, which integrations fix on any of the three. Switch when the CRM’s model genuinely does not fit how you sell.
Can SBD migrate us between them?
Yes. We map objects, fields and pipelines, migrate records with their activity history where the APIs allow it, rebuild automations and integrations, and run both side by side before switching.
What does it cost?
Workflow automation and integration builds start at $1,500, at a fixed price set after a $500 Automation Audit that is credited to the build.
Related: HubSpot consulting, Pipedrive consulting, Attio consulting, Sales and RevOps automation, Lead routing. All comparisons.
Not sure which fits?
We build on both. We will tell you which.
On a discovery call we look at your data, users and volumes and tell you which option fits now, and what would make you move later.
Book a discovery call