HubSpot vs Odoo: a full CRM comparison and which to choose

If you are weighing up HubSpot against Odoo as your CRM, here is the short answer: Odoo fits when you want an ERP that covers everything and your sales process is simple; HubSpot wins as soon as marketing, sales and service need to work properly around the customer, with automation, reliable reporting and a team that actually uses the CRM. For most growing companies, the customer-facing side should live in HubSpot, and Odoo can stay on as the ERP if it already works well.

What are Odoo and HubSpot?

Odoo is a Belgian business management suite made up of dozens of apps that share one database: CRM, sales, invoicing, accounting, inventory, purchasing, manufacturing, projects, website, e-commerce, helpdesk, email marketing and many more. It comes as an open-source Community edition and a paid Enterprise edition with extra apps.

You can run it on Odoo Online, on the Odoo.sh platform or on your own servers, and extend it with Python modules. Its typical customer is the SME that wants a single system for the whole business, especially one with stock, purchasing or manufacturing.

HubSpot is a customer platform built on a shared CRM, Smart CRM. On top of it sit Marketing Hub, Sales Hub, Service Hub, Content Hub, Data Hub and Revenue Hub (formerly Commerce Hub), with Breeze as the AI layer. It does not do accounting or warehousing: its territory is everything that happens before, during and after the sale. Its typical customer is the growing company, from SME to mid-market, that wants marketing, sales and service aligned.

HubSpotOdoo

Type of productCustomer platformModular ERP with CRM

Marketing automationDeep and nativeMore basic apps

Sales toolsSequences, forecasting, prospectingPipeline and quotations

Customer serviceService Hub with AIHelpdesk app

AIBreeze with agentsPredictive scoring and AI app

Invoicing and inventoryVia integrationNative

UpdatesAutomatic, no version upgradesA major version every year

Sales team adoptionVery highDepends on configuration

CRM and data model

In Odoo, companies and people live in the same contacts model, and leads and opportunities share a single object that changes type once qualified. It is a simple model, natively linked to quotations, orders and invoices, which gives an enviable continuity all the way to the accounts.

HubSpot keeps contacts, companies, deals, leads and tickets as separate objects, lets you associate them with labels (for example “decision maker” or “billing”) and supports custom objects. For customer-facing work it is a richer model: a contact can be involved in several deals, a company can have several sites, and everything lands on one timeline with emails, calls, meetings, form submissions and website visits.

Which is better for the sales team?

Odoo CRM covers the essentials well: a kanban pipeline, scheduled activities, sales teams, quotations that turn into orders and predictive lead scoring based on won and lost history. For a small team with a simple process, that is enough.

Sales Hub goes a long way further: follow-up sequences, open and click tracking, meeting links, templates and snippets, playbooks, quotes, forecasting, a prospecting workspace and a dedicated object for working leads. Everything is also available from Gmail, Outlook or the mobile app. As the team grows, the difference shows in day-to-day productivity and in visibility for management.

Marketing: the biggest difference

Odoo includes email marketing, SMS, marketing automation, social media, events and surveys apps. They work for simple campaigns, and having them in the same system as invoicing has its appeal. But for demanding use cases, such as behavioural segmentation, multi-branch nurturing or revenue attribution, they fall short, and this is a frequent complaint in user reviews.

Marketing Hub is one of the most complete marketing products on the market: forms, landing pages, emails, branching workflows, lead scoring, campaigns, ads, social media, ABM and revenue attribution, all on the same record the salesperson sees. If your website and content are your main source of opportunities, this is the strongest reason to choose HubSpot.

1. 01Visit and form
2. 02Automated nurturing
3. 03Lead scoring
4. 04Handover to sales
5. 05Deal won and attributed

Customer service and after-sales

Odoo Helpdesk, in the Enterprise edition, manages tickets with SLAs, teams, a customer portal and ratings, and connects to invoicing and field service. It is a good option when support is closely tied to operations.

Service Hub adds a shared multichannel inbox, knowledge base, satisfaction surveys, customer portal, a customer success workspace and the Breeze customer agent to resolve common queries. Above all, support sees the same history as marketing and sales, which helps you spot expansion opportunities or churn risks in time.

Automation and AI: Breeze versus Odoo’s AI

Odoo offers configurable automated actions and server actions, and with Studio, on the plan that includes it, you can build rules without coding. On the AI side, alongside predictive lead scoring, it has added an AI app with agents and self-filling fields; check which plan and version include them before relying on them.

In HubSpot, workflows run on any object, with branches, delays and custom code in the higher editions. Breeze adds an in-platform assistant and specialised agents, such as the customer, prospecting and data agents, which work within each user’s permissions. The key is not just the AI but the context: because marketing, sales and service share one database, Breeze sees the whole customer.

Reporting and the management view

Odoo shines at operational and financial reporting: margins, inventory, cash and accounting. For the sales and marketing funnel, its analytics are more basic and often end up as spreadsheet exports.

HubSpot lets you build dashboards that combine lead source, campaigns, sales activity, pipeline velocity, forecasting and service, with custom and attribution reports. For a leadership team that wants to know what generates revenue and where deals get stuck, it is far more direct.

Integrations, API and customisation

Odoo is open source in its Community edition and can be adapted almost without limit using your own modules or those from its app store. That freedom has a cost: Odoo releases a major version every year and custom modules have to be adapted at each jump, which is why many companies end up several versions behind. On Odoo Online, the external API and Studio are also only available on the higher plan.

HubSpot updates itself, with no version migrations. Its API, webhooks, private apps and UI Extensions let you customise without building up technical debt, and its marketplace is one of the largest in the sector, with native integrations for email, telephony, invoicing, e-commerce and BI. When you need your own logic, it is built inside the platform through custom HubSpot development.

Ease of use and adoption

Odoo has a clean interface that is consistent across apps, but its breadth works against sales adoption: salespeople work inside an ERP designed for many roles, with menus and options that are not theirs. Some reviews also mention slowness on large databases or instances with many modules.

HubSpot is consistently rated among the easiest CRMs to use. Its mobile app, the email extension and free HubSpot Academy training shorten the learning curve. A CRM the team is happy to use produces better data, and better data leads to better decisions.

What does each really cost? Implementation and total cost of ownership

Odoo has a free plan for a single app with unlimited users and paid per-user plans: one with all apps and a higher one with Studio, the external API, multi-company and hosting freedom. On top of that come implementation, module development, hosting if you are not on Odoo Online and, above all, version upgrades. See the official Odoo pricing page.

HubSpot offers free tools and Starter, Professional and Enterprise editions, per hub or as a bundle, with per-user licences depending on the seat type. See the official HubSpot pricing page. Its total-cost advantage lies in what you do not need: fewer separate marketing tools, less custom code to maintain and fewer admin hours. A phased Sales Hub or Marketing Hub implementation typically takes around 4 to 8 weeks, or 10 to 14 for complex projects.

Support, community and partners

Odoo has a very large partner network and an active community, with localisations for many countries. The experience, however, depends heavily on the partner you end up with, and several reviews point out that direct support can be slow.

HubSpot provides official support on paid editions, a huge community, HubSpot Academy and an ecosystem of partners certified by tier. At Vexco we are a HubSpot Diamond Solutions Partner, rated 4.9/5 in HubSpot’s partner directory, with consultants and developers in the same team.

Security, GDPR and EU data hosting

Both can be configured to comply with the GDPR. Odoo has the advantage of being installable on your own servers, and Odoo Online is hosted in data centres across several regions. HubSpot offers hosting in its EU data centre in Germany, consent and lawful-basis management on every contact, two-factor authentication, single sign-on and audit logs in the higher editions.

HubSpot vs Odoo: criterion by criterion

When could Odoo make sense?

Odoo is a great tool and, in some scenarios, the sensible choice:

• Companies with complex operations (stock, purchasing, manufacturing) and a simple sales process, without a large sales team.
• SMEs that want one system and one vendor for almost everything and accept a more basic CRM in return.
• Organisations with an in-house technical team that value open source and want control over hosting.
• Very small teams that only need to log opportunities and can live with the free single-app plan.

There is also a third way we often recommend: Odoo as the ERP and HubSpot as the CRM, connected. Each system does what it does best and shares what the other needs to see. If you are also looking at other ERPs with a built-in CRM, you may find our HubSpot vs Oracle NetSuite CRM comparison useful.

Verdict: why HubSpot wins

1. One platform for the whole customer lifecycle. Marketing, sales, service and content work on the same record, with no syncing or duplicate data.
2. More depth where growth happens. Acquisition, nurturing, prospecting, forecasting and retention are well ahead of Odoo’s equivalent apps.
3. Adoption. Salespeople use a tool built for them, not a module inside an ERP, and that translates into complete data.
4. AI with context. Breeze works across the customer’s full history and fits into each team’s daily routine.
5. Less technical debt. No version jumps or modules to rewrite: the platform evolves and your configuration keeps working.
6. A more predictable total cost. Fewer add-on tools, less development and a faster implementation.

How to migrate from Odoo to HubSpot

HubSpot’s migration tool does not cover Odoo, so the work is done with exports or, better, a script against the Odoo API. Bear in mind that on Odoo Online the external API requires the higher plan, so check this before planning. The first step is not technical: decide what stays in Odoo and what moves to HubSpot.

1. Week 1Audit and system boundaries
2. Weeks 2-3Object and property mapping
3. Weeks 3-4Test migration and validation
4. Week 5Final load and integrations
5. Week 6Training and adoption

The points worth planning:

• Contacts and companies. Odoo stores both in the same model; you need to split them and recreate the association between person and company.
• Leads and opportunities. Leads go to the leads object or to contacts with their lifecycle stage, and opportunities become deals, with stages mapped one by one.
• History. Notes, activities and chatter messages become associated activities, keeping their dates and authors.
• Tags and custom fields. Multiple tags become multi-select properties; review each field before creating it.
• Integrations. If Odoo stays as the ERP, define which system owns each piece of data and how records are matched on both sides.

For an accountancy firm we migrated from Odoo to HubSpot, the CRM, the subscriptions and around 76,000 invoice records were moved, with payment reconciliation. If you would like us to do it with you, take a look at our HubSpot migration or HubSpot implementation services.

• Comparison
• CRM migration
• ERP
• Odoo