HubSpot Migration for Human Element

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How Element Human simplified CRM administration, accelerated reporting, and built the foundations for scalable sales performance.
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Building smarter, faster sales operations for a growing SaaS team

Element Human is a technology company helping brands understand and measure human emotion and attention across digital experiences. As a data-driven SaaS business, the team operates in a fast-moving environment where clear visibility into the sales pipeline and flexible reporting are critical.

To migrate from Salesforce to HubSpot for a simpler, more adaptable CRM that would reduce administrative overhead, improve usability, and empower internal admins to manage and evolve the system without specialist development skills.

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Element Human

The Challenge

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Simplifying systems without losing data or flexibility

Element Human wanted to leave Salesforce behind in favour of a platform that could be easily maintained internally, while preserving the integrity of their historical data and delivering better visibility into the sales process.

Their primary goals included:

  • Simplifying day-to-day CRM administration without developer dependency.
  • Establishing core sales reporting around time-in-stage, velocity, and stage conversions.
  • Building the foundations for a future bowtie funnel model.
  • Standardising access and permissions across users.
  • Completing the migration quickly and cleanly with minimal disruption.

Early in the project, granular permission settings in HubSpot (particularly around products, line items, and marketing access) caused some friction. Additionally, the client’s existing collaboration stack, Teams and SharePoint,  introduced operational slowdowns that, while outside HubSpot’s control, affected coordination during delivery.

Element Human

What we did

Forbidden designed a focused Salesforce-to-HubSpot migration, structured to empower Element Human’s internal admins from day one while keeping the project lean and risk-free.

  • 1

    Discovery & Alignment

    We began with a discovery phase to confirm scope, success criteria, and deliverables,  ensuring the implementation matched Element Human’s real operational needs.

  • 2

    Admin Enablement

    Training links and onboarding materials were delivered for super admins Paul and Aliaksandra, equipping them to independently manage users, permissions, and configurations.

  • 3

    Data Migration

    A compact, structured data import was completed from Salesforce, maintaining essential opportunity and account records to preserve historical reporting capability.

  • 4

    HubSpot Configuration

    We set up custom properties, updated deal views, and built dashboards for pipeline insights including deal velocity, time-in-stage, and cumulative time-in-stage, all configured for flexible, in-house management.

  • 5

    Reporting & Governance

    Forbidden provided practical reporting guidance, showing how to use HubSpot’s standard properties for sales-cycle metrics and how to extend insights into Metabase via API or Zapier. Governance recommendations were added to prevent “field sprawl” and maintain a clean data structure.

Element Human

The impact

Within weeks of going live, Element Human was fully operational in HubSpot; with improved visibility, smoother workflows, and greater autonomy across their team.

The migration gave them the agility they needed: a clean, functional CRM that could evolve without external development support.

The result:

  • Team fully onboarding and using HubSpot daily.
  • Admins confidently managing permissions, reports, and configurations.
  • Core reporting live, including time-in-stage and deal velocity metrics.
  • Bowtie funnel structure mapped and ready for next-phase development.
  • Reduced dependency on developers, saving both time and cost.
I need help too!

Paul, Fractional Sales at Element Human

“For the size of this project and the price we paid, we got good value for money.”
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