Marketo to HubSpot Migration Checklist

Phase 2: Marketo Audit & Inventory

Data & Objects

✅ Contacts and companies 

✅ Program membership and channels  

✅ Campaigns and engagement history  

✅ Custom fields and field usage

✅ CRM sync fields and dependencies 

Automation & Logic

✅ Smart campaigns and triggers 

✅ Lead scoring models   

✅ Lifecycle stage logic  

✅ Nurture programs and engagement streams  

✅ Tokens and dynamic content usage 

Reporting

✅ Core dashboards and reports  

✅ Attribution models  

✅ Program performance metrics   

✅ Tokens and dynamic content usage  

✅ Sales handoff and SLA reports   

Phase 3: Translation & Architecture Planning

Mapping Decisions

✅ Marketo Program to HubSpot Campaign mapping strategy 

✅ Lifecycle stage normalization 

✅Lead scoring redesign for HubSpot (if required) 

✅ Field consolidation and cleanup 

✅ Decide what custom objects are required 

What Not to Migrate

✅ Deprecated programs 

✅ Legacy scoring logic 

✅ Unused fields and reports  

✅ Redundant automations

Phase 4: HubSpot Environment Setup

CRM & Data Model

✅ Lifecycle stages configured 

✅ Custom objects created (if needed) 

✅ Property groups and permissions set 

✅ Association logic defined

Automation Foundation

✅ Workflow framework created  

✅ Lead scoring models built  

✅ Consent and compliance configured  

✅ Default suppression and governance rules established  

Phase 5: Data Migration Execution

Data Loads

✅ Contacts and companies migrated    

✅ Program membership and engagement history imported  

✅ CRM relationships validated  

✅ Incremental or phased loads executed (if required) 

Validation & QA

✅ Record counts match source 

✅ Field values spot-checked    

✅ Lifecycle stage accuracy confirmed  

✅ Sample reporting reconciled    

Phase 6: Automation & Reporting Rebuild

Marketing Operations

✅  Nurtures rebuilt in HubSpot workflows   

✅ Lead scoring validated against historical outcomes  

✅ Forms and conversion paths tested   

✅Email templates and personalization tokens verified 

Reporting

✅ Dashboards recreated or improved 

✅ Attribution logic validated     

✅ Sales visibility confirmed  

✅ Executive metrics approved    

Phase 7: Go-Live & Enablement

Launch Readiness

✅ Parallel run completed (if applicable) 

✅ Stakeholder sign-off obtained 

✅ Marketo access restricted or sunset   

✅ Final data sync verified 

Enablement & Optimization

✅ Admin documentation delivered

✅ Sales and marketing training completed     

✅ Post-migration cleanup plan defined   

✅ 30–60–90-day optimization roadmap created