Helpdesk migration

Migrate from Alemba Service Manager to HubSpot Service Hub

Field-level mapping, validation, and rollback between Alemba Service Manager and HubSpot Service Hub. We move data and schema; workflows are rebuilt natively in HubSpot Service Hub.

Alemba Service Manager logo

Alemba Service Manager

Source

HubSpot Service Hub

Destination

HubSpot Service Hub logo

Compatibility

62%

8 of 13

objects map 1:1 between Alemba Service Manager and HubSpot Service Hub.

Complexity

BStandard

Timeline

3-5 weeks

Rollback included Accuracy guarantee Field-level validation

Overview

What this migration involves

Moving from Alemba Service Manager to HubSpot Service Hub is a transition from ITIL-formal ITSM to a cloud-native helpdesk model. Alemba's layered object model (Incidents, Requests, Changes, Problems, Tasks, CMDB CIs, Assets, SLA Records, Audit Logs) does not map directly to HubSpot's simpler Tickets, Conversations, Knowledge Base, and Contacts structure. We resolve the structural differences during scoping: Incidents and Service Requests both become HubSpot Tickets (we use a custom Category property to distinguish them), Changes map to Tickets with a Change Request tag (HubSpot has no formal CAB or Risk Assessment record type), CIs and Assets map to Companies with a custom CI lookup property, and SLA definitions are stored as custom ticket properties rather than native SLA objects (HubSpot Professional and above only). The ASM Infra Rules engine fires on every API-created object, which we manage by pre-coordinating rule suppression and SLA assignment strategy before any batch import runs. Automations, workflows, ITSM process automation, and formal Change Advisory Board records do not migrate; we deliver a written inventory of these for the customer's admin to rebuild in HubSpot.

Field-level fidelity

Every standard and custom field arrives verified.

Schema-aware mapping

AI proposes the map; you confirm before any record moves.

Relationships preserved

Parent–child, lookups, and ownership stay linked.

Full activity history

Calls, emails, meetings — with original timestamps.

Attachments & notes

Documents, uploads, and inline notes move with the record.

Why teams make this switch

Two sides of the same decision

Leaving

Alemba Service Manager logo

Alemba Service Manager

What's pushing teams away

  • The learning curve is steeper than advertised — G2 reviewers report the user interface can be confusing for occasional users, leading to low adoption among self-service portal users.
  • The Classic API was deprecated with only limited support remaining, and organisations with legacy integrations built on it face a forced rewrite when migrating away.
  • The community and ecosystem is small compared to ServiceNow or Jira, making it harder to find third-party connectors, community workflows, or experienced implementers.
  • Reporting and analytics, while functional, lag behind competitors in dashboard customisation and real-time insight capabilities according to user reviews.
  • Migrations from Cherwell and similar platforms are quoted at 9–12 months, reflecting the complexity of transferring heavily customised rule sets and screen configurations.

Choosing

HubSpot Service Hub logo

HubSpot Service Hub

What's pulling them in

  • Unified CRM context means every support ticket links directly to the Contact and Company record without a separate integration
  • Free tier provides unlimited support seat access with basic ticketing and a shared inbox for small teams to validate fit before committing
  • Omnichannel routing consolidates email, live chat, Facebook Messenger, WhatsApp, and Instagram DM into one queue
  • Built-in customer success workspace gives health scores and portfolio views that other standalone helpdesks cannot match
  • AI-powered Breeze agent automates common resolutions and surfaces knowledge base articles without agent intervention

Object mapping

How Alemba Service Manager objects map to HubSpot Service Hub

Each row shows how a Alemba Service Manager object lands in HubSpot Service Hub, including any object-level transformations, lookup resolution, or schema-design dependencies.

Typical mapping — final map is confirmed during the sample migration step.

Alemba Service Manager

Incident

maps to

HubSpot Service Hub

Ticket

1:1
Fully supported

Alemba Incidents map directly to HubSpot Tickets using the Incident ID as an external reference field. Status (Open, In Progress, Resolved, Closed) maps to HubSpot Ticket Status using the relevant pipeline stage. Priority and assigned Analyst resolve to HubSpot Ticket Priority and Owner respectively. The Incident's description, resolution notes, and linked history entries migrate as Ticket conversations (initial message as the opening thread entry, history entries as subsequent thread comments). ASM Incident category is stored as a custom ticket property for filtering after migration.

Alemba Service Manager

Service Request

maps to

HubSpot Service Hub

Ticket

1:1
Fully supported

Alemba Service Requests map to HubSpot Tickets with a custom Service_Request__c checkbox or category property set to distinguish them from Incidents. Approval chains attached to the Service Request do not have a HubSpot native equivalent; we store approval status as a custom property and flag the approval chain for manual rebuild in HubSpot Workflows if Professional tier is licensed. Catalogue item references migrate as custom text properties linking to the Knowledge Base articles migrated in parallel.

Alemba Service Manager

Change

maps to

HubSpot Service Hub

Ticket + Change_Log__c (custom object or property)

1:many
Fully supported

Alemba Change records carry CAB approvals, risk assessments, implementation plans, and CI links that do not map directly to any HubSpot object. We map Change records to Tickets with a Change_Request__c tag and store CAB approval status, risk level, and implementation timeline as custom Ticket properties. The formal Change workflow, CAB sign-off records, and backout plans do not migrate; we deliver a written Change Management inventory documenting every active ASM Change template and recommended HubSpot Workflow equivalent for the customer's admin to rebuild.

Alemba Service Manager

Problem

maps to

HubSpot Service Hub

Ticket + Problem_Notes__c (custom property)

1:1
Fully supported

Alemba Problem records with linked Known Error Records and root-cause annotations map to HubSpot Tickets with a custom Problem_Ticket__c property set to True and root-cause text stored in a custom long-text property. Problem-to-incident linkage migrates by setting the HubSpot Ticket's linked_ticket_ids property to reference the related Incident tickets. Known Error Records migrate as separate Ticket records with a Known_Error__c flag. HubSpot has no native Problem Management module; formal Problem workflows require a separate rebuild engagement.

Alemba Service Manager

Task

maps to

HubSpot Service Hub

Task

1:1
Fully supported

Alemba Tasks (auto-generated by the rules engine or manually created) map to HubSpot Tasks. We extract task records with their parent reference (Incident, Request, Change, or Problem), status, priority, and assigned Analyst. ASM auto-generated tasks that resulted from rules-engine triggers may need manual recreation in HubSpot depending on whether equivalent automation rules are rebuilt post-migration. We flag auto-generated task counts per parent record during discovery so the customer can decide whether to include them or apply a date filter.

Alemba Service Manager

Configuration Item (CI)

maps to

HubSpot Service Hub

Company (with CI metadata)

1:1
Fully supported

Alemba CMDB Configuration Items map to HubSpot Companies using the CI Name as Company Name and CI Type as a custom Company property ci_type__c. CI relationship data (CI-to-CI dependency links) has no native HubSpot equivalent; we store relationship references as a custom text property ci_relationships__c in a structured format and flag broken references for CI records where the related item originates from an external federated source that will not be present in HubSpot. CIs from federated discovery sources that are not fully synchronised with ASM's native relationship tables are flagged during discovery.

Alemba Service Manager

Asset

maps to

HubSpot Service Hub

Company (with Asset metadata)

1:1
Fully supported

Alemba Asset records share the CMDB Item Type taxonomy with CIs but carry financial and lifecycle attributes (purchase date, depreciation, warranty expiry, serial number). We map Assets to HubSpot Companies using Asset Name as Company Name and store financial attributes as custom Company properties (purchase_date__c, warranty_expiry__c, serial_number__c, depreciation_status__c). Assets that reference a parent CI in ASM link to the equivalent Company record via the ci_relationships__c property. Missing depreciation or purchase date data is flagged per record during discovery for customer review before import.

Alemba Service Manager

SLA Record

maps to

HubSpot Service Hub

Custom Ticket Property (Professional+) or SLA Policy

lossy
Fully supported

Alemba SLA definitions attached to Incident, Request, and Change types do not map to a native HubSpot object. We store SLA name, response window, and resolution window as custom Ticket properties (sla_name__c, sla_response_hours__c, sla_resolution_hours__c, sla_breach_time__c). On HubSpot Professional and above, conditional SLA policies can be configured post-migration to enforce the SLA windows natively; on Starter tier, SLA enforcement remains a manual or reporting-only function. SLA breach history migrates as a custom Ticket property sla_breached__c set from the ASM audit log.

Alemba Service Manager

Knowledge Base Article

maps to

HubSpot Service Hub

Knowledge Base Article

1:1
Fully supported

Alemba Knowledge Base articles with category assignments and portal associations map to HubSpot Knowledge Base articles. We extract article content, category hierarchy, and portal links during a dedicated KB extraction pass. Articles containing embedded HTML require sanitisation before import to match HubSpot's knowledge base rendering. Attachments embedded in articles are extracted as separate files and linked via a custom HubSpot property. Article-to-catalogue-item associations are stored as a custom article property for rebuild of the service catalogue in HubSpot.

Alemba Service Manager

Service Catalogue Item

maps to

HubSpot Service Hub

Knowledge Base Article + Customer Portal Category

lossy
Fully supported

Alemba Service Catalogue items with bundled offerings, pricing, and workflow assignments do not have a native HubSpot equivalent. We map catalogue entries to HubSpot Knowledge Base articles with a custom catalogue_item__c flag, and document the workflow association and pricing for the customer's admin to rebuild using HubSpot Customer Portal categories and Workflows post-migration. Service bundle hierarchies are preserved as a structured mapping document listing the parent-child relationships.

Alemba Service Manager

Custom Screen Fields (BU_ prefix)

maps to

HubSpot Service Hub

Custom Ticket Properties (string, number, date, select, multi-select, checkbox)

lossy
Fully supported

Alemba ASM Designer custom fields with BU_ prefix convention map to HubSpot custom ticket properties using the field type to determine the HubSpot property type. Field versioning between build cycles creates duplicate schema entries with different IDs; we identify the active version of each field during schema extraction and discard deprecated field versions. Multi-select or checkbox fields in ASM map to HubSpot multi-select or checkbox properties. Required-field constraints in ASM must be reviewed against HubSpot's required property setting during destination schema design.

Alemba Service Manager

User and Analyst

maps to

HubSpot Service Hub

User

1:1
Fully supported

Alemba End Users, Business Users (Nano), and Analysts (Core) map to HubSpot Users. We extract user records with role assignments, email, and active/inactive status. ASM analyst licences may constrain concurrent API session availability; we work with the customer's licence allocation during discovery to ensure sufficient analyst sessions for data extraction. Inactive ASM users with historical ticket ownership are created as inactive HubSpot Users so that ticket history retains the original assignee. ASM role assignments map to HubSpot Teams and permission sets.

Alemba Service Manager

Audit Log and Compliance Record

maps to

HubSpot Service Hub

Custom Ticket Properties + Compliance_Log__c (custom object)

lossy
Fully supported

Alemba audit logs recording every object state change with timestamps and actor attribution do not migrate into a native HubSpot compliance object. We export the audit log as a structured dataset and store compliance-relevant fields (last modified by, last status change, SLA breach events) as custom Ticket properties. For regulated deployments in healthcare, government, and financial services, we deliver a separate compliance log export file and a written mapping document describing where each audit event type appears in HubSpot's equivalent logging. HubSpot's standard ticket revision history is preserved alongside the compliance export.

Gotchas + challenges

What specifically takes care here

Platform-specific issues from each side, plus the pair-specific challenges that don't show up on either platform's page on its own.

Alemba Service Manager logo

Alemba Service Manager gotchas

High

Classic API deprecation requires RESTful API migration

High

Rules engine fires on all API-created objects

Medium

Session ID required for Classic API access

Medium

Custom field versioning creates duplicate schema entries

Medium

Federated CMDB may leave CIs with incomplete relationship graphs

HubSpot Service Hub logo

HubSpot Service Hub gotchas

High

Rate limits throttle large migration API calls

High

Side conversations and Zendesk macros have no HubSpot equivalent

High

HubSpot stores ticket history as fragmented engagement objects

Medium

Custom Objects require Enterprise tier in HubSpot

Medium

Ticket pipeline stage probability values do not export cleanly

Pair-specific challenges

  • ASM Infra Rules engine fires on all API-created records

    The Alemba Infra Rules engine automatically applies routing, SLA assignment, task generation, and history logging whenever an object is created through the RESTful API, including records created during migration. This means tickets we create via API will trigger the same routing rules and SLA assignments as analyst-created records. We manage this by pre-coordinating with the customer which rules should be suppressed during migration batch runs, which SLA assignments should apply to migrated tickets versus manual reassignment, and we run migration batches during a maintenance window to avoid production rules interference. Skipping this step causes migrated tickets to receive incorrect routing, duplicate SLA assignments, or unintended task generation.

  • CMDB CI-to-CI relationships have no HubSpot equivalent

    Alemba's federated CMDB stores CI relationship graphs (dependency chains, impact hierarchies, and external discovery links) that do not map to any HubSpot object. We store relationship references as a custom text property on the Company record, but this is a flat string representation and not a traversable graph. CIs sourced from external federated discovery tools that are not fully synchronised with ASM's native relationship tables resolve to broken references in HubSpot because the external CI does not exist in the destination. We flag every such record during discovery so the customer can decide whether to include the CI without its relationship data or postpone CI migration until the federated source is integrated with HubSpot separately.

  • HubSpot has no formal Change Management or Problem Management module

    Alemba's Change records carry CAB approvals, risk assessments, implementation timelines, and CI links that have no native HubSpot equivalent. HubSpot Tickets do not support a formal Change Advisory Board workflow, risk scoring, or backout plan record. We map Change records to Tickets with metadata properties and deliver a written Change Management inventory document for the customer's admin to rebuild using HubSpot Workflows. Problem records with Known Error Records similarly require manual rebuild as Ticket-based knowledge articles and linked ticket groupings. Organisations with formal ITSM change control requirements should treat this as a rebuild scope, not a data migration.

  • ASM custom field versioning creates duplicate schema entries

    ASM Designer allows field type changes between development iterations, causing both the old and new field versions to coexist with different IDs in the ASM schema. Fields with naming conventions like BU_[fieldname]_[fieldtype] may have two active versions referencing the same logical data. We extract both versions during schema review, identify which version is active on current screens and workflows, and discard the deprecated version to prevent duplicate property creation in HubSpot. If both versions are referenced in active ASM workflows, we escalate to the customer for a schema cleanup decision before migration begins.

  • ASM Classic API legacy integrations block data extraction

    Organisations with legacy ASM integrations built on the deprecated Classic API face a forced rewrite before data extraction can proceed. The Classic API requires a valid analyst Session ID tied to a licensed analyst account, and limited analyst licences constrain concurrent extraction throughput. We identify Classic API usage during discovery and flag it as a migration prerequisite. If the source Alemba instance still relies on Classic API calls for automated extraction jobs or third-party connectors, those integrations will need to be migrated to the RESTful API before or during the migration project. We coordinate with the customer's technical team to update integration scripts to target the ASM RESTful API before the migration data pull begins.

Migration approach

Six steps for a successful Alemba Service Manager to HubSpot Service Hub data migration

  1. Discovery and API credential setup

    We audit the source Alemba Service Manager instance to establish record counts for Incidents, Service Requests, Changes, Problems, Tasks, CIs, Assets, Knowledge Base articles, and Service Catalogue items. We confirm ASM RESTful API credentials, identify any Classic API usage in existing integrations, and verify analyst licence allocation for concurrent extraction sessions. We also assess the ASM rules engine configuration to identify which rules apply to which ticket types and which SLA assignments are active. The discovery output is a written migration scope, a data volume estimate, and a rules-engine suppression plan agreed with the customer before any extraction begins.

  2. Custom field schema extraction and deduplication

    We extract the full ASM Designer field schema, including all BU_ prefixed custom fields and their current active versions. We identify and discard deprecated field versions from prior build cycles, confirm field types and constraints for each active custom field, and map each to the appropriate HubSpot custom property type (string, number, date, select, multi-select, checkbox). We also extract the SLA definitions attached to each ticket type, the CMDB CI Item Type taxonomy, and the ASM role-to-HubSpot-Team mapping. The deduplicated schema is submitted to HubSpot for custom property creation before any data import begins.

  3. Rules-engine suppression and SLA coordination

    We coordinate with the customer's ASM administrator to suppress or modify rules that would fire on API-created records during the migration window. We agree on which SLA assignments should apply to migrated tickets (either preserving original SLA breach dates from the ASM audit log or assigning new SLA windows in HubSpot based on the ticket creation date). We configure HubSpot conditional SLA policies on Professional tier or prepare the SLA custom properties for manual enforcement on Starter. This step is critical and must be completed before the first batch import runs; skipping it causes migrated tickets to trigger unintended routing and duplicate task generation.

  4. Sandbox migration and reconciliation

    We run a full migration into a HubSpot sandbox using a representative data sample (typically 500-1,000 records per object type). The customer's operations lead reviews record counts, spot-checks 25-50 randomly selected tickets against the ASM source for field accuracy, and validates that SLA custom properties, CI/Asset metadata, and knowledge base article content rendered correctly. CI relationship strings and audit log property mappings are specifically reviewed. Any mapping corrections and schema adjustments happen in the sandbox before production migration begins. The customer signs off the sandbox results as the baseline for production.

  5. Production migration in dependency order

    We run the production migration in record-dependency order: HubSpot Users (validated against the ASM user and analyst extract), Knowledge Base articles (with HTML sanitisation applied), Companies (from CIs and Assets with custom CI/Asset metadata), Tickets (Incidents, Requests, Changes, Problems, Tasks with SLA and audit log properties resolved), and finally any custom properties on existing records. Each phase emits a row-count reconciliation report showing records imported, skipped, and failed before the next phase begins. ASM rules-engine firing is suppressed for the duration of each batch run.

  6. Cutover, delta sync, and inventory delivery

    We freeze ASM writes during cutover, run a final delta migration of any records modified during the migration window, then mark HubSpot as the system of record. We deliver the Change Management inventory document (listing every ASM Change template, CAB approval chain, and risk assessment field with a HubSpot Workflow rebuild recommendation), the Problem Management inventory, and the SLA policy configuration guide for HubSpot Professional and above. We provide a one-week hypercare window for reconciliation issues. Automations, workflows, self-service portal configuration, and service catalogue rebuilds are not included in migration scope and are documented for the customer's admin to handle as a separate engagement.

Platform deep dives

Context on both ends of the pair

Alemba Service Manager logo

Alemba Service Manager

Source

Strengths

  • All modules included out-of-the-box — incident management, CMDB, automation, PPM, and reporting ship together without third-party add-ons.
  • PinkVERIFY-certified ITIL alignment for organisations with formal ITSM compliance requirements.
  • Flexible multi-interface model: Analyst (Core), Business User (Nano), and fully brandable Self-Service Portal for end users.
  • Federated CMDB supports multi-source asset consolidation without forcing a single-pane-of-glass database.
  • Available through G-Cloud for UK public sector procurement, simplifying government-sector purchasing.

Weaknesses

  • Classic API is deprecated with no further development, and organisations with legacy integrations must migrate to the RESTful API before or during platform migration.
  • The analyst-facing Core interface has a steeper learning curve than competitors, leading to adoption friction in organisations with high turnover of service desk staff.
  • Reporting and analytics dashboards are functional but lag competitors in real-time visualisation and self-service BI integration.
  • Small vendor ecosystem and community size relative to ServiceNow or Jira means fewer pre-built connectors, community workflows, and third-party resources.
  • Migrations from comparable ITSM platforms like Cherwell are complex and lengthy, with Alemba's own documentation citing 9–12 month timelines.
HubSpot Service Hub logo

HubSpot Service Hub

Destination

Strengths

  • Unified CRM object model means support context is always linked to sales and marketing data
  • Generous free tier with unlimited tickets and a shared inbox for small teams
  • Omnichannel inbox consolidates email, live chat, and major messaging platforms natively
  • Customer Success Workspace provides portfolio-level health scores without a separate tool
  • AI agent (Breeze) handles Tier-1 resolutions and knowledge base deflection automatically

Weaknesses

  • Per-seat pricing with mandatory onboarding fees inflates year-one cost significantly
  • Ticket history stored as fragmented engagement objects across APIs complicates export and migration
  • Custom Objects locked behind Enterprise tier limits portability for mid-market teams
  • Help desk depth—routing rules, SLA management, advanced reporting—trails dedicated tools like Zendesk
  • Setup and configuration requires real time investment; out-of-box defaults rarely fit existing workflows

Complexity grading

How hard is this migration?

Standard Helpdesk migration. 2 of 7 objects need a mapping; the rest are 1:1.

B

Overall complexity

Standard migration

Derived from compatibility, mapping clarity, API constraints, and data volume across Alemba Service Manager and HubSpot Service Hub.

  • Object compatibility

    B

    2 of 7 objects need a mapping; the rest are 1:1.

  • Field mapping clarity

    C

    Field mapping is derived from defaults — final spec confirmed during the sample migration.

  • Timeline complexity

    B

    7-object category — typical timelines run 2–7 days end-to-end.

  • API constraints

    B

    Alemba Service Manager: Not publicly documented — extraction throughput should be validated during discovery.

  • Data volume sensitivity

    B

    Alemba Service Manager doesn't expose a bulk API — REST + parallelization used for high-volume runs.

Estimator

Estimate your Alemba Service Manager to HubSpot Service Hub migration cost

Rule-based pricing — no per-record fees, no manual quotes. Migrations over 2M records are scoped individually.

Step 1

What are you migrating?

Pick a category, then your source and destination platforms.

Category

FAQ

Frequently asked questions about Alemba Service Manager to HubSpot Service Hub data migrations

Answers to the questions buyers ask most during Alemba Service Manager to HubSpot Service Hub migration scoping. Not seeing yours? Book a call.

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Migrations land between three and five weeks for accounts under 15,000 Incidents and Service Requests with straightforward ticket-to-ticket mapping and no CMDB complexity. Migrations with large CI and Asset datasets (over 10,000 records), multi-year SLA breach history, separate Change and Problem record sets, or regulated deployments requiring audit log export move to eight to fourteen weeks because of CI deduplication, SLA-to-custom-property transformation, rules-engine coordination, and compliance log preparation.

Adjacent paths

Related migrations to explore

Ready when you are

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