SAP will stop developing SAP Marketing Cloud in 2026. Support ends December 2026. If you're currently using it, you need a migration plan.
We're Elixir, a HubSpot Elite Solutions Partner working with European enterprises. We've helped multiple organizations migrate off SAP Marketing Cloud, and we've learned what works and what causes problems.
This FAQ answers the questions we hear most from CTOs, CROs, and IT directors managing this transition. We're sharing what we've learned honestly, including the parts that are difficult.
TABLE OVERVIEW
1. Timeline and Planning
When exactly does SAP Marketing Cloud support end
December 2026. After that, no security patches, no bug fixes, no technical support.
Running unsupported software creates security vulnerabilities and and complicates GDPR compliance Your IT security team will flag this as a risk. Cyber insurance policies often have exclusions for unsupported software.
How long does migration actually take
For enterprise organizations, plan 3-4 months from kickoff to go-live.
What affects your timeline:
Organizations starting evaluation in late 2026 will face compressed timelines and limited availability from implementation partners. Starting earlier gives you breathing room.
What happens if we keep running SAP Marketing Cloud after support ends?
Organizations need to evaluate several risks: unpatched security vulnerabilities, no support for critical issues, potential insurance coverage gaps, and compliance documentation challenges.
Your IT security and compliance teams will raise concerns. This isn't a decision marketing can make alone.
SAP recommends Emarsys. Should we follow that recommendation?
Emarsys works well for B2C e-commerce and email marketing. For B2B enterprises with complex sales cycles, it has gaps.
Emarsys provides strong email capabilities but limited CRM functionality, basic content management, and fewer sales enablement tools compared to platforms built specifically for B2B operations.
Organizations weigh ecosystem consistency against functional fit differently based on their IT strategy, internal resources, and specific requirements. Understanding both factors helps inform your decision.
Is HubSpot suitable for organizations running SAP?
Yes. We've connected HubSpot to SAP S/4HANA, SAP C/4 HANA, Business One, and ECC environments successfully.
What works well for SAP users:
Read more about HubSpot x SAP-integration possibilities here
How do Salesforce and Adobe compare?
The most common enterprise alternatives organizations evaluate alongside HubSpot are Salesforce and Adobe:
Salesforce Marketing Cloud provides enterprise-grade automation with advanced capabilities. Implementation typically takes 6-9 months. Higher total cost of ownership. Best fit for large enterprises with dedicated technical teams and existing Salesforce infrastructure.
Adobe Experience Cloud offers sophisticated personalization and experience management. Requires substantial resources and longer timelines. Works well for large enterprises with complex requirements and significant budgets.
Both are credible enterprise platforms. Your choice depends on your specific requirements, existing infrastructure, and internal technical capabilities.
Will we lose our SAP CRM integration?
No. Core ERP operations, financials, and reporting remain intact. SAP Marketing Cloud typically connects to your CRM (C/4HANA or Cloud for Customer), not directly to ERP. Middleware ensures data flows between CRM and Marketing Cloud in real time without disrupting ERP processes or existing lead-to-cash operations.
What SAP integration challenges should we expect?
SAP integration requires specialized expertise. The technical complexity includes:
Critical success factors we've learned:
Organizations that underestimate integration complexity face delays and rework. Plan for this carefully.
Yes, a dedicated integration solution (middleware) is necessary. Modern cloud-based integration platforms (iPaaS solutions like ElixirSync, Make, Workato, and others) provide better scalability and easier maintenance than traditional middleware. ElixirSync is a key middleware we utilize.
Your optimal approach depends on:
Specific architecture → ultimately determines the optimal approach for your organization.
Read more about HubSpot x SAP-integration possibilities here
Will we lose historical campaign data?
Not with proper planning. You preserve contact records and account information.
What transfers successfully depends on your new platform's data model and how carefully you plan the migration. Work with partners experienced in enterprise data migration who understand complex data mapping.
How do we handle GDPR compliance during migration?
Data transfers between systems require careful handling under GDPR.
Key considerations:
Don't skip GDPR planning. It's easier to handle correctly from the start than to fix compliance issues later.
Should we clean data during migration?
Yes. Migration provides a natural opportunity to improve data quality.
Remove duplicates, standardize formats, fix incomplete records, eliminate outdated information. Clean data migrates faster and performs better in your new system.
Plan data cleanup as part of your timeline. It typically adds 2-3 weeks but delivers long-term value through better reporting and marketing effectiveness.
Read more our migration service here
How do we keep campaigns running during migration?
Run parallel systems during transition. Keep critical campaigns operating in SAP Marketing Cloud while you build and test in the new platform.
Plan your migration during slower campaign periods when possible. Well-planned migrations minimize disruption to 24-48 hours for final cutover.
Your marketing operations continue with minimal interruption if you plan the transition carefully.
What about team training and adoption?
Plan role-based training. Give your team hands-on practice before go-live. Provide documentation and job aids. Schedule extra support during the first 30 days.
User adoption depends heavily on your change management approach. Teams typically reach full productivity within 4-8 weeks as they adapt to new workflows.
Platform selection matters too. User-friendly interfaces drive faster adoption than complex systems requiring extensive training.
What makes a good migration partner?
Look for partners with proven experience in both SAP integration and your chosen platform. You need both. One without the other creates risk.
Essential criteria:
Generic marketing platform consultants often lack specialized SAP knowledge. You need partners who understand SAP architecture, data models, and integration patterns.
Why does SAP expertise matter for marketing platform implementations?
SAP data models and business logic are complex. Partners need SAP understanding to:
From our experience, Organizations often underestimate SAP integration complexity during initial planning.. Partners with proven SAP expertise help you avoid costly delays and rework.
Read more about Elixir Solutions as Your HubSpot Partner here
What should we do first?
Start with an assessment before committing to a platform or partner.
Week 1 action plan:
Understanding your starting point helps you make better decisions about platform selection and implementation approach.
The December 2026 deadline is 11 months away. With 4-6 month implementation timelines, organizations need to begin platform evaluation by Q1 2026 for manageable transition timing.
We've created an SAP Migration Evaluation Framework that walks through the specific questions to ask during platform demos. It helps clarify which capabilities matter most for your situation.
Digital business engineers specializing in complex HubSpot implementations for mid- market companies. Elite Partner since 2015 with offices in Brussels, Amsterdam, Munich, Paris & Stockholm. We combine SAP integration expertise with advanced HubSpot capabilities through proven implementation methodology. Learn more at elixir-solutions.net.
Read more about Elixir Solutions as Your HubSpot Partner here