For several years, many revenue teams have relied on CallRail not only for marketing attribution but also as their primary VoIP provider. However, with CallRail officially sunsetting its VoIP product, leadership teams now face a forced migration.
CallRail is currently directing its customers toward RingCentral as the primary alternative. While this might seem like a straightforward transition, RevOps leaders and HubSpot users should pause before making a selection. For a HubSpot-centric organization, a calling tool is not just a utility for making and receiving calls. It is a vital component of your data architecture.
A rushed decision can lead to fragmented activity data, broken attribution, and a lack of visibility into the sales pipeline. This guide explores why the CallRail VoIP sunset matters for HubSpot teams and how to design a calling stack that preserves data integrity while improving sales performance.
A VoIP sunset is never just a tool change. For HubSpot-first teams, it exposes how fragile or resilient your data, automation, and revenue visibility really are. Set2Close helps revenue leaders make these transitions without breaking attribution, forecasting, or execution.
We design calling stacks around HubSpot as the system of record, ensuring call outcomes, recordings, ownership, and lifecycle automation stay intact.
We treat VoIP changes as RevOps decisions, mapping workflows, routing logic, attribution, and reporting before any tool is selected.
When HubSpot serves as your primary system of record, every interaction counts. Calling data is a primary driver of CRM health. If the integration between your phone system and HubSpot is brittle or poorly configured, the ripple effects are felt across the entire revenue organization.
Many HubSpot workflows are triggered by call activity. For example, a "Connected" call outcome might automatically move a Lead to a Marketing Qualified Lead (MQL) or a Sales Qualified Lead (SQL). If your new calling tool does not sync these outcomes instantly or accurately, your lead management process will stall.
Revenue visibility relies on knowing exactly when a lead was contacted. If the handoff between your marketing attribution tool and your VoIP tool is slow, you lose the "speed to lead" advantage. Furthermore, if your routing rules are not synced with HubSpot ownership, prospects may be routed to the wrong representative, creating a poor customer experience and internal friction.
Leadership teams rely on HubSpot reports to forecast revenue. If call volume, duration, and outcomes are missing or inconsistent, the data used for forecasting becomes unreliable. When sales managers cannot see the activity levels associated with specific deals, they lose the ability to coach effectively or predict closing dates.
One of the highest risks during a VoIP migration is the loss of original source data. If the connection between your attribution software and your calling tool is not configured correctly, HubSpot might overwrite the original marketing source with "Direct Traffic" or "Other," effectively blinding your marketing team to which campaigns are actually driving phone conversions.
The most frequent error revenue leaders make during a VoIP sunset is treating the migration as a simple IT swap rather than a RevOps strategy shift. When teams rush the decision to meet a deadline, several operational issues tend to surface 30 to 60 days post-implementation.
The most convenient path is often to follow the vendor recommendation. However, a tool that works well for general business communication may not have the deep, bi-directional integration required for a high-performing sales team. If the integration only offers a basic log of the call without syncing custom properties or recording links, your HubSpot data remains shallow.
A tool is only as good as the data entered into it. Many teams fail to map their calling tool outcomes to their HubSpot call disposition properties. This results in a "data graveyard" where calls are logged but cannot be filtered or used in HubSpot reporting.
In a HubSpot-first environment, lead and account ownership should dictate who receives a call. Rushed migrations often lead to static routing rules that ignore the data already stored in your CRM, forcing reps to manually reassess ownership on every call.
When marketing and sales use different tools that do not communicate well, reporting becomes fragmented. Marketing sees the call in CallRail, but sales sees the activity in their VoIP tool, and neither data point perfectly aligns within the HubSpot Contact record. This lack of alignment makes it impossible to calculate true ROI on marketing spend.
For organizations that prioritize HubSpot, Aircall has emerged as a preferred partner for several reasons. Rather than acting as a standalone phone system, Aircall is designed to function as an extension of the CRM.
Aircall provides one of the deepest integrations available in the HubSpot ecosystem. Every call, voicemail, and recording is logged automatically against the correct Contact, Company, and Deal records. This ensures that the timeline of a deal is always complete without requiring manual data entry from sales reps.
The Aircall interface allows reps to select outcomes and leave notes that sync directly into HubSpot custom fields. This consistency is crucial for RevOps teams who need to build reports based on "Connected" versus "No Answer" calls. When the sales team has the context of previous calls immediately visible on their screen through "Aircall Insight Cards," they can have more informed conversations.
Aircall allows for complex routing based on HubSpot data. For example, you can route a call to the specific owner assigned in HubSpot or prioritize calls from high-value accounts. This level of operational sophistication is difficult to achieve with legacy VoIP providers that do not prioritize CRM connectivity.
The short answer is yes. In fact, for many teams, this is the ideal solution. You do not have to abandon CallRail's powerful marketing attribution features just because their VoIP product is sunsetting.
A "HubSpot-first" calling stack often utilizes a hybrid approach where CallRail and Aircall work in tandem.
The benefit of this approach is clear: Marketing keeps its granular visibility into campaign performance, while Sales gains a modern, streamlined calling workflow. Leadership maintains a single source of truth in HubSpot with complete data from both ends of the funnel.
When evaluating your options post-CallRail VoIP, it is helpful to compare the two most common paths. While RingCentral is a robust enterprise communication tool, the HubSpot integration experience differs significantly from Aircall.
If HubSpot is your system of record, clean call data matters more than “phone features”.
| Feature | Aircall HubSpot-first | RingCentral |
|---|---|---|
| Integration depth | Built specifically for CRM workflows with bi-directional syncing. | Primarily a UCaaS platform with a CRM plugin layer. |
| Data consistency | High. HubSpot properties, outcomes, notes, and recordings stay consistent. | Can be inconsistent for advanced syncing, sometimes needs middleware to match CRM needs. |
| User adoption | High. Sales-first experience keeps reps inside HubSpot workflows. | Moderate. Feature-rich interface can be heavier than needed for core sales motions. |
| Reporting clarity | Strong. Call activity maps cleanly into HubSpot dashboards and pipeline views. | Often requires reconciliation across systems for a complete reporting picture. |
| Operational effort | Low to moderate. Designed for RevOps alignment and quick rollout. | Moderate to high. More configuration to reach “HubSpot-native” reporting and routing. |
Practical takeaway: pick the tool that protects HubSpot activity data, call outcomes, ownership routing, and reporting trust, not just the easiest vendor swap.
While RingCentral is a powerful platform for general business needs, Aircall is often the more practical choice for revenue teams who live inside HubSpot and need clean, actionable data.
If you are moving off CallRail VoIP, use this checklist to ensure your new stack supports your revenue goals rather than hindering them.
Identify every HubSpot workflow or report that currently relies on CallRail data. This includes lead scoring, lifecycle stage changes, and sales activity dashboards.
Standardize your call dispositions. Ensure that the outcomes available in your new calling tool match the property values in HubSpot perfectly to avoid "Unknown" data entries.
Determine how calls should be distributed. Will you route by HubSpot owner, by territory, or by deal stage? Ensure your new tool can pull this data from HubSpot in real-time.
If you are keeping CallRail for attribution, test the handoff to your new VoIP provider. Ensure the original tracking parameters are not lost during the transfer.
Decide exactly which activities should be logged. Should every missed call create a task? Should voicemails be attached to the contact record? Setting these standards early prevents CRM clutter.
Avoid a "big bang" migration if possible. Test the new stack with a small group of users to ensure the HubSpot sync is working as expected before moving the entire team.
Provide your reps with clear documentation on how to use the new interface. If the tool is easier to use than the previous one, adoption will follow naturally.
Navigating a technology migration is rarely about the tool itself. It is about the data, the processes, and the people using the system. At Set2Close, we help HubSpot teams design calling stacks that protect revenue visibility and improve pipeline performance.
We focus on the intersection of RevOps and strategy. Whether you are migrating off CallRail VoIP or looking to optimize your existing attribution model, we provide the advisory and implementation support needed to ensure your systems remain integrated and your reporting remains accurate. Our goal is to ensure that your calling data becomes a strategic asset rather than a technical burden.
If you are currently evaluating your next steps following the CallRail sunset and want to ensure your HubSpot reporting remains intact, Set2Close can help you review your architecture before you make the switch.
Would you like me to analyze your current HubSpot setup to see how a new calling stack would impact your reporting?
We will review your HubSpot workflows, attribution setup, and call routing logic to ensure your next calling stack strengthens revenue visibility instead of breaking it.
Review My HubSpot Calling ArchitectureFrequently Asked Questions
Is CallRail completely shutting down as a product?
No. CallRail is sunsetting its VoIP calling product, not its attribution platform. Teams can continue using CallRail for Dynamic Number Insertion and marketing attribution while switching to a separate VoIP provider.
Can I keep CallRail for attribution and use another VoIP tool?
Yes. Many HubSpot teams run a hybrid stack where CallRail handles attribution and routes calls to a HubSpot-native VoIP tool like Aircall.
Why does HubSpot integration matter so much for calling tools?
Calling data drives automation, lifecycle stages, routing, reporting, and forecasting inside HubSpot. Weak integrations lead to missing or unreliable data across the revenue funnel.
Is RingCentral a bad choice for HubSpot teams?
Not necessarily, but it is designed as a general UCaaS platform. For sales teams that rely heavily on HubSpot reporting and automation, Aircall often provides deeper native alignment.
What is the biggest risk during a VoIP migration?
Losing attribution data or breaking call-triggered workflows. Poorly planned migrations often result in overwritten source data, inaccurate reporting, and reduced speed-to-lead.
When should a RevOps team get involved in a VoIP switch?
Before selecting the replacement tool. Treating the change as a RevOps decision rather than an IT task prevents long-term data and operational issues.