14
This method under-detects Salesforce
The count includes only companies whose sites exposed a Web-to-Lead or Embedded Service marker. It is not an estimate of how many companies use Salesforce.
Public CRM website signals among Finnish companies in 2026
This report measures public website traces left by three CRM systems, including tracking code, forms, chat widgets, and service loaders. It does not measure CRM licenses, adoption, or market share.
Web data collected August 16 to 17, 2026. Company view activated August 27, 2026.
453,239
Active companies
193,473
Companies with a website
1,429
Public CRM signal
Short answer
A public HubSpot signal appeared on 1,285 active-company websites and a Pipedrive signal on 133. A Salesforce marker appeared on 14 sites, but that count covers only detectable Web-to-Lead and Embedded Service integrations. It is not an estimate of how many companies use Salesforce.
Public signals
Detected website signals by system.
A total of 1,429 active companies had at least one supported public website signal. Percentages use this group as the denominator. Because the systems expose different public markers, the figures must not be interpreted as market share.
HubSpot
1,28589.9%
Pipedrive
1339.3%
Salesforce
141.0%
Share of the 1,429 companies with at least one supported public website signal
| Website signal | Companies | Share |
|---|---|---|
| HubSpot | 1,285 | 89.9% |
| Pipedrive | 133 | 9.3% |
| Salesforce | 14 | 1.0% |
The Salesforce count of 14 means only that a Web-to-Lead or Embedded Service marker was detected. It does not estimate the number of companies using Salesforce.
Three useful findings
What do the website signals tell us?
77.0%
Small and midsize companies dominate
Among companies with known employee counts, 631 employed fewer than 50 people.
0.74%
Visible technology is only part of the picture
A supported CRM signal appeared on 0.74% of active company records with a website. Public signals are selective, not comprehensive.
Company size
Public CRM signals also appear among small companies.
Employee counts were available for 820 companies whose sites exposed a supported CRM signal. Of the companies with known size, 77.0% employed fewer than 50 people.
1-9
36144.0%
10-49
27032.9%
50-249
14017.1%
250+
496.0%
Employee count was unavailable for 609 companies.
Industries
Public CRM signals appear most often among software and consulting companies.
Software development and management consulting together accounted for 26.5% of active companies whose sites exposed a supported CRM signal.
Software development
214
Management consulting
165
IT infrastructure and operations
54
Advertising agencies
42
Construction of buildings
25
Staffing and recruitment services
24
Methodology
How was the study built?
Every figure is an aggregated company-level observation. The report publishes neither individual company technology profiles nor personal data.
1. Public web data
The static crawl processed 376,750 source rows and matched 376,370 of them to the Finnish company graph.
2. Technology detection
Source code was checked for HubSpot tracking and form markers, Pipedrive LeadBooster and web-form markers, and Salesforce Web-to-Lead and Embedded Service markers.
3. Quality threshold
The lowest accepted CRM observation scored 9,180 out of 10,000 on the internal confidence scale. All 2,303 accepted CRM observations exceeded 9,000.
4. Current-state filter
Final counts were restricted to active Finnish company records in the company view activated on August 27, 2026.
Limitations you should read
- The three systems expose very different kinds and amounts of detectable code on public websites. These figures do not compare CRM adoption or market share.
- Salesforce appears only when a detectable Web-to-Lead or Embedded Service integration is present on the public site.
- The report covers HubSpot, Pipedrive, and Salesforce only.
- A CRM can be in use without leaving a public signal on the company website.
- Detection does not show seat count, usage intensity, or whether the CRM is the company's primary system.
- Three active companies had more than one supported CRM signal, so vendor shares can add up to slightly more than 100%.
- Confidence scores are DM Faster's internal technical threshold, not an independent accuracy audit.
Cite this research
A clear source for the original data.
DM Faster Data (2026). Public CRM website signals among Finnish companies in 2026. https://dmfaster.com/research/crm-systems-finland
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