HubSpot Org Chart Tools Compared: OrgChartHub, DemandFarm & the AI Alternative (2026)

If you have searched for org charts in HubSpot, you have found OrgChartHub. It is the dominant player in the space, and for good reason -- it does exactly what it says on the tin. But is it the right tool for your team in 2026?

This guide compares the major options for visualizing account hierarchies in HubSpot: OrgChartHub, DemandFarm, the manual DIY approach, and a newer category -- AI-powered relationship mapping. We will cover pricing, strengths, limitations, and help you pick the right fit.

Why HubSpot Doesn't Have Native Org Charts

Before we compare tools, it helps to understand the gap.

HubSpot is a CRM. It is excellent at storing contact data, tracking deals, and logging activity. But it was never designed to visualize relationships between people at an account. You can associate contacts with companies, and you can set up parent/child company hierarchies, but there is no built-in way to see "who reports to whom" or "how does this buying committee actually work."

HubSpot does offer contact associations (Manager/Direct Report), but these are manual, one-at-a-time entries with no visual output. For teams managing complex enterprise accounts with 20, 50, or 100+ contacts, this is not a real solution.

That gap created a market. And several tools have stepped in to fill it.

OrgChartHub: The Default Choice

OrgChartHub is the most popular org chart tool for HubSpot, and it has earned that position. If you have asked about org charts in the HubSpot community forums, someone has recommended it.

Strengths

• Native HubSpot integration. It lives inside HubSpot as an embedded app. No context switching, no separate logins. Your contacts are already there.
• Simple, intuitive UI. Drag contacts into a hierarchy, draw reporting lines, and you have an org chart in minutes. Low learning curve.
• Heatmap feature. Color-code contacts by engagement level, sentiment, or custom fields. This is genuinely useful for seeing coverage at a glance.
• Fast setup. Install from the HubSpot marketplace, connect your portal, and start building charts immediately. No IT involvement needed.

Pricing

OrgChartHub starts at approximately $80/month ($960/year). Plans scale based on the number of users and charts. For a small sales team, this is a meaningful line item but not unreasonable.

Limitations

• Manual chart building. You drag and drop contacts into position. For accounts with 5-15 contacts, this is fine. For accounts with 50+, it becomes a serious time investment.
• Static charts that need manual updates. When someone gets promoted, when a new stakeholder joins a deal, when a contact leaves the company -- you have to update the chart yourself. In practice, charts go stale within weeks.
• Limited analytics. You can see the org chart, but it does not tell you much about the strength of your relationships, where your coverage gaps are, or who you should talk to next.
• No AI or automation. OrgChartHub is a visualization tool, not an intelligence tool. It shows what you manually tell it to show.

Best For

Teams with relatively simple accounts (5-15 contacts per account) who want a quick visual reference inside HubSpot. If your primary need is "show the VP of Sales what this account looks like," OrgChartHub does the job.

DemandFarm: Enterprise-Grade Account Planning

DemandFarm takes a broader approach. It is not just an org chart tool -- it is a full account planning platform with relationship mapping, whitespace analysis, and strategic planning features.

Strengths

• Deep relationship mapping. Beyond simple reporting lines, DemandFarm captures influence dynamics, political alignment (champion, supporter, neutral, blocker), and relationship history.
• Enterprise analytics. Account health scores, opportunity whitespace analysis, and executive dashboards. If your leadership wants data on account penetration across the portfolio, DemandFarm delivers.
• Multi-stakeholder visualization. Handles complex buying committees with overlapping influence across multiple opportunities.
• Proven at scale. Used by large enterprise sales teams managing hundreds of accounts with complex hierarchies.

Pricing

DemandFarm uses enterprise pricing, typically $20-40 per user per month with annual commitments. For a 10-person team, that is $2,400-$4,800/year. Implementation and onboarding can add to upfront costs.

Limitations

• Complex setup. DemandFarm is not a "install and go" tool. Expect weeks of configuration, data mapping, and team training before you see value.
• Primarily Salesforce-focused. DemandFarm's deepest integration is with Salesforce. HubSpot support exists but is secondary. If you are a HubSpot-first shop, you may feel like a second-class citizen.
• Overkill for small teams. If you have 10 target accounts and a 3-person sales team, DemandFarm's feature set (and price tag) is more than you need.
• Still manual input. While DemandFarm has more analytical features than OrgChartHub, the underlying relationship data still relies heavily on manual entry from your reps.

Best For

Large enterprise sales teams (20+ reps) managing 50+ accounts with complex, multi-threaded buying committees. Organizations that have a dedicated sales operations function to maintain the data and drive adoption.

The Manual Approach: DIY on a Budget

For teams that cannot justify $960/year or more, there is always the manual route.

How It Works

1. Export contacts from HubSpot. Filter by company, export to CSV with name, title, email, and deal associations.
2. Build in a diagramming tool. Lucidchart (~$10/user/month), FigJam (free with Figma), Miro (free tier available), or even PowerPoint.
3. Draw the org chart. Boxes, lines, titles. You know the drill.
4. Share with the team. Screenshot it, paste into Slack, move on.

Strengths

• Cheap or free. If you already have Figma or Miro, this costs nothing extra.
• Total flexibility. You can format it however you want. Add notes, color coding, annotations. No tool constraints.
• No vendor dependency. No new software to evaluate, no contracts to sign.

Limitations

• Painful maintenance. Every chart is a snapshot in time. The moment you finish drawing it, it starts going stale. And nobody volunteers to update org charts.
• No CRM connection. Your diagram lives in Lucidchart. Your data lives in HubSpot. They do not talk to each other. Changes in one do not reflect in the other.
• Scales terribly. One account? Fine. Ten accounts? Tedious. Fifty accounts? Nobody is doing that.
• Knowledge trapped in files. That org chart you drew lives in someone's Figma project. When they leave the company, good luck finding it.

Best For

Small teams with a handful of key accounts who need occasional visual reference. Teams that are pre-revenue or early-stage and cannot justify any tooling spend yet.

The AI-Powered Approach: Relationship Intelligence

There is a newer category emerging that takes a fundamentally different approach. Instead of asking you to manually draw org charts, these tools read your existing CRM data -- emails, meetings, deal activity -- and generate relationship maps automatically.

This is the approach CRM Canvas takes.

How It Works

1. Connect to HubSpot. Read-only OAuth connection. Your CRM data stays in HubSpot.
2. AI reads your activity data. Emails, meetings, deal associations, activity history -- everything your team has already logged.
3. Generate relationship maps. Not just org charts with boxes and lines, but maps showing relationship strength, coverage gaps, and engagement patterns.
4. See what is missing. The AI identifies departments with zero coverage, stakeholders going dark, and champions you should be leaning into.

Strengths

• No manual drawing. The map generates from your existing CRM data. If your team logs emails and meetings in HubSpot (which you probably already do), the data is already there.
• Relationship strength, not just structure. A traditional org chart shows you that Sarah is VP of Engineering. An AI relationship map shows you that Sarah has responded to 47 emails, attended 12 meetings, and her engagement is trending up. That is actionable intelligence.
• Gap analysis built in. "You have zero communication with anyone in Finance. The CFO controls budget approval. This is a problem." No other org chart tool tells you this.
• Always current. Every new email and meeting updates the map automatically. No manual maintenance.
• HubSpot-native. Built specifically for HubSpot, not ported from Salesforce.

Pricing

CRM Canvas offers founder's pricing at $99 lifetime access (one-time payment) for the first 50 users. For context, that is less than two months of OrgChartHub.

Limitations

• Requires good CRM data. If your team does not log emails or track meetings in HubSpot, there is nothing for the AI to analyze. Garbage in, garbage out.
• Different mental model. If your team is used to static org charts and just wants boxes and lines, the shift to relationship intelligence requires a mindset change.
• New entrant. CRM Canvas does not have the years of market presence that OrgChartHub has. If you need a tool with a long track record and extensive customer base, that matters.

Best For

Teams that want intelligence, not just visualization. Teams already logging emails and meetings in HubSpot who want to turn that activity data into strategic insight. Revenue teams that care about relationship coverage and deal strategy, not just "who reports to whom."

How to Choose: A Decision Framework

The right tool depends on your team, your accounts, and what you actually need. Here is how to think about it.

Factor	OrgChartHub	DemandFarm	Manual (DIY)	CRM Canvas
Annual Cost (5 users)	~$960/yr	$1,200-2,400/yr	$0-600/yr	$99 one-time
Setup Time	Minutes	Weeks	Minutes	Minutes
Manual Effort	Medium (drag-and-drop)	High (data entry + config)	High (draw everything)	Low (AI-generated)
Stays Current	Manual updates	Manual updates	Manual updates	Auto-updates from CRM
HubSpot Integration	Native (excellent)	Available (secondary)	None (export/import)	Native (built for HubSpot)
Relationship Intelligence	Basic (heatmaps)	Good (manual input)	None	AI-powered (from CRM data)
Best For	Simple accounts, quick visuals	Large enterprise teams	Budget-conscious, few accounts	Data-driven teams wanting insight

Ask yourself these questions:

How many accounts do you manage? If it is fewer than 5, the manual approach or OrgChartHub works fine. At 10+, you need a tool that scales without proportional manual effort.

How complex are your accounts? Accounts with 5-15 contacts and straightforward hierarchies? OrgChartHub. Accounts with 50+ contacts, multiple business units, and matrix reporting? You need something more powerful.

How much manual effort will your team actually do? Be honest. If your reps will not update org charts after the first version (and most will not), a tool that relies on manual maintenance is a tool that goes stale. An AI-powered approach that reads existing CRM data removes the maintenance burden entirely.

Do you need a picture, or do you need strategy? An org chart is a picture. It shows reporting structure. A relationship map is strategy. It shows where you are strong, where you are weak, and what to do next. The answer to this question determines whether you need an org chart tool or a relationship intelligence tool.

The Bigger Question

Here is what most buyers in this space eventually realize: the question is not "which org chart tool should I buy?"

The question is: do I need org charts, or do I need relationship intelligence?

Org charts show structure. They tell you who reports to whom. That is useful context, but it is not what closes deals.

Relationship maps show strategy. They tell you where your team has strong connections, where the gaps are, which champions are engaged, and which stakeholders you have never spoken to. That is what changes outcomes.

The market is moving from static visualization to dynamic intelligence. OrgChartHub and DemandFarm are good tools for what they do. But the question worth asking is whether "what they do" is still enough for how you sell in 2026.

Try the AI-Powered Approach

CRM Canvas connects to your HubSpot and generates AI-powered relationship maps from your existing CRM data. No manual drawing. No charts that go stale. Just your data, finally visible.

Founder's pricing: $99 lifetime access for the first 50 users. For context, that is less than two months of most org chart tools.

See it in action at crmcanvas.app

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Related Reading

• AI Relationship Mapping for CRM: See Every Deal Gap Instantly -- Why the future of account mapping is AI-powered relationship intelligence, not static org charts.
• How to Create Org Charts from HubSpot (And Why You Shouldn't Stop There) -- Step-by-step guide to visualizing HubSpot contacts, plus the case for going beyond org charts.