Alphabet, HubSpot deal could make sense, says Stifel

Following reports that Google parent Alphabet (GOOGL) is considering making an offer to acquire HubSpot (HUBS), Stifel tells investors in a research note that the firm sees the merits of combining this CRM suite with Google’s existing productivity suite and advertising tools, as the combination would deepen platform capabilities on both the front and back end of “customer journeys.” Alphabet and HubSpot coming together could present an alternative to the market, but at a level below the full scale enterprise market that Microsoft (MSFT) and Salesforce (CRM) play in today, the firm says. Stifel made no change to its Buy rating on HubSpot.