The "all-in-one" trap.
Tessitura markets itself as an "all-in-one" solution, but in the modern era, that often means "master of none."
It was built primarily as a ticketing engine, with CRM added later. As a result, the data model is rigid. Spinning up a new program, changing a membership benefit, or launching a digital fundraising campaign often requires a developer or a support ticket.
The result? Your team molds their workflows to fit the software, rather than the software molding to your mission.
Legacy Architecture
"We can't do that because the system won't let us."
- × Hard-coded data fields
- × Requires SQL knowledge
- × Server-based updates
HubSpot Architecture
"Yes, we can automate that in 5 minutes."
- ✓ Custom Objects for anything
- ✓ No-code automation builder
- ✓ Cloud-native agility
The shadow stack tax
Because Tessitura doesn't serve as a true single source of truth, museums end up buying expensive add-ons just to fill the gaps.
Snowflake
Purchased because the CRM reporting is too slow to handle complex queries.
Tableau / PowerBI
Layered on top because native dashboards can't visualize cross-departmental data.
WordFly / Prospect2
Separate email tools required because the CRM lacks native automation.
Classy / JustGiving
Added because the legacy checkout forms are non-responsive.
Volgistics
Required because the CRM doesn't handle shift scheduling.
Cvent / Eventbrite
Used for galas and classes because the ticketing engine is too rigid.
The Transaction
- • Ticket ID: #9921
- • Price: $25.00
- • Date: Oct 12
The Relationship
- • Engagement Score: 85
- • Web Activity: High
- • Email Opens: 12
- • Sentiment: Positive
You don't view your visitors as transactions.
Tessitura is a great transactional system. It handles POS, ticketing, and the gift shop incredibly well. If your only goal is to process payments, it works fine.
But modern museums need more than just a cash register. The differentiator is engagement.
Legacy tech sees a wallet. MuseumHub sees a person. We allow you to score engagement, map complex digital journeys, and track web activity alongside ticket scans. If you are using legacy tech, you are missing 50% of the picture.
"But can't I just integrate them?"
This is the most common question we hear. The answer is: not cleanly.
Tessitura’s integration model is dated. Its API and licensing approach make it effectively closed to the kind of real-time, bi-directional sync you need for true automation.
When you try to "bolt on" HubSpot to Tessitura, you usually end up with:
- Periodic flat-file exports (CSVs) instead of live syncs
- Expensive custom middleware maintenance
- Manual data re-entry by staff to fix sync errors
The batch process bottleneck.
What Tessitura cannot do is sync in real time for a modern online experience.
If a visitor scans a ticket at 10:00 AM, marketing should be able to trigger a "Welcome" SMS at 10:05 AM. In legacy systems, that data sits in the box office database until the nightly batch job runs.
MuseumHub treats ticketing as one piece of the larger relationship. Ticket scans, refunds, and capacity changes update the CRM instantly.
Architecture Comparison
| Feature | Legacy (Tessitura) | MuseumHub |
|---|---|---|
| Core Focus | Transactions | Engagement & Relationship |
| Data Architecture | Siloed / Closed API | Open API / Native HubSpot |
| Marketing | External Tools (WordFly) | Native Marketing Hub |
| Reporting | Requires T-Stats/Tableau | Drag & Drop Builder |
| Cloud Model | Hosted / On-Premise | True SaaS (AWS) |
Common Migration Questions
Can I keep Tessitura for ticketing and use HubSpot for marketing?
You can, but we don't recommend it long-term. You will be fighting the integration gap forever. We usually set clients on a phased path: set up scheduled exports to HubSpot first, then migrate ticketing to MuseumHub in Phase 2 for a true single source of truth.
Will I lose my historical data?
No. We migrate constituent records, giving history, and membership status. We "Map & Match" your legacy fields to modern HubSpot properties so you retain your history without the clutter.