GoHighLevel vs ClickFunnels for B2B Tech Funnels
Affiliate disclosure: Space Launch Agency is a HighLevel affiliate and may earn a commission if you sign up through our links, at no extra cost to you. We run our own website on HighLevel and offer HighLevel setup for space companies. We don't earn from ClickFunnels, and we've used each vendor's own documentation for this comparison. Check each vendor's own site for current plans and terms.
TL;DR: GoHighLevel (HighLevel) and ClickFunnels both build funnels and both now include CRM, email, booking and automation tools. ClickFunnels is built around the funnel and online selling: checkout, upsells, courses, memberships, community and subscriptions. HighLevel is built as an all-in-one CRM, marketing and automation platform, with sales pipelines, company records, calendars, phone and SMS. For a B2B space or deep-tech company with long, multi-stakeholder deals, HighLevel usually fits better. For a business selling courses, products or offers online, ClickFunnels is a strong choice.
Key takeaways
- Both build landing pages and funnels, and both have workflows, email, booking and a CRM.
- ClickFunnels' strengths are checkout, upsells, courses, memberships and subscription selling.
- HighLevel's strengths for B2B are pipelines linked to company records, stale-deal alerts, round robin booking and phone and SMS tools.
- Choose based on whether your revenue comes from online checkout or from a sales team closing deals.
What's the short answer on GoHighLevel vs ClickFunnels?
If your customer buys on a checkout page, ClickFunnels is built for that. If your customer books a technical call, talks to engineers, receives a proposal and signs months later, HighLevel's CRM and follow-up tools match that journey more closely.
Most space and deep-tech companies sell the second way. That's why this comparison leans on B2B needs. We sell HighLevel setup and are a HighLevel affiliate, so weigh our view accordingly.
How do GoHighLevel and ClickFunnels compare on features?
| Area | HighLevel | ClickFunnels |
|---|---|---|
| Funnels and landing pages | Yes, plus multi-page websites | Yes, its core product |
| Checkout, upsells, order bumps | Order forms with bump and upsell products | A core strength |
| Courses, memberships, community | Memberships available | Courses, membership areas and community |
| CRM and pipelines | Pipelines and opportunities linked to companies | Sales CRM with pipelines and opportunities |
| Automation | Workflows with many triggers and actions | Workflows with triggers and actions |
| Booking | Calendars, including round robin | Appointments app |
| Messaging | Email, SMS and phone | MessageHub for email, SMS and social |
| A/B testing | Funnel split testing | A/B testing for funnels and email |
Sources: ClickFunnels features and CRM pages; HighLevel's guide to selling products on order forms (main, bump and upsell products) and the help center articles linked below. Always check current features on each vendor's site.
What does ClickFunnels do well?
ClickFunnels' features page organizes the product around a funnel journey: attract (landing pages, lead magnets, opt-in forms, surveys, blogs, websites), sell (order forms, checkout, e-commerce stores), upsell (one-click upsells and order bumps), ascend (sales CRM, pipelines, appointments, calendars, messaging) and repeat (courses, membership areas, community, email sequences and broadcasts).
Its CRM is designed around the funnel. ClickFunnels' CRM page describes MessageHub for email, SMS and social messages in one place, an Appointments app that connects your calendar and an Opportunities app for tracking leads through stages. Its help center shows workflows that run on behaviors like opting in, purchasing or visiting a page, and a list of workflow triggers that includes tags, appointments, email opens and clicks, MessageHub replies, purchases, subscription changes, course progress and contacts entering or leaving a sales stage.
ClickFunnels fits best if you sell products, programs, courses or subscriptions online and want checkout and upsells to be first-class.
What does GoHighLevel do well for B2B tech funnels?
HighLevel builds websites and funnels with the same page builder, and supports split testing funnel pages. Where it stands out for B2B is what happens after the form:
- Pipelines linked to companies. Opportunities can be associated with company records, which suits deals with several stakeholders at one organization.
- Stale-deal alerts. The Stale Opportunities trigger fires when a deal sits in one stage for a set period.
- Many workflow triggers. HighLevel's trigger list covers forms, tags, pipeline stage changes, opportunity status, appointment status, customer replies, email events, inbound webhooks and Google Ads events.
- Team booking. Round robin calendars spread technical calls across team members.
- Ad conversion feedback. The Add to Google Ads workflow action sends offline conversions back to Google Ads.
HighLevel fits best if a salesperson or founder closes your deals and you want pages, CRM, booking, email, SMS and follow-up in one account. Our page on HighLevel for aerospace and space companies shows how this fits a space company. If you want to try that setup, you can start with HighLevel here (affiliate link).
Which is better for a long B2B sales cycle?
Picture a typical space deal: a program manager downloads a technical brief, books a call, brings in an engineer, asks for a proposal and goes quiet during a budget review.
- Capturing the lead: both tools handle this well.
- Booking the call: both have booking. HighLevel adds round robin for teams.
- Tracking the deal: both have pipelines. HighLevel links opportunities to company records and can alert you when a deal stalls.
- Following up for months: both run workflows. HighLevel's triggers include stage changes, opportunity status and stale deals, which map directly to a sales process.
For the funnel itself, see our space startup sales funnel guide and our space industry sales funnels service. For B2B webinars, see webinar funnels for space startups.
How do you move from ClickFunnels to GoHighLevel?
HighLevel publishes a ClickFunnels to HighLevel migration guide covering courses, products, payment integrations, forms, websites and funnels, stores, email marketing and contacts. It also has a funnel importer that works for ClickFunnels Classic and 2.0 funnel pages, one funnel step at a time using the live page link. HighLevel notes that ClickFunnels membership areas don't import this way and need rebuilding in HighLevel's Memberships tool.
A sensible order:
- Export contacts and note tags.
- Import funnel pages one step at a time, then check them on mobile.
- Rebuild forms and the follow-up workflows behind them.
- Reconnect payment, domain and email authentication.
- Run both briefly until leads flow correctly.
Which should you choose?
Choose ClickFunnels if:
- Most revenue comes from online checkout, programs or subscriptions.
- Upsells, order bumps, courses and community matter most.
- You don't need a sales team pipeline with company records.
Choose HighLevel if:
- A sales conversation closes your deals.
- You need pipelines, company records, stale-deal alerts and team booking.
- You want phone and SMS alongside email in the same account.
- You'd like pages, CRM and automation in one place.
If HighLevel is the better fit, you can open a HighLevel account (affiliate link) and check current terms on HighLevel's site. Our best CRM for space startups guide covers more options. Our GoHighLevel alternatives guide compares more tools side by side.
Frequently asked questions
Is GoHighLevel better than ClickFunnels?
Neither is better for everyone. ClickFunnels is built around funnels and online selling. HighLevel is built as an all-in-one CRM, marketing and automation platform, which usually suits B2B companies with a sales team.
Does ClickFunnels have a CRM?
Yes. ClickFunnels describes a CRM built around your funnel, with MessageHub for messages, an Appointments app and an Opportunities app for tracking leads through stages.
Can GoHighLevel import ClickFunnels funnels?
Yes. HighLevel's importer brings in ClickFunnels Classic and 2.0 funnel pages one step at a time using the live page link. Membership areas need rebuilding manually.
Which is better for B2B companies?
For B2B companies with long sales cycles, HighLevel usually fits better because of its pipelines linked to company records, stale-deal alerts and team booking. ClickFunnels suits B2B offers sold through online checkout.
Can I use both ClickFunnels and GoHighLevel?
You can, but running two systems means syncing contacts and automations between them. Most small teams are better off choosing one.
Want this built for your space company?
Book a free Growth Audit. On a free 20-minute call, we look at your marketing and sales, find the step that is holding growth back and show you what we would do first.
