A CRM audit for HubSpot

Where HubSpot programmes drift

Common HubSpot problems the audit finds

• Workflows built by whoever needed one at the time, now enrolling the same contacts twice.
• Active lists nobody remembers building, still feeding sends.
• Lifecycle stages set once and never updated, so the emails don't match where people really are.
• Subscription types set up loosely, so people get emails they never asked for.
• Sales sequences and marketing emails landing on the same person in the same week.
• Attribution that credits email with every deal it touched, so nobody knows what email adds.

What the audit looks at in HubSpot

Workflows

Every active workflow: enrolment triggers, re-enrolment, branches, and what happens when people don't do the thing you wanted.

Lists and properties

Active and static lists, contact properties and lifecycle stages. What you use, and what's missing that would change what you send.

Emails and channels

Marketing emails, sales sequences, SMS and anything else that reaches the same person. Whether each one has a job, and how they work together.

Consent

Subscription types, marketing contact status and how opt-ins are recorded. Checked against UK GDPR and PECR.

Deliverability

Your sending domain and authentication (SPF, DKIM, DMARC), and your spam complaint rate against Gmail and Yahoo's sender rules.

Measurement

What HubSpot's attribution counts, and what it can't tell you. The Holdout Calculator works out how big a fair holdout test needs to be.

How a HubSpot audit works

I've worked hands-on in HubSpot, so the audit comes from someone who knows where things hide in a portal. It's about the marketing side: what your customers receive. If you need your sales pipeline or deal stages tidied up, that's a different job. We usually work inside your HubSpot portal, with access agreed up front, or alongside your team if they'd rather make the changes. You get a plan in order of impact: what's going on, why it matters and what to do first.

He brings a thoughtful, solutions-focused approach to his work, takes ownership of challenges and consistently gets the best out of those around him.

Thomas Andrews, Application Specialist

Questions about a HubSpot audit

Is this a HubSpot account audit?

Yes, and a bit more. It covers how your HubSpot portal is set up, and also what customers actually receive across every channel, because most problems sit between the settings and the inbox.

Do you need access to our account?

Usually, yes: a user with view-only permissions is enough for most of it, agreed up front. If you'd rather not share access, we can work from exports and screen shares with your team.

Can you fix what you find, or only point at it?

Both. You can run with the plan yourselves, or have us build it with your team, agency or platform partner. If you need a HubSpot consultant for longer, see interim and fractional CRM leadership.

The full CRM audit: what you get, and how it works · The CRM audit checklist