Portal Audit & Analysis

Why Bother with a HubSpot Portal Audit?

You’ve got HubSpot up and running—awesome. But let's be real: is it firing on all cylinders, or is it more like a high-performance race car running off the track? If things feel a bit off, don't worry. You're not alone, Cultivate is here to help you get back on track.

Here’s the thing: Too many people treat CRM like a one-size-fits-all solution. They assume that just because the software can do everything, it automatically will. But here’s the catch:

It’s not the software that causes CRM failures. It’s the people.

When new people join your company, or existing colleagues have their own way of working, the software may be used in various/different ways. Ultimately, this leads to misalignment of data across the software, no standardization in the way HubSpot is used, and integrations might go haywire.

The Goal?

To align your HubSpot portal with your business objectives, streamline your processes and ensure you're getting the most bang for your buck. Whether you're a seasoned pro or just starting out, our audit will provide actionable insights to elevate your HubSpot game.

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Hubspot Portal Audit

What’s in the HubSpot Portal Audit?

This is where our HubSpot Portal Audit comes in. Cultivate will evaluate every Hub available in your portal, review how your team is using its tools and recommend opportunities for improvement.

Our audit is an end-to-end review of your HubSpot account designed to identify what’s working, what’s broken and what’s being underused. From misfiring workflows and outdated contact properties to disconnected tools and unreliable data, we bring the issues to the surface so you can focus on what matters most.

Below, you’ll find our HubSpot audit process broken into 11 key areas. These areas help us uncover gaps in how your portal is configured and used, while identifying opportunities to improve your data, processes, reporting, integrations and overall platform performance.

The audit also includes an AI Readiness Evaluation. We assess the areas reviewed throughout the audit through an AI readiness lens to determine whether your HubSpot data, processes and technology are prepared to support AI-powered tools and agents—and which foundational improvements should be prioritized before they are activated.

Reviewing all 11 areas may seem daunting at first, so we’ve broken each one into specific questions and items to assess. This makes the process more manageable and gives your team a clear path toward a healthier, more effective and AI-ready HubSpot portal.

When we deliver your HubSpot Portal Audit results, they'll include clearly outlined, actionable recommendations categorized by priority:

This will help you set priorities for your HubSpot optimization project and see an immediate impact. However, it's important to be completely transparent and honest with your feedback. If there’s even a little snag disrupting the workflow of your colleagues, this needs to be looked into and actioned.

1. Companies & Contacts:

The first key area to dive into is to check all your company and contact records and properties in the CRM to assess completeness and data hygiene.

Key questions to answer

Is the number of company records data complete and accurate?
Are there any inconsistencies in your company's records data?
Are best practices followed for managing the number of company records?
Are contact records properly segmented and tagged?
Do contacts have complete details such as email and phone number?
Are only relevant contacts marked as marketing contacts?
Is there a clear process for determining marketing contacts?
Are marketing contacts reviewed and updated regularly?
Are company properties standardized and used consistently?
Are unnecessary or duplicate properties removed?
Do properties align with the company’s reporting needs?
Are there any missing or incorrect associations causing reporting issues?

2. Deals:

Is your sales pipeline flowing like a dream?

We’ll dive into how your sales team is managing deal properties within your HubSpot portal. It will help identify pipelines that need updating, any inefficiencies within your sales process and the questions you need to ask to rectify these.

Key questions to answer

3. Custom Objects:

Custom objects allow businesses to manage unique data outside of standard HubSpot objects. If you are using custom objects, we’ll assess if they are correctly structured to support your business operations and enriched appropriately.

Key questions to answer

4. Forms & Landing Pages:

We’ll review your landing pages and forms to ensure they are structured to best practices. We look to find duplicate or unnecessary forms, and ensure all your forms are effectively tracking lead generation.

Key questions to answer

Are all forms capturing leads effectively?
Are all forms currently in use?
Can some inactive forms be deleted?
Are some forms redundant?
Are there underperforming forms that need to be reviewed?
Do forms link to any workflows?
Should additional automation be implemented to improve efficiency?
Is there a clear naming convention for all forms?
Should any forms be renamed for better clarity and organization?
Are form notifications sent to correct sales and marketing teams?
Are all landing pages still relevant, or can some be removed?
Are there unpublished pages that should be repurposed or deleted?
Do all landing pages align with your current marketing strategy?

5. Lists:

Lists play a critical role in segmentation, automation and reporting, so it’s critical to take a deep dive into your current lists. Having too many lists, especially outdated ones, can make CRM management tough.

Key questions to answer

6. Workflows:

You can practically automate anything with HubSpot’s functionality, so it’s easy for workflows to get out of hand. We’ll dive into your workflows to identify redundant, outdated, or unnecessary workflows that may be causing inefficiencies.

Key questions to answer

Are there multiple workflows performing the same task?
Could some workflows be merged, improved, switched off or archived?
Are there workflows that no longer align with your business strategy?
Are all active workflows serving a clear purpose?
Do workflows have descriptions that are easy to understand?
Are there any workflows that HubSpot flagged as unused or needing review?
Are there workflows that should be reactivated?

7. Dashboards & Reports:

We’ll assess the current state of your dashboards and reporting to uncover opportunities for improvement—enhancing clarity, reducing clutter, and advancing your reporting capabilities.

Key questions to answer

Can report consolidation help improve data visibility and reduce CRM costs?
Are all dashboards actively used, or can some be archived?
Could some dashboards be consolidated for better efficiency?
Are all custom reports still necessary and actively used?
Could outdated or redundant reports be archived or replaced?
Are custom reports structured to support decision-making?
Are there any duplicated reports where filters could be used instead?

8. Existing Native Integrations:

We’ll review your native integrations with HubSpot to assess if all your tools play nicely together. This will help you review your existing tech stack to see if you can save money on any software and technology costs.

Key questions to answer

9. Portal Performance:

We’ll review your branding and native HubSpot settings to make sure all is set up correctly and that you are not missing any opportunities.

Key questions to answer

10. System Integrations:

We’ll examine the setup and connection with your external system integrations and your HubSpot portal. Reviewing integration ensures a well-structured tech stack.

Key questions to answer

11. AI Readiness Evaluation:

A healthy HubSpot portal is the foundation for effective AI. We’ll evaluate the areas reviewed throughout the portal audit through an AI readiness lens to determine whether your data, processes and technology are prepared to support HubSpot’s AI-powered tools and agents.

Key questions to answer

Is your CRM data complete, structured and reliable enough for AI-powered tools?
Are lifecycle stages, lead statuses and object associations clearly defined?
Is your ideal customer profile captured through standardized HubSpot properties?
Can contacts and companies be segmented based on fit, intent and engagement?
Are workflows and business processes documented and consistently followed?
Are forms capturing the qualification and consent data AI tools need?
Are reporting and attribution structures reliable enough to measure AI-driven activity?
Are integrations providing HubSpot with accurate and usable data?
Which HubSpot AI tools and agents could support your current marketing, sales and service processes?
What foundational improvements should be prioritized before activating AI agents?

PREMIUM AUDIT ADD-ON: AI STRATEGY & ACTIVATION ROADMAP

Ready to take your AI Readiness Evaluation further? Our premium add-on turns audit findings into a tailored AI strategy for your HubSpot portal.

Request a quote

We’ll identify the HubSpot AI tools and agents that best align with your business goals, team processes and current HubSpot subscription. Rather than providing a general list of available features, we’ll prioritize the tools that offer the greatest potential value for your organization and outline what needs to be completed before they can be successfully activated.

Have specific marketing, sales or service initiatives in mind? We’ll also evaluate how HubSpot’s agents, automation, intent data and AI-powered tools can work together to support those campaigns.

Additional Deliverables

Recommended HubSpot AI tools and agents, prioritized by potential value, effort and readiness
Use cases tailored to your marketing, sales and service processes
Campaign-specific recommendations for combining AI agents, workflows, segmentation, intent signals and content
Identification of foundational work required before activation
Guidance on which opportunities are ready to launch and which require additional preparation
A phased AI activation roadmap outlining recommended next steps

What is not included in the Hubspot Portal Audit:

We offer each of these services, they are just not a part of the Hubspot Portal Audit & Analysis.

HubSpot Implementation
HubSpot Training
Website Audit
Content Audit
Marketing Email Analysis

Ready to Get Expert Eyes on your HubSpot Portal?

Our team of HubSpot experts is ready to roll up our sleeves and Audit & Analyze your HubSpot portal. If you're thinking, "Yep, this is exactly what I need" — or just curious — let's chat!

HubSpot Portal Audit & Analysis Pricing: $3150

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Next steps after your HubSpot Portal Audit

We use this HubSpot Portal Audit & Analysis when creating a strategy roadmap for all of our HubSpot CRM clients, including:

Helping our clients increase their average number of deals closed per month
Training our clients in creating and routing new leads
Developing lead scoring system so your sales and marketing teams are targeting efforts
Segmenting your ideal customers and low-hanging fruit

Portal Audit & Analysis

Why Bother with a HubSpot Portal Audit?

The Goal?

Hubspot Portal Audit

What’s in the HubSpot Portal Audit?

1. Companies & Contacts:

Key questions to answer

2. Deals:

Key questions to answer

3. Custom Objects:

Key questions to answer

4. Forms & Landing Pages:

Key questions to answer

5. Lists:

Key questions to answer

6. Workflows:

Key questions to answer

7. Dashboards & Reports:

Key questions to answer

8. Existing Native Integrations:

Key questions to answer

9. Portal Performance:

Key questions to answer

10. System Integrations:

Key questions to answer

11. AI Readiness Evaluation:

Key questions to answer

PREMIUM AUDIT ADD-ON: AI STRATEGY & ACTIVATION ROADMAP

Read More

What is not included in the Hubspot Portal Audit:

Ready to Get Expert Eyes on your HubSpot Portal?

Next steps after your HubSpot Portal Audit

262-373-4000

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