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.
Hubspot Portal Audit
What’s in the HubSpot Portal Audit?
This is where our HubSpot Portal Audit comes in— Cultivate will evaluate every Hub (limited to Hubs available in your portal). We’ll look at how you are using your toolkit and suggest improvements. When we audit your HubSpot portal, it’s an end-to-end review to identify what’s working, what’s broken, and what’s being underused inside your HubSpot CRM portals and account. From misfiring workflows to outdated contact properties and disconnected tools, the HubSpot Portal Audit brings the issues to the surface so you can fix what matters most.
Below you’ll find our HubSpot audit process, broken into 10 key areas, to uncover the pitfalls in the ways you’re using HubSpot and how you can begin optimizing your portal for your business.
Auditing all 10 key areas may seem daunting at first, but we have broken this down into specific items to look at and review to make the task more manageable.
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.
- 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.
- Are there any duplicate deal records that need merging or enrichment?
- Are best practices followed for managing deal properties efficiently?
- Are deals linked to contacts or companies?
- Are there gaps in deal associations?
- Are there abandoned deals that should be marked as closed-lost?
- Do deal stages clearly represent key moments in the sales journey?
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.
- Are they set up to support your unique processes?
- Do custom objects integrate smoothly with standard objects?
- Are there any unnecessary custom objects that can be removed or consolidated?
- Are custom objects correctly linked to contacts, companies or deals?
- Are any associations missing or incorrectly set up?
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.
- 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.
- Are all lists currently in use, can some be archived?
- Do existing lists align with marketing strategy?
- Could merging similar lists improve CRM organization?
- Are your segments sharp and purposeful?
- Are there any static lists that no longer serve a purpose?
- Do static lists need to be updated/deleted?
- Are there any static lists within any active automated workflows?
- Is there a clear naming convention?
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.
- 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.
- 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.
- Are all integrations currently in use and necessary?
- Are all integrations setup correctly?
- Are there any integrations that could be removed or optimized?
- Are there any reporting errors or issues?
- Do these errors affect data flow?
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.
- Have company details and branding been fully setup?
- Are all system settings configured correctly?
- Are there any incomplete fields in the HubSpot settings?
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.
- What external systems are currently integrated with HubSpot?
- Are integrations correctly set up to ensure seamless data flow?
- Can any systems be consolidated to reduce complexity?
- What role do each of the systems play?
- Could HubSpot replace any of these systems to streamline?
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: $2100
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