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HubSpot Audit: 4 Ways to Optimize Your CRM [Updated]

HubSpot Audit: 4 Ways to Optimize Your CRM [Updated]

Michael Thebeau
December 22, 2022

Trying to decide which CMS is right for your website?

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New year, new me. Most everyone sets a few goals for themselves when the new year comes. We want to learn a new skill, work out more, take more time for the family, etc.

Realistically your business likely operates similarly. Most companies set annual goals, revenue goals, and new product or service launches. That said, one of the best things you can do for yourself and your business is slow down to speed up. Take some time to review your data, improve your processes, and clean up your CRM and database.

Like most software — HubSpot can be a bit overwhelming. If you don't constantly manage your data, automation, operations, and processes, it can quickly get out of control. A HubSpot audit can identify areas you can make changes to that will optimize your HubSpot portal. Here are a few recommendations on how to clean up your HubSpot CRM and take back control of your portal.

Find out how not getting a HubSpot Audit is the #1 mistake users make.

Review Your HubSpot Dashboards

Your dashboards should offer a clear snapshot of your most important data. Often people run into the issue of using old dashboards that no longer measure the correct or key data, or they use out-of-the-box dashboards that may not paint the full picture. Thus, here are a couple reasons why reviewing your current dashboards is crucial:

First, you want to make sure that the information being displayed is correct. Any software can run into reporting issues or connection issues. Thus, you must ensure that the information being pulled is accurate, up to date, and actually measuring what you think it's measuring.

Second, HubSpot gives you the ability to create custom dashboards as your KPIs are going to vary, and no two businesses are the same. Ensure that the information being reported on your dashboards is vital information for your business that should be reviewed daily.


Make data-driven improvements to your website.

If you are using the HubSpot CMS in any capacity, or building landing pages, forms, or a blog through HubSpot — take time to look at the data and make improvements where necessary. These are often some of the most neglected parts of marketing, although they are some of, if not the most important digital assets for your business. While exploring these various pieces, look for ways to increase traffic, improve CTA's, repurpose content, drive conversions, etc.

The Secret to Scoring an A on a Website Performance Test


Update your contact database.

Most CRMs are littered with old contacts. Some that you have no idea how they even made their way into your database in the first place. Clean out those old contacts that are just taking up space (especially if you pay on a per-contact basis). Give yourself more space to add new contacts. Most importantly, as you clear out old or mysterious contacts, be attentive to some of the contacts or companies you should follow up with. Prospects who went dark, customers you haven’t talked to in a while, previous customers, contacts with uncompleted tasks, etc. By cleaning out your CRM, you're sure to uncover some old gems.

Related reading about the importance of data hygiene


Evaluate your processes and tools.

Process review is somewhat of a broad term — however, I want it to cover all additional processes that are running in your HubSpot portal. If your marketing team is running workflows, take a look at them to see if improvements can be made in automation, wording, cadence, or offerings. Where can you drive people to new content, new pages, and new forms and really boost those conversions?

6 Mistakes You're Making with HubSpot Workflows

Similarly, if the sales team has been using the same boring sequences for the past year, it's likely time to update them. How is your chatbot working? Have you adopted quotes, service tickets, or other additional tools HubSpot is offering? Figure out what tools you're not using or maybe which tools you can utilize better.

These are just a few ideas on how to get the most out of your HubSpot portal. It's amazing what a refresh will do for you and your company. This cleanup will not only give you peace of mind and a clear head to hit the ground running in the new year, but you'll also see some immediate impact on your business as you have taken back control over your database.


Don't let your HubSpot investment go to waste.

HubSpot is the heartbeat of your inbound marketing team. If you aren't using it to its full potential, you are missing out on potential leads and revenue. 

In some situations, it's critical that you carry out a HubSpot audit sooner rather than later. If your organization is experiencing any of the following problems, it's crucial that an audit is a priority on your to-do list:

  • Taking over an existing portal.
  • Experiencing issues with documents, systems, and organizing files.
  • Missing marketing and sales opportunities.
  • Added new members to your marketing and sales teams.
  • Technical problems you can't figure out.

A HubSpot audit isn't a one-time deal. We recommend you have one done annually as a lot can change in just 12 months in your portal. Our HubSpot experts are experienced at identifying areas of opportunity in your HubSpot portal. New call-to-action

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