9,068 contacts with no owner
A large portion of the contact database had no clear ownership, limiting accountability and reporting value.
CASE STUDY · INDEPENDENT CRM AUDIT
Turning a complex HubSpot portal into a practical improvement roadmap.
An independent HubSpot audit focused on data quality, ownership, CRM structure, platform usage and the operational issues affecting reporting and day-to-day reliability.
HubSpot Audit
Data Quality
Governance
Reporting
Roadmap
THE PORTAL
Marketing Hub Professional + Sales Hub Professional
THE SCALE
12,475 Contacts · 5,662 Companies · 209 Deals
THE GOAL
Identify the highest-impact issues and turn them into a prioritised roadmap
The portal was active, but the underlying data quality was making it harder to trust.
The business already had a substantial HubSpot setup, but the audit showed that ownership, duplicate records, data consistency and portal usage needed attention before the CRM could become a more reliable operational system.
The purpose of the audit was not simply to produce a list of settings to change. It was to understand which issues were affecting sales visibility, reporting, marketing usage and future automation.
A few numbers immediately showed where the risk was building.
117 duplicate companies
Duplicate company records created unnecessary fragmentation and increased the chance of inconsistent reporting and activity history.
8,000 of 12,000 marketing contacts used
Marketing contact usage needed to be reviewed alongside segmentation, data hygiene and future growth.
112,000 of 120,000 marketing emails used
Email usage was already high enough that efficiency, targeting and data quality mattered operationally, not just administratively.
Review the portal in the context of how the business actually uses it.
CRM structure and record quality
Reviewed Contacts, Companies and Deals, with attention to duplicates, ownership, record consistency and how information was being stored.
Marketing and platform usage
Reviewed marketing contact usage, email volume and how the portal was being used relative to the available HubSpot subscription.
Reporting and operational visibility
Looked at the extent to which current data structure and ownership could support reliable reporting and decision-making.
Prioritised roadmap
Translated the findings into a practical roadmap so the business could separate urgent clean-up work from longer-term CRM and process improvements.
THE DELIVERABLE
An audit designed to support action, not just identify problems.
The final deliverable was an Audit & Roadmap document that brought the most important issues together, explained why they mattered and set out the practical order in which they should be addressed.
The result was a clearer picture of the portal's current state and a structured basis for future clean-up, reporting, governance and CRM optimisation work.
A useful CRM audit should connect data quality to operational consequences.
Duplicate records, missing ownership and high platform usage are not isolated admin issues. They affect reporting, automation, sales accountability, marketing efficiency and the reliability of the CRM as a business system.
Explore CRM & data support →NOT SURE WHAT NEEDS FIXING FIRST?
Start with the areas of the CRM you trust the least.
If ownership, reporting, duplicates or data quality are already causing uncertainty, the next step is to understand the underlying structure and prioritise the work.