The Secret to Scaling Sales & Marketing? Audit, Align, Automate
Behind the Dashboard: What a HubSpot Audit Revealed About Sales & Marketing Gaps
This growing health and wellness brand had adopted HubSpot to support sales and marketing, but due to an incomplete configuration, they struggled with unreliable reporting and missed out on key automation benefits.
Actors:
- Marketing vendor team
Objectives:
✅ 1. Evaluate Current Platform Usage
Assess how effectively the organization was using HubSpot across marketing, sales, and CRM functions, including what had been implemented, what was underutilized, and what was missing.
✅ 2. Identify Gaps and Inefficiencies
Pinpoint issues such as data quality problems, incomplete integrations, inconsistent processes, and underused features that were hindering performance or creating unnecessary manual work.
✅ 3. Improve Data Accuracy and Reporting
Analyze discrepancies between HubSpot and Google Analytics, and recommend adjustments to improve alignment, attribution clarity, and the reliability of campaign and performance reporting.
✅ 4. Recommend Best Practices and Enhancements
Provide specific, actionable recommendations to optimize workflows, strengthen lead management, and increase the ROI of sales and marketing activities—both short-term improvements and long-term enhancements.
✅ 5. Increase Adoption and System Efficiency
Encourage deeper platform adoption by outlining how users (especially sales and marketing teams) could better leverage available HubSpot tools to streamline tasks, automate follow-ups, and support customer engagement.
✅ 6. Support Scalable Growth
Develop a roadmap for configuring HubSpot in a way that supports future expansion, including automation strategies, contact management, campaign performance tracking, and integration opportunities.
Challenge:
The client suspected that their HubSpot platform was not delivering full value. Key concerns included discrepancies in analytics, manual and inconsistent sales processes, unclear campaign reporting, and data quality issues from past bulk imports. They also had plans to scale outbound marketing, but lacked clarity on marketing contact segmentation and compliance.Approach:
A full platform audit was conducted to assess current usage and identify gaps. The audit reviewed analytics integrations, connected apps, CRM structure, marketing automation, campaign tracking, contact management, and sales enablement features.
Key Findings & Pain Points Identified:
- Analytics Misalignment: Discrepancies between HubSpot and Google Analytics due to differing tracking methods, attribution models, and time zones.
- Underutilized Integrations: Connected data tools were either underused or not fully configured.
- Sales Process Gaps: SalesHub was minimally adopted, with no templates, snippets, tasks, or cadences in place to improve operational efficiencies.
- Data Quality Issues: Bulk imports had led to property mismatches and duplicates. Many contacts lacked essential data like phone numbers or assigned owners.
- Ineffective Campaign Reporting: Assets like follow-up emails and landing pages were not consistently grouped in campaigns, limiting performance analysis.
- Compliance Concerns: Forms were not set up to collect consent, risking email compliance issues.
Recommendations & Solutions:
- Troubleshoot and optimize third-party app integrations, or recommend more effective alternatives.
- Build out structured sales processes in HubSpot using templates, email cadences, task automation, and custom views.
- Train team members on correct data import processes and implement cleanup routines to improve CRM quality.
- Enhance campaign reporting by ensuring all related assets are linked to each campaign for accurate performance metrics.
- Update forms to include opt-in consent and automate marketing contact designation.
- Create user teams and apply presets for dashboards, email signatures, and workflow triggers.
Results
The audit provided a clear roadmap for improving sales and marketing operations within HubSpot. The client gained clarity on how to fully leverage the platform, reduce manual work, and create scalable systems for lead management and reporting.