HubSpot system audit

Where the portal stands

Graded against the subscription you already hold, with what we found, what it costs you today, and the order we would fix it in.

Portal 25160584 Plan Marketing Hub Enterprise Assessed 14 Oct 2026 Scored 9 of 13 areas IV-Lead HubSpot Solutions Partner (Gold)
53% Foundational

Solid underneath, thin on governance

The Salesforce join works, the database is being cleaned, and your licence already covers everything in the plan below with nothing further to buy. What is missing is ownership: too many objects nobody maintains, a few that quietly contradict each other, and almost no measurement layer on top.

9 areas scored · 2 in progress · 2 outside this subscription · bands: under 40% not ready, 40 to 69% foundational, 70%+ optimised
35k of 50k
marketing contacts in use, read live on 14 Oct
13k
contacts now on the master exclusion list
4,490
contacts at engagement level High
92
workflows, of which roughly 20 to retire
435
segments catalogued for keep, merge or retire
86%
of 22,284 contacts validated as deliverable

The single most important thing

Of everything below, this is the one we would act on first.

Act on this first

Two live workflows write the same Region field, and neither is authoritative

Whichever runs last wins, so a contact's region depends on timing rather than on a rule. Region drives who gets notified, which list a contact joins and which regional team sees the lead, so an invisible coin toss sits underneath your routing. One of the two has enrolled 117,845 records. Naming a single writer is a half-day change with no licence implication.

The 13-area scorecard

Graded 1 to 5 against best practice for the plan you hold, not against a higher tier. Each gap is classed so the three are easy to tell apart.

Area
Score
Gap
What we found
Account, plan & usageArea A
Tier
35k of 50k marketing contacts in use. Auto-renew is on and the plan continues unchanged, so you hold roughly 15k of headroom to grow into.
Users, teams & permissionsArea B
Config
No permission model and no team structure behind the HQ, US, UK and France split. The previous partner still holds access that should be withdrawn.
Security & governanceArea C
Config
Form spam protection and 90-day submission deletion are live. The Salesforce integration user was hardened before the MFA enforcement, so the sync survived it.
Data model & propertiesArea D
In progress
—
302 custom properties. The review of which are filled, duplicated or unused is the next piece of work.
Data qualityArea E
Config
Found 2,000+ duplicate pairs and 8,164 bounced records. 22,284 contacts validated at 86%, written back and demoted. Improving, but no rule yet keeps it clean by itself.
Lists & segmentationArea F
Config
435 segments with no folders and no owners, most unused in a year. Two master exclusion lists were built on 14 Oct, which closes the biggest send risk.
Automation & workflowsArea G
Config
All 92 reviewed one by one. Only 26 are live and 20 of those just read and write properties rather than doing any marketing. Two live ones write the same field.
Integrations & syncArea H
Config
Contact sync is healthy. Two open items: the Opportunity sync has never been switched on, and a missing picklist value blocked a recent import without reporting an error.
Reporting & dashboardsArea I
In progress
—
A marketing-contacts dashboard is now in use. Beyond it there is no reporting layer anyone relies on. Weekly territory reports are the agreed starting point.
MarketingArea J · pillar
Adoption
Measurement standardised on unique contacts, and a resend to non-openers took the open rate from about 7% to 12% on the same audience. Of 68 forms, ten carry about 95% of submissions and 27 have never had one. Attribution is not yet wired.
SalesArea K · pillar
Not in scope
No Sales Hub
Salesforce carries the sales process. Nothing to grade here, and it is why sequences are not available for one-to-one outreach.
Service & supportArea L · pillar
Not in scope
Not subscribed
Noted rather than counted against you.
Feature adoptionArea M · value lens
Adoption
5,000 AI credits a month sit essentially unused, which is a deliberate compliance choice rather than neglect. The gap worth closing is the Enterprise reporting and attribution you already pay for and do not yet use.

Score 1 absent, 5 best practice for your plan · Config you hold the licence, it needs setting up correctly · Adoption configured but unused, so enablement rather than building · Tier a commercial choice, never counted as a fault.

Three quick wins

High impact, small effort, no licence change, nothing waiting on anything else.

1One writer for Region

Retire the duplicate and name a single source. Routing and regional notifications become predictable, and everything downstream gets more reliable at once.

2A deliberate rule for marketing contacts

One place decides who counts, with an alert before the cap is approached. Imports then promote contacts on purpose rather than by default, which keeps the billed figure honest.

3Form notifications to current role-holders

Several still reach people who have changed roles, so some enquiries arrive where nobody is looking. A 24-hour alert for any unowned lead closes the rest.

Changed in the portal on 14 October

Made live together in session, with your sign-off at each step.

Exclusion list, all database. Hard and soft bounces, unsubscribes and opt-outs, plus every address validation marked invalid, do-not-email or abuse. Now applied to every send.
Live
Exclusion list, optional. Catch-all and unknown addresses, about 1,000 contacts. Worth excluding on EU sends in particular.
Live
Marketing-contacts dashboard opened, so the billed figure can be watched directly rather than asked for.
Live
Data enrichment switched off across the account on compliance grounds, with the content assistant kept under review.
Confirming in writing
A misleading helper list retired. A static list of ours, scoped to one batch despite its name, is what let 130 bounces through on the last send. That was ours, and the exclusion lists above replace it.
Held for your OK

Now, next, later

Foundations before anything built on top of them. Every item is covered by the licence you already hold.

Now

October and November

  • One writer for Region, duplicate retired
  • A marketing-contact rule with a cap alert
  • Bounce demotion and workflow health alerts
  • Form routing with a fallback owner
  • Resend and batch sending as reusable modules
  • The Remove lists reviewed and deletions approved

Next

December and January

  • Weekly territory reports by email
  • Attribution wired: emails and ads to campaigns, link-level clicks, brochure downloads
  • Lead Source normalised, around 17,000 blank or cold-call values
  • Properties and segments cleaned against the saved views
  • Forms consolidated onto four templates with conditional questions
  • Opportunity sync designed with Salesforce, plus a sync-error queue

Later

2027

  • Validation on every new contact, so quality is preventive
  • Engagement scoring once the basics are steady
  • Guarded re-engagement of dormant records
  • Top-engaging contacts and campaigns checked against Salesforce
  • HQ approval flow and regional team seats

What we need from you

Each unblocks something specific.

  1. Review the Remove views in Workflows, Segments, Forms and Properties, and approve the deletions. Nothing is deleted without that. One note: removing a form also removes its submissions log, so we export first where it matters.
  2. Brief the teams on the exclusion rule so every send starts from the master list.
  3. Confirm which AI features stay on, if any. Enrichment is off; the content assistant is your call.
  4. Go-ahead on the bounce clean-up tracks : clean the dead records, re-prospect the real target companies, prevent recurrence.
  5. Sign-off on the ten draft forms and nurture templates , built and waiting.
  6. The missing Field of Interest value in Salesforce, with Ran , so imports stop failing silently.
  7. Confirmation of the renewal price and discount, with Ran. Auto-renew settles the plan, not necessarily the rate.