Tech Stack Audit
- Do you maintain a documented list of all systems in your tech stack?
- Do you have a tech stack diagram, including integrations?
- Is your ERP system integrated with HubSpot?
- Is your customer support platform integrated with HubSpot?
- Are your transaction and marketing emails syncing with HubSpot?
- Are your financial systems sharing data with HubSpot?
- Are you using APIs to push data from external tools into HubSpot?
- Is your website CMS connected to HubSpot for behavioral tracking?
- Do you have a centralized dashboard to view data flow between systems?
Data Quality & Cleanliness
- Are contact records regularly audited for missing information?
- Do you have mandatory fields in place for key CRM objects?
- Are you using automated tools or workflows to detect and flag incomplete records?
- Are you using HubSpot’s duplicate management tool regularly?
- Is there a naming convention in place for contact and company records?
- Do you have a workflow to auto-format phone numbers, states, and dates?
- Do you restrict data input to dropdowns, radio buttons, or checkboxes?
- Do you use data validation rules or custom code to restrict bad inputs?
- Do you regularly enrich records using external tools or integrations?
- Do you use lifecycle stage changes to trigger data completion workflows?
Data Structure & Organization
- Have you mapped out your object model across the CRM (contacts, companies, deals, tickets)?
- Are all contacts correctly associated with their companies and deals?
- Do you enforce consistency in how company records are structured?
- Do your deals follow a standardized pipeline structure?
- Do you use standardized naming conventions for all custom properties?
- Are picklists and dropdowns consistent across different object types?
- Have you documented property definitions and usage internally?
- Are custom fields clearly grouped and labeled for usability?
- Are you leveraging calculated properties for summarizing structured data?
- Are properties standardized across integrations and external tools?
Volume & Enrichment
- Do you have enough contact records to support pattern recognition?
- Is your HubSpot CRM capturing data from web forms, chat, and manual entry?
- Do you enrich data with company info from tools like Clearbit or ZoomInfo?
- Are your contact records enriched with job title, location, and company data?
- Do you collect and log customer interactions across multiple channels?
- Are custom data fields regularly populated through API or integration syncs?
- Do you track historical data changes over time in your CRM?
- Do you maintain a consistent taxonomy for industries, roles, and regions?
- Are all lead and customer sources accurately captured and categorized?
- Is HubSpot Deep Research enabled and trained to enrich missing contact data?
Governance & Maintenance
- Do you conduct monthly or quarterly audits of your CRM data?
- Do you monitor data hygiene metrics with a dashboard or report?
- Do you have a data governance policy in place?
- Are your teams trained on how to properly enter and maintain data?
- Do you have role-based access and data permission controls in place?
- Is there a documented escalation process for data issues?
- Are you archiving or cleaning old and inactive data periodically?
- Do you track compliance with privacy standards (e.g. GDPR, CCPA)?
- Do you have a centralized documentation hub for your data procedures?
- Are AI-specific data requirements tracked and maintained proactively?
