Enterprise HubSpot Audit – Optimization For Performance, Integration, And Efficiency

Overview:
I conducted a comprehensive enterprise-level HubSpot portal audit to assess platform health, system alignment, and operational efficiency across marketing, sales, and service hubs. The goal was to uncover opportunities for performance improvement, ensure proper system integration, and establish best-practice frameworks for sustainable, scalable operations.

Objectives:

• Identify gaps in portal configuration, data governance, and integration setup.

• Optimize the use of HubSpot’s native tools for campaign management, analytics, and automation.

• Align marketing operations processes with organizational goals and Salesforce CRM architecture.

• Provide actionable recommendations to streamline performance and enable data-driven decision-making.

Audit Scope & Deliverables:
The audit covered a full review of account settings, integrations, tracking, object properties, forms, CTAs, emails, ads, and campaign structures.

Key deliverables included:

• Campaign Tool Optimization: Established naming conventions and custom views to improve organization, asset attribution, and campaign reporting.

• App & Integration Cleanup: Identified and removed unused integrations, improving portal speed and data hygiene.

• Salesforce Integration Review: Recommended leveraging the native Salesforce integration app to replace custom APIs, enhancing sync reliability and usability.

• Data Mapping Improvements: Expanded mapped fields to strengthen segmentation and targeting capabilities.

• Process Frameworks: Developed processes for campaign creation, management, and lifecycle governance to improve consistency and accountability across teams.

Impact:
This audit provided a clear roadmap for improving HubSpot adoption and performance at scale. It resulted in cleaner data, more reliable integrations, and measurable improvements in marketing efficiency and reporting accuracy. The client was equipped with a prioritized implementation plan, documentation, and process templates to maintain long-term CRM health.

Example Pages from Audit: