Audit Executive Summary · Confidential

Consolidated summary

What's working, what isn't, and who should fix it.

A single view pulling together the HubSpot structure review and marketing audit into what matters: what's genuinely working well, where the gaps are, and - for every fix - whether it's something Notify's own team can knock out directly, or where RevOps Hub is better placed to lead.

Prepared by
RevOps Hub
Prepared for
Notify Technology
Portal
2915577
Date
12 August 2026
5
Things genuinely working well
8
Priority improvement areas
9
Do-it-yourself fixes identified
7
Hybrid fixes (data + decision)
12
Where RevOps Hub can lead

The proposal

How we turn the audit into delivery

The audit findings below become a phased programme of work. Each phase splits into two lanes: what RevOps Hub will do - the build work, new process design and automation - and what Notify will do - the hygiene and decision work that's faster and cheaper handled in-house, and which the build work depends on. Both lanes run in parallel within the month.

Month 1

Foundations: scoring, handoff and reactivation

The core of the engagement objective - one trusted score, an explicit MQL → Sales handoff, and closed-lost reactivation live - closed out with an in-person workshop to align both teams.

£4,500+VAT
est. 30 hours. Accommodation & travel for workshop are included in the cost.

What RevOps Hub will do

6 items
  • Build a proper lead & engagement scoring modelReplace the six-plus overlapping scoring systems on Contact with a single fit + engagement score the whole team trusts, including negative scoring and a defined MQL threshold.
  • Document & implement the Marketing → Sales handoffDefinitions, entry criteria, responsibilities and target SLAs for the lead → pipeline process, so handoff is explicit rather than tribal knowledge.
  • Standardise the freetext lead_source field into a clean picklist121 distinct values today, mixing real source channels with individual event names. Taxonomy design plus a bulk clean-up of existing records.
  • Build the closed-lost reactivation workflows segmented by loss reasonShorter-cadence follow-up for timing and ghosting losses - your largest loss category - and competitor-loss reactivation timed to likely incumbent renewal windows.
  • Automate the company & contact enrichment processClose the data-coverage gaps (1,299 contacts with no name, plus phone and job title gaps) automatically at the point records enter the CRM, rather than as repeated one-off fixes.
  • Run a 4-hour in-person Marketing & Sales workshopReview the above with both teams, fill any remaining process gaps and agree proposed improvements before anything is locked in.

What Notify will do

4 items
  • Clean up the backlog of untouched leads and stale dealsQualify, disqualify or delete - particularly aged deals sitting under an inactive owner.
  • Reassign all records owned by inactive users to active reps331 open Sales Pipeline deals sit under one inactive owner alone; nothing moves on them until they're reassigned.
  • Remove clearly redundant Company records with no name and no contactsA meaningful share of the 1,552 nameless companies have no associated contacts - safe to bulk-delete after a quick check.
  • Standardise on the newest closed-lost-reason field (v3)Freeze the two older coexisting versions and backfill onto v3 - this is what the reactivation workflows will segment on.
Month 2

Intent, outreach and automation

With the funnel foundations in place, month two turns signals into action - intent tracking on Target Accounts, automated outreach enrolment, and the first AI agents working in the team's day-to-day.

£3,000+VAT
est. 20 hours

What RevOps Hub will do

4 items
  • Enable AI & automation, starting with quick-win agentsData agents aren't switched on anywhere in the portal yet. Prospect Research (auto-briefing reps before a call) and Deal Scoring (flagging at-risk or high-propensity deals) are quick to stand up and give an immediate lift.
  • Intent signals & automated follow-upSet up intent tracking of Target Accounts and automated contact creation for intent signals.
  • Automated outreachBuild outreach sequences and set up automated enrolment of contacts based on intent signals and personas.
  • Implement contract signature & managementDefine the contract lifecycle on Deal - terms, signature status and renewal dates - so a closed deal is more than just a close date. [if hours left after other deliverables]

What Notify will do

4 items
  • Review and realign the Target Account list against actual sales activityOnly 7% of New Business activity is happening on the 2,155 flagged Target Accounts - decide whether the list is mistargeted, reps aren't prioritising it, or both.
  • Archive the stale, cold, purchased import listsSeveral lists score "BAD" on open rate and are dragging down blended deliverability.
  • Retire the dead legacy "Leadin" fields and dormant Chargebee fieldsTen hashed Leadin properties and ~24 unused Chargebee billing fields on Contact are safe to archive.
  • Retroactively tag the ~370 untagged marketing emails to campaigns41% of marketing emails carry no campaign tag; many can be matched to the right quarterly campaign from send date and name alone.
Later

The next wave

Higher-effort integration and process work that isn't needed to hit the MQL → SQL target, but is the logical next step once months one and two are bedded in. Delivered against hourly bundles as capacity allows.

Bundles
from £1,500 +VAT · see below

What RevOps Hub will do

6 items
  • Design and implement a real webinar/event registration & attendance processConnect the webinar platform to HubSpot's native Marketing Events object - currently zero records - so registration, attendance and no-shows feed engagement scoring automatically.
  • Build an end-to-end campaign tracking frameworkConnect ad spend (Google Ads and ChatGPT Ads currently show £0 logged) into HubSpot campaign reporting so ROI can be measured from the CRM.
  • Improve NPS trackingEither a single field with history tracking or a lightweight custom object holding one row per score - replacing the 14 separate quarterly snapshot properties with one place to see the trend over time.
  • Automate the NPS detractor follow-up workflowDetractor follow-up happens today, but manually. Automate it and connect ticket/NPS signals into the same engagement scoring model feeding Marketing and Sales.
  • Implement contract signature & management toolingA DocuSign/PandaDoc-style integration on top of the Month 2 contract lifecycle work.
  • Build a proper Xero ↔ HubSpot syncOnly 215 of 34,350 companies (0.6%) are linked to Xero against 1,331 closed-won deals - invoicing and billing data is effectively siloed from the CRM.

What Notify will do

3 items
  • Triage the long tail of aged tickets sitting in intermediate stagesStages like "3rd Line Devs Review" and "Waiting on Us" hold tickets that need a nudge or a close-out.
  • Consolidate the two competing "MRR total" propertiesBoth are populated on 0.6% of companies and don't fully overlap - align on one clean revenue rollup.
  • Spot-check PO-required-for-billing flags for consistencyLow effort, but worth confirming before the flag is relied on for invoicing decisions.

Investment

Month 1
£4,500+VAT
Estimated 30 hours of work, including travel and accommodation for the on-site Marketing & Sales workshop.
Month 2
£3,000+VAT
Estimated 20 hours of work.
Following months
10-hour bundle£1,500+VAT
20-hour bundle£2,500+VAT
Drawn down against the later tasks above, at whatever pace suits.

Months 1 and 2 total £7,500 +VAT. All prices exclude VAT. Hourly bundles are optional and only start once the first two months are complete.

What I saw that I really liked

Real strengths worth building on

Not everything in this portal needs fixing - several things are already in genuinely good shape, and any changes below should build on these rather than replace them.

✓

NPS surveys are live, and detractors get followed up

Quarterly NPS is genuinely being collected and detractors are being actioned - though today that follow-up is a manual process rather than a tracked workflow (see "somewhere in between" below).

✓

Marketing email deliverability & engagement are strong

No month scored "bad" overall in the last 6 months, hard-bounce health is consistently good, and the best months (January, May) show genuinely strong open and click rates.

✓

Naming conventions for marketing assets & campaigns are good

Campaigns follow a clean, consistent quarterly convention (Q1 FY25 Marketing → Q2 FY27 Marketing) that makes the portal easy to navigate - a foundation a lot of portals this size don't have.

✓

Brand Kit is set up

Marketing has a consistent brand foundation to design from.

✓

Customer ticketing is properly set up

1,650 tickets running through a real multi-stage pipeline (onboarding, build, 3rd-line dev review, sign-off) - this is a mature service-delivery process, not a bare-bones support inbox.

Where you could improve

The eight areas worth prioritising

These are the headline gaps found across both audits - each one is unpacked into concrete fixes in the breakdown below.

!

Lead scoring & prioritisation

Six-plus overlapping scoring systems exist on Contact at once - nobody can tell which number is "the" score without institutional knowledge.

!

Intent signals aren't really switched on

HubSpot's native intent-tracking properties exist but are enabled on just 12 of 34,350 companies, with only 1 company showing any recorded signal and 0 contacts enabled - effectively a pilot toggle, not a working programme. See the Marketing section below for where this fits.

!

Campaign attribution tracking

41% of marketing emails carry no campaign tag, and named ad campaigns (Google Ads, ChatGPT Ads) show zero spend logged in HubSpot - ROI can't be computed from the CRM for most paid activity.

!

Using event/webinar data

The native Marketing Events object has zero records despite webinars clearly being a major channel - registration and attendance are tracked nowhere near the CRM.

!

Contracts signature & management

No contract or e-signature properties exist anywhere on the Deal object - closing a deal has a close date, but no trackable contract lifecycle.

!

Invoicing & billing not synced

Only 215 of 34,350 companies (0.6%) are linked to Xero, against 1,331 closed-won deals - Finance data is effectively siloed from the CRM.

!

Target accounts are set up and in real use

2,155 companies are flagged as Target Accounts, backed by dedicated ABM campaigns (Road Transport ABM, ABM – Transport) with real spend tracked against them - this is a functioning ABM motion, not just a checkbox. However, only 7% of New Business sales activity is on these accounts. Given the size of the account list, either the target account list is wrong or your sales team are spending too much time on non-priority prospects.

!

AI & automation

Data agents aren't enabled anywhere in the portal yet. There are quick wins available to start putting AI to work in the team's day-to-day - starting with simple agents like Prospect Research and Deal Scoring. See the Sales section below for where this fits.

The fixes, broken down

Changes by Function

Every improvement below is placed in one of three lanes: what you could do yourselves (mostly hygiene - qualify, disqualify, reassign, remove), somewhere in between (needs a data clean-up plus a decision on the target design), and where RevOps Hub can help (needs new process, scoring logic, or integration work built and implemented). Click into any function below for the full breakdown.

Each fix is also tagged with the type of benefit it delivers - click any item to expand it and see the reasoning:

Cost Saving - reduces spend, licence tier, or write-off risk Efficiency Gains - saves time, reduces admin, improves reporting accuracy Revenue Generating - grows or protects pipeline, conversion, or retained revenue General Cleanup - standardising properties, fixing or tidying existing data