Audit Executive Summary · Confidential
Audit Executive Summary · Confidential
Consolidated summary
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.
What I saw that I really liked
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.
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).
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.
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.
Marketing has a consistent brand foundation to design from.
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
These are the headline gaps found across both audits - each one is unpacked into concrete fixes in the breakdown below.
Six-plus overlapping scoring systems exist on Contact at once - nobody can tell which number is "the" score without institutional knowledge.
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.
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.
The native Marketing Events object has zero records despite webinars clearly being a major channel - registration and attendance are tracked nowhere near the CRM.
No contract or e-signature properties exist anywhere on the Deal object - closing a deal has a close date, but no trackable contract lifecycle.
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.
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.
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
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: