5 min read  | HubSpot

What is a HubSpot Audit & Why You Need One

If you've inherited a HubSpot account that's doing your head in, this blog is for you.

We see this constantly: a new internal stakeholder is tasked with managing the company's HubSpot suite, but there's not enough documentation to untangle the existing setup web. Hours are lost, and frustration builds. It can be extremely challenging to understand how and why things were set up the way they were, plus how to optimise these processes and automations to deliver the stellar ROI you're after.

Based on years of working with our clients to perfect their HubSpot workflows, we've developed a system to audit and improve how your business uses HubSpot. This product offering is not new, but it's unique, wildly valuable, and our best-kept secret—until now.

What is a HubSpot audit?

A HubSpot audit assesses what you've got going on in all aspects of your Starter, Professional or Enterprise Hub. It results in a plan to utilise HubSpot's robust tools to help reach your business goals more effectively.

When considering what to include in a HubSpot audit, we've found it most beneficial to break it down into four phases: Discovery, Roadmap, Configure and Enable. Not only will you understand where you're currently at, but we also create and implement a sustainable long-term action plan for your organisation based on our findings.

Phase 1: Discovery

Let's get to know each other. Through a discovery workshop, we better understand your business, CRM needs and gaps, HubSpot subscription level, what you hope to get out of your Hubs, and your big-picture end goals. 

Every business is unique, so before any action items are defined, we seek to understand your prospects', customers', and clients' different journeys, buyer personas, and motivations. By identifying how your prospects engage and convert and the activities sales and marketing teams employ to acquire, retain, and grow advocacy, we can map out where the digital experience will intersect with each touchpoint to create the most impact for your organisation.

In the Discovery phase, we also dive into your HubSpot account to provide a detailed review of Hub licenses and configuration and complete analyses of the state of your account. We look into all the nitty-gritty for an overall HubSpot health check.

Phase 2: Roadmap

The Roadmap is based on our learnings from the Discovery phase and delivers a prioritised list of improvements and optimisation recommendations, plus a plan to get there. Every business is unique. Therefore, your CRM may require custom elements - not a worry; we expect that.

We work together to build an outline of all the ideas that will help achieve your business goals, including specific configuration, key workflows, integrations, and changes to suit your business units, to name a few. Once we have prioritised based on usage and impact to give the Aamplify team a clear to-do list. We aim to bring you the best ROI and efficiency in the shortest time.

Phase 3: Configure & Implement 

Our Roadmap tells us what we need to do and when; now we get to it. Again, every business has different needs, but our primary service buckets include CRM configuration, Hub implementation and custom automation and reporting. 

This technical configuration is crucial in setting up your organisation for future success. There will be no glitches, gaps, or manual workarounds, just perfectly executed automation to build on as the business scales.

Phase 4: Train & Enable

Become experts on your new and improved CRM in no time. We're on deck to ensure your teams have the knowledge and training to use HubSpot effectively within their defined roles.

We aim to empower your team to take ownership of future improvements by teaching you how to use the full breadth and depth of HubSpot features to improve the customer experience and streamline internal processes.

What are the benefits of a HubSpot audit?

The big-picture benefits of a HubSpot audit come down to increased ROI through improved automation, streamlined internal processes and seamless customer experience. You'll do more in less time, better. 

Because HubSpot is so robust, it can also be a challenge to understand and integrate the features that your specific business will benefit from. An existing configuration may have been functioning fine for a while now, but what if there was a better way? Having the fresh eyes of a HubSpot expert can reveal ways to use features more effectively while reducing costs through more efficient subscription management. CRMs are costly, so why not utilise yours to its fullest potential? 

What are the most common issues found in HubSpot audits?

The Discovery phase of a HubSpot audit allows businesses to take a 180-degree look at processes and internal system cohesion for different users and how these could be optimised. 

After chatting with clients, we often identify time-consuming internal processes that could be automated through a HubSpot feature while also finding opportunities for team collaboration. For example, we enable your sales team to use marketing activities to engage, or we set up your service team to flag positive or negative contact engagements to inform future marketing and sales efforts.

In addition to overlooked automation opportunities, the most common issue we find through HubSpot audits is conflicting workflows and data, which impacts the customer experience. We've said it before and will say it again: Make data hygiene a top priority. Simple data hygiene practices can improve data quality, improve marketing performance and boost sales management capabilities. (You can get a head start on this task with our blog series, Marie Kondo your HubSpot CRM Data Part 1 and Part 2.)

When should I do a HubSpot audit?

Knowing when to do a HubSpot audit can be vital in uncovering unrealised revenue within your organisation. Here are a few common instances when an audit can be most valuable.

Firstly, a new HubSpot owner tasked with CRM management must become more familiar with past setups and needs adequate documentation to refer to. A new internal stakeholder is an excellent opportunity to review and optimise, setting everyone up for ongoing success.

Secondly, your HubSpot subscription is coming up for renewal, and you're questioning whether to renew at your current tier, if upgrading is the best next step or if you're using features in the best way. We can help assess what options make the most sense for your business and how to get the most benefit from every HubSpot tier.

Lastly, you're in a place of pivotal business growth. Perhaps you're scaling and feeling pressure to reduce manual efforts in place of automation, or you now have a solid understanding of your customer journeys and want to leverage tools to improve the customer experience across those journeys. Working with us takes the pressure off your internal team to undertake this massive task, ensuring you have the ongoing support your growing business requires.

If you're ready to tick that HubSpot revamp off your to-do list - we would be delighted to chat more about your business needs and how we can transform your CRM together. Get in touch with me here.