Hubspot Sales Audit Guide: Step-by-Step Process

A structured sales audit using Hubspot helps you understand what is working in your sales process, where deals get stuck, and which activities drive the most revenue. By reviewing your people, processes, and technology in a consistent way, you can uncover gaps and turn your CRM into a reliable engine for growth.

This guide adapts the sales audit approach from HubSpot’s own methodology and shows you how to run it in a practical, repeatable way.

What Is a Sales Audit in Hubspot?

A sales audit is a systematic review of how your team sells, which tools they use, and how well your process converts leads into customers. When done inside Hubspot, the audit connects your strategy to the real data stored in your CRM and sales tools.

The goal is to answer three core questions:

• Are we targeting the right buyers?
• Is our sales process consistent and repeatable?
• Do our tools and data support how we sell?

Using these questions, you examine each stage of your sales funnel, from first contact to closed-won and beyond.

Why Run a Hubspot Sales Audit Regularly?

Sales teams change, markets shift, and tools evolve. A one-time setup in Hubspot will not stay aligned with your current strategy unless you review it regularly.

Key benefits of recurring audits include:

• Clarity: Everyone understands the stages, definitions, and expectations.
• Consistency: Reps follow the same process, so performance is easier to measure.
• Forecast accuracy: Clean data in Hubspot improves pipeline visibility.
• Higher win rates: You identify friction and remove it from the buyer journey.

Most teams benefit from a light monthly review and a deeper quarterly or biannual audit.

Step 1: Document Your Current Sales Process

Before changing anything inside Hubspot, clarify how you sell today in the real world. Many issues come from a mismatch between the CRM setup and the actual behavior of your reps.

Map Your Stages Outside Hubspot First

Start by outlining your process on paper or a whiteboard. Focus on what the buyer does and what the seller does at each step.

1. List the major stages from first contact to closed deal.
2. Define entry and exit criteria for each stage.
3. Note which team members are involved at each step.
4. Identify the main tools used at every point.

Once you have a clear map, you are ready to compare it to your existing CRM configuration.

Align Your Map With Hubspot Deal Stages

Open your pipeline settings and review your deal stages. Ask:

• Do our current stages match the actual steps our buyers take?
• Is each stage clearly defined and mutually exclusive?
• Can a manager understand pipeline health at a glance?

Adjust descriptions and probability percentages so that each stage reflects reality as closely as possible.

Step 2: Audit Your CRM Data and Fields in Hubspot

Reliable insights depend on clean, consistent data. The next part of your audit focuses on the properties, fields, and records stored in your CRM.

Review Core Contact and Company Properties

Look at the properties used most often on contact and company records. For each property, determine:

• Is this property still relevant to our process?
• Is the field required where it should be (for example, at deal creation)?
• Are values standardized or full of duplicates and free text?

Remove or hide fields that are no longer needed, and standardize dropdown options to keep data consistent.

Evaluate Deal Records and Pipeline Health

Sample a meaningful set of deals from the last quarter. Inspect them for:

• Missing or incomplete data in key fields
• Deals stuck in the same stage for too long
• Inaccurate close dates or amounts
• Stages that reps use as “parking lots”

Use these findings to tighten your definitions and training. Consider adding automation to enforce data entry at critical points.

Step 3: Analyze Sales Activities and Productivity

A strong Hubspot implementation is not just about records; it is about the activities that move deals forward. During the audit, look closely at how your reps use tasks, calls, emails, and meetings.

Inspect Activity Types and Volumes

Use reports to examine how reps spend their time and where results come from.

• Calls placed versus calls connected
• Emails sent versus replies received
• Meetings booked versus meetings held
• Tasks created versus tasks completed

Compare top performers to the rest of the team. Look for patterns in channel mix, frequency, and timing.

Audit Sequences and Templates in Hubspot

If you use sequences or email templates, include them in your sales audit:

• Check open and reply rates by step.
• Remove outdated or off-brand messaging.
• Update value propositions to reflect current offers.
• Test variations for subject lines and calls to action.

Retiring low-performing content keeps your library focused and easier for reps to navigate.

Step 4: Evaluate Sales Enablement and Content

Successful selling depends on the right content at the right time. Your audit should reveal whether reps can quickly find and share the resources they need.

Review Sales Assets Linked to Hubspot

Catalog the assets your team uses most often:

• Case studies and testimonials
• Pricing sheets and proposals
• One-pagers and product overviews
• Playbooks and talk tracks

Confirm that these items are current, on-brand, and easy to access from within the CRM. Remove duplicates and outdated versions so reps do not guess which file to use.

Connect Marketing and Sales Efforts

Effective sales audits consider the handoff from marketing to sales. Use lifecycle stage reports to see:

• How many leads move from marketing qualified to sales accepted
• Where leads stall or drop off in the funnel
• Which campaigns generate the healthiest pipeline

This analysis helps you align marketing programs with the needs of your sales team and refine your qualification criteria.

Step 5: Review Reporting and Dashboards in Hubspot

Even a well-configured CRM will fall short if managers cannot see what matters. Your sales audit should verify that your reports answer the questions leaders ask most.

Check Executive and Manager Dashboards

Open each dashboard and test it against real decisions you make weekly:

• Can we accurately forecast revenue for this month and this quarter?
• Can we see which reps need coaching and on what skills?
• Can we identify bottlenecks in specific stages or segments?

Remove vanity metrics that do not change behavior. Consolidate similar reports to reduce noise and confusion.

Ensure Data Is Trustworthy

For each key metric, trace how it is calculated. Confirm that:

• Filters and date ranges match your definitions.
• Properties used in formulas are up to date.
• Sales and leadership teams agree on the meaning of each number.

When everyone trusts the data, adoption of the CRM improves naturally.

Step 6: Create an Improvement Plan and Cadence

The most important outcome of a sales audit is a clear action plan. Use your findings to prioritize the changes that will have the biggest impact.

Turn Audit Insights Into Projects

Group your recommendations into themes such as process, data, tools, and training. For each item, define:

• Owner and stakeholders
• Timeline and milestones
• Success metrics
• Dependencies with other teams

Schedule the next audit cycle so that improvements are reviewed and reinforced.

Communicate Changes to Your Team

Share the results and decisions with sales, marketing, and operations. Explain:

• What is changing and why
• How updates will be rolled out in Hubspot
• Where to find new playbooks or documentation
• How performance will be measured going forward

Clear communication reduces resistance and encourages reps to adopt updated processes quickly.

Additional Resources for Deepening Your Audit

For a more detailed breakdown of the original methodology behind this framework, review the source article from HubSpot at this sales audit guide. It provides examples of questions to ask at each stage and further context on aligning sales and marketing.

If you need expert help implementing or optimizing your Hubspot setup, a specialized consulting partner such as Consultevo can support you with CRM design, data cleanup, and process automation.

By running a structured audit on a regular schedule and tying insights directly to actions in your CRM, you can turn your sales platform into a disciplined, predictable system that grows with your business.

Need Help With Hubspot?

If you want expert help building, automating, or scaling your Hubspot , work with ConsultEvo, a team who has a decade of Hubspot experience.

Scale Hubspot

“`