The HubSpot audit checklist, scored as you answer.

24 questions across the six areas a HubSpot portal audit should cover. Answer from what you know today. The score updates live, every “don’t know” is flagged as a blind spot, and you finish with your three weakest areas. No email, no sign-up, and nothing you enter leaves your browser.

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What is a HubSpot audit?

A HubSpot audit is a structured review of a portal’s records, properties, pipelines, integrations and reports. It asks whether the data can be trusted for forecasting, routing, reporting and AI, and where it cannot, why. A checklist audit captures what your team knows about the portal. A measured audit reads the records themselves and counts how many fail each check.

What should a HubSpot audit check?

Six areas cover most of what goes wrong: data quality and duplicates, lifecycle stages and ownership, pipeline and deal hygiene, forecasting and reporting, properties and field hygiene, and the integrations and AI tools that read and write your data. In each one, a good audit asks three things: does a rule exist, do people follow it, and can anyone prove it from the records?

Score your HubSpot portal in about five minutes.

Answer for your portal as it runs today, not as it was designed. Pick Partly when a rule exists but is not followed. Pick Don’t know when you would have to go and check: it scores the same as No and is flagged as a blind spot, because a gap nobody can see is a gap nobody is fixing.

Using Salesforce or Pipedrive? The same questions apply. Read “portal” as your org or account.Private by design. Answers are saved on this device only.

01

Data quality & duplicates

  1. 1. Do you know roughly how many duplicate contacts and companies are in your portal?

    Why it matters: Duplicates split activity history across records, double-count pipeline and put two reps on the same account.

  2. 2. Is there an agreed rule for merging duplicates, including who decides which record wins?

    Why it matters: Without a merge rule every cleanup is a judgement call, and the same duplicates come back next quarter.

  3. 3. Are the fields your routing and segmentation read (industry, company size, country) filled in on most records?

    Why it matters: Routing, scoring and territory rules have nothing to act on when the fields they depend on are empty.

  4. 4. Do you confirm contact emails still reach a real person before they go into sequences?

    Why it matters: ZeroBounce’s 2026 Email List Decay Report found at least 23% of an email list degrades every year. Dead addresses cost sender reputation.

02

Lifecycle & ownership

  1. 5. Is there a written, agreed definition for each lifecycle stage?

    Why it matters: If marketing and sales define an MQL differently, every funnel report turns into an argument about definitions.

  2. 6. Do contacts move between lifecycle stages by rule, not only when someone remembers to update them?

    Why it matters: Stages updated by hand drift, so conversion rates end up measuring data-entry habits instead of buyers.

  3. 7. Does every company, contact and open deal have an active owner?

    Why it matters: Unowned records go unworked, and deals owned by people who have left still count toward the forecast.

  4. 8. When a rep leaves, is there a set process for reassigning their records and open deals?

    Why it matters: Without one, accounts and pipeline sit under a deactivated user until someone happens to notice.

03

Pipeline & deal hygiene

  1. 9. Do open deals carry an amount and a close date your team actually believes?

    Why it matters: A forecast built on placeholder amounts and default close dates is a guess with a total at the bottom.

  2. 10. Are deals that have gone quiet closed out or flagged, instead of left open?

    Why it matters: Stale open deals inflate pipeline coverage and hide how much is really in play this quarter.

  3. 11. Does each deal stage have entry criteria, so a stage means the same thing for every rep?

    Why it matters: Without criteria, stage probability reflects each rep’s optimism rather than where the buyer is.

  4. 12. Do closed-lost deals record a loss reason that someone actually reviews?

    Why it matters: Loss reasons are the cheapest win-rate research you have. Blank ones teach you nothing.

04

Forecasting & reporting

  1. 13. Do your sales and marketing teams trust the same pipeline number?

    Why it matters: Two versions of pipeline means leadership meetings spent reconciling numbers instead of acting on them.

  2. 14. Do you know how far last quarter’s forecast landed from the actual result?

    Why it matters: If nobody measures the miss, nobody can tell whether the forecast is getting better or worse.

  3. 15. Can the dashboards leadership relies on be traced back to the properties and filters behind them?

    Why it matters: Reports nobody can explain get rebuilt in spreadsheets, and then the company has two truths.

  4. 16. Is a source recorded consistently on new contacts and deals, and protected from being overwritten?

    Why it matters: When source is blank or overwritten, nobody can say which programs actually create pipeline.

05

Properties & field hygiene

  1. 17. Do you know roughly how many custom properties exist, and how many are actually used?

    Why it matters: Unused fields bury the ones that matter. One instance we cut held 1,532 fields after a migration and ended at roughly 240.

  2. 18. Do dropdown properties hold clean values, without free-text variants of the same answer?

    Why it matters: One value spelled five ways splits every report that groups by it.

  3. 19. Does each property your reports depend on have an owner and a written definition?

    Why it matters: Undefined fields get filled differently by every team, so the same report means different things to different people.

  4. 20. Are required fields limited to what reps can fill in accurately at that moment?

    Why it matters: Validity’s State of CRM Data Management in 2025 found 37% of staff regularly fabricate data to tell leaders what they want to hear. Over-required forms invite it.

06

Integrations & AI readiness

  1. 21. Do you know every tool that writes data into your portal, and which properties each one touches?

    Why it matters: Unmapped integrations overwrite good values and create shadow fields nobody chose.

  2. 22. If you sync with another CRM or a warehouse, is there one agreed system of record for each object?

    Why it matters: Two systems that both believe they own a record keep creating duplicates and overwriting each other.

  3. 23. Are enrichment tools blocked from overwriting values your team verified by hand?

    Why it matters: Enrichment that wins every conflict quietly replaces verified data with a vendor’s best guess.

  4. 24. Before switching on AI features or agents, have you checked that the data they will read is complete and current?

    Why it matters: AI works from what is in the CRM. Salesforce’s State of Sales, 7th edition (February 2026) found high-performing sales orgs prioritize data hygiene at 79%, against 54% for underperformers.

Your results, weakest areas and blind spots appear here once JavaScript is on. Without it, count your answers: Yes 2, Partly 1, No 0, Don’t know 0. Divide by 48 and multiply by 100.

Your results

Answer the checklist to see your results.

Your overall band, your three weakest areas and every blind spot will appear here as you answer.

Get the measured version: book your free CRM Diagnostic.

This checklist scores what your team knows. The AeolusGTM CRM Diagnostic measures what the records show: a read-only connection, more than 40 rules run deterministically across every contact, company and deal, and a 0 to 100 score with the records behind each finding. Report within hours, walked through live. How the Diagnostic works.

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How the self-score works, and what it cannot tell you.

The score is a plain tally you can check by hand. It measures how confident your team is in the portal, not what the records contain. Two teams with the same answers can have very different data underneath, which is why the gaps you cannot answer matter as much as the ones you can.

  • Points. Yes earns 2, Partly 1, No 0. Don’t know also earns 0 and is flagged as a blind spot, because a risk you cannot see is one you cannot manage.
  • Score. Points earned divided by points possible on the questions you have answered, from 0 to 100. Each of the six sections is scored the same way.
  • Bands. 75 and above is Solid, 45 to 74 is Leaking, below 45 is At risk. A portal with four or more blind spots cannot rate Solid.
  • Weakest areas. The three lowest-scoring sections below 75, with ties going to the section with more blind spots.
  • Not a benchmark. It does not compare you with other companies, and it is not a prediction. It is a structured way to find out what your team does not know.

The AeolusGTM CRM Diagnostic is the measured version: a read-only connection, more than 40 rules run deterministically across every record, and a score where the same data always produces the same number. This checklist does not reuse its rules or weights, so the two scores are not interchangeable. Three of the failures behind these questions have their own insight papers: field sprawl, sync duplicates and why good reps enter bad data.

HubSpot audit questions, answered.

What is a HubSpot audit checklist?
A HubSpot audit checklist is a list of questions about a portal’s data, process and configuration that a HubSpot admin or RevOps lead answers to find weak spots. The AeolusGTM version has 24 questions across six areas, scores every answer, and flags each “don’t know” as a blind spot. It is free, ungated and runs entirely in your browser.
How long does a HubSpot audit take?
This self-assessment takes about five minutes if you answer from what you already know. An audit that checks the records themselves takes longer, because someone has to export and inspect them. The AeolusGTM CRM Diagnostic automates that part: it connects read-only, and a scored report is ready within a few hours of connecting.
Are my answers saved or sent anywhere?
No. Your answers never leave your browser. They are kept in local storage on your device so you can come back to them, and nothing is submitted to AeolusGTM or anyone else. There is no email gate and no form submission. The Start over button clears everything.
Does this checklist work for Salesforce or Pipedrive?
Yes. The questions cover data quality, process and ownership rather than HubSpot-only settings, so they apply to Salesforce and Pipedrive as well. Read “portal” as your org or account. The scoring and the weakest-area guidance work the same way on every platform.
How is this checklist different from the free CRM Diagnostic?
The checklist scores what your team knows about the portal. The AeolusGTM CRM Diagnostic measures what the records show: it connects read-only, runs more than 40 rules deterministically across every contact, company and deal, and returns a 0 to 100 score with the records behind each finding. Use the checklist to find your blind spots and the Diagnostic to measure them.
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