ARTIS Systems — HubSpot CRM Audit

Portal Health Score

Contacts

C+

✓ Strong: Email fill rate 94%. Phone coverage 87%. Low duplicate rate (1.2%).

✗ Issues: 312 contacts assigned to deactivated user "M. Torres". Name field quality at 68% — 847 records contain titles, ALL CAPS, or placeholder surnames.

Companies

✓ Strong: Domain fill rate 91%. Industry classification 88%. Low orphan rate.

✗ Issues: 14 companies with duplicate domains. Employee count stored as text in 203 records. 67 companies have no associated contacts.

Deals

Critical Failure

✓ Strong: Pipeline structure intact. Stage names consistent. 78% have Contact associations.

✗ Critical: 34% of deals missing Amount. 28% past Close Date in open stage. 0% Close Reason fill on closed deals. 89 deals on deactivated owner.

Tickets

Critical Failure

✓ Strong: Pipeline assignment 100%. Status values consistent.

✗ Critical: Category fill rate 0%. 74% have no associated Contact. 183 open tickets with no activity in 30+ days.

Overall Portal

F+

Weighted across 4,847 records. Deals (Critical Failure — 41) is the primary drag on portal score. Tickets (Critical Failure — 38) compounds the deficit. Contacts and Companies provide a stable foundation but cannot offset pipeline-level failures.

Finding Count

Total

Critical

Warnings

Suggest

18 Deals Issues · 14 Tickets Issues · 9 Contacts Issues · 6 Companies Issues

Executive Summary

This audit reviewed 4,847 records across Contacts (2,841), Companies (634), Deals (891), and Tickets (481) and identified 47 findings across all objects. The portal has significant structural vulnerabilities concentrated in the revenue pipeline and support operations.

Deals (41 — Critical Failure) is the most severely impacted object. A 34% missing Amount rate creates direct forecasting blind spots, while 0% Close Reason fill on closed deals has left 18 months of win/loss data unrecorded.

Tickets (38 — Critical Failure) reflects a support workflow that was never fully configured post-implementation. Zero Category fill and 74% unassociated records suggest the object was activated but never operationalized.

Data Inconsistencies

Closed Won deals with Contact in Lead stage

43 Closed Won deals have associated Contacts still showing Lifecycle Stage: Lead. Broken stage sync workflow — Contact progression not triggered on deal close.

Deals associated with Companies with no Contacts

67 deals linked to Company records that have no associated Contacts. Broken CRM relationship integrity — likely data imported without association mapping.

Timestamp clustering detected — Contacts

847 Contact records share Create Date of 2024-03-14. Bulk import event. Review for deduplication and field quality issues specific to this cohort.

Per-rep Amount fill variance — POTENTIAL

Rep "D. Hartwell" shows 12% Amount fill vs. group average of 66%. Pattern is consistent with selective omission. Validate with sales leadership before acting.

Pipeline Revenue Impact

Known Pipeline Value

$2,847,300

891 deals · 591 with Amount values

Confirmed Closed Won Revenue

$1,204,500

187 closed won deals with Amount confirmed

Observed Close Rate

21.0%

Based on 187 closed won / 891 total deals with Amount

Projected Full Pipeline

$4,065,100

Known + 300 projected missing deals × $4,059 avg deal value

No-Show Re-engagement Opportunity

$25,600

122 no-show contacts × 10% re-engagement × $4,059 avg × 21% close rate

Est. Revenue Left on Table

$255,700

300 missing deals × $4,059 avg × 21% close rate

Total Recoverable Revenue Estimate

$281,300

34% of pipeline flying blind

Avg deal value: $4,059 (based on 591 deals with Amount). Close rate sourced from closed-won records. 10% no-show re-engagement assumption. These are directional projections.

Cost of Inaction

New Incomplete Deals This Week

deals entering pipeline without Amount this week alone

Weekly Pipeline Blindness Cost

$24,354

in untracked deal value added every 7 days

Weekly Missed Revenue Estimate

$5,114

estimated closed revenue lost per week at 21% close rate

If Nothing Changes

$56,254

estimated revenue impact over the 11 weeks it takes to fix this portal

🗓 Recommended re-audit: Jun 9, 2026

Audit Recap

What We Found

4,847 records audited. 47 findings across 4 objects. Overall portal score: 58/100 (F+). Deals and Tickets both in Critical Failure. 312 contacts on a deactivated user. 847-record bulk import cohort flagged for review.

What It's Costing

$281,300 in recoverable revenue identified. $5,114 in weekly missed revenue at current close rate. $56,254 cumulative cost if nothing changes over the 11-week fix timeline. 18 months of win/loss data unrecorded due to 0% Close Reason fill.

What Needs to Happen First

1. Enforce Amount as required on deal creation. 2. Bulk reassign 312 contacts from deactivated owner M. Torres. 3. Make Close Reason required on stage transition to Closed Won/Lost.

Long-Term Governance

Required field enforcement at pipeline entry. Offboarding checklist to include CRM record reassignment. Monthly pipeline hygiene review cadence. Admin-owned property governance with quarterly audits.

Organizational Failure Attribution

Missing Required Fields at Scale CONFIRMED

34% of Deals missing Amount. 0% Close Reason fill across all closed deals. Required fields were never enforced at pipeline entry or stage transition. Responsible: HubSpot Admin / RevOps + Sales Team. Recommended fix: Enable required field enforcement on Amount at deal creation and Close Reason on Closed Won/Lost stage transitions.

312 Contacts on Deactivated User CONFIRMED

M. Torres (deactivated 2024-09-12) still owns 312 Contact records. No sequences running on these records. Responsible: Leadership / Operations. CRM record reassignment was not part of the offboarding checklist. Recommended fix: Bulk reassign via CRM → Contacts → Filter by Owner → M. Torres → Reassign.

0% Close Reason Fill — All Closed Deals CONFIRMED

187 closed deals across 18 months with no Close Reason recorded. Win/loss intelligence is entirely absent. Responsible: Admin / RevOps + Sales. Recommended fix: Make Close Reason required on Closed Won and Closed Lost stage transitions in pipeline settings.

0% Ticket Category Fill CONFIRMED

481 tickets with no Category assigned. Support reporting is structurally broken — issue classification is impossible. Responsible: Admin / Support Lead. Workflow was never configured post-implementation. Recommended fix: Define Category taxonomy and make it required on ticket creation.

Stale Pipeline Accumulating INFERRED

28% of open deals are past Close Date with no stage update. The data suggests no stage exit criteria are enforced and pipeline reviews are not occurring on cadence. Responsible: Admin / RevOps. Recommended fix: Configure stage exit requirements and establish bi-weekly pipeline review cadence.

Property Sprawl — 34 Undocumented Fields INFERRED

34 custom properties across objects have no description. This pattern is consistent with fields created on demand without governance review. Responsible: Admin. Recommended fix: Audit and document all custom properties. Archive zero-fill properties unused for 90+ days.

D. Hartwell Amount Fill Variance — POTENTIAL

Rep D. Hartwell shows 12% Amount fill vs. group average 66%. This data is consistent with selective omission of deal values. One possible explanation is intentional avoidance of quota tracking. This warrants validation with sales leadership before acting. Recommended fix: Review D. Hartwell's deals directly before drawing conclusions.

Priority Queue

Critical Deals

Enforce Amount as Required Field on Deal Creation

300 deals (34%) have no Amount. Every deal entering the pipeline without an Amount is invisible to forecasting. Revenue projections, close rate calculations, and pipeline reviews are all structurally compromised until this is enforced.

⏱ 1–2 hrs 💥 High Revenue Impact

Critical Contacts

Bulk Reassign 312 Contacts from Deactivated Owner M. Torres

312 contact records are currently owned by a deactivated user. No automated sequences, tasks, or workflows are firing on these records. They are operationally invisible and represent an active revenue leak.

⏱ 30 min 💥 Operational Impact

Warning Deals

Require Close Reason on Closed Won / Closed Lost Stage Transitions

0% Close Reason fill across all 187 closed deals. 18 months of win/loss intelligence has not been captured. This single configuration change unlocks structured win/loss reporting for the first time.

⏱ 1 hr 📊 Reporting Impact

Warning Tickets

Define Ticket Category Taxonomy and Enforce at Creation

481 tickets with 0% Category fill rate. Support issue classification is impossible. Without Category, no trend analysis, no escalation routing, no SLA segmentation. This is a workflow configuration gap, not a data entry problem.

⏱ 2–4 hrs 📊 Operations Impact

Suggestion Companies

Document 34 Undescribed Custom Properties

34 custom properties across objects have no description. Undocumented fields create institutional knowledge dependency — when the admin who created them leaves, their purpose becomes unknown, leading to duplicate creation and reporting errors.

⏱ 3–5 hrs 📋 Governance Impact

Low Hanging Fruit — Sample

847 contacts from bulk import cohort — validate for duplicates

All share Create Date 2024-03-14. Run dedup check against existing records before any outreach campaigns.

Phone numbers — 203 cosmetic format issues

Dashes, parentheses, dot separators. Dialable but inconsistent. +1 (555) 867-5309 vs 555.867.5309. Standardize via workflow.

14 phone numbers — broken (not dialable)

Fewer than 10 digits after stripping non-numeric characters. These contacts are unreachable by phone.

67 companies — no associated contacts

Companies exist in CRM with no Contact relationships. Orphaned company records inflate database count and skew firmographic reporting.

Employee count stored as text in 203 records

Values like "50-100", "~200", "500+" instead of numeric. Cannot be used in segmentation or filtering without cleanup.

Integration — phone format inconsistency

Salesforce sync writing phone numbers in E.164 format (+15558675309) while manual entries use local format. Integration output never validated post-setup.

3 enumeration fields with fewer than 2 options

Functionally useless as dropdowns. hs_deal_source, custom_segment_v2, region_tier — each has only one selectable option.

Contact Sync field creating dual source of truth

contact_email_sync on Deals is being written by the integration and conflicts with the native Contact association email. Two different email values on the same deal.

What's included

Six things we uncover in every audit.

Every report goes deep across your entire portal. Here's what we find — and what it means for your business.

📊

An overall systems checkup across every object

We score every object in your HubSpot portal using a deterministic formula applied to your real data. Each object is graded independently so you know exactly where your portal is healthy and where it needs attention.

Northgate Solutions came in expecting a clean bill of health. The audit surfaced that their Tickets object had a 0% Category fill rate and 74% of tickets had no associated Contact — two separate workflow gaps that had never been flagged in a QBR.

💰

The revenue your pipeline is hiding from you

We calculate the dollar value of your data gaps. Missing deal amounts, unworked opportunities, stale pipeline — all converted into a number you can take to a leadership meeting. We also estimate what's recoverable if you fix it today.

Ridgeline Partners had 22% of deals missing Amount values. Their known pipeline showed $1.8M — but once projected across missing records at their average deal size, the real number was closer to $2.3M. A $500K blind spot hiding in plain sight.

⏳

What it costs every week you wait

Knowing you have a problem is one thing. Knowing what it costs per week to ignore it is another. We calculate weekly pipeline blindness cost at your actual close rate, and give you a recommended re-audit date based on how long remediation realistically takes.

Clearview Digital had 18 deals sitting past their close date with no stage update. At their close rate, that represented roughly $4,200 in weekly missed revenue accumulating while the pipeline review was being rescheduled.

🏢

Helping you identify who can fix the mistakes in your organization

Every data problem has a human root cause. We trace each failure back to the role or process responsible — broken offboarding, unenforced required fields, support workflows never configured. Findings are classified as Confirmed, Inferred, or Potential so you know how confident to be before acting.

Summit Growth Co. discovered 180 contacts assigned to a deactivated rep who had left six months prior. No sequences were running on those records. The fix was a 15-minute bulk reassignment — the root cause was a missing step in their HR offboarding checklist.

🎯

A ranked list of exactly what to fix first

We don't give you a wall of findings and leave you to prioritize. We rank the top five issues by operational impact today, revenue consequence, and reporting accuracy — with effort estimates, impact ratings, and direct links to the relevant HubSpot documentation.

Beacon Advisory's #1 priority was making Close Reason a required field on stage transitions. It took their admin under an hour to configure — and gave their sales leadership structured win/loss data for the first time in two years of using HubSpot.

🌳

A ready-to-action workboard for your whole team

Beyond the top five, we organize every remaining finding into six workstreams — duplicates to merge, data types to fix, fields to document, records to standardize, users to reassign, and integrations to audit. Each item is tagged with the right team member and a HubSpot knowledge base link.

Ironfield Agency ran their audit workboard in a 45-minute ops meeting. Their admin resolved 8 out of 12 low-hanging items the same week — no developer involvement, no new tooling, just the report and a Monday afternoon.

Export guide

Getting the right data.

Submit as many or as few objects as you have. The audit adapts to what you provide — more data means deeper analysis, but every submission produces a full report.

Contacts

CRM → Contacts → Actions → Export

Make all relevant columns visible before exporting — HubSpot only exports what's showing. Include at minimum: Email, First Name, Last Name, Phone Number, Contact Owner, Lifecycle Stage, Lead Status, Create Date, Last Activity Date.

Companies

CRM → Companies → Actions → Export

Each object must be exported separately. Include at minimum: Company Name, Company Domain Name, Industry, Number of Employees, Company Owner, City, Country, Create Date, Last Activity Date.

Deals

CRM → Deals → Actions → Export

Critical for revenue analysis. Include at minimum: Deal Name, Amount, Deal Stage, Pipeline, Close Date, Deal Owner, Record ID, Create Date, Last Modified Date, Close Reason.

Tickets

CRM → Tickets → Actions → Export

Include at minimum: Ticket Name, Ticket Status, Pipeline, Category, Ticket Owner, Create Date, Last Activity Date, Last Modified Date, Source.

Recommended Property Schema

Settings → Properties → Export All

Record exports tell us what's in your CRM. The Property Schema tells us how it's built. Submitting it alongside your records lets us flag undocumented fields, broken dropdown options, zero-fill properties, and naming inconsistencies that silently corrupt reporting.

Subscription Only Custom Objects

CRM → [Object Name] → Actions → Export

Custom Object audits unlock with the Agency Subscription. We audit your custom object schema, flag orphaned records, identify duplicate fields, and surface property sprawl that silently breaks reporting — the most common and least diagnosed issue in mature HubSpot portals.

CSV only. All files must be submitted as individual CSV exports. ZIP archive support is coming with the Agency Subscription plan.

Column visibility matters. HubSpot only exports columns currently visible in your view. Click "Edit columns" and ensure all relevant fields are showing before exporting — especially Amount, Close Date, and Deal Stage on Deals.

Six things we uncover in every audit.

Getting the right data.

Ready to see what's really in your CRM?