The HubSpot Health-Check Checklist

1Data & contacts

No obvious duplicate contacts or companies
Email, phone and name formatting is consistent
Every record has an owner (no orphaned records)
Hard-bounced and invalid emails are flagged or removed
Marketing consent and lawful basis are recorded (GDPR)

2Properties & the data model

Unused default and custom properties are hidden or removed
Dropdowns and defined options are used instead of free text where possible
A naming convention exists and is actually followed
Required properties are set at the stages that need them
Custom objects, if used, are genuinely needed and well structured

3Pipelines & deal stages

Each deal stage represents a buyer action, not an internal feeling
Every stage has clear exit criteria
You have only as many pipelines as you genuinely need
Closed-lost reasons are captured so you can learn from them

4Lifecycle & lead management

Lifecycle stages are defined and agreed by sales and marketing
There is a clear, written definition of an MQL
New leads are routed to the right owner automatically
Handoffs between marketing, sales and customer success are documented

5Automation & workflows

No conflicting or overlapping workflows
Re-enrolment settings are deliberate, not accidental
Every workflow has a clear purpose and an owner
Internal notifications fire for the moments that matter
Workflows are documented somewhere a human can read

6Email & marketing

Your sending domain is authenticated and deliverability is healthy
Subscription types are set up and respected
Templates are on-brand and tested across email clients
You are not emailing unengaged or non-consenting contacts

7Reporting & dashboards

Role-based dashboards exist for reps, managers and leadership
Pipeline, forecast and activity reporting is in place
The numbers reconcile with how the business already measures itself
You trust the reports enough to make decisions from them

8Integrations

The source of truth for each key field is agreed
Two-way syncs are not fighting each other or creating duplicates
Connected apps are all still in use (no dormant integrations)
Data flows are tested in both directions

9Users, teams & permissions

Permissions are set by role, not ad hoc per person
Teams mirror your real structure
Leavers no longer have access
The Super Admin account is protected and accounted for

10Adoption

People genuinely use HubSpot day to day
Reps log activity and move deals through the stages
New joiners get role-based training
HubSpot is the single source of truth, not a parallel spreadsheet

How did you do?

If you ticked fewer than you would like, you are in good company, almost every portal we see has drift in here somewhere. That is exactly what we fix. A HubSpot audit turns this checklist into a prioritised plan, or we can simply work through the gaps together.

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