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CRM Audit

Severity: 🟡 HighThis audit covers HubSpot CRM data quality, property configuration, and database hygiene issues affecting GTM operations.

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Executive Summary

HubSpot CRM contains 72,318 companies and 162,366 contacts, with significant data quality issues affecting GTM effectiveness. Key findings include property bloat, data inconsistencies, and hygiene problems.

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Database Overview

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Critical Findings

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1. Property Bloat

Issue: Many unused properties across all objects.
  • Companies: 419 total properties (238 HubSpot-Defined, 181 Custom)
  • Contacts: 568 total properties (369 HubSpot-Defined, 199 Custom)
  • Many properties are unused or duplicated
Impact:
  • Confusion about which properties to use
  • Reporting inconsistencies
  • Workflow complexity
Recommendation:
  • Audit all properties for usage
  • Archive or delete unused properties
  • Document standard property set

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2. Data Quality Issues

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Company Name Mismatches

  • Company name ≠ website domain
  • Affects account matching and enrichment

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LinkedIn URL Issues

  • Missing or incorrect LinkedIn URLs
  • Impacts contact discovery and enrichment

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Email Domain Mismatches

  • Contact email domain ≠ company website
  • Causes incorrect company associations

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Duplicate Companies

  • Same company with different names
  • Leads to double outreach and reporting errors

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3. Baseloop Attribution

Companies:
  • 18,203 companies (25.2% of CRM) have Baseloop ID
  • 13,042 companies have Baseloop Campaign
Campaign Breakdown:
  • LinkedIn Intent: 6,322 companies
  • Cold Outreach: 5,991 companies
  • Website Intent: 1,843 companies
  • LinkedIn Engagement: 513 companies
Note: Companies can have multiple campaigns, so totals overlap Contacts:
  • 33,273 contacts (20.5% of CRM) have Baseloop ID
  • Significant portion of contacts lack Baseloop attribution

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Record Sources

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Data Hygiene Metrics

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Recommendations

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Immediate Actions

  1. Property Audit — Identify and archive unused properties
  2. Duplicate Detection — Run HubSpot duplicate detection and merge
  3. Data Quality Dashboard — Create metrics tracking

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Short-term (30 Days)

  1. Standardize Properties — Consolidate duplicate fields
  2. Data Hygiene Workflows — Automate phone formatting, company matching
  3. Baseloop Attribution — Increase attribution coverage

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Ongoing

  1. Quarterly Property Review — Remove unused properties
  2. Monthly Duplicate Check — Merge new duplicates
  3. Data Quality Monitoring — Track hygiene metrics