Struggling with Hubspot Hygiene? Some tips for Sales & Marketing

Firstly, I love Hubspot - so I’ll be talking about Hubspot here - but the same logic applies to any CRM,

Data in Hubspot will never be 100% accurate. 

However, with the use of the right dashboards and processes, we can ensure the majority of data in Hubspot is accurate, which in turn will empower us to improve our sales and marketing efforts.

The best way to monitor this ongoing is to build key “data hygiene” reports as dashboards, and monitor this consistently.

This way, we’re “cleaning up” data as we go, as opposed to it becoming a mammoth task over time.

The recommended frequency is to look at this 

• Every week: All team leaders should cover their Hubspot dashboard as the 1st port of call in each weekly team meeting.
• Every month: On the 1st business day of each month, across the business, lock in a half day to do this. Review the previous month, and assess any data gaps visible via the dashboards.

Below, you will see a few Hubspot data hygiene reports. Over time, you will end up building more, to address key areas that seem to be a pain point ongoing.

For now, here are some to start with:

1. Deals won with no lead source

Important to keep an eye on this, and ensure this is always zero. Otherwise, you will lose visibility on what channels are/aren’t working.

Always ensure you fix these up asap

2. Open opportunities with no lead source

Again, this should be zero - to ensure we’re able to connect sales/marketing activities to what is generating pipeline & what isn’t. If this is not tagged, we might underestimate the success of specific efforts

3. Deals with no associated contacts

For Hubspot to work effectively, you must associate a contact to each deal - otherwise, you will lose sight of where the deal came from.

Again, this should be zero at all times.

4. MQL feedback is unknown

This is critical to create a feedback loop between sales & marketing and to continually improve marketing efforts.

Sales should fill out the “MQL Feedback” property on the contact, to offer a short overview of whether or not the MQL was a good fit, and why.

This way, marketing can tie it back to their campaigns, to increase budgets on the campaigns producing the desired outcomes.

5. Deals in the pipeline with lapsed close dates

For forecast accuracy purposes, and the subsequent ability to hire the right amount of staff in account management, keeping this accurate is very important.

There should be zero “open” deals forecasted to close in previous months - deal close dates must be updated at the beginning of each month to offer a true perspective of what’s ahead.

The wrap up

Keep your CRM clean.

When you do, it’ll empower you to make smarter decisions, faster.

Yeah, it’s admin - but it’s well worth it.

And if you do a little everyday, it won’t feel too bad after all :) 

Got questions on HR tips, receiving Glassdoor reviews, or anything else?

Say hello and we’ll lock in a time to chat through

Cheers,

Was