Is Your Tech Stack Holding You Back? A HubSpot Audit Guide for B2B Firms

Let’s be real. Most professional services firms lack a clean, scalable system for tracking and managing leads. Even when a CRM like HubSpot is in the mix, it’s often used inconsistently, and no one’s quite sure if the setup is helping or just creating more work.

I’ve seen this time and time again, especially with firms that are either new to HubSpot or have been piloting it without a full rollout. Their team is trying, but the foundation isn’t strong enough to support growth.

That’s where a marketing tech stack audit comes in.

How to Know If Your B2B Firm Needs a Tech Stack Audit

Not sure if it’s time for an audit? Here are some common red flags:

• You have HubSpot, but you’re not confident it’s set up correctly
• Sales and marketing are working in silos
• You’re not tracking lifecycle stages or lead qualification
• Your forms don’t give sales the info they need
• Your team doesn’t trust the data
• Reporting feels clunky or irrelevant
• There’s no automation or no one knows how to use it

Even if only one or two of these issues sound familiar, there’s likely untapped potential in your system. In our experience, what looks like a minor friction point is often just the surface.

Why Even the Best Teams Need a Tech Stack Audit

Take, for example, a professional services firm we recently worked with. They’d been using HubSpot for about a year, still early in their CRM and marketing automation journey — and wanted to know if they were truly set up for scale.

Here’s what we found:

• Thousands of contacts sitting in the system with no assigned owner
• Lifecycle stages not being used, making it impossible to track who was sales-ready
• Contact forms that didn’t qualify leads or route them to the right rep
• No workflows or automated follow-ups
• Reporting that didn’t connect marketing efforts to revenue outcomes

They had the right tools, just not the right structure to make those tools work.

After the audit, we helped them rebuild key parts of their HubSpot setup to support both marketing and sales. The result? Full visibility into the pipeline, cleaner data, and leadership finally had real-time insights to drive better decisions.

What a HubSpot Audit Actually Looks Like

A tech stack audit isn’t about pointing fingers. It’s about making the system better for everyone. 

At SyncShow, our audit is a deep dive across six core dimensions designed to bring structure and clarity to your entire system:

1. Account Structure

• Are contacts, companies, and deals organized clearly?
• Are integrations connected and functioning properly?
• Are email accounts and calendars synced for everyone on the team?

2. Contact Management and Segmentation

• Are contacts assigned to owners?
• Are custom properties in place for things like service line or job function?
• Are smart lists used for segmenting by behavior, persona, or region?

3. Lead Capture

• Do your forms collect the right qualifying info?
• Are different types of inquiries routed to the right people?
• Do forms differentiate between new leads and current clients?

4. Marketing Automation

• Are there nurture workflows or follow-up emails in place?
• Are contacts being prioritized or re-engaged based on behavior?
• Is automation reducing manual work, or creating more of it?

5. Sales Enablement Tools

• Is your sales team using meeting links, templates, and sequences?
• Are deals tracked and updated consistently?
• Are there SOPs in place to help your team stay aligned?

6. Reporting and Dashboards

• Are there role-based dashboards for marketing, sales, and leadership?
• Are you tracking lifecycle stages, conversion rates, and deal velocity?
• Are reports being reviewed consistently to inform decisions?

If using HubSpot feels confusing, disorganized, or overly manual for your team, it’s a clear indicator that your system isn’t aligned to best practices. A thorough audit can uncover where your setup is falling short, and how to realign it for efficiency, visibility, and scalable growth.

After-Audit Next Steps 

Of course, finding the problems is just the beginning. What happens next is where real transformation begins.

If you work with SyncShow to complete an audit, we won’t leave you with a handful of to-dos and call it a day. We roll up our sleeves and work with you to prioritize and implement changes, clean up your portal, and build out the structure that supports scale.

You will walk away with:

• Clean, organized data and a clear contact ownership structure
• Qualified leads flowing to the right people automatically
• Nurture workflows and follow-ups running in the background
• Dashboards that leadership actually uses
• A more confident and consistent sales process

If you’re in legal, financial services, consulting, or another high-touch service industry, we understand how your business works and what your CRM needs to do to support it. We’ve designed this audit process around our years of specific experience working with B2B companies like yours. 

Conclusion

You don’t need more tools — you need a smarter system.

A HubSpot audit cuts through the noise, cleans up your data, and aligns your tech with how your team actually works.

If you're done duct-taping your CRM together, let’s fix it — for good.