“Our data is a mess.”
Practically every CRM we see that’s been in use for two or more years (sometimes less) suffers from the same problem: incomplete, outdated, or inconsistent records.
When that happens, frustration sets in. Sales reps stop entering information, managers stop trusting reports, and leadership loses confidence in the system. Over time, the CRM collapses into noise instead of clarity.
That’s why one of the first things we do for our clients is set up a Data Audit Dashboard inside HubSpot.
A Data Audit Dashboard is a framework inside HubSpot that measures the health of your data across contacts, companies, and deals.
It creates a single source of truth for CRM health by showing where critical data is missing. With this visibility, you can pinpoint issues immediately and take corrective action. Even better—we pair the reports with recommended next steps to clean up your database.
Start by choosing the properties that matter most. For contacts, that might be email, rep activity, job title, unsubscribes, or lifecycle stage. For companies, it could be industry, company size, and website. For deals, the must-haves are amount, close date, and deal owner.
Every business has unique processes, so include custom properties too. The point is simple: if it matters, track it.
By measuring how many records are missing these fields, you instantly see whether your CRM is healthy or not. Plus, you can drill into the reports to find the exact records that need fixing.
AI is only as powerful as the data it has to work with. A HubSpot portal full of missing or inconsistent records won’t just frustrate your team—it limits what AI can deliver.
With a complete and accurate database, AI can:
AI doesn’t fill gaps—it amplifies what you already have. A Data Audit Dashboard ensures your HubSpot instance is healthy, giving AI the foundation it needs to provide reliable, actionable insights.
A Data Audit Dashboard isn’t just a report—it changes how your team treats data.
Your CRM is only as strong as the data inside it. Without a way to track data quality, you’re flying blind.
The HubSpot Data Audit Dashboard gives you a single source of truth for contacts, companies, and deals, ensuring your data is complete, accurate, and ready for both reporting and AI.
If you want to trust your CRM—and unlock the real power of AI—start with clean data. Build a Data Audit Dashboard today and turn HubSpot into a reliable growth engine.
A HubSpot Data Audit Dashboard is a reporting framework inside HubSpot that measures the health of your CRM data across contacts, companies, and deals. It highlights missing or incomplete fields—like emails, owners, or close dates—so you can quickly identify gaps and clean your database.
You measure HubSpot data quality by tracking key properties for completeness and accuracy. For example: contacts without emails, companies without industries, or deals without close dates. Using a Data Audit Dashboard, you can report on these gaps and monitor trends over time.
AI can only analyze what exists in your CRM. Incomplete or messy records limit its effectiveness. With complete data, AI can provide better lead scoring, personalized recommendations, accurate forecasting, and deeper insights into buyer behavior. A clean database makes your HubSpot AI-ready.
Start by identifying incomplete records with a Data Audit Dashboard. Then, remove hard bounces, convert unsubscribes to non-marketing, assign owners automatically, and enable contact-to-company associations. Regular audits and automated workflows keep the database clean over time.
At a minimum, require an email address and contact owner for every contact, an industry and website for companies, and amount, close date, and deal owner for deals. Additional required fields depend on your sales process, but these core properties ensure reporting and forecasting accuracy.
To prepare HubSpot for AI, make sure all contacts, companies, and deals have complete records. Eliminate duplicates, enforce required fields, and standardize property values. Once your database is consistent, AI can provide reliable insights, from predicting deal outcomes to optimizing lead nurture.