Your CRM is not doing its job? Let's find out why.
A CRM audit is a structured review of your existing system. By the end you know where the real problems are, what they cost and in which order to tackle them. Without anyone selling you a big project first.
What a CRM audit actually is
An audit is nothing more than a thorough look at your CRM from the outside. Someone who does not use the system every day and therefore notices what has long become routine in daily work. I look at how your CRM is built, what the data inside looks like and whether what was set up still fits the way you work today.
The difference from regular consulting: in an audit I build nothing yet. I assess the current state and write down what I find. That gives you a basis to decide whether a few targeted corrections are enough or whether more is needed. If the audit turns into real changes, that is where CRM consulting picks up afterwards. But that is your decision, not my precondition.
What I look at during the audit
Not every area is a problem in every CRM. I go through these six in every audit, though, because that is where most quiet trouble piles up.
Data quality
Duplicates, empty required fields, contradictory records. I check how reliable your data actually is before anyone builds decisions on top of it.
Data model and properties
Which fields exist, which ones are really maintained, which are duplicated or dead. Often the CRM has grown over years and nobody ever cleaned up.
Pipeline and deal stages
Do the stages reflect your real sales process or a wish from three years ago? Clean stages are the basis for any reporting worth looking at.
Automations and workflows
What runs, what fires into nothing, what contradicts itself. Old workflows reacting to processes that no longer exist do more harm than good.
Reporting
Do the dashboards answer the questions you ask today? Many reports show numbers that look nice but help nobody make a decision.
Team adoption
A CRM is only as good as the data going into it. I check whether the team actually uses the system or keeps working in spreadsheets next to it.
How you know an audit is due
Usually it is not one big mistake but a creeping sense that the system no longer holds up. If you recognise yourself in several of these, a look from the outside is worth it.
- Nobody on the team really trusts the reports coming out of the CRM anymore.
- You maintain the same information in several places because nobody knows where it actually belongs.
- There are workflows and fields no one can explain the purpose of anymore.
- The CRM was set up once and never fundamentally touched again, even though your business has changed since.
- You are thinking about switching or rebuilding the CRM and want to know first what is genuinely broken and what is just habit.
How a CRM audit works
The effort on your side is small. You provide access and context, I handle the rest.
Access and short briefing
You give me read access to your CRM and spend 20 minutes telling me how your sales team works and what bothers you most. You do not need to prepare more than that.
I go through the system
Fields, pipelines, workflows, reports and a look into the actual records. I note what runs cleanly, what is stuck and what gets expensive later if it stays as is.
Findings and priorities
You get a written review with concrete findings, each with an estimate of how urgent and how much effort a fix would be. No 40-slide deck, just a list you can work with.
Walk-through
We go through the points together, you ask your questions, and by the end it is clear what you can tackle yourselves and where support makes sense.
What ends up on the table
You get a review you can also put in front of your team or management. Every finding comes with a short explanation: what the problem is, why it is one and what it actually costs day to day. Plus a sense of how urgent and how much effort a fix would be in each case.
An example of what such a finding looks like: two different fields both hold a phone number, one filled by the contact form, the other by hand. The reports pull the wrong one. Result: half the numbers are missing from the lists sales works with. Effort to fix it low, impact high. Findings like these are rarely spectacular, but together they cost time and trust in the system every month.
What you do with the list is up to you. Some work through it themselves, others hand off part of it. If the findings lean towards interfaces and data flows, the CRM integration is the next step. If a rebuild is on the table anyway, the HubSpot implementation is the better starting point.
Common questions about the CRM audit
Know what is wrong first. Then decide.
Tell me briefly which CRM you use and what bothers you most right now. In the intro call I will tell you whether an audit is the right starting point and roughly what it costs for your setup.
- Free intro call, about 15 minutes
- Fixed price upfront, no open hourly tab
- You get an honest take, even if it is: leave it as it is for now.