HubSpot portal audit checklist 2026 for B2B companies in Chile and Latin America

Portals drift a little every week. A new rep creates a property, a campaign leaves lists behind, an integration starts creating records from a new source.

None of that throws an error, so nobody notices until a forecast or a board report does not add up. A quarterly review keeps the drift small enough to fix in hours instead of months.

• Unused and duplicated properties: two properties storing the same thing split reporting in two.
• Missing descriptions: nobody can maintain them once their creator leaves.
• Core fields: contacts without email or name, companies without domain, records without owner.
• Placeholder values: “test”, “N/A” or “asdf” usually come from a field required at creation.
• Associations: contacts without a company and deals without contacts break account views.

HubSpot Audit · Properties

• Open deals whose close date is already in the past.
• Lost deals without a lost reason, or a lost reason stored as free text you cannot report on.
• Post-sale stages inside the sales pipeline, and stages named like tasks (“waiting for reply”).
• Pipelines without clear won and lost stages.
• Lifecycle stages that contradict the deal stage of the same account.

This is the pillar a sales manager cares about most, because it shows whether the pipeline is managed or just stored.

• Open deals with no next activity scheduled.
• Deals stuck 30 days or more in the same stage, counted from the day they entered it.
• Deals in advanced stages with no activity at all.
• Conversations without a reply, and response times by inbox and owner.

HubSpot Audit · Priorities

• Workflows with recurring errors and active workflows nobody enrolls in anymore.
• Two or more workflows writing the same property: the last one to run wins.
• Workflows that move stages or close deals on their own.
• Which apps, imports and integrations create your records, and whether one object has too many sources.

The workflow audit guide covers this pillar step by step.

• Users with no recent activity who still hold a paid seat.
• How many super admins the portal has and whether each one needs that access.
• Records owned by deactivated users.

Unused lists and forms without submissions are reviewed in every portal. Marketing emails, with their bounces and old drafts, need Marketing Hub or Content Hub Professional or Enterprise.

But they only weigh in the score when the portal sent marketing email in the last 90 days. A sales-only portal does not lose points for an email tool it does not use.

Do not start by deleting. Give every asset one decision and work in this order:

HubSpot Audit · Improvement plan

The improvement plan does not recommend deleting: it proposes keep, improve, consolidate, redesign, phase out or review for archive.

An automated audit reads configuration and records through the HubSpot API. It measures how healthy your assets are, not whether the portal matches the way your team sells.

That second question needs conversations with the team, which is what a HubSpot diagnostic adds.