Proper user management is essential for CRM security, ownership clarity, and efficient collaboration across teams.

🧑‍💼 Admin & Super Admins

Limit the number of super admins to essential stakeholders only. Too many can lead to accidental changes or access creep.

👥 Team Assignments

Users without teams may not see the right contacts or assets. Assign users to teams to streamline reporting and access.

🛡️ Role-Based Permissions

Make sure all users have a role assigned. This ensures access is intentional and not defaulting to overly permissive settings.

💡 Tips

• Audit users quarterly to remove or deactivate inactive accounts.
• Create roles for different personas (e.g., Sales Rep, Marketing Manager).
• Restrict export permissions to avoid data leakage.

Proper domain and DNS setup ensures branded sending, secure hosting, and seamless HubSpot functionality across landing pages, email, blogs, and knowledge base assets.

🌐 Primary Domains

Ensure each major asset type (Landing Pages, Emails, Blogs, Knowledge Base) has a properly configured and resolving primary domain. Non-resolving domains may cause broken experiences or missed engagement.

📄 SSL & Security

SSL certificates should be enabled on all connected domains. HubSpot provides SSL automatically, but DNS misconfigurations can cause errors or insecure connections.

📧 Email Sending Domains

Authenticating your email domain (via DKIM and SPF records) improves deliverability and protects your brand’s sender reputation.

💡 Tips

• Check DNS settings for all connected domains at least twice a year.
• Assign a clear naming convention (e.g., go.example.com for landing pages).
• Resolve any domain warnings in HubSpot Settings to maintain asset integrity.

The HubSpot tracking code is critical for capturing visitor behavior, powering forms, live chat, lists, and reporting across your website.

🛠️ Correct Installation

The tracking code must be installed on every page you want to track. Ideally, place it just before the closing </body> tag for best performance.

📈 Why It Matters

Without the tracking code, HubSpot cannot associate page views, form submissions, or chat sessions with your CRM records — leading to incomplete reporting and missed marketing opportunities.

💡 Tips

• Use Google Tag Manager if you manage many website scripts — but ensure the HubSpot snippet loads early.
• Verify installation under Settings → Tracking Code in HubSpot.
• Use HubSpot’s Chrome Extension or browser console to double-check that the tracking beacon is firing.

Complete and accurate data in your CRM powers segmentation, personalization, reporting, and automation across your teams.

🧹 Why Data Quality Matters

Missing emails, owners, names, or associated records can break automations, misroute leads, and lead to poor customer experiences.

🔎 Common Data Gaps

• Contacts missing email or first name make nurturing and personalization impossible.
• Companies without domains or owners break ABM (Account-Based Marketing) efforts.
• Unowned records cause sales follow-ups to be delayed or lost entirely.

💡 Tips

• Set mandatory fields at lead capture to avoid missing critical data.
• Use workflows to assign owners automatically when appropriate.
• Run regular data hygiene checks and enrichment programs.

Understanding where your visitors, leads, and customers come from is key to allocating marketing resources effectively and optimizing your go-to-market strategy.

🌎 Why It Matters

Attribution insights show you which channels drive real business outcomes — not just traffic, but qualified leads and closed customers.

📈 Key Insights

• Monitor traffic trends across Organic Search, Paid Ads, Email, Social Media, and Direct traffic sources.
• Identify which channels are underperforming or overperforming relative to your goals.
• Optimize future campaigns based on which channels generate the most engaged contacts and deals.

💡 Tips

• Set UTM parameters properly across all outbound campaigns for clean attribution tracking.
• Use Source reports in HubSpot to monitor not just traffic volume but lead generation quality.
• Look for trends over time — sudden drops or spikes often indicate a tracking issue or campaign change.

Lifecycle stages represent the buyer's journey through your funnel — from first touch to customer and beyond.

🚀 Why They Matter

Proper lifecycle management helps marketing, sales, and customer success teams work in sync — ensuring no leads are lost or stalled.

📊 Key Insights

• Gaps between stages (e.g., lots of MQLs but few SQLs) can highlight friction points in your funnel.
• Stuck leads can hurt conversion rates if not actively monitored and nurtured.

💡 Tips

• Align your lead scoring and handoff process with lifecycle stages.
• Automate stage changes when possible based on clear criteria (e.g., form fills, deal creation).
• Regularly audit contacts stuck in early stages like Subscriber or Lead for re-engagement opportunities.

Managing your marketing contacts efficiently ensures you're reaching engaged audiences while controlling your HubSpot subscription costs.

📈 Why It Matters

HubSpot bills based on your number of marketing contacts. Regularly reviewing this ensures you’re not paying for disengaged or invalid records.

💡 Tips

• Regularly clean inactive contacts to stay within your tier limits.
• Use automation to mark contacts as "non-marketing" when they unsubscribe or become disqualified.
• Check that new leads are being properly marked as marketing contacts when appropriate.

Good email health is essential for high deliverability, engagement, and a strong sender reputation.

📧 Key Metrics

• High bounce rates can hurt your domain reputation.
• Spam complaints can lead to your emails being blocked or filtered.
• Consistent open and click rates indicate engaged audiences.

💡 Tips

• Authenticate your email sending domain (SPF, DKIM, DMARC).
• Regularly remove hard bounces and unengaged contacts.
• A/B test subject lines to improve open rates.

Forms are a primary lead generation tool — their performance directly impacts your contact acquisition strategy.

📝 Key Areas

• Review top-performing forms to replicate success elsewhere.
• Identify forms with zero submissions — these may need repositioning or better CTAs.
• Track conversion rates: Views vs Submissions.

💡 Tips

• Keep forms short for higher conversions — ask only for necessary info.
• Use smart fields to adapt forms based on known contact properties.
• Embed forms in high-traffic, high-intent pages.

Workflows automate repetitive tasks, lead nurturing, sales routing, and more — they are critical for scaling your CRM efficiency.

⚙️ Key Concepts

• Automate lead handoffs, nurturing, notifications, and task creation.
• Use deal workflows to move deals automatically through stages based on actions.
• Monitor disabled workflows — outdated automation can create friction if left unchecked.

💡 Tips

• Audit workflows every 6 months to ensure relevance and performance.
• Document your workflow architecture externally for clarity and team training.
• Use branching logic to personalize workflows based on lead behavior or attributes.

Pipeline health is a direct reflection of your revenue predictability and operational efficiency in sales.

📊 Key Metrics

• Monitor how deals are distributed across stages.
• Analyze win rates by pipeline to spot bottlenecks.
• Ensure each pipeline matches the actual sales process — clean, simple, and logical.

💡 Tips

• Archive unused or outdated pipelines.
• Limit the number of stages to reduce friction.
• Define clear entry/exit criteria for each stage.

Measuring individual sales rep performance helps identify coaching opportunities and recognize top performers.

📈 Metrics to Watch

• Deals Created
• Deals Closed Won
• Average Deal Size
• Pipeline Coverage Ratio

💡 Tips

• Use activity goals to balance prospecting vs closing tasks.
• Compare performance by similar roles (BDRs vs AEs).
• Reward both pipeline generation and closed revenue.

Incomplete or outdated deal data skews forecasting, limits reporting accuracy, and reduces team efficiency.

⚠️ Common Issues

• Missing deal owners or amounts.
• Deals with no associated contacts.
• Deals inactive for long periods without updates.

💡 Tips

• Enforce mandatory fields at key stages (e.g., Amount, Close Date).
• Use workflows to auto-close stale deals.
• Hold regular pipeline review meetings to clean bad data.

Automating sales tasks frees up reps to focus on building relationships and closing deals rather than admin work.

⚙️ What to Automate

• Lead assignment and rotation.
• Task creation for follow-ups.
• Notification of key events (e.g., form submissions, stage changes).

💡 Tips

• Use workflows triggered by deal properties, not just contact actions.
• Layer task queues to help reps work through daily follow-ups efficiently.
• Audit old sales workflows regularly to ensure relevance.

Ensure all support channels like chat, email, and Facebook Messenger are properly connected and authorized in HubSpot. Active channels enable quicker resolutions and better coverage.

⚠️ Common Issues

• Inactive or disconnected channels.
• Channels not linked to shared inboxes or workflows.
• Unused channels left visible to customers.

💡 Tips

• Reconnect unauthorized channels to avoid disruptions.
• Deactivate unused channels for clarity.
• Route active channels to teams via workflows or inbox rules.

Review your ticket pipelines to identify bottlenecks, long resolution times, and workload imbalances across teams.

⚠️ Common Issues

• High average time to close or first response delays.
• Tickets stuck in certain pipeline stages.
• Unassigned tickets causing customer frustration.

💡 Tips

• Use SLAs and alerts for overdue tickets.
• Review stage-level performance in pipelines.
• Automate assignments and stage progression.

HubSpot workflows can automate support tasks, reduce delays, and ensure tickets are properly routed and followed up.

⚠️ Common Issues

• No automation for task creation or ticket updates.
• Workflows not aligned with ticket properties or pipeline stages.
• Overlapping or conflicting workflows.

💡 Tips

• Use property-based triggers to streamline automation.
• Create internal notification workflows for urgent tickets.
• Review inactive workflows regularly.

A strong knowledge base empowers customers to self-serve and reduces support team workload.

⚠️ Common Issues

• Outdated, duplicated, or low-quality articles.
• Poor structure: no categories or subcategories.
• Important articles not indexed or public.

💡 Tips

• Regularly audit and update KB content.
• Group content by clear, logical categories.
• Use search-optimized titles and meta descriptions.

Feedback surveys (NPS, CSAT, CES) provide insights into customer satisfaction and help identify areas for improvement.

⚠️ Common Issues

• Low survey response rates.
• No follow-up actions for detractors.
• Lack of visibility into score trends.

💡 Tips

• Send surveys post-resolution or post-onboarding.
• Set up workflows to engage detractors/promoters.
• Monitor score and sentiment trends monthly.