CRM Attribution & Pipeline Audit

Works with Salesforce, HubSpot, Zoho, and Attio.

Why this audit exists

Most CRMs evolve for years without a full operational review. Fields get added for one campaign and never removed, workflows pile up, integrations drift out of sync, and reporting slowly stops matching reality.

The result is usually some combination of:

• Inconsistent lead and deal data
• Reporting leadership doesn't fully trust
• Reps unsure which fields or stages to use
• Automations failing silently or firing on edge cases nobody tested
• Attribution gaps between ad platforms, forms, CRM records, and closed revenue
• Disconnected integrations across phone, email, ads, and marketing systems

This audit finds those issues, documents them clearly, and hands you a prioritized roadmap covering structure, reporting accuracy, automation reliability, and marketing attribution.

What's included

A full review of your CRM configuration, workflows, reporting, and connected systems.

Data model and hygiene

• Object and field architecture review, covering Leads, Contacts, Accounts, Opportunities in Salesforce, Contacts, Companies, Deals in HubSpot, Leads, Contacts, Accounts, Deals in Zoho, and your record and list structure in Attio
• Lifecycle and conversion mapping validation, including what happens to field values at the point of conversion
• Stage and status consistency across pipelines, teams, and regions
• Duplicate records, merge rules, and the field mappings causing them
• Required field enforcement and how much of your data sits blank where it matters
• Custom field sprawl, including the ones nobody has filled in since 2023
• Association and relationship model between records

Process and automation

• Workflow, flow, and automation inventory covering what runs, what conflicts, and what got disabled but never deleted
• Salesforce flows, process builders, and any remaining workflow rules
• HubSpot workflows, sequences, and list-driven automation
• Zoho workflow rules, blueprints, and functions
• Attio automations and list logic
• Assignment and routing rules, including leads with no owner
• Approval steps, validation rules, and where reps work around them
• Sales process review from the rep's side, covering what they have to fill in and what they quietly skip

Attribution and lead source

• Tracking code and cookie behavior across every domain and subdomain
• Web form, embedded form, and third-party form capture
• UTM, gclid, msclkid, and fbclid capture, plus whether the values survive from first touch through to the closed deal
• Original and latest source assignment, including how direct traffic gets classified
• Attribution report configuration and which model each report runs on
• Offline conversion sync back into Google Ads and Meta

Integrations

• Review across ad platforms, call tracking, email, chat, SMS, telephony, and any middleware like Zapier, Make, or native connectors
• Sync direction, field mapping, and conflict handling between systems
• Silent failure detection, since most integration errors never surface anywhere a human looks
• API limits and where you're close to them

Reporting

• Reconciliation between CRM figures, GA4, and ad platform numbers, with each gap explained in writing
• Pipeline and forecast report accuracy
• Deal velocity and stage conversion reporting
• Dashboard inventory covering what people open and what can be retired

Deliverables

• Detailed audit document with findings organized by object, workflow, and operational theme
• Executive summary covering the highest-impact issues in plain language
• Prioritized recommendations split into quick wins, structural fixes, and integration work
• Phased remediation roadmap with sequencing and effort estimates
• Fourteen days of follow-up email support after delivery

Everything is written to be implementation-ready. You can hand it to your internal team, to us, or to any certified partner for your platform.

Access and security

We work read-only. Access is granted through your platform's standard authorization process during kickoff, takes a few minutes to set up, and is revocable at any time.

• Salesforce, a read-only permission set on an existing admin profile, or delegated login access
• HubSpot, a super admin seat with edit permissions removed, since some configuration is only visible at that level
• Zoho, administrator-level read access through the standard authorization flow
• Attio, workspace admin access with member permissions

Admin-level visibility is needed because system-wide configuration, automation logic, and integration settings aren't exposed at lower permission levels. We can review everything and change nothing. No password sharing and no additional paid user licenses in most cases. All information collected stays in our secure workspace and gets used only for your engagement.