If something feels off with your CRM and it’s hurting your work, this article is for you. Maybe reports don’t add up, records are incomplete, or your team complains “the system doesn’t help.” Before making any decisions, it’s critical to understand what’s really happening.
Over my 10+ years working at companies like Salesforce, HubSpot, and RD Station, I’ve talked with hundreds of businesses already using a CRM and considering switching platforms. Many of them were HubSpot users who told me: “I think I need to change tools” — but in reality, the issue was in the configuration or the way the CRM was being used.
Here are 10 common symptoms that indicate it’s time to run a CRM audit.
When you prepare a report for management and notice that the number of closed deals changes depending on the filter, or two leaders present different metrics in HubSpot, trust is broken. If you don’t believe the numbers, it’s hard to convince anyone to invest in your initiatives.
Marketing records only basic info, Sales adds business details but inconsistently, and Support logs tickets without linking to customer history. In HubSpot, this shows up as duplicated properties and misaligned pipelines. The result: three systems hiding inside one CRM.
Leads enter the CRM but sit for weeks in the same pipeline stage. When you dig deeper, you realize there are no workflows to nurture contacts or remind reps to follow up. Without automation, opportunities quietly die.
On paper, support looks fast. But when you check the reports, you see 30% of tickets remain unassigned. Customers only get answers after complaining again. If processes aren’t mapped, “efficiency” is just an illusion.
You have access to lead scoring, integrations, and advanced automations, but you treat the CRM like a fancy spreadsheet. Proposals are sent outside, emails are manual, and deal updates happen by hand. It’s like buying a sports car and never leaving first gear.
You tell the board you hit 110% of target, but inside HubSpot you find “closed-won” deals that never became contracts. A good metric with a bad dashboard is like a map with nonexistent roads.
Every month Sales spends hours copying HubSpot data into Word templates. Besides being slow, it’s error-prone. A CRM should free up time to sell more, not steal time from sellers.
When you expand into another country, you realize languages and currencies aren’t set up. Or if you manage multiple brands, contacts and reports get mixed. A CRM that doesn’t scale with your business quickly becomes an obstacle.
A customer explains their issue to Support, gets transferred, and has to explain everything again. This happens because history isn’t complete or no one checks it. With clean records and well-defined properties, HubSpot solves this pain.
If you recognized yourself in any of the above, you’ve probably thought about switching CRMs or “fixing everything at once.” My recommendation: before changing tools, run a CRM audit.
First identify whether the problems come from the platform or from how you use it. If it’s the tool, choose one that better fits your needs. If it’s the operation, bring in experts to adjust processes, integrations, and training.
At Dig RevOps, we run complete CRM audits so you can make decisions with clarity and confidence. Book your audit now and see your CRM work in favor of your growth.