How to align sales, marketing & ops in one tech stack audit
How to self-audit your GTM tech stack across HubSpot, Salesforce & connected tools
Most B2B teams do not plan their tech stacks; they inherit them.
Marketing inherits that one tool sales likes.
Sales inherits the CRM ops bought two years ago.
By the time you have layered in automation, enrichment, and reporting, you have a spaghetti mess of systems nobody fully understands.
The result?
- Data you cannot trust.
- Reports that do not match reality.
- Revenue that leaks out before it ever makes it to the pipeline.
A proper tech stack audit cuts through that chaos.
It is not a pretty PowerPoint. It is a working plan: what is broken, what is fixable, and in what order you should fix it.
You can run it yourself with the framework below.
If you want it done for you, our team delivers a comprehensive tech stack audit in one to two weeks, fully documented, prioritized, and tied to revenue outcomes.
When you finish this article, you will have a short, sharp deliverable:
- Executive Summary: Top problems, quick wins, and a 30-60-90 plan.
- Findings by System: HubSpot, Salesforce, and every tool in the stack.
- Process and Data Map: Objects, fields, lifecycle, routing, and SLAs.
- Prioritized Fixes: Scored by impact vs. effort, with owners and timelines.
- Roadmap: A sequence that stops breakage first, then drives performance gains.
Your 5-step tech stack audit
1. Catalog your entire software ecosystem
List every tool that touches a prospect or customer. Include the owner, contract details, purpose, and integrations.
Take screenshots of critical settings.
You will want a before record when you make changes.
2. Map the data flows
Draw the actual data and handoff flow from first touch to renewal.
Mark the system of record for each object (contact, company, deal) and identify who owns each step.
This is the time to identify where a lead recycling process can capture stalled prospects.
3. Inspect
Deep-dive into the big systems (HubSpot, Salesforce) plus connected tools.
Check for data quality issues, automation failures, reporting gaps, and missing governance.
4. Simulate and screen for gaps
Submit a real form, follow the routing, move a deal through each stage, and check what the reporting shows.
Log every gap and every point where the process slows down or breaks.
5. Synthesize, plan & assign ownership
Group issues into quick wins, foundations, and scale items.
Assign a single owner per process and define what "fixed" looks like.
HubSpot: Find & fix data leaks
Data & lifecycle audit
Audit contacts, companies, deals, tickets, and any custom objects.
Make sure lifecycle states and deal stages actually match how reporting is run, not the other way around.
Check required fields, picklists, dedupe rules, and merge policies.
Capture & consent
Review forms, CTAs, hidden fields, UTM parameters, and source capture.
Verify email domain settings (SPF, DKIM), subscription types, and your preference center.
Automation & engagement
Check workflows for scoring, routing, lifecycle changes, and sales handoffs.
Audit sequences, meeting links, call logging, and campaign attribution settings.
Salesforce: Find & fix data leaks
Objects & ownership
Review the lead-to-contact conversion path.
Audit accounts, opportunities, products, and key custom objects.
Check territory rules, account ownership, and lead-to-account matching.
Quality & control
Enforce validation rules, manage picklist governance, and set duplicate rules with survivorship logic.
Automation & connections
Inspect flows, assignment rules, approvals, and connected app sync directions and frequencies.
For teams using both systems, aligning your outbound sales strategy across HubSpot and Salesforce is non-negotiable for accurate reporting.
Organize & score your audit findings
Organize findings by marketing, sales, and operations so each owner sees their to-do list at a glance.
Marketing: Ad platforms, analytics, form capture, attribution structure, and consent.
Sales: Sales engagement, scheduling, telephony, sequence governance, and routing handoffs.
Operations: Data enrichment, integration layers, strategic partners, and bidirectional sync rules.
Score your findings: A tech stack audit without prioritization is just shelfware. Score every single recommendation by revenue impact and implementation effort.
Start by shipping high-impact, low-effort wins first. They buy you credibility and budget for the heavier lifts.
Common Tactics to Drive Early Wins:
- Align lifecycle and stage names across HubSpot and Salesforce to stop ghost leads.
- Assign clear routing ownership with SLA-backed response targets. This directly impacts your speed-to-lead performance.
- Enable duplicate rules and required fields for core objects.
- Publish a single leadership dashboard covering demand, pipeline, and forecast.
Deliverable structure that you'll use
Forget bloated decks nobody reads. Your audit deliverable should be built for execution.
It should open with a one-page executive summary covering top issues and quick wins.
Include a visual map of your current architecture and data flow, showing systems, integrations, and handoffs.
Document findings and fixes for each major area (HubSpot, Salesforce, marketing stack, and operations) with specific issues, owners, and recommended actions.
Finish with a sequenced roadmap and measurement plan that shows exactly how progress will be tracked and proven.
In-house vs. RevBlack
Whether you run it in-house or bring us in, the goal is the same: keep your revenue engine clean, fast, and predictable.
If you own it internally, make the audit part of your annual operating rhythm. Your stack is not static.
If you hand it to us, you will get a fully documented audit in one to two weeks.
- Every finding will be tied to a business outcome.
- The plan will be prioritized for executive approval.
- Owners will be named and timelines set.
For teams that need this level of rigor on an ongoing basis, fractional sales and marketing ops provides a way to maintain the stack without the drag of a six-month consulting cycle.
Before you hop off, take a look at this guide ➡ RevOps in-house vs agency: costs, flexibility, and growth compared.
