Tech stack audit + recommendations

How to align sales, marketing & ops in one tech stack audit

Most B2B teams don’t 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’ve layered in automation, enrichment, and reporting, you’ve got a spaghetti mess of systems nobody fully understands.

The result?

• Data you can’t trust
• Reports that don’t match reality
• Revenue that leaks out before it ever makes it to pipeline
  

A proper tech stack audit cuts through that chaos.

It’s not a pretty PowerPoint. It’s a working plan: what’s broken, what’s 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 the same audit in one to two weeks - fully documented, prioritized, and tied to revenue outcomes.
➡️ Book a Tech Stack Audit  

When you finish this article, you’ll 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 + Data Map: Objects, fields, lifecycle, routing, SLAs (+ who owns what)
• Prioritized Fixes: Scored by impact vs. effort, with owners and timelines
• Roadmap: 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 owner, contract details, purpose, and integrations.
• Take screenshots of critical settings. You’ll 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, etc.) and identify who owns each step.

3. Inspect 

•  Deep-dive the big systems (HubSpot, Salesforce) plus connected tools.
•  Check for data quality issues, automation failures, reporting gaps, and missing governance.

4. Simulate & screen for gaps

• Submit a real form, follow the routing, move a deal through each stage, and check what reporting shows along the way.
•  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 (acceptance criteria).

HubSpot: find & fix data leaks

Data & lifecycle

• 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 and Consent

• Review forms and CTAs, hidden fields, UTM parameters, and source capture.
• Verify email domain settings (SPF, DKIM), subscription types, and your preference center.

Automation and Engagement

• Check workflows for scoring, routing, lifecycle changes, and sales handoffs.
• Audit sequences, meeting links, call logging, and campaign attribution settings.

Dashboards and Alerts

•  Look for lagging “time to first touch,” low acceptance rates, and broken pipeline by channel reports.
•  Set alerts for unassigned records or SLA breaches.

Typical Early Fixes

• Standardize UTM tracking and campaign naming conventions
• Centralize routing logic with published SLAs
• Normalize lifecycle states with automated transitions and clear triggers

Salesforce: find & fix data leaks

Objects and 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 and Control

• Enforce validation rules, manage picklist governance, and set duplicate rules with survivorship logic.

Automation and Connections

• Inspect flows, assignment rules, approvals, and connected app sync directions and frequencies.

Typical Early Fixes

• Enforce a single conversion path and align deal stages to forecast categories
• Centralize ownership and routing rules
• Tighten validation to make reporting trustworthy
  
  

Organize your audit findings by function

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, consent, offline conversions.Sales → Sales engagement, scheduling, telephony, sequence governance, CRM writebacks, routing handoffs.Operations/Success → Data enrichment, integration layers, success platforms, health scoring, playbooks, bidirectional sync rules.

Score your findings

A tech stack audit without prioritization is just shelfware.

Most teams leave with a 40-page slide deck full of “opportunities” and no clear path to execution. That’s a great way to have the exact same problems next quarter.

The right way: score every single recommendation by revenue impact and implementation effort.

You want a visual impact/effort matrix that leadership can scan in seconds, not a long spreadsheet that only the ops team understands.

Why?

Because in a world of constrained budgets and competing priorities, politics will always decide what gets built unless you give the business a clear, agreed-upon sequence.

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

These are fixes we’ve implemented across dozens of post-audit projects - they’re fast, measurable, and have a direct line to revenue impact:

1. Align lifecycle and stage names across HubSpot & Salesforce:  Misaligned naming breaks reporting, creates “ghost” leads, and makes it impossible to measure funnel health. Alignment here instantly makes reports actionable.
   
   
2. Assign clear routing ownership with SLA-backed response targets: Without a named owner and a timebound expectation, lead follow-up becomes “someone else’s problem.”
   
   
3. Enable duplicate rules and required fields for core objects: Dirty data compounds over time; enforcing hygiene at the point of entry prevents the avalanche.
   
   
4. Publish a single leadership dashboard covering demand, pipeline, and forecast: One page, one truth. The single biggest unlock for cross-functional alignment.
   

Prove the Audit Is Working

You can’t declare victory because the fixes are “in progress.” You need operational proof points that show the business is running better than before.

Here’s what to track in the first 60–90 days post-audit:

☑️ Duplicate rate drops and property completeness rises ( it indicates cleaner inbound and synced data.)

☑️ First response time improves and SLA attainment climbs ( means your lead routing and follow-up discipline is working.)

☑️ Stage movement becomes consistent (no more stalled deals or leads lost in the cracks!)

☑️ Forecast swings less week to week (points to the fact that your deal stage definitions and pipeline hygiene are finally predictable.)

☑️ Channel performance becomes comparable across campaigns and brands (a surefire sign that attribution alignment means you can make budget calls with confidence.)

Deliverable Structure That Actually Gets Used

Forget bloated Confluence pages or decks nobody reads. Your audit deliverable should be built for execution, not ceremony. 

It should open with a one-page executive summary covering top issues, quick wins, and the big plays, followed by clear goals and constraints that define success and acknowledge what can’t change right now. 

A visual map of your current architecture and data flow sets the stage, showing systems, integrations, and handoffs.

From there, document findings and fixes for each major area (HubSpot, Salesforce, the marketing stack, the sales stack, and operations/customer success) with specific issues, owners, and recommended actions. 

Back it all with prioritized recommendations scored by impact versus effort, assigning named owners and deadlines, and 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 isn’t static, and a yearly check-up is the only insurance against silent breakage and creeping inefficiency. 

If you hand it to us, you’ll get a fully documented audit in one to two weeks. 

• Every finding will be tied to a business outcome.
•  The plan will be prioritized so your exec team can approve it in one sitting.
• Owners will be named and timelines set, making accountability unavoidable.

And you get it all without the drag of a six-month consulting cycle.

➡️ Start your Tech Stack Audit.