HubSpot workflows eventually get messy, and it is crucial then to clean them up from time to time. I’ve found that cleaning up the CRM is much easier when I do it gradually.
In the past, I waited until something broke. A report looked incorrect, a workflow stopped running properly, or sales started asking questions about the numbers.
That was when I finally cleaned things up.
But by then, there was always a big mess to handle.
Now I approach it differently.
Every few months, I review the portal before minor issues turn into major problems. It doesn’t take much time, and it’s one of the easiest ways to keep a HubSpot portal functioning well.
Here’s the checklist I use.
1. Check for duplicate contacts and companies
This is where I always begin.
Duplicate records can confuse reports, mislead the sales team, and even lead to one person receiving the same email twice.
HubSpot does a good job of detecting duplicates, so I make it a point to check them frequently instead of allowing them to pile up.
I don’t merge records immediately. I verify them first to ensure they are indeed the same person or company.
2. Look at properties that aren’t useful anymore
Every business adds new properties as it grows.
Marketing needs one, sales requires another, and operations adds a few more.
Each one usually makes sense at the time.
The issue arises a year later.
So I ask myself a few straightforward questions:
- Is this property still in use?
- Are we tracking this somewhere else?
- Does everyone understand its purpose?
If I can’t answer yes to all three, I mark it for further review.
3. Check lifecycle stages
Lifecycle stages are more important than many people realize.
They appear in reports, automation, lead management, and handoffs between teams.
Whenever I check a portal, I compare the lifecycle stages to how the business currently operates.
I’ve noticed outdated workflows still moving people into stages that no longer align with the current sales process.
These issues don’t always cause immediate problems, but they make reports less reliable.
4. Review workflows that update CRM data
Whenever a workflow modifies a property, I ask this question:
Does it still need to do this?
Businesses evolve. Processes change.
Sometimes, the workflow still functions as intended, but the business has moved on without it.
Checking property updates and workflow triggers now can prevent confusion later.
5. Look at lists and reports
Lists and dashboards are useful tools for assessing the health of the CRM.
If a list includes contacts that don’t belong, or a report suddenly seems off, something has changed elsewhere in the portal.
Instead of merely fixing the report, I try to discover the reason for the change.
Most of the time, the report is simply reflecting a data problem that already existed.
6. Archive what nobody uses
I’ve stopped keeping everything “just in case.”
Old lists, unused workflows, and properties from campaigns that ended months ago clutter the portal.
All of this makes it harder to use.
I don’t delete items without checking first, especially if they link to a report or another tool. But if something is no longer useful, I archive it.
My Final Check
Before I finish, I ask myself one last question:
If a new person started tomorrow, would this CRM make sense to them?
If the answer is no, there is still more work to do.
For me, cleaning up a CRM isn’t just about making it look nice. It’s about ensuring that people can trust the data they rely on every day.
When the data is clean, everything else becomes easier. Reports are clear, automation functions as it should, and sales and marketing spend less time debating numbers and more time utilizing them.
That’s why I no longer view CRM cleanup as a one-time task. I see it as a habit.