1300 71 61 41Most HubSpot portals are performing well below their potential. Not broken, just quietly underused. The evidence is sitting right there in the platform, in metrics most teams never look at.
You don't need a consultant to tell you where the gaps are. You need to know which numbers to pull and what they mean. Here are twelve.
1. Active Workflows as a Percentage of Total Workflows
More inactive and draft workflows than active ones means automation is accumulating faster than it's being maintained. A portal with thirty workflows and eight active is a graveyard of good intentions.
Where to find it: Automation > Workflows. Filter by status - Active, Inactive, Draft. Count the totals.
Fix: Archive or delete stale workflows. Each inactive one is either a compliance risk or evidence that the automation strategy was never followed through.
2. Workflow Enrolment Rate vs Contact Database Size
If you have thousands of contacts but active workflows are enrolling hundreds per month, automation is touching a fraction of the database. The trigger criteria are probably too narrow, the lists feeding the workflow are outdated, or the workflows were built for segments that no longer exist.
Where to find it: Open each active workflow and check the enrolment history. Compare against your total contact count in Contacts > All Contacts.
3. Lifecycle Stage Distribution
If more than 70% of your contacts sit in the Lead stage with no automated progression in place, the funnel is blocked. Contacts should be moving between stages based on objective criteria, not because someone remembered to update a field.
Where to find it: Contacts > All Contacts. Filter by Lifecycle Stage and note the count at each stage.
Fix: Define the criteria for MQL and build the workflow that implements it. On Professional and Enterprise plans, progression can trigger on form submissions, page views, email engagement, or a combination.
4. Sequence Enrolment Rate Per Sales Rep
Sequences - automated multi-step outreach available on Sales Hub Starter, Professional, and Enterprise - are one of the highest-value tools in the sales kit. Sales reps with active deal pipelines of twenty or more contacts and sequence enrolments of zero are doing manual outreach that takes longer and is harder to track.
Where to find it: Automation > Sequences. Each sequence shows current enrolments and total enrolments over time.
Fix: Identify whether the gap is awareness, access (seat type), or confidence. Each requires a different fix.
5. Automated Email Open Rate vs Manual Send Rate
Automated workflow emails should perform better than manual sends -they're triggered by a specific action, which makes them inherently more relevant. If they're performing worse, the segmentation is off. Workflow emails below 15% open rate when manual sends achieve 30%+ is a clear signal.
Where to find it: Marketing > Email. Filter by type - Regular vs Automated - and compare average open rates.
6. Forms With No Follow-Up Workflow
A high-volume form with no associated workflow is a lead generation hole. Contacts are being created and then nothing is happening - no lifecycle stage set, no task created, no internal notification sent.
Where to find it: Marketing > Forms. For each key form, check whether a workflow uses form submission as a trigger. If not, that's the gap.
Fix: A workflow triggered by each key form submission - setting the lifecycle stage, assigning a deal owner, creating a task, and sending a notification - is one of the highest-ROI automation builds available to a small business.
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7. Deal Stage Drop-Off With No Stall Detection
If deals consistently back up at a specific stage with no automation flagging the stall, that stage is operating without any systematic support. The "Is Stalled After Timestamp" property, which HubSpot calculates when a deal's time in stage exceeds 20% beyond the deal owner's closed-won average for that stage, should be triggering something.
Where to find it: Reports > Dashboards, build a Deals by Stage report. Or use the custom report builder's Deal Stage funnel to see conversion rates between stages.
Fix: Build a workflow on Is Stalled After Timestamp that creates a manager alert or an owner task. Deals that would otherwise drift quietly toward lost get surfaced while there's still time.
8. Contacts With No Activity in 90 Days
Contacts sitting in the active database with no activity, no workflow enrolment, and no team interaction in 90 days are being ignored. If more than 20% of your active contacts fall into this category, they should be in a re-engagement workflow or cleaned out - not growing the list while contributing nothing.
Where to find it: Contacts. Filter for Last Activity Date is more than 90 days ago, combined with Lifecycle Stage is not Customer or Subscriber.
9. HubSpot Login Frequency by User
Automation only delivers value if the people around it are using the system it lives in. Sales reps or marketers logging in fewer than three times per week - or not at all in the last 14 days - aren't using the CRM as their primary tool, which means activity data is incomplete and the automation running on that data is unreliable.
Where to find it: Settings > Users & Teams shows last login date per user. HubSpot's Account Activity log shows user-level activity history.
10. Tasks Completed vs Tasks Created
If your workflows are creating tasks that nobody is completing, the automation is generating noise rather than action. A task completion rate below 60%, or tasks open for more than 14 days, indicates the volume is unrealistic, the assignment is wrong, or the task description is too vague to act on.
Where to find it: Custom report using the Tasks data source. Filter by task status - Completed vs Not Started vs In Progress - over the last 30 and 90 days.
Fix: Automation that creates 40 tasks per rep per week isn't automation. It's a to-do list that nobody will finish.
11. Marketing-Sourced Pipeline as a Percentage of Total
If marketing-sourced deals make up less than 10% of your pipeline when you have active automation and an inbound contact flow, the automation is generating contacts that aren't becoming deals. Either the handoff to sales is manual and leaking, or the nurture workflows aren't qualifying leads before passing them.
Where to find it: Custom report builder (Professional and Enterprise). Build a Deals report filtered by Original Source of the associated contact and group by source.
12. Deals With No Associated Contact
Deals with no associated contact can't be tracked, attributed, or automated against. More than 5% of your open pipeline in this state is a data integrity problem. Any Closed Won deal with no contact association permanently corrupts your revenue attribution.
Where to find it: Custom report builder. Create a Deals report filtered by Number of Associated Contacts is equal to zero.
Fix: Make contact association a required field at deal creation, or investigate whether an integration is creating deal records without pulling through the contact relationship.
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Wrapping Up
None of these require a third-party tool. Every one can be pulled from the HubSpot portal you're already paying for. The data is there. It's just not being looked at.
Running through this list quarterly takes less than an hour and will either confirm the automation is working - genuinely useful to know - or surface exactly where it's not.
If the gaps are larger than an hour can fix, we can run the full audit. Give us a shout.
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Happy optimising!
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