The CRM Health Audit Checklist

Most CRMs track activity but can’t answer the one question that matters: which marketing produced this revenue? A CRM health audit checks whether the plumbing that would answer it is actually in place. Run this list against your own instance; each unchecked box is a place the connection from click to closed deal breaks.

Source capture

Do lead and contact records have the five UTM source/medium fields? Do your forms capture them with hidden fields? Do the parameters survive across pages instead of being stripped at the landing page? Is there a self-reported “how did you hear about us?” field for the channels no script can see? If any of these is missing, your source data is dying at the front door — the root of the blank lead source.

Lead-to-opportunity handoff

Does the source data travel from the lead or contact to the deal or opportunity? In HubSpot, are the UTM properties surfaced on the deal? In Salesforce, is lead conversion field mapping configured for each source field? This is the step that fails most often, and it fails invisibly.

First-touch and last-touch

Are you capturing both a locked first touch and an updating last touch? Capturing only one hides half the picture — which channels open relationships versus which close them.

Pipeline and data hygiene

Do your pipeline stages reflect the buyer’s journey rather than internal steps? Are deal amounts and close dates filled in consistently enough to trust a report? Are duplicate contacts and dead records under control? Clean attribution sitting on a messy pipeline still produces a report no one believes.

Closed-loop reporting

Can you produce a report that groups closed revenue by channel? If not, one of the boxes above is unchecked. When every box is checked, the closed-loop report becomes possible, and you’ve closed the attribution gap end to end.