AI AGENTS, STRATEGY / FOUNDATION

An Audit Agent that monitors your HubSpot the way your IT team monitors your servers.

No quarterly report, but an AI Audit Agent that continuously runs through your HubSpot and flags issues: dead properties, lifecycle anomalies, deals stuck in the same stage too long, owners who have left. Ongoing HubSpot audit on CRM hygiene, with a RevOps lead who picks up the findings.

Book a strategy call View all AI Agents

What you get

01
Audit rule set on your tenant 20 to 40 checks on data hygiene, lifecycle, deal momentum and ownership
02
Live dashboard in HubSpot Real-time signals with severity score and owner per finding
03
Monthly cycle with RevOps lead Regular review to resolve patterns, not just individual cases

Most B2B companies hire someone once a year or once a quarter to audit their HubSpot. The report arrives, ten things get fixed, and six months later it is a mess again. That is because data pollution is continuous, while clean-up is not. The Audit Agent reverses that logic.

What the agent does

Continuously scans for dead properties (not filled, not modified, no owner)
Detects lifecycle anomalies (deals moving backwards in stage, contacts without lifecycle, etc.)
Monitors deal momentum (deals in the same stage for more than x days, without activity)
Flags orphaned records (contacts or companies with an owner who no longer exists)
Checks data quality (duplicates, missing required fields, format violations)
Creates each finding as a task with severity score and suggested action

What the agent does not do

Independently delete records or disable properties
Replace a one-time clean-up action (first clean the system, then deploy the agent)
Replace the RevOps lead, it makes the lead's work visible

Under the hood

Which checks and stack run under the Audit Agent

The agent runs on a rule set tailored to your data model. Four things you want to know before going live: which checks, which stack, how it lands in HubSpot and what we measure.

Rule set

Which checks does the agent run

The default rule set consists of 20 to 40 checks, organised into four categories: data hygiene (dead properties, duplicates, missing required fields), lifecycle integrity (anomalies in stage transitions, contacts without lifecycle), deal momentum (stale deals, deals without activity, deal stages that run too long) and ownership (orphaned records, owners who have left the organisation). Per client we tune the thresholds based on your data model and industry.

Stack

HubSpot Operations Hub and Breeze

Default stack: HubSpot Operations Hub for data quality checks, Breeze for classification of more complex patterns (for example, 'what is a normal deal duration for this type of opportunity'), and a lightweight custom flow on Claude for signals that require more contextual judgement. Everything lands as activities and tasks in HubSpot, no external dashboard to track separately.

Landing

How to pick up signals

Each finding lands as a task in HubSpot, with severity score (critical, high, medium, low), owner (default your RevOps lead, or the owner of the object) and a suggested action. Critical findings also trigger a Slack or email notification. The dashboard shows trends per week and per category, so you resolve not just individual cases but also patterns.

KPIs

Which outcome do you measure

Four standard KPIs: open findings per category (target: declining), average time-to-resolution per severity, percentage of records with owner versus orphaned records, and data quality score (composite). Monthly review with RevOps lead to resolve patterns through structural work (adding a workflow, disabling a property, adjusting a lifecycle rule).

Case · B2B mid-market, ~200 employees

From one audit per year to a live dashboard with declining open findings

A B2B mid-market organisation had an external audit of their HubSpot once a year, and no one internally who looked at it continuously. Between audits, data quality visibly declined. We first ran a one-time clean-up action (establishing the baseline) and then deployed the Audit Agent with 30 custom checks tailored to their data model.

After three months, open critical findings had halved, because the RevOps lead could see patterns rather than individual cases. The agent resolved nothing on its own, but it made the work visible so a rhythm developed.

Carel as architect, Carsten on data

On an Audit Agent engagement you work with Carel as architect (selects the checks, tunes thresholds) and Carsten on data integration and data quality. Yoni joins on the lifecycle checks because those are strategic.

Carel Schrier

RevOps Lead / Agent architect

Writes the scope, selects the rule set and builds the first version. Stays involved in the monthly reviews until the RevOps lead on your side has taken ownership.
Carsten Huiskamp

Data and architecture

Builds the checks, tunes thresholds, maintains the rule set. Data quality has been his work since Addmark started. Knows which rules are workable and which only generate noise.

Frequently asked questions

What clients ask about the Audit Agent.

The questions we hear at every introductory call.

What is the difference with a one-time audit?

A one-time audit gives you a snapshot, the Audit Agent gives you a rhythm. An audit report from an external party is on average already outdated two months later. The agent runs continuously and preserves the trend, so you resolve not just individual cases but also patterns (for example a workflow that structurally assigns incorrect lifecycle stages).

Does the agent resolve things on its own?

Not by default. The agent signals, creates tasks and maintains the dashboard. The RevOps lead on your side resolves issues. That is intentional, because many findings require context the agent does not have (why was this property abandoned, who was the owner, etc.). For very specific checks (for example merging duplicates according to a fixed rule) we can build in an auto-fix, but only after explicit approval per check.

What do I need before we can start?

A working HubSpot tenant with more than 6 months of data (otherwise there is nothing to monitor), preferably first a one-time clean-up action so the baseline is in order, and a RevOps lead or CRM admin who takes ownership. Operations Hub Pro or higher makes it more powerful but is not strictly required for the basic set.

Does this work only for HubSpot?

Yes by default. For Salesforce a comparable build is possible, but it is a longer engagement because the checks are weighted differently in a different data model. For other CRMs it is a sparring call. Our strength is in HubSpot, that is where we are Platinum Partner and where the native integrations run.

Does this not mostly generate noise?

A risk if you do not tune thresholds. That is why we spend the first two weeks calibrating severity and thresholds to your data model. A 'dead property' at an organisation of 30 people is different from one at 300. We keep tuning, a check that produces more than 10 percent noise gets adjusted or disabled. Dashboards that generate noise get ignored, so that is not an option.

Is this a replacement for RevOps as a Service?

No, more of a component. RevOps as a Service is a retainer in which we structurally handle your RevOps work: architecture monitoring, data quality, building new processes, training. The Audit Agent can run standalone, but it is also included as standard in our RaaS retainer because it makes our work more efficient.

Ready for a clean CRM?

Ready for continuous audit instead of quarterly action?

Book a strategy call. We look at your current HubSpot, audit history and data quality and give an honest scope. Not a sales call.

Book a strategy call Take the Maturity scan first