Sample document
Example Valve & Fitting is not a client and does not exist. The findings and figures below are invented. The structure, the ranking by cost, and the level of detail are exactly what a real Revenue Stack Audit delivers.
Revenue Stack Audit: Findings
Example Valve & Fitting
Prepared by David Deutsch · July 2026
Scope: HubSpot portal, website lead capture, and connected systems
What we looked at
A fixed-scope review of Example Valve & Fitting's revenue system: CRM data health, pipeline and lifecycle configuration, marketing automation, email deliverability, website lead capture, reporting, and the handoffs between HubSpot and Prophet 21.
This document states what we found and what it's costing. It does not attempt to fix anything.
The three things that matter
1. Your open pipeline is overstated by roughly $412,000
What we found. 38 of your 61 open deals have a close date that has already passed. The oldest is 14 months old. Together they carry $412,400 of the $676,000 the pipeline report shows.
Why it happens. Nothing forces a close date forward or closes a deal out. A stalled deal looks identical to an active one, so nobody has a reason to touch it.
What it costs. Your forecast is off by 61%. The Q3 hiring conversation is being had against a number that includes deals from last spring.
Effort to fix. Small. 2 hours to triage, plus a required-field rule at stage gates.
2. Every closed deal is retyped into Prophet 21 by hand
What we found. When a deal moves to Closed Won, someone re-keys the customer, line items and pricing into Prophet 21 from the HubSpot record. Nothing connects the two systems. Your ops coordinator estimates 6.5 hours a week; we found 9 orders in the last 6 months where the ERP quantity and the CRM quantity disagree.
Why it happens. The two systems were bought four years apart and nobody owned the seam between them.
What it costs. About 310 hours a year of re-entry, call it $12,000 fully loaded, before counting the credits issued on the 9 mismatched orders.
Effort to fix. Medium. 6 to 8 hours to map fields and stand up the sync, then monitoring.
3. Your marketing email is unauthenticated, and roughly a fifth never arrives
What we found. DKIM was never published for the sending domain and there is no DMARC record at all. You sent 20,400 marketing emails in the last 12 months against a single subscription type, so one unsubscribe silences every future send.
Why it happens. Domain connection was completed far enough to stop HubSpot warning about it, and never finished.
What it costs. Invisible by design: the mail doesn't bounce, it just lands in spam. On your send volume that's several thousand messages a year that were paid for and never seen.
Effort to fix. Small. 90 minutes, two DNS records, no license change.
System health at a glance
| Area | Status | Note |
|---|---|---|
| CRM data quality | 412 duplicate contacts, 1,100 records with no lifecycle stage | |
| Pipeline & forecast integrity | 38 open deals past close date; stages named as states, not evidence | |
| Lifecycle & sales handoff | Set by workflow and by hand; the two disagree | |
| Marketing automation | 31 active workflows, 12 with zero enrollments in 90 days | |
| Email deliverability | DKIM unpublished, no DMARC, one subscription type | |
| Website lead capture | Two non-HubSpot forms bypass the CRM entirely | |
| Reporting & attribution | Original Source is 68% "Offline Sources"; spend is unmeasured | |
| System integrations | No HubSpot ↔ Prophet 21 connection; handoff is manual | |
| License utilization | 9 of 10 Sales seats active |
Working as intended · Functional but degrading · Actively costing you
Prioritized fix list
Ordered by impact per hour of effort, not by severity. The top of this list is where to start regardless of who does the work.
| # | Fix | Impact | Effort | Why this order |
|---|---|---|---|---|
| 1 | Publish DKIM and a DMARC policy | High | S | 90 minutes, and everything you send afterward benefits |
| 2 | Triage the 38 stale deals; require a close date at each stage gate | High | S | Restores the forecast before the Q3 headcount decision |
| 3 | Route the two orphan website forms into HubSpot | High | S | Those submissions are currently invisible pipeline |
| 4 | Build the HubSpot → Prophet 21 order handoff | High | M | Biggest recurring cost, but needs the field mapping agreed first |
| 5 | Split subscription types; de-duplicate contacts | Med | M | Protects the list before send volume increases |
Total estimated effort to clear items 1–5: roughly 18 hours
Full findings
CRM data quality
- 412 duplicate contacts and 96 duplicate companies, largely from three bulk imports in 2024.
- 1,100 contacts have no lifecycle stage; 640 have no owner.
- 47 custom properties exist; 19 have never been populated.
Pipeline & lifecycle
- Stages read "In Progress" and "Working": states, not evidence. Stage probabilities are untouched defaults.
- 12 deals have no close date at all; 7 have no associated company.
- Lifecycle stage is set both manually and by workflow, and the two overwrite each other.
Marketing automation
- 31 active workflows. 12 have had no enrollments in 90 days; 4 have no exit criteria.
- Two workflows reference a property that was deleted in 2025.
Email & deliverability
- SPF present and correct. DKIM absent. No DMARC record.
- Bounce rate 4.1% against a 2% benchmark; suppression list has never been reviewed.
Website & lead capture
- Tracking code missing from the resources subdomain.
- Two forms (a Wufoo quote request and a bare mailto: link) never reach the CRM.
- No follow-up fires on submission; response time in our own test was 4 days.
Reporting
- Six dashboards exist; two have been opened in the last 90 days.
- "Where did last month's closed-won come from?" took us 25 minutes and was still a guess.
Integrations & manual work
- Connected: HubSpot, Gmail, DocuSign. Not connected: Prophet 21, QuickBooks.
- Closed-won → order is entirely manual, as is the invoice status coming back the other way.
What we'd recommend
Start with the two DNS records. It is 90 minutes of work, it costs nothing, and every email you send after it is more likely to be read, and there is no other item on this list with that ratio. Then clear the stale deals, because the Q3 headcount decision is currently being made against a pipeline number that is 61% fiction, and that is the finding with a deadline attached.
The order handoff is the expensive one and the one worth owning properly. Six-plus hours a week of re-entry is a full working day, every week, spent turning a record you already have into a record you already need, and it is the source of the 9 mismatched orders, not a separate problem.
You're also free to take this list and run it internally or hand it to another vendor. It's yours either way.
This is the whole deliverable
The Revenue Stack Audit is $850, fixed, one week from the day I get access. You keep the findings document whether or not you go on.
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