You finally did it. You signed up, imported your contacts, set up your pipelines, and your team survived the CRM onboarding process. The dashboards look sleek, the automations are humming, and everyone’s impressed.
Fast forward six months, though, and that same shiny CRM might not feel so shiny anymore. Leads are slipping through the cracks. Data is outdated. Reports don’t quite match reality. And your once-excited team? Quietly sliding back into spreadsheets.
It’s a classic case of “onboard and forget.”
But here’s the secret successful businesses know: onboarding is just the beginning. To keep your CRM working at its best, you need ongoing care, refinement, and the occasional reality check. And that’s where working with a HubSpot specialist or HubSpot certified consultant makes all the difference.
Why CRM Optimisation Matters (and Why Most Businesses Skip It)
Think of your CRM like a gym membership. Signing up doesn’t get you fit, using it properly, consistently, and strategically does.
Your business evolves. Your sales process changes. Your customers behave differently. But your CRM? It won’t magically adapt unless you tell it to.
That’s why CRM optimisation is so important. It keeps your system aligned with your actual business, not the version you had when you first signed up.
A HubSpot certified consultant looks at your setup and asks:
- Are you tracking the right data?
- Are your automations helping or holding you back?
- Are reports giving you decisions or just data?
- Is your team actually using the tools as intended?
If the answer to any of those questions is “not really,” then it’s time for a tune-up.
The Onboarding Phase: Setting the Foundation
Let’s rewind a bit. Onboarding is the part where you get everyone set up, trained, and comfortable with the CRM. It’s your foundation. And like any good foundation, it only works if it’s strong and strategic.
Here’s what proper CRM onboarding should include:
A HubSpot specialist guides you through these steps like a personal trainer for your CRM, patient, precise, and focused on real results.
But even with a great onboarding, optimisation is where the real magic happens.
From Setup to Strategy: Enter Optimisation
Once your CRM is running, it’s easy to assume it’ll stay perfect forever. Spoiler: it won’t.
Optimisation is about evolving your CRM as your business evolves. It’s where your system becomes less of a database and more of a growth engine.
Here’s what ongoing optimisation usually looks like:
- Auditing automations: Removing outdated workflows that no longer serve your goals.
- Data hygiene: Regular clean-ups so your contacts stay accurate and useful.
- User feedback: Listening to your team and improving the experience.
- Advanced reporting: Building dashboards that show insights, not just numbers.
- App integrations: Connecting HubSpot with tools like Xero, Slack, or Zoom.
A HubSpot specialist doesn’t just fix what’s broken, they help you discover what’s possible.
Story Time: The “Set and Forget” Trap
Let’s talk about Lisa. She runs a boutique travel business in Brisbane. When she first signed up for HubSpot, she was thrilled. Everything looked easy, automations were firing, and her team was sending follow-up emails faster than ever.
But six months later, bookings were flatlining. Turns out, her CRM was full of outdated leads, automations were still sending irrelevant offers, and her reports were missing key insights.
Enter a HubSpot certified consultant. They reviewed her setup, cleaned her database, and built smart workflows that re-engaged past customers with targeted offers. Within a month, her open rates doubled and her team actually liked using the CRM again.
Moral of the story? CRMs aren’t “set and forget.” They’re “set, review, optimise, repeat.”
The Difference a HubSpot Specialist Makes
You might be wondering, “Can’t I just do all this myself?”
Sure, technically you can. But just like trying to cut your own hair before an event, it might work, but there’s a good chance it won’t look great.
A HubSpot specialist brings structure, experience, and the fresh perspective that’s hard to get when you’re deep in your own system.
Here’s how they help:
- They translate your business into HubSpot logic. What feels complicated becomes automated.
- They save time. You focus on sales and strategy while they handle workflows and reports.
- They see what you don’t. They spot inefficiencies that hide in plain sight.
- They future-proof your CRM. Ensuring your setup scales as you grow.
In short, they keep your CRM working for you, not the other way around.
Common FAQ About CRM Optimisation
Q1: How often should I review or optimise my CRM?
At least every six months. But if your business changes rapidly, new products, team structures, or markets, a quarterly check is ideal.
Q2: What’s the difference between onboarding and optimisation?
Onboarding gets you up and running. Optimisation keeps you running efficiently. Think of onboarding as the “setup” and optimisation as the “maintenance.”
Q3: Is HubSpot too big for a small business?
Not at all. HubSpot is modular and scalable. Whether you’re a solo operator or a 50-person team, it grows with you.
Q4: How much does working with a HubSpot certified consultant cost?
It varies. Some consultants offer hourly plans, others project-based packages. The real question is, what’s the cost of a broken CRM that doesn’t deliver results?
Signs You Need a CRM Health Check
If you’re unsure whether your CRM needs attention, here are some red flags:
- Your team avoids using it.
- You’re exporting data to Excel more than you should.
- Reports don’t reflect what’s happening in real life.
- You’re not sure where leads are coming from.
- Automations are firing incorrectly (or not at all).
If any of these sound familiar, your CRM isn’t bad, it’s just neglected. A little optimisation can bring it back to life.
Conclusion: Keep It Fresh, Keep It Flowing
Your CRM isn’t a “set it and forget it” tool. It’s a living, breathing part of your business. And just like your business, it needs attention, refinement, and the occasional reboot.
Working with a HubSpot specialist or HubSpot certified consultant means you’re not just maintaining your CRM, you’re mastering it.
Because when your CRM runs smoothly, everything else follows: happier teams, smarter marketing, and more sales.
So, don’t stop at onboarding. Keep optimising. Keep evolving. And if you ever need a hand, there’s a HubSpot expert out there who loves turning good CRMs into great ones.