Hi all,
I’m leading a HubSpot migration from an in-house CRM to HubSpot (Professional) for a payment company (B2C + B2B).
Historically, HubSpot was used inconsistently:
– One-off data imports via API
– No lifecycle automation
– Static custom properties created without clear ownership
– No reliable sync or reporting
As a result, the portal is messy.
We don’t have a sales team, lifecycle should be driven by behavioral data (signup, KYC, activation, transactions), but this data isn’t synced with HubSpot.
I’m looking for guidance on where to start and how to structure the work:
1. Data audit & cleanup
Recommended approach to auditing existing objects, properties, and imports.
2. What to prioritise first (contacts, properties, lifecycle, workflows)?
3. Property mapping
How to decide which properties to migrate vs drop?
Whether to document business use cases per property before migration?
3. Lifecycle automation
Best practices for lifecycle stages without sales team
4. Lead scoring for B2C
Is lead scoring useful without sales?
5. Integrations prioritisation
Jira (tickets), Front (team shared inbox), Slack, Power BI
Which integrations should wait until data is cleaned and standardised
Goal: rebuild HubSpot as a clean system of record for marketing, lifecycle communication, and high-level reporting, automate marketing proccess.
Any structured frameworks or practical guidance would be greatly appreciated.
Thanks in advance.
