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Find and Remove CRM & Reporting Bloat

Over time, HubSpot portals accumulate unused reports, duplicate dashboards, and outdated data views, slowing down teams and making insights harder to find. This process helps you systematically identify and remove clutter, improving performance and usability.

The goal:

  • Clean up unused reports

  • Simplify dashboards

  • Improve decision-making speed


What You’ll Achieve

  • Streamlined reporting environment

  • Faster access to key insights

  • Reduced confusion for teams

  • Improved portal performance


Step 1: Identify Unused Reports

Navigate to:

  • Reports → Reports

  • Click Manage reports

Apply Filters

  • Last viewed date

  • Report owner

Recommended Filters

Last viewed date: More than 90 days ago
Owner: Inactive user OR unknown
 

Step 2: Define Cleanup Criteria

Establish clear rules before deleting anything.

Suggested Criteria

- Report not viewed in 90+ days
- No longer tied to active dashboards
- Owner is inactive or undefined
- Duplicate of another report
 

Best Practice

  • Align criteria with stakeholders (sales, marketing, leadership)


Step 3: Bulk Select Reports

Actions

  • Use checkboxes to select multiple reports

  • Review selections before proceeding

Tip

  • Start with a small batch to avoid removing critical assets


Step 4: Archive or Delete Reports

Options

  • Archive (recommended first step)

  • Delete (permanent removal)

Actions

  • Remove reports from dashboards

  • Archive unused reports for safety


Step 5: Clean Up Dashboards

Navigate to:

  • Reports → Dashboards

Actions

  • Remove archived reports

  • Consolidate duplicate dashboards

  • Standardise naming conventions


Step 6: Automate Ongoing Governance (Optional)

Establish a Quarterly Audit Process

Suggested Workflow

 
Every 90 days:
→ Review reports with low/no usage
→ Archive outdated reports
→ Notify report owners (optional)
 

Optional Enhancements

  • Assign dashboard ownership

  • Create “approved reports” list for teams


Result

  • Cleaner, more intuitive reporting environment

  • Faster access to critical metrics

  • Reduced clutter and confusion

  • Improved team adoption of reporting


Pro Tips

  • Standardise report naming conventions (e.g. “Sales | Pipeline | Q1”)

  • Limit report creation permissions to avoid future sprawl

  • Regularly review dashboard relevance with stakeholders

Becky Brown bio