For revenue teams past the founding stage
We document how a process is actually supposed to run — sales, onboarding, support, whatever governs a given object — then enforces it inside HubSpot as your team works. Any record drifting off that process gets flagged today, not discovered in a board deck next quarter.
Live inside the record — not a separate report someone has to remember to check.
Most CRMs aren't short on fields. They're short on anyone enforcing what those fields are supposed to mean — on Deals, on Contacts, on Companies, on every object your team touches.
| Object | Properties | Rarely used (<5% of records) | Reliably used (>80% of records) |
|---|---|---|---|
| Deal | 391 | 37% | 10% |
| Company | 330 | 50% | 14% |
| Contact | 346 | 49% | 15% |
From real HubSpot property exports across three objects, reviewed during a Buoy audit.
This isn't a tool you turn on. It's an engagement that starts with understanding your business, and keeps layering on top of that foundation.
Every property and what it's meant to capture, every workflow and what it's supposed to do, plus whatever process actually governs each object — turned into one structured definition of what "good" looks like for your business. It's yours to keep, with or without Buoy22.
A record-level overlay flags drift the moment a field changes — blank fields instantly, freeform fields checked against what your documentation says they should actually contain. A rolled-up dashboard shows a manager where the whole team stands, across every object.
Here's what that looks like on a deal record — the same engine runs the same way on every other object.
Close date and economic buyer are empty. That's caught instantly, no interpretation needed — the moment the field changes.
"Next step: followed up, will call again" isn't blank — a simple rule would wave it through. Checked against this client's actual stage-exit criteria, it's flagged: no real commitment, no timeline, nothing to hold the deal to.
NPS Score — the exact number this company's own product measures — is filled in on 1.4% of contacts.
Customer Journey Stage is filled in on 2.6% of companies. Nobody removed it — nobody enforced it either.
Tickets, marketing emails, whatever object your team runs on next — same engine, same pattern.
A buoy doesn't stop the ship. It marks a hazard in real time, while there's still room to turn — which is exactly the job this does inside a CRM: not blocking someone from saving a bad record, just flagging it clearly while there's still time to fix it. It's directional, too — the same marker works whether you're looking at a deal, a contact, or a support ticket. 22 is an ode to our Michigan roots. If you know, you know...
Not a price list — a conversation
There's no self-serve signup here on purpose — we start by looking at your CRM together, then propose exactly what an audit and rollout would look like for you.
Book an audit call