Industry
Nonprofit/Association
Challenge
The International Carwash Association (ICA), had invested deeply in HubSpot—using every Hub to support a wide range of programs, events, and member services. But despite the platform’s central role in operations, there wasn’t a clear internal roadmap to fully align its capabilities with ICA’s strategic goals. The system worked—but it was complex, sprawling, and hard to evaluate holistically. ICA leadership recognized the need for expert perspective to make the most of their investment and ensure the system could continue to support their growing needs.
Results
With a focused audit and clear strategic recommendations, HubSpot Diamond Partner Orange Marketing helped ICA gain visibility into how their systems were truly functioning—across teams, tools, and data flows. The audit clarified what was being used effectively, what was underleveraged, and where disconnects were creating unnecessary complexity. ICA emerged from the process with renewed confidence, a prioritized action plan, and a clearer path to making smarter decisions within the platform they already had—without requiring major changes or new investments.
Services
HubSpot Portal Audit, Strategic Consultation & Action Plan
This audit gave us exactly what we needed: a clear roadmap forward—what needed to be done, who should do it, and how to prioritize across our multiple teams.
Who is ICA?
The International Carwash Association is a global trade organization serving car wash professionals and businesses.
Their core activities span:
- Large-Scale Events: Their annual Car Wash Show in Las Vegas attracts over 9,000 attendees.
- Training & Education: Continuous learning programs for members across the industry.
- Sponsorship & Partner Management: Coordination with a vast network of members, vendors and sponsors
HubSpot History
Over several years, ICA had adopted multiple HubSpot Hubs to support communications, events, education, and sponsorship efforts. But like many long-time users, their portal had grown organically—without centralized oversight or cohesive processes. Different departments used HubSpot differently. Custom portals and manual workarounds filled the gaps. There wasn’t one clear picture of how it all fit together.
The Challenge
ICA’s HubSpot usage reflected a common issue: tools get added, but strategy doesn’t always keep up.
Key friction points included:
- Disconnected workflows for core functions like events and training
- No unified data strategy—customer records were inconsistent or duplicated
- HubSpot tools were underused despite being fully licensed
- Lack of time and internal bandwidth to assess or optimize the growing ecosystem.
The Engagement: A Deep-Dive Audit That Delivered More Than Expected
Led by Orange Marketing CEO Rebecca Gonzalez and Director of RevOps Kirill Ougarov, the audit process helped ICA understand what was working, what wasn’t, and what could be done next. The goal of the audit wasn’t just to inventory tools—it was to understand HubSpot's role, value, and connection within ICA’s marketing engine.
Rebecca and Kirill went beyond surface-level analysis to uncover structural gaps, inefficiencies, and untapped opportunities within ICA’s HubSpot ecosystem.
What The Audit Included:
- Live Walkthroughs
Using Zoom and Fathom, Rebecca recorded comprehensive sessions reviewing how ICA used HubSpot across portals, teams, and workflows. The recordings were annotated for clarity and shared with the client.
- Detailed Reporting
A full HubSpot Audit Report was compiled with an appendix of action items. It included prioritized recommendations, usage summaries, and integration opportunities.
- Strategic Debrief
With time to review all materials in advance, ICA’s leadership turned the final debrief into a strategic planning conversation about what comes next.
Kendra, our primary contact at ICA, was thrilled with the depth and strategic value of the audit—spending the first 15 minutes of the debrief call sharing how it far exceeded expectations. She even watched the video walkthrough twice in preparation, calling the process 'unbelievable' and the final report 'actionable and thorough'.
- Rebecca Gonzalez, CEO, Orange Marketing
Deliverables: From Discovery to Direction
Orange Marketing delivered much-needed oversight and direction, giving ICA clear options to move forward with meaningful improvements.
What ICA received:
- A full HubSpot Audit Report detailing usage, gaps, and strategic fixes
- A prioritized list of potential improvements
- A framework to guide data governance and internal system clean-up
- A shared reference point for future strategy conversations
These deliverables weren’t abstract. They became ICA's internal working plan—not shelfware.
Outcomes & Impact: Clarity, Confidence, and Next Steps
What began as a “quick check-up” became a high-impact transformation plan. ICA's leadership was pleased to finally see how their portal could better align tools with goals.
Key outcomes were:
- Awareness of underused features and overlapping tools
- A clearer view of how HubSpot could support cross-department efforts
- Confidence in next steps—and the support to pursue them
Your HubSpot Deserves a Second Look
Whether your organization is managing conferences, clients, courses—or all three—it’s easy for technology to drift from its original purpose. ICA’s story is proof that a focused HubSpot audit can reconnect the dots, unlock hidden ROI, and bring order to operational complexity.
Considering a HubSpot Portal Audit? Take a look at how we can help you.
