CRM Data Cleanup
CRM hygiene is the work nobody schedules until something downstream breaks. This playbook runs dedup, enrichment, and normalisation on a continuous loop, with exceptions routed to named owners and a quarterly scorecard that tracks the trend instead of the latest fire.
The problem
Every CRM degrades on the same curve. Duplicates accumulate from form fills and imports, account names drift across sources, contact emails go stale after job changes, and field standards slip whenever a new team starts using the system. Most orgs either tolerate the mess between annual cleanup projects or pay a consultancy to redo the work every two years.
How DataChi runs it
DataCHI runs scheduled hygiene jobs against Salesforce or HubSpot. Fuzzy-match dedup proposes merges with the canonical record flagged for reviewer approval. Enrichment fills missing firmographic and contact fields from public sources with provenance attached. Normalisation rules run on write, and exceptions land in a queue with an owner and an SLA.
What's included
- Fuzzy-match dedup for accounts and contacts with reviewer queue
- Public-source enrichment with field-level provenance
- Naming-convention normalisation driven by configurable rules
- Email validation and bounce flagging tied to deliverability reporting
- Exception queue with owner, status, and SLA per record
- Quarterly data-quality scorecard with trend lines per object
Who it's for
RevOps, marketing ops, and Salesforce or HubSpot admins responsible for the data layer underneath sales and marketing reporting.
Outcomes
- Hygiene that holds between formal cleanup projects
- Pipeline reviews that stop relitigating duplicate-account disputes
- Reporting finance and the board stop second-guessing
Related Operations playbooks
Find Companies Using Zapier/Make
Teams whose Zap library has outrun the person who built it.
Read playbook →Find Accountants Doing Manual Data Entry
Firms keying receipts by hand, identifiable from public signal.
Read playbook →Find Service Businesses with Scheduling Inefficiencies
Local service shops still booking by phone.
Read playbook →Ready to run CRM Data Cleanup with DataChi?
See the playbook in action with your data, your stack, and your team.
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