CRM Data Cleanup Checklist

# CRM Data Cleanup Checklist

## Purpose
Run quarterly to maintain clean CRM data, improve reporting accuracy, and ensure your sales team works with reliable information.

## When to Use
A systematic CRM hygiene checklist for deduplicating contacts, updating stale records, archiving lost deals, and verifying data accuracy.

## Instructions
1. Review the template below and familiarise yourself with the structure
2. Replace all [bracketed placeholders] with your business details
3. Customise the tone and formatting to match your brand
4. Save in your preferred tool (HubSpot or Pipedrive)

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## CRM Data Cleanup Checklist

### Duplicate Management (Owner: CRM Administrator)
- [ ] Run duplicate detection report for contacts (match on email, phone, or name)
- [ ] Run duplicate detection report for companies (match on domain or ABN)
- [ ] Merge confirmed duplicates, preserving the most complete record as primary
- [ ] Review and merge duplicate deals that reference the same opportunity
- [ ] Set up duplicate prevention rules to block future duplicates at creation
- [ ] Document merge decisions for any records where the correct primary was unclear

### Contact Data Quality (Owner: CRM Administrator)
- [ ] Contacts without email addresses identified and updated or flagged
- [ ] Invalid email addresses removed (bounced emails from campaigns)
- [ ] Phone numbers standardised to consistent format (e.g., +61 4XX XXX XXX)
- [ ] Job titles reviewed and standardised (e.g., "MD" and "Managing Director" unified)
- [ ] Contacts without a linked company record associated to their organisation
- [ ] Unsubscribed contacts marked correctly and excluded from marketing lists
- [ ] Deceased or departed contacts identified and archived appropriately

### Company Data Quality (Owner: CRM Administrator)
- [ ] Company records without any associated contacts reviewed (orphan companies)
- [ ] Industry and company size fields populated for all active companies
- [ ] Website URLs verified and updated where missing or broken
- [ ] ABN field populated for Australian businesses (useful for invoicing and verification)
- [ ] Company ownership or account manager assigned for all active accounts

### Deal Pipeline Hygiene (Owner: Sales Manager)
- [ ] Deals in pipeline for more than 90 days without activity reviewed
- [ ] Stale deals closed as "Lost" with a reason recorded
- [ ] Deal values verified against actual quotes or proposals
- [ ] Deal stages reviewed: no deals sitting in the wrong stage
- [ ] Expected close dates updated to realistic dates (no overdue open deals)
- [ ] Won deals verified: were they actually delivered and invoiced?
- [ ] Lost deal reasons analysed for common patterns and trends

### Activity & Notes (Owner: Sales Manager)
- [ ] All team members logging activities consistently (calls, emails, meetings)
- [ ] Notes containing useful context (not just "spoke to client")
- [ ] Tasks and follow-ups cleared: no overdue tasks sitting unactioned
- [ ] Email integration working correctly (emails syncing to contact records)

### Custom Fields & Properties (Owner: CRM Administrator)
- [ ] Unused custom fields identified and archived or deleted
- [ ] Dropdown values standardised (no typos, duplicates, or outdated options)
- [ ] Required fields enforced on record creation to prevent incomplete data
- [ ] Field naming conventions consistent (e.g., all using sentence case)

### Reporting Verification (Owner: Sales Manager)
- [ ] Key reports run and spot-checked for accuracy
- [ ] Dashboard metrics reconciled against source data
- [ ] Any data anomalies investigated and corrected at the source

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**Complexity:** intermediate | **Setup time:** 20 minutes | **Tools:** HubSpot, Pipedrive, Salesforce