[{"data":1,"prerenderedAt":580},["ShallowReactive",2],{"guides-navigation":3,"\u002Fguides\u002Fcrm-data-cleanup":59,"\u002Fguides\u002Fcrm-data-cleanup-surround":577},[4,9,14,19,24,29,34,39,44,49,54],{"title":5,"path":6,"stem":7,"icon":8},"Customer Segmentation","\u002Fguides\u002Fcustomer-segmentation","guides\u002F10.customer-segmentation","ph:funnel",{"title":10,"path":11,"stem":12,"icon":13},"Sales Forecasting","\u002Fguides\u002Fsales-forecasting","guides\u002F11.sales-forecasting","ph:chart-line-up",{"title":15,"path":16,"stem":17,"icon":18},"CRM Implementation Checklist","\u002Fguides\u002Fcrm-implementation-checklist","guides\u002F12.crm-implementation-checklist","ph:list-checks",{"title":20,"path":21,"stem":22,"icon":23},"CRM Tags","\u002Fguides\u002Ftags","guides\u002F2.tags","ph:tag",{"title":25,"path":26,"stem":27,"icon":28},"Smart Lists","\u002Fguides\u002Fsmart-lists","guides\u002F3.smart-lists","ph:list-magnifying-glass",{"title":30,"path":31,"stem":32,"icon":33},"Automations","\u002Fguides\u002Fautomations","guides\u002F4.automations","ph:lightning",{"title":35,"path":36,"stem":37,"icon":38},"CRM for Marketing Agencies","\u002Fguides\u002Fcrm-for-marketing-agencies","guides\u002F5.crm-for-marketing-agencies","ph:buildings",{"title":40,"path":41,"stem":42,"icon":43},"Lead Management Process","\u002Fguides\u002Flead-management-process","guides\u002F6.lead-management-process","ph:user-focus",{"title":45,"path":46,"stem":47,"icon":48},"Sales Pipeline Stages","\u002Fguides\u002Fsales-pipeline-stages","guides\u002F7.sales-pipeline-stages","ph:kanban",{"title":50,"path":51,"stem":52,"icon":53},"Client Onboarding Checklist","\u002Fguides\u002Fclient-onboarding-checklist","guides\u002F8.client-onboarding-checklist","ph:check-square",{"title":55,"path":56,"stem":57,"icon":58},"CRM Data Cleanup","\u002Fguides\u002Fcrm-data-cleanup","guides\u002F9.crm-data-cleanup","ph:broom",{"id":60,"title":55,"body":61,"dateModified":566,"datePublished":566,"description":567,"extension":568,"links":569,"meta":570,"navigation":571,"path":56,"seo":572,"stem":57,"__hash__":576},"guides_en\u002Fguides\u002F9.crm-data-cleanup.md",{"type":62,"value":63,"toc":547},"minimark",[64,68,71,76,129,132,135,138,141,161,167,170,173,176,252,259,262,265,268,279,282,285,306,309,312,331,334,341,358,361,364,367,370,387,390,393,396,399,425,428,431,511,514,519,522,526,529,533,536,540],[65,66,67],"p",{},"CRM data cleanup is the process of finding and correcting records that are duplicated, incomplete, invalid, outdated, or inconsistently formatted. The safest cleanup starts with rules and a backup, not a large delete operation.",[65,69,70],{},"This guide covers a repeatable cleanup for contact databases and sales pipelines, followed by controls that keep the same problems from returning.",[72,73,75],"h2",{"id":74},"on-this-page","On this page",[77,78,79,87,93,99,105,111,117,123],"ul",{},[80,81,82],"li",{},[83,84,86],"a",{"href":85},"#prepare-before-changing-data","Prepare before changing data",[80,88,89],{},[83,90,92],{"href":91},"#audit-the-database","Audit the database",[80,94,95],{},[83,96,98],{"href":97},"#merge-duplicate-contacts","Merge duplicate contacts",[80,100,101],{},[83,102,104],{"href":103},"#standardize-fields-and-tags","Standardize fields and tags",[80,106,107],{},[83,108,110],{"href":109},"#review-stale-records","Review stale records",[80,112,113],{},[83,114,116],{"href":115},"#prevent-future-data-problems","Prevent future data problems",[80,118,119],{},[83,120,122],{"href":121},"#crm-cleanup-checklist","CRM cleanup checklist",[80,124,125],{},[83,126,128],{"href":127},"#frequently-asked-questions","Frequently asked questions",[72,130,86],{"id":131},"prepare-before-changing-data",[65,133,134],{},"Define the scope and create a recoverable export before bulk edits. Record the export date, account, included fields, and person responsible for the cleanup.",[65,136,137],{},"Choose which system wins when values conflict. The CRM may be authoritative for ownership and pipeline stage, while the billing platform is authoritative for payment status. Without this decision, cleanup becomes a series of guesses.",[65,139,140],{},"Set rules for:",[77,142,143,146,149,152,155,158],{},[80,144,145],{},"Which records can be deleted",[80,147,148],{},"Which records must be retained",[80,150,151],{},"How duplicates are identified",[80,153,154],{},"Which value wins during a merge",[80,156,157],{},"How consent and do-not-contact status are preserved",[80,159,160],{},"How changes are reviewed before import",[162,163,164],"note",{},[65,165,166],{},"Never replace an opt-out or do-not-contact value with a blank field merely because another source lacks the value. Absence of data is not evidence of consent.",[72,168,92],{"id":169},"audit-the-database",[65,171,172],{},"Count problems before fixing them. This creates a baseline and helps choose the order of work.",[65,174,175],{},"Review:",[177,178,179,192],"table",{},[180,181,182],"thead",{},[183,184,185,189],"tr",{},[186,187,188],"th",{},"Area",[186,190,191],{},"What to look for",[193,194,195,204,212,220,228,236,244],"tbody",{},[183,196,197,201],{},[198,199,200],"td",{},"Identity",[198,202,203],{},"Missing names, invalid emails, malformed phone numbers",[183,205,206,209],{},[198,207,208],{},"Duplicates",[198,210,211],{},"Shared email, shared phone, repeated external ID",[183,213,214,217],{},[198,215,216],{},"Ownership",[198,218,219],{},"Active contacts or opportunities with no owner",[183,221,222,225],{},[198,223,224],{},"Pipeline",[198,226,227],{},"Old opportunities, impossible close dates, missing values",[183,229,230,233],{},[198,231,232],{},"Classification",[198,234,235],{},"Overlapping tags, unused fields, inconsistent options",[183,237,238,241],{},[198,239,240],{},"Consent",[198,242,243],{},"Missing source, conflicting opt-in values, absent dates",[183,245,246,249],{},[198,247,248],{},"Imports",[198,250,251],{},"Repeated source files, mapping errors, partial rows",[65,253,254,255,258],{},"Use ",[83,256,257],{"href":26},"smart lists"," or saved filters to isolate each category. Work on one category at a time so the result remains reviewable.",[72,260,98],{"id":261},"merge-duplicate-contacts",[65,263,264],{},"A duplicate rule needs a stable key and an exception policy.",[65,266,267],{},"Strong signals include:",[77,269,270,273,276],{},[80,271,272],{},"Exact normalized email match",[80,274,275],{},"Exact normalized phone match",[80,277,278],{},"Shared external system ID",[65,280,281],{},"Names and companies are weaker signals. Two people can share a name, and one person can appear under several company spellings.",[65,283,284],{},"When merging, preserve:",[286,287,288,291,294,297,300,303],"ol",{},[80,289,290],{},"The most complete identity fields",[80,292,293],{},"Consent and suppression status",[80,295,296],{},"Notes and relationship history",[80,298,299],{},"Ownership and active opportunities",[80,301,302],{},"Source attribution where the original source matters",[80,304,305],{},"The most recently verified contact details",[65,307,308],{},"Do not discard the losing record until related notes, assignments, and opportunities have been transferred or deliberately resolved.",[72,310,104],{"id":311},"standardize-fields-and-tags",[65,313,314,315,319,320,319,323,326,327,330],{},"Inconsistent values make filters unreliable. ",[316,317,318],"code",{},"United States",", ",[316,321,322],{},"USA",[316,324,325],{},"U.S.",", and ",[316,328,329],{},"us"," may all describe the same country but produce four groups.",[65,332,333],{},"Prefer predefined options for values used in reporting. Free text remains useful for narrative information, but it is a poor format for categories.",[65,335,336,337,340],{},"Review ",[83,338,339],{"href":21},"tags"," for:",[77,342,343,346,349,352,355],{},[80,344,345],{},"Different spellings of the same label",[80,347,348],{},"Tags that duplicate a field",[80,350,351],{},"Temporary tags that are no longer used",[80,353,354],{},"Similar tags with unclear definitions",[80,356,357],{},"Tags referenced by saved lists",[65,359,360],{},"Before merging or deleting tags, check every list and process that depends on them.",[72,362,110],{"id":363},"review-stale-records",[65,365,366],{},"Old does not automatically mean useless. Define staleness by the expected process.",[65,368,369],{},"An opportunity may be stale when:",[77,371,372,375,378,381,384],{},[80,373,374],{},"It has no future action",[80,376,377],{},"Its expected close date has passed",[80,379,380],{},"It has remained in one stage beyond the normal duration",[80,382,383],{},"The owner is no longer on the team",[80,385,386],{},"Recent notes show no active buying process",[65,388,389],{},"Decide whether to update, close, nurture, archive, or delete. Closing an opportunity with a reason is usually better than leaving it open indefinitely because it preserves the outcome for reporting.",[65,391,392],{},"For contacts, retain records when there is a valid business, contractual, or legal reason. Apply the organization's retention policy rather than inventing one during cleanup.",[72,394,116],{"id":395},"prevent-future-data-problems",[65,397,398],{},"Cleanup lasts when the input process changes.",[77,400,401,404,407,410,413,416,419,422],{},[80,402,403],{},"Require only fields needed at each stage.",[80,405,406],{},"Use predefined options for reporting dimensions.",[80,408,409],{},"Normalize email and phone data on entry.",[80,411,412],{},"Match imports against stable identifiers.",[80,414,415],{},"Review unassigned records weekly.",[80,417,418],{},"Review stale opportunities on a fixed schedule.",[80,420,421],{},"Give every custom field and tag an owner.",[80,423,424],{},"Remove fields that nobody uses.",[65,426,427],{},"A field dictionary helps larger teams. For each important field, record its definition, format, allowed values, owner, and reporting purpose.",[72,429,122],{"id":430},"crm-cleanup-checklist",[77,432,435,445,451,457,463,469,475,481,487,493,499,505],{"className":433},[434],"contains-task-list",[80,436,439,444],{"className":437},[438],"task-list-item",[440,441],"input",{"disabled":442,"type":443},true,"checkbox"," Export a backup and record its scope",[80,446,448,450],{"className":447},[438],[440,449],{"disabled":442,"type":443}," Define systems of record",[80,452,454,456],{"className":453},[438],[440,455],{"disabled":442,"type":443}," Count invalid and incomplete contacts",[80,458,460,462],{"className":459},[438],[440,461],{"disabled":442,"type":443}," Review duplicate candidates",[80,464,466,468],{"className":465},[438],[440,467],{"disabled":442,"type":443}," Preserve consent during merges",[80,470,472,474],{"className":471},[438],[440,473],{"disabled":442,"type":443}," Standardize categorical values",[80,476,478,480],{"className":477},[438],[440,479],{"disabled":442,"type":443}," Consolidate overlapping tags",[80,482,484,486],{"className":483},[438],[440,485],{"disabled":442,"type":443}," Resolve unassigned records",[80,488,490,492],{"className":489},[438],[440,491],{"disabled":442,"type":443}," Close or update stale opportunities",[80,494,496,498],{"className":495},[438],[440,497],{"disabled":442,"type":443}," Archive unused fields and views",[80,500,502,504],{"className":501},[438],[440,503],{"disabled":442,"type":443}," Recount issues after cleanup",[80,506,508,510],{"className":507},[438],[440,509],{"disabled":442,"type":443}," Schedule the next quality review",[72,512,128],{"id":513},"frequently-asked-questions",[515,516,518],"h3",{"id":517},"how-often-should-crm-data-be-cleaned","How often should CRM data be cleaned?",[65,520,521],{},"Run lightweight checks weekly for unassigned leads and invalid submissions. Review duplicates, stale opportunities, fields, and tags monthly or quarterly depending on database volume.",[515,523,525],{"id":524},"should-old-contacts-be-deleted","Should old contacts be deleted?",[65,527,528],{},"Age alone is not enough. Apply the organization's retention policy, legal obligations, consent status, and current business purpose. Archive or delete only through an approved rule.",[515,530,532],{"id":531},"what-is-the-safest-way-to-remove-duplicates","What is the safest way to remove duplicates?",[65,534,535],{},"Export first, match on stable identifiers, review ambiguous pairs, and preserve related history. Test the process on a small batch before applying it across the database.",[515,537,539],{"id":538},"how-can-i-stop-duplicates-during-csv-imports","How can I stop duplicates during CSV imports?",[65,541,542,543,546],{},"Normalize the match key before import, map columns consistently, and review the import preview. The ",[83,544,545],{"href":41},"lead management guide"," explains where validation belongs in the capture process.",{"title":548,"searchDepth":549,"depth":549,"links":550},"",2,[551,552,553,554,555,556,557,558,559],{"id":74,"depth":549,"text":75},{"id":131,"depth":549,"text":86},{"id":169,"depth":549,"text":92},{"id":261,"depth":549,"text":98},{"id":311,"depth":549,"text":104},{"id":363,"depth":549,"text":110},{"id":395,"depth":549,"text":116},{"id":430,"depth":549,"text":122},{"id":513,"depth":549,"text":128,"children":560},[561,563,564,565],{"id":517,"depth":562,"text":518},3,{"id":524,"depth":562,"text":525},{"id":531,"depth":562,"text":532},{"id":538,"depth":562,"text":539},"2026-09-25","Clean duplicate, incomplete, stale, and inconsistent CRM records without losing useful history.","md",null,{},{"icon":58},{"title":573,"description":567},{"CRM Data Cleanup":574,"description":575},"Checklist for Accurate Contact Data","Follow a practical CRM data cleanup process for duplicates, invalid contacts, inconsistent fields, stale opportunities, imports, and ongoing data quality.","-bdqlD_eLC6Uzi-GGxWm_0wueIUvkQeuuQGGWEYRUVg",[578,569],{"title":50,"path":51,"stem":52,"description":579,"icon":53},"A reusable client onboarding process for agencies, from signed agreement to the first review.",1793830132793]