Legacy System Audit, Database Purge & Workflow Consolidation
Executed a large-scale legacy CRM audit and workflow overhaul before a one-million-record limit breach. Purged more than 800,000 inactive contacts, consolidated redundant global forms and delivered $156,000 in immediate annual savings.
The friction
The company’s legacy Marketo instance was buckling under its own weight and rapidly approaching a hard one-million-record limit that would trigger major licensing overages. An initial investigation revealed severe database rot: more than 800,000 contacts—roughly 80% of the database—had not engaged in over four years.
The operating architecture was equally difficult to scale. Instead of centralized logic, the system relied on individual, hard-coded workflows to populate UTMs for every web page. Combined with a backlog of outdated global forms and more than 11,000 fragmented marketing assets, the setup created serious data-standardization issues and system lag.
The solution
- 01
Deep database audit & purge
Led a cross-functional audit across Marketing, RevOps and Sales to define defensible engagement criteria. Safely decoupled and purged more than 800,000 inactive records, immediately halting the impending tier upgrade.
- 02
Workflow & form consolidation
Removed the inefficient page-by-page UTM workflows and replaced them with centralized, scalable tracking logic. Cleared the backlog of legacy global forms, unused automations and redundant syncs.
- 03
Global architecture rebuild
Consolidated the remaining 11,000-plus assets into clean, standardized automation programs. Re-architected custom objects, fields and lifecycle stages to restore Salesforce as the definitive source of truth.
The impact
Measurable change across cost, performance and operating resilience.
Annual savings
Prevented immediate database-overage penalties and reduced hard costs by removing inactive data and rationalizing the stack.
Database optimized
Removing more than 800,000 inactive records improved email deliverability, platform processing speed and overall CRM hygiene.
Assets brought under control
Transformed a rigid, over-engineered legacy system into a lean global routing engine with streamlined UTM and form architecture.