Bad data kills revenue and ruins attribution. We implement strict data and tool-governance frameworks, recurring deduplication logic and normalization rules so your database remains clean, actionable and ready for advanced enrichment across Salesforce, HubSpot and Marketo.
Book a free RevOps auditCore deliverables
- 01Automated deduplication
- 02Field standardization
- 03Routine database audits
- 04Routing-rule enforcement
CRM data cleanup that protects routing and reporting
Duplicate and malformed records do more than make a database untidy. They split engagement history, distort funnel reporting, trigger conflicting automations and send leads to the wrong owner. Cleanup starts with the rules that created the problem, then fixes the records safely.
Salesforce deduplication and normalization
We define match logic, survivorship rules and review thresholds before records merge. Standardized company, country, lifecycle and source values then give automations a stable foundation across Salesforce, HubSpot and Marketo.
- Duplicate discovery and merge criteria
- Field-value normalization and controlled vocabularies
- Source-of-truth and field-ownership rules
- Automated monitoring for new data-quality failures
Marketo database limits and inactive-record cleanup
When database growth threatens a Marketo record tier, a defensible inactivity policy can avoid unnecessary licensing costs without deleting valuable history. One legacy audit safely removed more than 800,000 inactive contacts and prevented $156,000 in annual costs.
Questions about data governance & crm hygiene
How do you solve CRM data duplication?
We establish automated deduplication rules and data-normalization frameworks that catch, merge and clean duplicate records before they enter active routing or reporting layers. This protects CRM hygiene and ensures accurate attribution.
Can inactive Marketo records be purged safely?
Yes, when inactivity, exclusions, legal retention needs and downstream dependencies are defined before deletion. The process should include an export or recovery plan, stakeholder approval and post-purge validation.
See what needs to change first.
Share the system, deadline or operational risk. You’ll get a practical response within one business day.
Discuss your revenue system