What gets fixed / Data cleanup
Data cleanup that fixes why it got dirty.
Deduplication, standardization, and lifecycle cleanup, in HubSpot or whatever you run, plus the part most cleanups skip: the process fix that stops you buying this service twice.
Book a 30-min call →02 / The problem
Sound familiar?
Dirty data isn’t a cosmetic problem. Reps route around records they don’t trust, reporting stops reconciling, and sales teams lose 550+ hours a year to bad data and manual entry1. The duplicates are the visible part. The invisible part is every decision made off a number nobody believes.
“We inherited messy data.”
“Duplicate records everywhere.”
“Still doing manual data entry.”
“I don’t trust our reporting.”
Verbatim from discovery calls
03 / What gets done
Four moves, in this order.
Find out how it got dirty
Duplicates and junk fields are symptoms. The cause is usually an intake path or an integration writing records nobody owns, and whatever it is, duplication is rarely the only thing it breaks. The rest of the damage is quieter and nobody goes looking for it, which is why the source gets found before anything gets merged.
Merge and standardize, under review
Mass merges are the scariest bulk write a CRM ever sees. Under the standing guardrail that nothing writes unsupervised, every bulk change goes through a write plan you can read before it runs. Read access, ask anything; writes get reviewed.
Cut what shouldn’t exist
Subtract before you add: unused properties, dead workflows, fields that only ever collect junk. A smaller schema is a cleaner schema, and it’s the first recommendation more often than a new tool is.
Make the clean state the easy state
Carrot over stick. If the correct path is also the fastest path, you stop policing data quality and start getting it for free. Reporting is rebuilt on the clean data so the numbers reconcile and stay that way.
Where it starts.
The audit maps every process from lead to retained customer and puts the data problems in priority order, so the cleanup starts where it pays back first, not where it’s most visible.
Not ready for a monthly engagement
Start with the two-week audit instead.
A read on every process from lead-to-customer retention, and a 6 month plan for what to fix first. The full $1,200 comes off month one if you continue.
$1,200
Flat
$0
If you continue
05 / FAQ
Questions that come up
Is this HubSpot-specific?
No. A lot of the work lands in HubSpot, but the approach is stack-agnostic. It doesn’t matter what you run today. The diagnosis, the merge discipline, and the prevention work are the same job in any CRM.
Can’t a dedupe tool do this?
A dedupe tool fixes the data. It doesn’t fix what caused the data, so it just keeps automating the same cleanup forever. That matters more than the duplicates: whatever is creating them, a broken form, an integration writing records nobody owns, an intake path with no owner, is almost certainly causing other problems too, and those don’t announce themselves the way a duplicate contact does. Buy the tool if matching is your whole problem. Most teams’ problem is upstream of the match.
What does it cost, and where does it start?
It starts with the two-week audit: $1,200 flat, which maps every process from lead to retained customer and puts the data problems in priority order. Continue into a monthly engagement and the audit is credited in full. The cleanup itself is delivered inside the published tiers, from $2,500 a month.