If You Can’t Measure It, You Can’t Clean It.

🧩 What We See Too Often

In CRMs with even moderate complexity, we frequently find:

  📉 Critical fields with <50% completion rates

  🧩 Deals with no contact or company associated

  📪 Contacts missing lifecycle stages or lead sources

  🔄 Reps creating duplicates to bypass validation rules

  ❌ No recurring review process or hygiene KPIs

And the worst part?
Nobody owns hygiene - because nobody can see it.

🛠 The Fix: Create a Data Hygiene Dashboard + Review Routine

We help clients operationalize clean data by tracking it just like they track revenue.

🎯 Step 1: Define Critical Fields

Which properties matter most for reporting, automation, segmentation, and handoffs? Examples:

• Lifecycle stage

• Deal value

• Owner

• Lead source

• Industry or company size

📊 Step 2: Build Your Hygiene Dashboard

Track the fill rate of each critical property.
Examples:

• % of deals with missing values

• % of contacts missing lead source

• % of deals with no associated contact

• Duplicates or unassociated objects

Bonus: color-code metrics to spot issues instantly (e.g. red if <80% filled)

🔁 Step 3: Set a Review Cadence

• Weekly: Ops check-in or automation triggers

• Monthly: Manager reviews with reps

• Quarterly: Executive view of CRM reliability

You don’t need to clean constantly - just consistently.

💬 Real-World Snapshot

A VP of Revenue at a fast-growing SaaS company told us:
“I thought our CRM was clean — until we tried to run a campaign and realized half the contacts had no industry or lifecycle stage.”

We helped them define 7 hygiene KPIs, built a dashboard, and set a monthly ops routine to monitor and correct gaps.

Result: Campaign targeting accuracy improved by 41%, and the sales team stopped wasting time on leads missing key info.