Crm Hygiene

CRM Hygiene

Systematically identify and resolve data quality issues in your CRM to improve forecast accuracy, reporting, and automation reliability.

When to Use This Skill

• Quarterly CRM audits
• Before major reporting periods
• When automation workflows fail
• After team changes or migrations
• Preparing for CRM integrations

Methodology Foundation

Based on Salesforce Data Quality Best Practices and RevOps Co-op Data Governance frameworks, focusing on:

• Completeness (required fields populated)
• Consistency (standardized values)
• Accuracy (correct and current data)
• Timeliness (recent updates)

What Claude Does vs What You Decide

What This Skill Does

1. Audit design - Define required fields and validation rules
2. Issue identification - Find missing, inconsistent, duplicate data
3. Prioritization - Rank issues by business impact
4. Remediation planning - Action steps to fix issues
5. Governance recommendations - Prevent future issues

How to Use

For Audit Design:

Help me create a CRM hygiene audit for [CRM System].

Key objects to audit:
- [Leads, Contacts, Accounts, Opportunities]

Critical fields for each:
- Leads: [list required fields]
- Opportunities: [list required fields]

Our main issues:
- [Describe known problems]

For Data Audit:

Audit this opportunity data for hygiene issues:

[Paste export or describe data]

Required fields:
- [List fields that must be populated]

Validation rules:
- [List rules like "Stage must match Amount > $0"]

Instructions

Step 1: Define Audit Scope

Object Priority (typical):

1. Opportunities - Revenue impact
2. Accounts - Relationship foundation
3. Contacts - Communication accuracy
4. Leads - Pipeline source

Field Categories:

• Critical - Blocks processes if missing
• Important - Affects reporting/segmentation
• Nice-to-Have - Enriches but not required

Step 2: Completeness Audit

Check required fields by object:

Opportunities:

Accounts:

Step 3: Consistency Audit

Check for standardization issues:

Step 4: Accuracy Audit

Identify likely incorrect data:

Step 5: Duplicate Detection

Find potential duplicates:

Step 6: Timeliness Audit

Flag stale records:

Examples

Example 1: Opportunity Audit

Input:

Audit these opportunities:

1. Acme Corp - Stage: Proposal, Amount: $0, Close: Jan 15 (past), Owner: Empty
2. Beta Inc - Stage: Closed Won, Amount: $50K, Close: Feb 1, Loss Reason: "Price"
3. Gamma LLC - Stage: Discovery, Amount: $100K, Close: Mar 30, No activity 45 days
4. Delta Co - Stage: Negotiation, Amount: $75K, Close: Feb 28, Next Step: Empty
5. Echo Systems - Stage: Closed Lost, Amount: $200K, Loss Reason: Empty

Output:

## CRM Hygiene Audit: Opportunities

### Summary
- **Total Records**: 5
- **Critical Issues**: 4
- **Warnings**: 2
- **Clean Records**: 0

### Critical Issues (Fix Immediately)

#### 1. Acme Corp - 3 Critical Issues
| Issue | Field | Current | Required |
|-------|-------|---------|----------|
| 🔴 Missing | Owner | Empty | Assigned rep |
| 🔴 Missing | Amount | $0 | Deal value |
| 🔴 Stale | Close Date | Jan 15 (past) | Future date |

**Action**: Assign owner, verify if deal is active, update amount and close date.

#### 2. Beta Inc - Logic Error
| Issue | Field | Current | Problem |
|-------|-------|---------|---------|
| 🔴 Inconsistent | Loss Reason | "Price" | Stage is "Closed Won" |

**Action**: Either change stage to Closed Lost, or clear Loss Reason.

#### 3. Echo Systems - Missing Required
| Issue | Field | Current | Required |
|-------|-------|---------|----------|
| 🔴 Missing | Loss Reason | Empty | Required for Closed Lost |

**Action**: Rep must document why deal was lost.

#### 4. Delta Co - Missing Next Step
| Issue | Field | Current | Impact |
|-------|-------|---------|--------|
| 🟠 Missing | Next Step | Empty | No clear action |

**Action**: Rep should define next step for Negotiation stage.

### Warnings (Review This Week)

#### 5. Gamma LLC - Stale Deal
| Issue | Indicator | Value |
|-------|-----------|-------|
| 🟡 Stale | Last Activity | 45 days ago |

**Action**: Review with rep - is this deal still active? If yes, update. If no, close lost.

### Hygiene Score: 20/100 (Poor)

### Recommended Actions by Priority

1. **Today**: Fix Acme Corp (no owner = orphaned deal)
2. **Today**: Fix Beta Inc logic error (affects win rate)
3. **This Week**: Get Echo Systems loss reason
4. **This Week**: Update Gamma LLC status
5. **This Week**: Add Delta Co next step

### Process Recommendations
- Add validation rule: Amount required when Stage > Discovery
- Add validation rule: Owner required on all opportunities
- Add validation rule: Loss Reason required when Closed Lost
- Create stale deal report (no activity 30+ days)

Example 2: Duplicate Detection

Input:

Check these accounts for duplicates:

1. Acme Corporation, acme.com, San Francisco
2. ACME Corp, acme.com, SF
3. Acme Inc, acme-inc.com, San Francisco
4. Beta Technologies, beta.io, New York
5. Beta Tech, betatech.com, NYC
6. Beta Technologies Inc, beta.io, New York

Output:

## Duplicate Detection Report

### High Confidence Duplicates (Merge)

#### Duplicate Set 1: Acme Corporation
| Record | Name | Domain | Location | Confidence |
|--------|------|--------|----------|------------|
| #1 | Acme Corporation | acme.com | San Francisco | Master |
| #2 | ACME Corp | acme.com | SF | 99% - Same domain |

**Recommendation**: Merge #2 into #1
- Same domain (acme.com)
- Same location (SF = San Francisco)
- Name variation only (Corp vs Corporation)

#### Duplicate Set 2: Beta Technologies
| Record | Name | Domain | Location | Confidence |
|--------|------|--------|----------|------------|
| #4 | Beta Technologies | beta.io | New York | Master |
| #6 | Beta Technologies Inc | beta.io | New York | 99% - Same domain |

**Recommendation**: Merge #6 into #4
- Same domain (beta.io)
- Same location (New York)
- Name variation only (Inc suffix)

### Investigate (Possible Duplicates)

#### Possible Set 1: Acme variations
| Record | Name | Domain | Location | Confidence |
|--------|------|--------|----------|------------|
| #1 | Acme Corporation | acme.com | San Francisco | - |
| #3 | Acme Inc | acme-inc.com | San Francisco | 40% |

**Recommendation**: Investigate manually
- Same location, similar name
- BUT different domains (acme.com vs acme-inc.com)
- Could be: subsidiary, different company, or typo

#### Possible Set 2: Beta variations
| Record | Name | Domain | Location | Confidence |
|--------|------|--------|----------|------------|
| #4 | Beta Technologies | beta.io | New York | - |
| #5 | Beta Tech | betatech.com | NYC | 50% |

**Recommendation**: Investigate manually
- Same location (NYC = New York)
- Similar names (Beta Tech vs Beta Technologies)
- Different domains - likely different companies

### Summary
- **Definite Duplicates**: 2 sets (4 records → 2)
- **Possible Duplicates**: 2 sets (need research)
- **Unique Records**: Pending investigation

### Merge Checklist
Before merging, verify:
- [ ] All opportunities moved to master record
- [ ] All contacts linked to master
- [ ] Activity history preserved
- [ ] Custom fields compared
- [ ] Integration IDs noted (for external systems)

Skill Boundaries

What This Skill Does Well

• Defining audit criteria systematically
• Identifying common data quality issues
• Prioritizing fixes by business impact
• Creating actionable remediation plans

What This Skill Cannot Do

• Access your actual CRM data
• Execute cleanup automatically
• Know your specific business rules
• Detect all semantic errors

When to Escalate to Human

• Merge decisions (data loss risk)
• Business rule definitions
• Enforcement policy decisions
• Cross-object relationship issues

Iteration Guide

Follow-up Prompts

• "Create a monthly hygiene report template."
• "What validation rules would prevent these issues?"
• "Prioritize the top 10 issues by revenue impact."
• "Design a data entry form that enforces these rules."

Continuous Improvement Cycle

1. Audit → Identify issues
2. Fix → Clean data
3. Prevent → Add validation rules
4. Monitor → Track hygiene score weekly
5. Iterate → Refine rules quarterly

Checklists & Templates

Weekly Hygiene Report Template

## CRM Hygiene Report - Week of [Date]

### Hygiene Score: X/100

### Critical Issues (Fix Today)
| Object | Record | Issue | Owner |
|--------|--------|-------|-------|

### Warnings (Fix This Week)
| Object | Count | Issue Type |
|--------|-------|------------|

### Trends
- Issues closed this week: X
- New issues this week: X
- Net change: +/- X

### Action Items
1.
2.
3.

Data Governance Checklist

• Required fields defined per object
• Validation rules implemented
• Duplicate rules active
• Stale record reports scheduled
• Ownership assignments current
• Integration mappings documented

References

• Salesforce Data Quality Best Practices
• RevOps Co-op Data Governance Framework
• Marketo Database Health Guide
• Gartner Data Quality Market Guide

Related Skills

• pipeline-forecasting - Clean data improves forecasts
• lead-scoring - Requires complete lead data
• deal-risk-scoring - Depends on activity data

Skill Metadata

• Domain: RevOps
• Complexity: Intermediate
• Mode: centaur
• Time to Value: 30-60 min for audit, varies for cleanup
• Prerequisites: CRM data export, field requirements list