# Crm Hygiene > Trigger this skill when: - Skill: `uitbreidenos/crm-hygiene-2` (Agent Skill) - Install (CLI): `npx skillmds@latest add uitbreidenos/crm-hygiene-2` - Raw SKILL.md: https://api.skillmd.com/api/skills/uitbreidenos/crm-hygiene-2/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Coding & Dev Tools - Author: UitbreidenOS (https://skillmd.com/u/uitbreidenos) - Updated: 2026-09-22 - Page: https://skillmd.com/skills/uitbreidenos/crm-hygiene-2 --- # CRM Hygiene ## When to activate Trigger this skill when: - An SDR completes any outbound/inbound touch (call, email, LinkedIn message, voicemail) - Before an AE joins a meeting with a prospect - During pipeline review to ensure data integrity before deal progression - When CRM records show incomplete or stale activity logs (>2 hours since last touch) - When scheduling a handoff between SDR and sales team - When a deal moves between pipeline stages (requires field completion gate) ## When NOT to use Do not invoke this skill for: - Post-sale customer support activities (use customer success CRM templates instead) - Internal-only team meetings or admin activities - Retrospective cleanup of old records (>90 days) without explicit audit trigger - Non-contact-facing activities (e.g., research, team admin) - Accounts marked DEAD that have no new signal in 6+ months (archive instead) --- ## Instructions ### I. Post-Call Note Template Every call — inbound or outbound, successful or failed — must be logged within 2 hours with these fields completed: #### Required Fields **What Happened** Disposition in exactly one sentence. Use standardized codes: - `Connected` — live person answered, conversation took place - `Left VM` — voicemail deposited, specify greeting heard (generic/personalized) - `No Answer` — rang through, no response - `Bad Number` — number invalid, disconnected, or wrong person reached - `Gatekeeper` — screened by assistant/front desk, no handoff to target *Example:* "Connected with Jennifer Martinez, CMO, for 12 min. She answered directly to question about X initiative." **Key Pain Mentioned** Capture exact prospect language in quotes. Not paraphrasing — direct quotes are gold for objection handling and personalization in future outreach. *Example:* "She said: 'We're stuck with [Legacy System] and can't justify the cost of switching. Our CFO won't approve new tool spend until next fiscal.'" **Qualification Status** Map to MEDDPICC elements confirmed so far: - **Metrics**: Revenue impact number mentioned? Budget allocated? - **Economic Buyer**: Did you reach/identify them? Role confirmed? - **Decision Criteria**: What are they evaluating on? Speed, cost, integration? - **Decision Process**: Timeline confirmed? Approval layers identified? - **Pain**: Acknowledged and quantified? - **Identified Champion**: Is there an internal advocate? - **Implications**: Did they articulate business consequence? - **Commitment**: What's the next step they committed to? Mark each as `Confirmed`, `Partial`, or `Missing`. This determines readiness for AE handoff. *Example:* ``` Metrics: Confirmed (£2M annual budget mentioned) Economic Buyer: Missing (spoke to user, not CFO/VP Finance) Decision Criteria: Partial (speed mentioned, cost tolerance unclear) Pain: Confirmed (exact quote captured) Champion: Missing ``` **Next Step** Specific, dated action with owner. Not vague. Include: - What: exact next action (call, email with resource, meeting) - Owner: SDR name or AE name if handing off - Date: calendar date, not "next week" - Contingency: what happens if they don't respond in 5 days? *Example:* "SDR (Sarah) to send 3-min product overview video by 2026-06-05. If no response by 2026-06-10, escalate to AE follow-up." **Objections Raised** Log every objection verbatim. Add your response if given. Do not assume these are deal-killers — they're data for AE prep. *Example:* ``` Objection: "We have an incumbent and are locked in until Q3 2027." Response Given: "Understood. When Q3 approaches, would it make sense to evaluate options 90 days out?" Follow-up Flag: Yes — cycle back 2026-04-01 as contract renewal nears. ``` --- ### II. Activity Logging Standards **Timing**: Log every activity within 2 hours of completion. No batching end-of-day. **Coverage**: Log every touch, including: - Phone calls (inbound/outbound) - Voicemails deposited - Emails sent (include subject line snippet) - LinkedIn messages, connection requests, profile views on active accounts - Demos, webinar attendance, content downloads - Task completions (follow-up scheduled, resource sent) **Disposition Codes (Standardized)** | Activity Type | Code | Definition | |---|---|---| | Call | Connected | Live conversation with target | | Call | Left VM | Voicemail deposited; log greeting style | | Call | No Answer | Rang, no pickup, no VM; try again | | Call | Bad Number | Invalid, wrong person, or gatekeeper refusal | | Email | Sent | Timestamp when deployed; record subject | | Email | Opened | Track via pixel or reply assumption | | Email | Replied | Note reply sentiment (positive/neutral/negative) | | Email | Bounced | Undeliverable; flag for re-sourcing | | LinkedIn | Message Sent | Note personalization level | | LinkedIn | Profile View | Log only if account is ACTIVE tier (see tagging) | | Other | Task Completed | Resource sent, call scheduled, follow-up logged | --- ### III. Pipeline Tagging Taxonomy **Every lead record must have all four tag layers.** Use these exact tags; don't invent variants. #### Lead Source Tag (One Required) - `INBOUND` — inbound inquiry, form submission, referral, event attendee - `POSTBOUND` — post-event nurture, webinar attendee, blog downloader - `BRIDGEBOUND` — warm intro, mutual connection referral - `OUTBOUND` — cold outreach, LinkedIn message, email list purchase #### Signal Tag (What Triggered Outreach) Capture the specific reason for engagement: - `Hiring_Spree` — LinkedIn shows new headcount (hiring page, job posts) - `Funding_Event` — Series A/B close, press mention, Crunchbase signal - `Leadership_Change` — new CMO, CFO, VP Engineering hired (LinkedIn) - `Integration_Partnership` — announced partnership with tool ecosystem - `Compliance_Change` — new regulation affecting their industry (SOC 2, HIPAA, GDPR) - `Earnings_Call` — public company earnings transcript mentions pain point - `RFP_Issued` — prospect issued RFP (sometimes visible in procurement forums) - `Contract_Renewal` — estimated renewal date for incumbent approach (research-based) - `Dormant_Account` — previous contact inactive 12+ months, new signal arrived - `Generic_Outreach` — no specific trigger; general prospecting #### Sequence Stage (One Required) - `ACTIVE` — in active cadence, touch expected in next 7 days - `PAUSED` — on pause (waiting for response, out of office, bad timing); resume date set - `COMPLETED` — cadence finished; no more touches unless new signal - `CONVERTED` — moved to opportunity, now owned by AE - `DEAD` — unqualified, unresponsive, or explicitly disqualified; no further contact #### Tier Tag (One Required) - `T1` — economic buyer confirmed, MEDDPICC 80%+ complete, deal imminent (AE ownership) - `T2` — influencer or user identified, pain confirmed, 60%+ complete, needs more qualification - `T3` — early-stage lead, pain surface-level, 30%+ complete, high-volume prospecting pool --- ### IV. Pre-Meeting Handoff Brief (SDR → AE) Create this document in Slack, Notion, or CRM when transferring a meeting to AE. Estimated read time: 2 minutes. Use this exact structure: #### 1. Account Background (2 Sentences Max) - Company size, industry, revenue ballpark - What they do; why we think they're a fit *Example:* "Revolve is a £180M mid-market SaaS vendor in vertical HR. They just raised Series C and are scaling from 3 to 8 solutions in product portfolio." #### 2. Contact Profile (Role, Tenure, Pain) - Title and exact role (use LinkedIn title if available) - Tenure at company (influence level) - Their specific pain point and quote *Example:* "Jennifer Martinez, CMO, 2.4 years tenure. In charge of marketing tech stack and personalization. Pain: 'We're stuck with legacy MarTech and losing feature parity vs. competitors. Each new tool we buy needs 4 weeks integration work.'" #### 3. MEDDPICC Score and Gaps - Overall score (0–100%); break down by element - Critical gaps that AE must address in this meeting *Example:* ``` Overall Qualification: 68% - Metrics: 75% (budget mentioned) - Economic Buyer: 40% (spoke to CMO, not CFO) - Decision Criteria: 80% (speed + integration depth) - Pain: 85% (quote captured) - Champion: 0% (need to identify) Critical Gap: Must determine economic buyer and CFO involvement by end of meeting. ``` #### 4. Sequence Messaging (What Was Said) - Personalization hooks used (company research, announcement, referral name) - Objections raised (don't repeat them; flag them) - Tone of conversation (receptive, skeptical, distracted) *Example:* "Used their Series C announcement to open. She was receptive to speed/integration angle but skeptical on cost. Mention ROI in first 90 days; she'll ask for it." #### 5. Why They Agreed to a Meeting - What specifically resonated; what moved them from 'no' to 'yes' - What they want to learn in this call *Example:* "She agreed when I said 'We'd walk through a 60-day implementation plan tailored to your stack.' She wants to see if we can match their speed requirements without 4-week integrations." --- ### V. Deduplication Rules **Before logging any new contact in CRM, check:** 1. **Email match**: Search by work email domain + first/last name. If found, merge records; don't create duplicate. 2. **LinkedIn URL match**: If two records have same LinkedIn profile URL, they're the same person. 3. **Phone number match**: Exact phone match OR same company + same name = same person. Merge. 4. **Account-level dedup**: If contact already logged under correct company account, use existing record instead of orphaning. **Merge protocol:** - Preserve all activity history from both records - Keep original contact date - Combine notes (prepend with timestamp) - Archive the duplicate record with merge note --- ### VI. Data Quality Gates (Before Meeting is Logged) **A meeting cannot be logged as "scheduled" until all gates pass:** 1. **Contact field completion**: - First name: required - Last name: required - Work email: required - LinkedIn profile URL: required - Job title: required 2. **Account field completion**: - Company name: required (exact legal entity, not nickname) - Industry: required - Company size (employee count): required - Annual revenue or funding stage: required 3. **Qualification gate**: - Lead tier assigned (T1, T2, T3) - At least one MEDDPICC element confirmed - Pain statement captured (one sentence minimum) 4. **Activity trail gate**: - At least one logged activity (call, email, LinkedIn message) in the past 30 days - Next step documented - No orphaned contacts (must be linked to correct company account) **Consequence**: If gates fail, meeting is marked "pending approval" in CRM. AE cannot move deal forward until SDR remediates data. --- ### VII. CRM Field Completion Checklist **Minimum required fields per stage:** **Lead Stage (prospect identified, not qualified)** - Contact: first name, last name, email, phone, title, company, LinkedIn URL - Account: company name, industry, size, revenue, location - Activity: call disposition or email sent (past 30 days) - Tagging: lead source, signal trigger, sequence stage (ACTIVE/PAUSED) **Qualified Lead (MEDDPICC 50%+, pain confirmed)** - All fields above, plus: - MEDDPICC breakdown (one sentence per element) - Pain statement (exact quote, if possible) - Next step (dated, with owner) - Contact objections (if any) - Tier tag assigned (T1/T2/T3) **Meeting Scheduled (confirmed with prospect)** - All fields above, plus: - Meeting date/time/attendees (confirmed) - Meeting agenda (one-line summary) - Pre-meeting brief (5-point handoff document) - AE assignment confirmed - Follow-up task created for day after meeting **Opportunity (AE ownership, deal in cycle)** - All fields above, plus: - Deal value (ARR/one-time fee) - Close date (realistic) - Primary decision-maker confirmed - Economic buyer confirmed - Approval chain identified (CEO, CFO, VP, etc.) --- ## Example **Scenario**: Sarah (SDR) completes a cold call to Marcus Chen, VP of Product at a mid-market fintech startup. He picks up, hears the pitch, but says they're locked into their current vendor. Sarah documents the call and hands off insights to her AE, James. **Post-Call Note (Sarah logs within 45 min)** ``` Activity Type: Phone Call Contact: Marcus Chen Company: PaymentFlow (£80M revenue, fintech) Date: 2026-06-02, 10:15 AM Duration: 7 min WHAT HAPPENED Connected with Marcus Chen, VP of Product, for 7 minutes. He answered directly and engaged through entire pitch. KEY PAIN MENTIONED "Our current provider is solid but keeps adding bloat. Every update has features we don't need. We spend 20% of engineering time integrating their junk." QUALIFICATION STATUS Metrics: Partial (revenue mentioned, budget not) Economic Buyer: Missing (spoke to user, need CFO) Decision Criteria: Confirmed (vendor bloat, integration lift) Pain: Confirmed (exact quote captured) Champion: Partial (Marcus is advocate internally, not yet confirmed) Timeline: Missing Implications: Partial (time cost mentioned, business impact unclear) Commitment: None yet (listening posture only) NEXT STEP Sarah to send 4-min demo video (integration examples) by 2026-06-04. If viewed, schedule 30-min technical deep-dive with Marcus + 1 engineer by 2026-06-08. If no response by 2026-06-08, pause sequence and revisit Q4 2026 (contract renewal cycle). OBJECTIONS RAISED Objection: "We're locked into our incumbent until end of 2027." Response Given: "Understood. We typically build a business case to pitch at renewal. Would it make sense to chat again around April 2027, 9 months out?" His Response: "Maybe. Send me something first." Follow-up Flag: YES — add to contract-renewal sequence, cycle 2027-04-01. TAGS ASSIGNED Lead Source: OUTBOUND Signal Trigger: Earnings_Call (recent fintech funding round announcement) Sequence Stage: ACTIVE (demo video pending) Tier: T2 (influencer, pain confirmed, budget/timeline missing) HANDOFF TO AE (Not needed yet; will create before meeting scheduled.) ``` --- **Pre-Meeting Handoff Brief (Created 3 days later when Marcus agrees to meeting)** ``` TO: James (AE) | FROM: Sarah (SDR) | DATE: 2026-06-05 MEETING: Marcus Chen, PaymentFlow | SCHEDULED: 2026-06-09, 2:00 PM 1. ACCOUNT BACKGROUND PaymentFlow is an £80M mid-market fintech platform serving SMBs. They recently closed funding and are scaling engineering to support faster feature velocity. Integration overhead is a growing friction point. 2. CONTACT PROFILE Marcus Chen, VP of Product, 2.3 years tenure. Direct influence over vendor stack. Pain (verbatim): "Every update has features we don't need. We spend 20% of engineering time integrating their junk." 3. MEDDPICC SCORE Overall: 58% - Metrics: Partial (revenue known, budget not; estimate needed) - Economic Buyer: Missing (only spoke to user; CFO not yet contacted) - Decision Criteria: Confirmed (simplicity + low integration lift) - Pain: Confirmed (vendor bloat, time sink) - Champion: Partial (Marcus will advocate, but need peer confirmation) - Implications: Missing (business impact of bloat not quantified) - Commitment: None yet Critical Gap: Must identify economic buyer (CFO?) and quantify cost of integration overhead in £/hours. 4. SEQUENCE MESSAGING Opening hook: Referenced their fintech funding round and scaling engineering narrative (from Crunchbase). He engaged strongly on "integration burden" angle. Hesitation: Incumbent lock-in until end 2027. Positioned renewal conversation as 9-month window. 5. WHY THEY AGREED Resonance point: "We'll walk through how other fintech platforms reduced integration overhead by 60%." He wants to see: Proof from similar companies; low-touch integration examples. --- NEXT STEPS FOR JAMES: - Lead with competitor comparison (similar fintech use case). - Ask about integration team size; quantify current cost. - Identify economic buyer question: "Who signs off on vendor changes here?" - Set expectation: Loop in Marcus's CEO/CFO if deal moves forward. ``` --- **CRM Fields Completed (Screenshot-equivalent output)** ``` CONTACT RECORD: Marcus Chen First Name: Marcus Last Name: Chen Email: marcus.chen@paymentflow.io Phone: +44 20 XXXX XXXX Title: VP of Product LinkedIn URL: linkedin.com/in/marcuschen-fintech Company: PaymentFlow ACCOUNT RECORD: PaymentFlow Legal Name: PaymentFlow Ltd. Industry: Financial Services / Fintech Employee Count: 240 Annual Revenue: £80M (estimated from Crunchbase) Funding Stage: Series B/C (recent round) Headquarters: London, UK Website: paymentflow.com ACTIVITY LOG: Last 30 Days - 2026-06-02, 10:15 AM | Phone Call | Connected (7 min) | Sarah - 2026-06-04, 2:30 PM | Email Sent | Demo video link | Sarah - 2026-06-05, 11:00 AM | Email Opened | Marcus opened demo video - 2026-06-05, 1:45 PM | Email Replied | "Interesting. Let's talk." | Marcus - 2026-06-09, 2:00 PM | Meeting Scheduled | James (AE) + Marcus + 1 engineer TAGGING Lead Source: OUTBOUND Signal Trigger: Earnings_Call / Fintech Expansion Sequence Stage: CONVERTED (now in AE pipeline) Tier: T2 QUALIFICATION Pain (Exact Quote): "Every update has features we don't need. We spend 20% of engineering time integrating their junk." MEDDPICC Overall: 58% (economic buyer missing, implications missing) Next Step: Meeting 2026-06-09; AE to identify CFO/economic buyer ``` --- ## Benchmarks & Standards - **Log rate target**: 95%+ of activities logged within 2 hours. Audit weekly. - **Handoff quality**: AE should never ask "Who is this?" or "What did they say?" — all context in brief. - **Dedup rate**: <2% duplicate records per 100 new leads. Merge monthly. - **Data gate pass rate**: 90%+ of meetings scheduled meet all field completion gates before logged as "confirmed." - **MEDDPICC average on T1 handoff**: 80%+ across six elements (excluding timeline/implications if not yet discussed). - **Activity logging SLA**: 95% within 2 hours; 99% within 4 hours. Zero logs older than end-of-business-day.