Anti-Fragile GTM

crm data cleanup services

CRM cleanup that doesn't rot the day after it ships.

One-time cleanups decay at ~2.5% a month. We build the cleanup into your CRM as a living system: dedupe, identity resolution, enrichment, and scoring that hold their accuracy floor as new data flows in.

The four failure modes of CRM data

  1. Duplicates. The same company under three names, each with partial history, each mis-crediting attribution.
  2. Ambiguous identity. Subsidiaries colliding with parents, renamed companies double-counted, dead domains ranked like live accounts.
  3. Decay. People change jobs, companies rebrand. B2B data rots at roughly 2.5% per month, compounding.
  4. Unscored inbound. New leads land raw, get routed by guesswork, and inherit all of the above.

A cleanup that only fixes #1 is a cosmetic project. We built our process to kill all four permanently.

Our process

  • Resolve. Every record mapped to a canonical company identity. We have run this at 320,000-account scale with a 98%+ accuracy floor.
  • Merge. Duplicates collapsed with full history preserved, not deleted.
  • Enrich. Waterfall enrichment across providers with a validated coverage report, so you know exactly what got filled and from where.
  • Score. A fit model built from your closed-won history, applied across the resolved universe.
  • Persist. The critical step: resolution + scoring wired into the CRM itself, so every future inbound lead is matched and scored on arrival.

Works with

HubSpot, Salesforce, and Attio natively. Warehouse-first setups (BigQuery, Snowflake) supported for larger account universes.

Start small

The productized CRM Data Audit gives you a full data-quality scorecard and a ranked remediation plan in five business days. Or check the free CRM decay calculator to estimate what staleness costs you today.