Anti-Fragile take
CRM hygiene is not an annual cleanup project. It is a set of automated guardrails: dedupe on create, re-enrich on schedule, invalidate on bounce, flag on decay.
Teams that treat hygiene as a project always end up back where they started. Teams that treat it as infrastructure do not.
Why it matters
Every automation, report, and routing rule inherits CRM quality. Hygiene is the highest-leverage GTM investment.
How we build it
Create-time dedupe webhooks, scheduled re-enrichment, bounce invalidation, and decay score dashboards.