Service

CRM Cleanup & Migration

We clean up CRM data for B2B companies: duplicate companies, contacts and deals, free-text fields that should be pick-lists, and deals that disagree with billing. Then we write the rules that keep it clean. Most cleanups turn up revenue that was counted twice and lead sources that quietly went nowhere.

Book a free CRM audit How it works

This is for you if

Your pipeline report, your finance report and your marketing report give three different numbers.
There's a migration, a fundraise, an audit or a new VP coming, and the CRM has to hold up.
Years of imports, integrations and well-meant manual edits have piled up.

$2.57M

of booked revenue counted twice in one CRM: 61 onboarding records duplicating sales deals. Booked 2023 to 2026 went from $13.78M to $11.21M once we corrected it. That correction was to our own headline number.

What's included

Duplicates

Companies, contacts and deals matched on domain, name, value and timing. Anything we're not sure about goes to a review queue, not an auto-merge.

Reconciliation

CRM against billing, contracts and support, row by row. Every mismatch gets a cause, not just a fix.

Field standards

Pick-lists instead of free text, required fields at the right stage, dead properties retired.

Lead source repair

Unmapped sources go to a named bucket instead of vanishing. We backfill history where the evidence supports it.

Migration

Export, transform, load, then verify with counts and spot checks on both ends.

Keeping it clean

Validation workflows, import templates, and a monthly hygiene report.

How it goes

1
Profile
One week. Duplicate rates, fill rates by field and by outcome, orphans, broken associations. Measured, not guessed.
2
Rules
Match rules, survivorship rules and field standards written down and signed off before a single record changes.
3
Run
Batches. Dry run first, backup taken, rollback ready.
4
Hold
Automation and a hygiene dashboard. You get the rules, not just the result.

From the work

CRM cleanup

$13.78M → $11.21Mcorrected booked revenue

The booked revenue that was counted twice

An onboarding pipeline recorded the delivery of a sale, not the sale. 61 of its 67 wins duplicated a sales deal. Because onboarding lags sales by about a year, the problem grew every year: 0% in 2023 and 2024, 24.7% in 2025, 35.7% in 2026. Fixing it moved like-for-like growth from +16.5% to −20.9%. We had already presented the +16.5%.

The rule we wrote afterward: always ask what's underneath a correction that improves the number.
The dated correction went at the top of the page people had already quoted.

Related: CRM Cleanup & Migration

Questions we get about this

How long does a CRM cleanup take?

Profiling takes a week. A typical HubSpot portal with 20,000 to 100,000 records takes three to six weeks, including the dry run and verification.

Will we lose data?

No. Merges follow written survivorship rules, run in batches after a dry run, and every batch is backed up. Records we can't match with confidence go to a human queue rather than getting merged automatically.

Can you reconcile our CRM against billing?

Yes, and that's usually where the biggest errors are. Revenue counted twice, fourteen customers blended into one shared company record, that sort of thing.

Do you clean up Salesforce too?

Yes. Same method. Most of our work is in HubSpot, and Salesforce-to-HubSpot migrations come up a lot.

CRM Cleanup & Migration

This is for you if

What's included

Duplicates

Reconciliation

Field standards

Lead source repair

Migration

Keeping it clean

How it goes

Profile

Rules

Run

Hold

From the work

The booked revenue that was counted twice

Questions we get about this

How long does a CRM cleanup take?

Will we lose data?

Can you reconcile our CRM against billing?

Do you clean up Salesforce too?

Usually goes with

HubSpot Consulting

RevOps Analytics & Forecasting

Lead Scoring & Lifecycle

Book a free CRM audit