Run a CRM Data Hygiene Review
A review for ownership, stage, fields, and duplicates.
Set the scope
Run a CRM Data Hygiene Review starts with a written boundary. Name the event, the source, the owner, the evidence, and the point where the work must stop.
The main risk is that a pipeline report can be built on stale or duplicate records. Record the source and time before changing a status.
Capture the evidence
A usable record includes record, owner, stage, field, duplicate, and last activity. Keep the source beside the record so another reviewer can reconstruct what happened.
The revenue operations lead confirms the decision or exception. The support role can check records, flag exceptions, and route changes, but should not fill a gap with an assumption.
Separate preparation from judgment
Decisions about forecast and ownership decisions remain with the authorized owner. Use three labels: proceed, pause for missing evidence, and escalate.
Apply the labels to real examples. The record should show the current state and the next owner.
Run the review
Review duplicates, missing fields, and stale records. Sort by age, owner, and exception reason.
For example, two opportunities represent the same deal. Record what evidence was available and who owned the next step.
Pilot one workflow
Start with one pipeline. Test the checklist on a small batch and review exceptions with the owner.
Expand only after the workflow produces a reviewable record and a predictable review rhythm.
Related GTM guides
Frequently asked questions
What should stay with the accountable owner for CRM data hygiene?
Decisions about forecast and ownership decisions and any exception outside the written rule stay with the authorized owner.
What should the support role record?
The approved action, source evidence, current status, exception, and next owner.