Messy CRM data creates missed follow-ups, bad reports, and confused teams.
Start with useful fields
Keep the fields that improve routing, follow-up, or reporting: name, email, company, lead source, lifecycle stage, owner, last activity date, and next step. Remove fields that nobody uses.
Standardize lead sources
Use consistent values such as organic search, paid search, referral, partner, newsletter, social, and direct. Keep campaign details in UTM fields so source reporting stays clean.
Remove duplicates
Schedule a monthly duplicate review. Merge records carefully and keep the most complete email, phone number, notes, and source information.
Weekly routine
Review missing sources, stale deals, duplicate contacts, lost reasons, and records without owners. A simple weekly cleanup prevents months of reporting confusion.
