A 30-day CRM hygiene sprint we run for every new account

Before we touch outbound, reporting, or automation, we run a fixed 30-day hygiene pass on the CRM. Skipping this step is the single most common reason a later program underperforms — not because the strategy was wrong, but because the data underneath it was never trustworthy.

Week 1: Audit

We pull every object, every property, every workflow that touches the record, and map what's actually in use versus what's legacy cruft from three reorgs ago.

Week 2: Dedupe and standardize

Merge rules, naming conventions, and a single source of truth for company and contact records.

Week 3: Fix the pipeline

Stage definitions that mean the same thing to every rep, and a forecast that survives a skip-level review.

Week 4: Lock it in

Validation rules and a monitoring cadence so the hygiene doesn't decay the moment we leave.