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.
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.
Merge rules, naming conventions, and a single source of truth for company and contact records.
Stage definitions that mean the same thing to every rep, and a forecast that survives a skip-level review.
Validation rules and a monitoring cadence so the hygiene doesn't decay the moment we leave.