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CRM enrichment and clean-up

Keep your CRM data fresh every week

CRM data goes stale as people change jobs and companies grow. This workflow merges duplicates, fills gaps and flags contacts who left, on a weekly schedule.

Send a scoping brief

Mfrom $5,000 · £4,000

Indicative price. You get a fixed quote after the brief.

Trigger

Reps stop trusting CRM data, or a new routing or scoring build needs clean fields.

How the CRM enrichment and clean-up workflow runs

01
List
Export
A job reads accounts and contacts from the CRM.
02
Enrich
Match and merge
Rules find duplicates and propose merges for approval.
03
Enrich
Re-enrich
The waterfall fills empty fields and checks old emails.
04
Signals
Flag leavers
Contacts who left their company get a flag and a new email if we find one.
05
Report
Write back
Changes write back to the CRM with a log of each edit.

Tools

HubSpot, Salesforce or Attio
Apollo or LeadMagic
Postgres for the change log

Data in

CRM read and write access
Your rules for a duplicate

Data out

Merged duplicates
Filled fields
Flags on leavers
A log of every change

You own

The match rules
The weekly job
The change log

Code or Clay?

Code, because each CRM edit needs a log and an undo path.

See the GTM tech stack by layer and Clay vs Claude Code.

A CRM set-up from scratch is RevOps work. We quote it as a separate sprint, not as part of this workflow.

Price: size M, from $5,000

Medium: One workflow with several sources, a scoring step and a CRM write-back.

From $5,000 · £4,000 as a single build. Indicative price. You get a fixed quote after the brief.

GTM engineering pricing by size

You can buy this workflow alone at size M. It is also part of this larger build:

B2B SaaS teams with inbound demand

M

Inbound routing sprint

Every form fill gets enriched, scored and sent to the right rep in Slack.

from $5,000£4,000 per build

Form to enrichment to score to owner, with a Slack alert to the rep.
A build target of 60 seconds from form submit to the Slack alert.
Owner rules in code or in your CRM, with tests for each rule.
A CRM clean-up pass: duplicates merged, stale contacts flagged.

Outcome Hot inbound leads reach a rep while the buyer still has your tab open.

Get a fixed quote

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