How do you keep a CRM clean without doing it by hand?
By Harish P, founder of Plux Labs · Updated · 2 min read
Short answer
Automate the jobs that make a CRM messy: duplicate records, missing details, outdated deal stages and activity nobody logged. A cleanup system merges duplicates, fills gaps from trusted sources, logs emails and calls automatically and flags stale deals for a person to review. People decide what happens to a deal; the system keeps the records accurate.
Why CRMs get messy
A CRM is only as good as the data people remember to enter. On a busy week nobody updates deal stages, the same contact gets added twice and notes live in someone's inbox. After a few months nobody trusts the pipeline report, so nobody uses it.
What to automate
- •Merge duplicate contacts and companies
- •Fill missing fields such as job title, company size and website
- •Log emails, calls and meetings against the right record
- •Move deals forward when something clear happens, such as a booked call
- •Flag deals that haven't moved in a set number of days
What stays with your team
Deciding whether a deal is still real, what to propose and when to walk away. The system raises the flag; a person makes the call.
Where to start
Start with duplicates and automatic activity logging. They are the quickest wins, and they make every report after them more reliable.
Sources and further reading
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