CRM architecture and cleanup
We design the data model, lifecycle stages and pipeline structure your CRM needs for complete data and reliable reporting, then clean up duplicates and automate the updates reps skip.
What we design
We define the structure your CRM runs on, so every record means the same thing to every rep and every report can be traced back to it.
- 01
Objects and required fields
The records and fields your CRM needs, with the ones reporting depends on made mandatory
- 02
Lifecycle stage definitions
One shared definition for every lifecycle stage, so marketing, sales and reporting agree on what each means
- 03
Pipeline stages with exit criteria
Pipeline stages with written conditions for moving a deal to the next one
- 04
Ownership rules
Documented rules for who owns each account, lead and opportunity
- 05
Integrations with your other tools
Connections to your other tools so data moves without manual entry
Data hygiene
We clean the data already in your CRM and put rules in place so it stays clean after we hand it over.
- 01
Duplicate detection and merge rules
Rules that find duplicates and define which record survives a merge
- 02
Field standardization
Consistent formats for values such as job titles, industries and regions
- 03
Required field enforcement
Validation that stops records being saved without the fields reporting needs
- 04
Automated updates from enrichment and activity
Records refreshed from enrichment and activity, not typed in by hand
Signs your CRM needs work
Each of these points to a gap in how the CRM is structured, not to how hard your team works inside it.
- 01
Reports nobody trusts
Numbers change depending on who builds the report, so the team stops using them
- 02
Duplicate contacts and accounts
The same company exists several times, so history and attribution split across records
- 03
Stages that mean different things to different reps
Pipeline reports can't be compared because each rep moves deals on their own judgment
- 04
Critical fields left blank
The fields needed for routing, reporting and forecasting are missing on most records
Related services
The CRM structure we design is the foundation our routing and reporting systems build on.
CRM architecture FAQ
These are the questions we answer most often before a CRM project starts.
What is a CRM data model?
The structure of objects, fields and relationships that determines what your CRM can track and report on.
Do you work in HubSpot and Salesforce?
Yes, both.
Will cleanup delete our data?
No. We audit first and agree merge rules with you before any bulk change.
Start with a GTM Audit.
We review your CRM structure and data quality, then agree the cleanup rules with you before anything changes.