CRM governance

Rebuilding a CRM 22 people had stopped trusting.

Four versions of the same company. Records with no owner and no source. A pipeline number that changed depending on who ran the report.

148,000Records corrected across accounts, contacts and opportunities
15,000Duplicates merged with activity history preserved
22People who went back to using the system
SalesforceHubSpotRingLeadZoomInfo

The data was not broken. It was wrong in a way that had become normal.

The same company existed four or five times under different spellings. Records arrived with no owner and no source. Pipeline counts differed depending on who ran the report, so leadership had quietly stopped quoting the CRM number and started asking three people for their own version instead.

Every previous cleanup had held for about a quarter, because nobody had changed what let bad data in.

Cleanup without governance buys you one quarter.The rules that created the duplicates were still running the day after every merge.
Matched on domain, not on name.A fourth version of a record can no longer be created.

What changed

One record per companyMatched on domain, with firmographics attached on arrival.
Stages that mean somethingExit criteria a new hire can apply without asking anyone.
Duplicates blocked at entryDeduplication runs daily, and creation rules stop the rest.

If this sounds familiar

Three things are true in almost every system we open. If two are true for you, the same work applies.

Two reports answer the same question differentlyUsually a date basis or a filter, and always an argument that cannot be settled.
The same company exists more than onceWhich means activity history is split and nobody sees the account already said no.
Leadership quotes a number from somewhere elseA spreadsheet, or a person. Not the CRM.
Have us read your CRM, free Or check it yourself in two minutes

More of the work

Every engagement, with the number it moved.

$10MTen million in pipeline with no traceable source+18 ptsBuilding a revenue operations function from nothing2% to 14%A scoring engine built instead of licensed20% to 8%Repricing a book from seats to consumptionDay oneNamed correctly by every model, on a domain with no history$3.6MReading the whole system before touching anything

Questions

Could you do this for us?

Probably. Every engagement starts with the free diagnostic, which tells both of us whether the same pattern is present in your systems and what it is costing.

What would it cost?

Work like this sits inside the $2,000 a month retainer, up to 15 hours a week, or Kaypo included. The diagnostic that scopes it costs nothing.

How long does it take?

It depends on the state of the systems, which is what the diagnostic establishes. Nothing is quoted before somebody has read them.

Related services

Where this sits, and what it costs to fix.

Find what is broken, freeTick what is true and see what we would doCRM setup and governanceCRM data cleanupCheapest way to clean CRM dataWhat everything costs

Let us look under the hood.

Read-only access to your systems, and a written report you keep either way.

Start the free diagnostic

Let's chat.

Thirty minutes. Tell us what you are working on and we will tell you on the call whether we can help.

Add your name and a work email so we know who we are talking to.

Thank you!

We will reach out to you shortly. If you have not heard from us by tomorrow, email hello@sapwood.io.

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