CRM cleanup & integrations
Clean CRM data and integrations that stay in sync
We dedupe and standardize your CRM, then connect it to your marketing platform, forms and ad accounts so data flows one way, correctly, every time.
Bad data quietly breaks everything built on top of it
Every automation, score and report depends on the CRM underneath. When that data is messy, nothing downstream works right. Duplicate contacts get two different emails. A lead from a key account gets routed to the wrong rep because the company name was spelled three ways. Your dashboards count the same deal twice.
Integrations make it worse when they're set up without a plan. HubSpot and Salesforce overwrite each other's values. A form tool creates new records instead of updating existing ones. Ad platforms never learn which clicks became customers because offline conversions were never connected.
Teams usually notice when a report is obviously wrong. By then the problem has been compounding for months, and nobody is sure which system holds the right answer.
How we clean up and connect your CRM
We decide where each piece of data should live and which system wins when two disagree. Then we clean what's there and wire the integrations to follow those rules.
Map the data flow
We document every system that creates or updates records, what it writes and when, so there are no surprise overwrites.
Deduplicate and standardize
We merge duplicates and normalize key fields like company name, country, state and lead source so segmenting and routing work.
Set sync rules field by field
For HubSpot, Salesforce and connected tools we choose sync direction and ownership for every field that matters.
Close the attribution loop
We capture source data on every lead and send qualified leads and deals back to ad platforms so they optimize for real outcomes.
What's included
- CRM data audit with duplicate and field-quality findings
- Contact and company deduplication and merge rules
- Field standards and picklist cleanup
- HubSpot and Salesforce sync configuration
- Form, chat and scheduling tool connections
- UTM and lead source capture on every form
- Offline conversion setup for ad platforms
- Data flow documentation and ongoing hygiene rules
How it works
From first call to results
- 01
Data audit
We measure duplicates, empty and inconsistent fields and every integration touching the CRM to see where bad data comes from.
- 02
Define the rules
We set field standards, a system of record for each key field and sync direction for every integration.
- 03
Clean and connect
We merge duplicates, normalize values and configure integrations, testing with real records before switching anything on.
- 04
Keep it clean
We add validation, required fields and automated hygiene so new data arrives clean instead of piling up mess again.
Who this is for
- Companies running HubSpot alongside Salesforce and fighting the sync
- Teams whose reports can't be trusted because of duplicates
- Businesses adding a new form, chat or scheduling tool to the CRM
- Advertisers who want ad platforms to see which leads became customers
Services
More Marketing Automation services
HubSpot Setup
New HubSpot setups and messy-portal cleanups with properties, workflows and reports built around how you sell.
Learn moreSalesforce & Pardot
Account Engagement (Pardot) and Salesforce wired together with clean sync, real scoring and pipeline reporting.
Learn moreEmail Marketing
Domain authentication, list hygiene and segmented campaigns so your email reaches the inbox and gets acted on.
Learn moreLead Scoring & Nurture
Fit and engagement scoring sales trusts, plus nurture programs that keep future buyers warm until they're ready.
Learn moreCRM Cleanup & Integrations
Deduplicated, standardized CRM data and integrations with clear sync rules so reports and automation hold up.
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Book a free auditFAQ
Questions we get a lot
Will deduplication delete activity history?
Merging in HubSpot or Salesforce keeps activity from both records on the surviving one. We set merge rules ahead of time so the right owner, lifecycle stage and field values win, and we test on a sample before running anything at scale.
Should HubSpot or Salesforce be the source of truth?
It depends on the field. Sales-owned data like deal stage usually belongs to the CRM your reps live in, while marketing data like original source often belongs to the marketing platform. We decide field by field and document it.
Can you connect tools that don't have a native integration?
Often, through middleware or the platforms' APIs, depending on what each tool supports. We'll recommend the simplest option that's reliable and that your team can maintain, and tell you when a native connector is the better choice.
Why send CRM data back to ad platforms?
Ad platforms optimize toward whatever conversion you give them. If they only see form fills, they'll find more form fills, good or bad. Sending back qualified leads or closed deals lets them aim at the people who actually buy.
Get a CRM you can believe
Book a call and we'll look at your data and integrations and show you where things are breaking.