Revenue Operations
AI Revenue Intelligence
Connects marketing, sales and customer data to explain where revenue is won and lost.
Revenue Operations
CRM Data Cleanup Sprint
A backed-up, de-duplicated CRM with consistent fields, correct stages and rules that help stop the mess from coming back.
When a CRM fills with duplicates, blank fields and stages nobody agrees on, reports stop meaning much. AI tools built on that data struggle too. CRM Data Cleanup Sprint backs up your records, merges duplicates using rules you approve, and standardizes the fields that drive your reports. It ends with prevention rules and a before-and-after report, so you can see what changed.
- Full backup and baseline before any change
- Duplicates merged using rules you sign off
- 3 prevention rules and a before-and-after report
$1,925
10–20 working days
What it is
CRM Data Cleanup Sprint is a one-time cleanup of up to 25,000 records in HubSpot, Salesforce, Pipedrive or Zoho CRM. We back up your data, merge duplicates using rules you approve, standardize up to 15 key fields and repair links between records. We finish with 3 prevention rules and a before-and-after report.
Why businesses buy it
Messy CRM data builds slowly. Imports, form fills and different habits across the team add duplicates and gaps year after year. Then a forecast looks wrong, or an AI scoring tool picks the wrong leads, and nobody trusts the numbers. Cleaning it in spare moments rarely finishes and can lose data. This sprint follows a careful order: back up, measure, agree rules, then fix. You approve every rule that matters. You end with a cleaner CRM, settings that help keep it that way, and a report that shows the difference.
Problems this solves
Duplicate contacts, companies and deals make every report unreliable
We merge duplicates across contacts, companies and deals using match rules you approve. Rules are tested on a sample first, so you see what will happen before it happens.
The same value is entered five different ways across records
We standardize up to 15 key fields, such as country, industry and job function. Filters and reports then group records properly instead of splitting them.
Lifecycle and deal stages no longer match how you sell
Stages are corrected to the definitions you give us, and broken links between companies, contacts and deals are repaired. Pipeline reports then reflect your real process.
Clean data gets messy again within months of a cleanup
We switch on 3 prevention rules, such as required fields, validation and duplicate settings. The before-and-after report shows where the mess came from, so your team can watch for it.
A good fit if
Your CRM has two or more years of data, and duplicates and blank fields make reports hard to trust.
You plan to add AI scoring, forecasting or pipeline tools and want them working from clean data.
Your lifecycle and deal stages mean different things to different people on the team.
You can name one person who will approve merge rules quickly and sign off before irreversible merges.
Not the right fit if
You want an AI tool that keeps checking and fixing CRM data every day. See AI CRM Data Hygiene.
You do not have a CRM yet, or want a new one set up from scratch. See CRM Starter Setup.
Your data is already clean and you want AI forecasts from it. See AI Sales Forecasting.
You need records moved from one CRM to another. CRM migration is not part of this sprint.
How it works
- You share super-admin access, your lifecycle and deal stage definitions, and the name of the person who approves merge rules.
- We take a full export backup and measure data quality, so you have a baseline before anything changes.
- We draft match rules for contacts, companies and deals, test them on a sample, and you sign off before any irreversible merge.
- We merge duplicates, standardize up to 15 key fields, repair associations and archive invalid or bounced emails.
- Lifecycle and deal stages are corrected to your definitions, and 3 prevention rules are switched on.
- You get a before-and-after report with a written walkthrough, followed by support for questions.
What you provide within 72 hours
Your portal lists these the moment you order. Delivery starts the working day after everything is in and your access is checked.
- Super-admin access to your CRM, by invite or a key you control.
- Your lifecycle stage and deal stage definitions, even if they are rough.
- A named owner who approves the merge rules within 3 days.
- Written sign-off before any merge that cannot be undone.
- Credits on your email verification tool, if you want invalid emails checked.
The 72-hour rule. Send everything on your checklist, including access, within 72 hours of ordering so your build starts on time.
Timeline
Start
Order placed. CRM access and stage definitions are due within 72 hours.
Week 1
Full export backup taken and the data-quality baseline measured.
Week 1
Match rules drafted, tested on a sample and sent to your owner for sign-off.
Weeks 1–2
Duplicates merged, key fields standardized and associations repaired.
Week 2
Stages corrected, prevention rules switched on and the before-and-after report delivered.
After delivery
Written walkthrough sent, then 14 days of support for questions about the changes.
| Option | Delivery time | Price |
|---|---|---|
| Standard | 10–20 working days | $1,925 |
What you receive at handover
- A full export backup of your CRM, taken before any change
- A data-quality baseline report and a before-and-after report
- Duplicate contacts, companies and deals merged using your approved match rules
- Up to 15 key fields standardized, associations repaired and stages corrected to your definitions
- 3 prevention rules switched on in your CRM
- A written walkthrough of the changes
Expected benefits and how to measure them
- Helps your team trust CRM reports again
- Gives AI scoring and forecasting tools cleaner data to work from
- Can reduce time spent fixing records by hand
- Duplicate record count
- Compare the duplicate count in the baseline report with the after report. Then recheck it in your CRM each quarter.
- Key field completeness
- Track the share of records with each key field filled, using the baseline as the starting point.
- Records with a valid stage
- Count records whose lifecycle or deal stage matches your definitions, before and after the sprint.
Before you start: The sprint measures data quality before any change. Also note which reports your team currently distrusts and why.
These are things to track, not promised results. Outcomes depend on your data, your team and your market.
Running costs
There are no running costs from this sprint. If you want invalid emails checked, you pay for verification credits directly. That is usually a tool such as ZeroBounce or NeverBounce. Your CRM license stays as it is.
Ask about running costsCustom requirements
Add a note at checkout if you need something specific. If it fits within the Scope Card it is simply included. If it goes beyond it, you get a written Change Quote within two working days, and that work starts only once you accept it, with its time added to your delivery date.
Request a custom versionKeep it running
This is a one-time sprint, so there is no maintenance plan. The 3 prevention rules keep working in your CRM after we finish, and the report shows where new mess usually comes from. If you want ongoing checks and fixes, AI CRM Data Hygiene runs them automatically.
How this compares
| Do it yourself | Hire a traditional agency | Upmark Labs | |
|---|---|---|---|
| Approach | Someone on the team cleans records in spare moments, often without a backup | Usually scoped as a custom project | Backup first, approved rules, then a fixed list of fixes |
| Safety | Bulk merges can remove data nobody meant to lose | Depends on their process | Rules tested on a sample and signed off before any irreversible merge |
| Prevention | The same duplicates tend to return | Sometimes included | 3 prevention rules switched on in your CRM |
| Proof | Hard to show what changed | Varies | A before-and-after report with a written walkthrough |
Questions about this product
Can a CRM cleanup lose data we still need?
It can if it is done carelessly, which is why we back up first. We take a full export before any change. Merge rules are tested on a sample, and your named owner signs off in writing before any merge that cannot be undone. Some merges in HubSpot and Salesforce are permanent, so that sign-off step is not optional.
Which CRMs does the data cleanup sprint work with?
HubSpot, Salesforce, Pipedrive and Zoho CRM. The sprint covers one CRM. To check invalid emails, we connect one verification tool, such as ZeroBounce or NeverBounce. You pay for the credits. A second CRM or custom objects are outside the scope, but we can quote them through a Change Quote.
What if our CRM has more than 25,000 records?
The sprint covers up to 25,000 records. If you have more, add a note at checkout. We will send a written Change Quote for the extra records. Some teams start with the most important records, such as active contacts and open deals, and leave older data for later.
Which fields do you standardize in the cleanup?
Up to 15 key fields that matter most for your reports. Common choices are country, industry, job function, lifecycle stage and lead source. We agree the list with you at the start. Each field gets a consistent set of values. Filters and reports then group records properly instead of splitting them five ways.
What are the 3 prevention rules you set up?
Three CRM settings chosen to stop the most common mess coming back. Typical choices are required fields on key forms, validation rules on important values, and duplicate settings. We pick them based on what the baseline report shows. They run in your CRM after we leave and cost nothing extra to keep.
Should we clean CRM data before adding AI scoring or forecasting?
Yes, in most cases. AI scoring and forecasting learn from the records in your CRM. Duplicates, missing fields and wrong stages can lead them to the wrong conclusions. A cleanup first gives AI Customer Scoring, AI Sales Forecasting or AI Pipeline Intelligence a better start. Clean data alone does not promise better results.
What happens after the CRM cleanup walkthrough?
You keep the cleaned CRM, the backup and the report, and you get 14 days of support. During that time you can ask about any change we made. After that, your team owns the data and the prevention rules. You can remove our access at any time, and AI CRM Data Hygiene is there if you want ongoing checks.
Get CRM data your team can trust
Order CRM Data Cleanup Sprint for a backed-up, de-duplicated CRM, consistent fields and rules that help keep it tidy.
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