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Workflow Automation
AI CRM Data Hygiene
Duplicate and stale CRM records are found, merged or flagged, and enriched automatically, on the schedule you set.
A CRM full of duplicates and half-empty records makes every report, campaign and sales call less reliable. This build checks your contact and company records on a schedule, merges or flags duplicates by your rules, and fills missing fields from data you already hold. Uncertain matches wait for a person. Every change is logged, so nothing disappears without a trace.
- Duplicate contacts and companies merged or flagged by your rules
- Missing fields filled from data you already hold
- Every merge and edit logged so it can be traced and reversed
$4,100
20–30 working days
Optional maintenance $249/mo
What it is
AI CRM Data Hygiene is a build that finds duplicate, incomplete and stale contact and company records in your CRM, merges or flags them by your rules, and fills in missing fields from data you already hold. Records it is unsure about are flagged for a person to review.
Why businesses buy it
Dirty CRM data costs money quietly. Sales reps call the same lead twice, campaigns go to old addresses, and reports count one customer three times. Cleaning it once by hand helps for a month, then the mess returns. A scheduled cleanup keeps the records tidy as new data arrives, and uncertain cases go to a person instead of being guessed. The written scope tells you which systems connect, which matching rules apply and how the build is tested on your records.
Problems this solves
The CRM is full of duplicate contacts and company records
The automation finds duplicate, incomplete and stale contact and company records in your CRM. It merges or flags them according to the rules agreed with you.
Sales and marketing work from records with missing fields
Missing fields are filled in from data you already hold in connected systems. That gives your team more complete records to work from, using information you already own.
Automatic merges can wipe out records that should stay separate
Records the workflow is unsure about are flagged for a person to review rather than merged. The rules were checked across 20 test runs on your sample data.
A good fit if
Your CRM has duplicate contacts or companies from imports, sign-up forms or manual entry that nobody has time to clean up.
Records are missing fields like company size, industry or region that you could fill in from data you already have elsewhere.
You want deduplication and enrichment to run on a schedule, not as a one-off cleanup project that goes stale again in a month.
You already use a CRM such as HubSpot or a similar tool, and just need its data kept accurate automatically.
Not the right fit if
Your data mostly lives in a spreadsheet, not a CRM. See AI Spreadsheet Automation, built for that.
What you actually need is alerts when something changes, not record cleanup. See AI Notification Orchestrator.
You want the cleanup logic built as a visible Zapier or Make scenario you can edit yourself. See AI Zapier & Make Workflow Build.
Cleanup is one step in a bigger process involving approvals across several systems. See AI Multi-Step Workflow Automation.
How it works
- We connect to your CRM and up to two other systems, such as a form tool or a billing platform, using the access you provide.
- Records are scanned on the schedule you set and matched using the rules agreed during intake, such as matching on email domain or company name.
- Likely duplicates are merged automatically where your rules allow, or flagged for a person to confirm where the match is not certain enough.
- Missing fields are filled in from data already present elsewhere in your systems, using one AI step to standardize messy entries like job titles or company names.
- Every change is written back to the CRM with the original values kept in a run log, so nothing is lost if a merge needs reversing.
- A summary of what changed lands wherever you asked, so your team sees the cleanup without opening the CRM's admin screens.
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.
- Admin or API access to your CRM and any other systems the cleanup should read from.
- A written description or short screen recording of how you currently spot and fix duplicate or incomplete records.
- Five to ten real sample records, including a few known duplicates, so we can test the matching rules.
- Who should receive the summary of merges and flagged records after each run.
- Your completed business information, or confirmation that an existing one should be reused.
- Admin access and API keys for every connected system, shared by adding our team as a user or creating a key you control, never by email.
- One decision-maker on your side who can approve the matching rules.
- An API key for your own AI model account (for example OpenAI or Google Gemini), created for this build with a spending limit.
The 72-hour rule. Send everything on your checklist, including access, within 72 hours of ordering so your build starts on time.
Timeline
Start
Intake reviewed and your matching and merge rules confirmed.
Weeks 1–2
CRM and source system connections built, matching logic written.
Week 3
Deduplication, enrichment and the AI standardization step wired together and run against sample records.
Weeks 3–4
20 test runs completed against your data, with a report of every merge and flag.
Week 4
Your review and two rounds of changes to the matching rules or fields covered.
Go-live
Live on your schedule, handover report sent, support starts.
| Option | Delivery time | Price |
|---|---|---|
| Standard | 20–30 working days | $4,100 |
| Express | 15–25 working days | $4,800 |
| Rush | 10–20 working days | $5,550 |
What you receive at handover
- AI CRM Data Hygiene configured and running
- One clean-up workflow with your merge, flag and fill rules
- Connections to up to three systems, including your CRM
- A test report from 20 sample runs
- An admin guide, the written handover report and 30 days of post-launch support
Expected benefits and how to measure them
- Can make CRM reports and segments more reliable
- Saves sales and marketing time chasing bad records
- Keeps people in charge of uncertain merges
- Duplicate record count
- Run your CRM's duplicate check before launch and monthly after.
- Records with key fields complete
- Count contacts with email, company and owner filled in, from a CRM export, monthly.
- Records flagged for review
- Track the review queue size each week.
Before you start: Export a count of duplicates and incomplete records from your CRM before work starts.
These are things to track, not promised results. Outcomes depend on your data, your team and your market.
Running costs
The build itself is a one-time payment, shown before you buy. Running it typically costs ~$20–100 a month for the automation platform and AI model usage, billed in your own accounts. A CRM with a few thousand records checked weekly usually sits at the low end.
AI usage during build and testing is billed the same way, so your CRM and automation accounts stay in your name throughout.
Ask about running costsCustom requirements
Need more than three connected systems or a merge rule outside the Scope Card? Add a note at checkout for a written Change Quote. Larger or bespoke projects go through the Custom AI request form instead.
Request a custom versionKeep it running
Monthly maintenance covers monitoring, fixes, model and platform updates, a monthly health report and monthly hours for changes such as a new matching rule or an extra field to enrich. Your change hours scale with the build. It starts after the included support period and can be cancelled any month.
$249/mo (the minimum fee, includes 2 change hours)
Optional. Starts after the post-launch support period. Cancel any month.
How maintenance worksHow this compares
| Do it yourself with a SaaS tool | Hire a custom agency | Upmark Labs | |
|---|---|---|---|
| Price | A data hygiene app charges a recurring fee per record or per seat | An agency quotes after auditing your CRM | Ours is one fixed price, shown before you buy |
| Scope | An app applies generic matching rules to every customer | An agency scope is agreed as the project runs | Ours is written on the Scope Card, matched to your data |
| Delivery | An app installs in minutes but still needs configuring by your team | An agency typically takes several weeks to begin | Ours has a fixed delivery time shown before you buy, with faster options |
| Merge decisions | An app usually auto-merges everything it thinks matches | An agency build depends on what was agreed | Ours merges automatically only inside the rules you set, flags the rest |
| Audit trail | An app rarely keeps the original values after a merge | An agency build depends on what was agreed | Ours logs the original record so a merge can be reversed |
Questions about this product
What does the AI CRM Data Hygiene price include?
One fixed price covers the build on the Scope Card: connecting your CRM and up to two other systems, writing the matching and enrichment rules, 20 test runs on your own records, and a written handover report. The price is shown before you order, so there is no discovery call needed to get a number.
What does the CRM cleanup cost to run each month?
Typically $20 to $100 a month for the automation platform and AI model usage, paid directly in your own accounts. A CRM checked weekly with a few thousand records usually sits near the bottom of that range. Nothing routes through us, so every charge appears on your own provider bill.
How long before duplicate CRM records start getting cleaned up automatically?
Delivery times for standard, Express and Rush are shown in the price panel before you order. The clock runs from a complete intake, so the date depends on receiving your CRM access, sample records and matching rules within 72 hours of ordering. Information that arrives later adds time.
What CRM access does this need?
Admin or API access to your CRM, plus any other system the enrichment should pull from, such as a billing platform or a form tool. Access is shared by adding our team as a user or creating a key you control, never by email, and is used only to build, test and run the agreed cleanup workflow.
Can I change the matching rules after launch?
Yes. Two rounds of changes are included before launch, and small adjustments afterwards, such as a stricter matching rule or a new field to enrich, fit inside the monthly change hours in maintenance. Bigger changes are quoted as an add-on.
What happens to records the automation is not sure about?
They are flagged for a person to review rather than merged automatically. The automation only merges records that clearly meet the rules you set during intake, and every flagged record includes the reason it was held back, so your team can decide quickly.
Is the CRM cleanup reversible if a merge goes wrong?
Yes. Every run keeps a log of the original values before a merge, so a mistaken merge can be reversed. This is one reason the automation defaults to flagging uncertain matches rather than merging everything it finds, keeping your CRM data trustworthy.
Guides on this topic
All guides Stop cleaning up the same CRM records twice.
Order AI CRM Data Hygiene and duplicate, incomplete records start getting fixed on the schedule you set, with every change logged and uncertain matches held for a person.
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