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Run the review in four weeks
| Week | Focus | Required output |
|---|---|---|
| 1 | Measure | A baseline of duplicates, incomplete or stale records, workflow and integration failures, inactive users, and reporting anomalies. |
| 2 | Clean safely | A verified backup, approved merge and normalization work, retention-based archiving, and corrected ownership. |
| 3 | Verify controls | Reviewed permissions, field definitions, pipeline gates, workflow logic, integration credentials, and sensitive-data access. |
| 4 | Validate and document | Reconciled counts and reports, tested key automations, recorded unresolved risks, named owners, and dated next actions. |
1. Measure the current state before changing anything
Capture a read-only snapshot of the CRM at the start of the quarter. Use the same definitions each time so that movement is meaningful rather than an artifact of a changed report.
- Count duplicate contacts, accounts, leads, opportunities, tickets, and any other record types that affect routing or reporting.
- Measure missing required fields, invalid values, inconsistent formats, stale records, unassigned records, and records without a valid owner.
- List workflow errors, failed webhooks, import failures, synchronization errors, disconnected integrations, and duplicate-creation incidents.
- Identify inactive, departed, or shared users and note administrator accounts.
- Flag dashboards or reports whose totals, conversion rates, forecasts, activity measures, or service metrics no longer look plausible.
Do not adopt a universal “acceptable duplicate rate” or completeness percentage. Establish an internal baseline during the first audit and track the direction and size of change every quarter.
2. Clean duplicates without losing history
Find candidate records
Use the CRM’s matching and duplicate rules, duplicate reports, record-level warnings, or scheduled duplicate-detection jobs. Salesforce supports record-level duplicate handling and org-wide duplicate jobs. Microsoft Power Platform documentation recommends checking regularly and supports scheduled bulk duplicate-detection jobs. Run separate views for contacts, accounts, leads, and other important objects; a rule that works for contacts may be unsafe for companies or households.
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Define the survivor before merging
Write a survivorship rule for each record type before anyone clicks Merge. Specify which record wins, how conflicting values are selected, who owns the result, and how consent, opt-out status, external IDs, activities, notes, attachments, tickets, and associations are preserved. Treat a record with a more recent consent decision or a trusted external identifier differently from one that merely has the newest edit time.
Test, then apply the change
- Export a backup that includes the records, fields, relationships, and identifiers needed to investigate or reverse the change.
- Filter a small, representative subset and test the proposed matching and survivorship logic.
- Check the test result for record counts, field values, ownership, associations, activities, and consent data.
- Confirm that imports, integrations, or workflows will not recreate the records while the cleanup runs.
- Apply the approved merge or delete operation in batches, retaining an audit of the source records and resulting IDs.
- Re-run duplicate detection and reconcile the post-change counts with the backup and change log.
Normalize formats such as phone numbers, postal addresses, country codes, capitalization, and date conventions only after the business has agreed on one standard. Archive records according to the organization’s retention policy instead of deleting them simply because they are old.
3. Audit fields, schema, and data standards
Review the data model as a product, not a collection of one-off fields. HubSpot administration guidance recommends a quarterly property audit, a mapped schema, field-level permissions, validation rules, data-quality dashboards, and a documented data dictionary.
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- Inventory every custom field or property and mark it as active, unused, duplicated, ambiguous, or obsolete.
- Write a plain-language definition, owning team, allowed values, source system, and reporting use for each field that remains.
- Check required fields, accepted-value lists, formatting and validation rules, unique identifiers, lifecycle stages, and ownership fields.
- Find fields that contain multiple concepts, free-text values where a controlled list is needed, or labels that different teams interpret differently.
- Review field-level visibility and edit rights for sensitive, regulated, or commercially important data.
Retire a field only after confirming that workflows, integrations, reports, forms, imports, and historical analysis no longer depend on it. Record the replacement and retirement date in the data dictionary.
4. Make pipeline stages and handoffs match reality
Map the actual sales, service, or success process and compare it with the stages configured in the CRM. A stage should represent a verifiable state, not a vague activity such as “working on it.”
- Check entry and exit criteria for every stage and remove stages that teams cannot distinguish reliably.
- Verify stage-gated required fields, including close dates, amounts, forecast categories, priority, next step, and reason codes where applicable.
- Test ownership and routing when a record is created, reassigned, converted, escalated, or handed to another team.
- Confirm service-level expectations, queue rules, and handoff notes are visible to the receiving team.
- Review conditional stages and handoff rules so that a lead, deal, case, or renewal cannot skip controls that the process requires.
After a stage change, plan a report review as well: conversion, velocity, forecast, aging, and service reports often depend on stage names and timestamps.
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5. Review users, permissions, and security
Quarterly access review should answer who can see, export, change, or delete each sensitive class of data, and why that access is still required.
- Reconcile active users with the HR or identity directory; disable departed, duplicate, test, and long-inactive accounts.
- Review role, team, group, and administrator assignments, looking for accumulated access after transfers or promotions.
- Check field-level visibility and edit rights for personal data, pricing, financial information, credentials, and regulated records.
- Test export, bulk-edit, delete, impersonation, API, and integration-user privileges separately from ordinary user access.
- Confirm data-residency settings, security controls, and applicable compliance certifications for the edition and region in use.
Use named integration accounts rather than personal accounts where the platform supports them, and document an owner and review date for each privileged account.
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Inventory the moving parts
List active workflows, scheduled jobs, webhooks, forms, imports, synchronization connections, middleware routes, and integration users. Include the trigger, action, destination, owner, and last successful run for each item.
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Look for silent failure and duplication
- Investigate failed or paused workflow runs, authentication errors, rejected imports, webhook retries, and records stuck in queues.
- Compare field mappings and picklist values between systems; flag mappings to retired fields or stages.
- Check for disconnected tools, expired credentials, rate-limit events, and integrations owned by people who have left.
- Identify automations that no longer match the current process or that update the same field in conflicting ways.
- Look for duplicate creation caused by overlapping transfer and synchronization mechanisms. HubSpot’s integration guidance specifically warns that using overlapping methods can create duplicates.
Use a controlled test
Run a test record through each high-impact workflow and verify the trigger, field changes, notifications, assignment, downstream synchronization, and error handling. Schedule production edits during a change window, and keep the previous logic or a documented rollback plan until the result is confirmed.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.7. Back up before bulk cleanup or structural changes
Export or otherwise back up the CRM before bulk merges, deletions, schema changes, or major automation edits. Salesforce migration guidance and HubSpot administration guidance both emphasize a complete backup and validation after changes.
- Record the backup date, scope, object types, fields, relationships, file coverage, and retention location.
- Confirm that the backup contains the identifiers needed to match records back to their pre-change state.
- Test merge logic and destructive operations on a filtered subset before applying them broadly.
- Document which configuration items require a separate export or recreation, such as workflows, reports, permissions, and integration settings.
- After the change, validate record counts, representative field values, associations, workflows, integrations, and access rights against the pre-change snapshot.
8. Reconcile reports, dashboards, and ownership
Reports are outputs of the data model. A field, lifecycle, ownership, or stage change can make a dashboard wrong without producing an obvious error.
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- Check pipeline, conversion, forecast, activity, aging, and service reports for filters that reference retired fields, old stage names, or incomplete date ranges.
- Compare dashboard totals with source-record counts and investigate unexplained changes rather than accepting a new number as a new trend.
- Verify that calculated fields, attribution rules, and grouping logic still reflect the organization’s definitions.
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- Publish the unresolved risks and next-quarter actions where administrators, process owners, and data stewards can review them.
Platform-specific implementation notes
The control objectives are portable, but feature names, limits, permissions, and availability vary by product edition and plan.
| Platform | Documented capabilities to verify | Qualification |
|---|---|---|
| Salesforce | Record-level duplicate handling, org-wide duplicate jobs, process-stage mapping, access controls, data residency, compliance certifications, complete backup, and post-change validation. | Confirm the exact duplicate, security, and export features enabled in the organization’s edition. |
| HubSpot | Schema mapping, field-level permissions, validation, data-quality dashboards, quarterly property audits, a custom-property data dictionary, conditional pipeline stages, handoff rules, backup export, and merge testing. | Check plan-specific limits and the interaction between transfer and synchronization tools. |
| Microsoft Power Platform | Regular duplicate checks and scheduled bulk duplicate-detection jobs. | Review the environment, table, and solution settings that govern detection and remediation. |
Keep a quarter-over-quarter control log
Store the baseline, completed actions, exceptions, and evidence in one change log. For each item, record the metric or control checked, the result, the decision, the person responsible, the due date, and the validation performed. This turns a once-a-quarter cleanup into an auditable operating control and makes the next review faster without relying on memory.
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