Background and Purpose
To ensure HubSpot functions as a reliable and efficient CRM system, we are conducting a structured data cleaning project in three phases. The goal is to improve data quality, reduce noise in the system, and lay the foundation for better sales processes and marketing.
01
Phase 1
Delete and Remove Contacts
Contacts to be deleted
- Hard bounce contacts – contacts with permanently invalid email addresses that will never receive communication from us
- Inactive contacts – contacts that have had no activity of any kind in the past 2 years
Contacts associated with existing deals are not affected in this phase and will not be deleted.
Additional actions to consider
- Contacts without an email address and with no company association
- Contacts who have unsubscribed from all emails and have never had any sales activity
- Test contacts and internal contacts that have been incorrectly registered in the system
- Contacts with clearly invalid or missing data (e.g. first name only, no company affiliation)
02
Phase 2
Merge Data and Improve Quality
Core tasks
- Merge duplicate contacts – identify and merge contacts that appear multiple times in the system
- Merge duplicate companies – consolidate company records that represent the same organisation
Additional actions to consider
- Standardise company names and industry codes for consistent reporting
- Clean up ownership (owner) on contacts and companies – ensure the correct salesperson is assigned
- Normalise phone numbers and address fields to a common format
- Review and clean up tags, lists, and segments that are outdated or overlapping
- Evaluate which custom properties are no longer in use and can be removed
03
Phase 3
Enrich Data from ERP
Core tasks
- Import ERP data and link it to existing contacts and companies in HubSpot
- Update contact records with new and more accurate information
- Enrich contact records with data that was previously unavailable in the CRM
Examples of data that can be sourced from ERP
- Customer number and customer status
- Contract history and purchase history
- Billing address and legal company name
- Credit status and payment history (where relevant)
- Responsible salesperson or account manager from ERP