// RevOps
CRM Data Hygiene
The ongoing discipline of keeping CRM records accurate, deduplicated and complete.
In depth
Data hygiene covers missing fields, duplicate contacts and companies, stale records, and inconsistent naming conventions. Left unmanaged, it compounds fast: a CRM with dirty data undermines every report, automation and forecast built on top of it. Most teams run a quarterly audit rather than fixing it continuously, which is why it degrades between audits.
Related terms
Duplicate Detection
Automated or manual identification of the same contact, company or deal entered into a CRM more than once.
Data Enrichment
Automatically filling in missing contact or company fields using a third-party data source.
CRM Audit
A periodic health check of a CRM's users, permissions, data quality, workflows and reporting.