CRM, lead flow and sales techniques · CRM setup and data
Test your database for accuracy, then tag every new enquiry on arrival.
CRM data hygiene is the routine of testing records for accuracy, completeness and consistency, and tagging each new enquiry with its source, stage and consent. A tested database makes reports trustworthy and messages respectful. The page ends in a clean-up routine you can run every quarter.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
In one paragraph
CRM data hygiene is the routine of testing records for accuracy, completeness and consistency, and tagging each new enquiry with its source, stage and consent. A tested database makes reports trustworthy and messages respectful. The page ends in a clean-up routine you can run every quarter.
A kitchen-appliance dealer in Ahmedabad plans a Diwali WhatsApp message to three thousand contacts. A sample of fifty shows nine wrong numbers, seven duplicates, and a dozen customers who asked to stop in an earlier campaign. The send is postponed while the team sorts it out.
Hygiene starts with three tests on a random sample: is the record accurate (does the number connect), complete (are source, owner and stage filled), and consistent (does the company stage agree with the contact stage). Fifty records is enough to see how bad it is.
Tagging stops the problem arriving again. Every new enquiry gets source, stage and consent tags at the moment it enters, by rule where the tool allows and by a required field where it does not. The CRM or sheet owner runs the routine and the sales head signs off; the owner approves anything that changes who can see what.
This page comes after field design, because tags and fields need fixed values. Keep a record of each contact's consent as India's Digital Personal Data Protection Act requires, and have your own adviser confirm what the Act means for your business.
Where this sits
Topic 8 of 13 in crm, lead flow and sales techniques: crm setup and data. Configuring the CRM and keeping its data clean.
- The topic before
- Lead management
- The topic after
- Sales reporting and dashboards
If you want this done for you
Trust the numbers in your CRM again by clearing out the duplicates and the blanks first.
The work
What this is actually like.
“Sampling beats a full audit”
Pull fifty records at random and test each. If more than a handful fail any test, schedule the clean-up. If none do, you can check again next quarter. Full audits are for after a bought list or a bad import.
“Duplicates are made at the door”
Duplicates come from the same person enquiring through two channels. Match on phone number first, then email, and merge on arrival. A duplicate rule at entry saves a week of clean-up later.
“Consent is a field, not a footnote”
Record whether the person agreed to be contacted, how, when and from where. Without it you cannot run a campaign confidently, or prove you were asked. Rules differ and change, so ask your own CA or lawyer.
“Lists decay on their own”
People change numbers and jobs. A list that was fine last year loses accuracy without anyone doing anything wrong. Check bounces, reply rates and returned calls as early warnings.
What we do
What you end up with.
The documents this topic produces, what each one is for, and how you know it is finished.
Data quality test sheet
Fifty sampled records with columns: accurate, complete, consistent, notes. Marked by the CRM owner. Totals at the bottom.
Result: Finished when you know the share of bad records and the main reason.
Tagging rules
For each new enquiry: source tag from the fixed list, stage tag from the stage list, consent tag with date and channel. Applied automatically where possible, required otherwise.
Result: Finished when a new record cannot be saved without all three.
Duplicate and merge rule
What counts as a match, which record survives, who may merge. Written on one page.
Result: Finished when two people merging the same pair of records give the same result.
Quarterly clean-up routine
A short checklist: run the sample, merge duplicates, remove invalid numbers, review consent, check access. Dated, with the person who ran it.
Result: Finished when the last four routines are on file and show bad records falling.
Why us
Why owners pick GullySales over an agency.
Marketing and sales, as one job
Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.
The person on the first call does the work
No account managers in between. You are never handed to someone you have not met.
A baseline before anything starts
Your numbers are written down on day one, so every later report compares against something honest.
The fee in writing, split three ways
Our time, your media spend and production on separate lines. You always see what goes to us.
No guarantees we cannot keep
The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.
One office, and we say so
Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.
#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.
Your brief
Tell us what you need, and we will read it before we call.
Eight short steps about your business, what you want and who decides. Most questions are a tap, and you can skip any you would rather answer on the call.
FAQ
Questions owners ask before they call.
Not here? More answers, or ask on WhatsApp.
How often should we clean the data?
What do we do about consent for old contacts?
Should I delete bad records?
Who is responsible for data quality?
How much does it cost?
How long is the contract?
How soon will we see results?
What do you need from us?
What if we are not happy with the work?
Where to go next
The work that carries this topic further.
The rest of crm setup and data
Or read all of crm, lead flow and sales techniques.
Your next practical step
Tell us what you are trying to grow, and we will read it before we call.
Eight short steps, mostly taps. Skip anything you would rather answer on the call.