CRM data cleansing, deduplication and governance · Sales
Trust the numbers in your CRM again by clearing out the duplicates and the blanks first.
A CRM report showing four hundred customers is not useful if forty of them are the same person entered four different ways. Most CRMs get messy gradually, a name typed differently, a blank field nobody enforced, a record duplicated because someone was not sure it already existed. After a year or two, nobody fully trusts the numbers the system produces.
A 90-minute audit call and a written, scored report. Turnaround, reporting and term are agreed in writing after the audit.
In one paragraph
CRM data cleansing, deduplication and governance is the ongoing work of removing duplicate records and filling required fields. It also means standardising data entry and setting rules so the mess does not return. GullySales runs the initial clean-up, then puts governance rules in place and checks them, so the CRM stays trustworthy after we finish.
We start by finding and merging duplicates, filling or flagging blank required fields, and standardising how information is entered. Then we set governance rules: who can create a record, what fields are mandatory, and how duplicates get caught before they happen again.
A one-time clean-up drifts back into mess without rules to hold it.
The problem
Does this sound like your business?
What owners tell us on the first call, in their words.
“The same customer exists under four slightly different names.”
One entry has a shortened name, another a spelling mistake, and the system treats them as four separate people.
“Half the required fields are blank.”
Nothing stops a record being saved incomplete, so phone numbers, sources and stages are missing on a large share of entries.
“A customer count report is wrong because nobody has ever deduplicated the list.”
The number the CRM reports looks impressive and is simply incorrect, inflated by records that describe the same person.
What we do
Everything that is included.
Each deliverable, and what it gets you. Nothing here is an extra.
Data quality audit
A full review of duplicate rates, blank fields and inconsistent entries across the CRM as it stands today.
Deduplication run
Matching and merging duplicate records, keeping the most complete and accurate version of each one.
Standardisation rules
Agreed formats for names, phone numbers and company entries, recorded the same way going forward.
Mandatory field rules
Required fields enforced at the point of entry, so incomplete records become the exception.
Governance policy
A written policy for who can create or edit records, and how a possible duplicate is checked first.
How the result is measured
- Duplicate records identified and merged
- Required fields completed across the CRM
- New duplicates created per month after governance rules start
- Data quality score against the original baseline
Recorded as a baseline before work starts, so every later report has an honest comparison.
Who it is for
This is written for you if these sound familiar.
- Businesses whose CRM reports are increasingly not trusted by the team using them
- Companies that have never deduplicated their customer records since the system was set up
- Teams where different people enter data differently, with no shared standard
- Businesses about to migrate to a new CRM who want to move in clean data, not a mirrored mess
Not for
It is not the right fit if.
- Your CRM is new with very little data in it yet; there is little to clean and governance can be built in from the start instead
- Nobody will be responsible for following the governance rules afterwards; without ownership, the mess returns
How it works
From your first message to the first report.
No open-ended retainer. Every step gives you something in writing.
First
Free audit call
90 minutes with whoever handles your enquiries: how they arrive, how fast they are answered, where they are lost.
After the call
Written, scored report
Six areas scored, fixes ranked by return and cost. If you want our help, the scope, the fee and the reporting come with it, in writing.
Before work starts
Baseline recorded
Enquiries by source, reply time, conversion and cost per order, written down so every later report has an honest comparison.
After the baseline
The first fix goes live
Usually the cheapest one on the report: reply time, a follow-up sequence or the marketing-to-sales handover.
As agreed
Report against the baseline
What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.
At renewal
Renew on the numbers
The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.
How the work runs
- 1
Audit current data quality
We measure duplicate rates, blank fields and inconsistent entries as a clear starting point.
- 2
Deduplicate
Matching records are identified and merged carefully, keeping the most accurate and complete information.
- 3
Standardise entry
We agree and apply consistent formats for how names, numbers and companies are recorded.
- 4
Set governance rules
Written rules for record creation, required fields and duplicate checks are agreed with your team.
Proof
What happened when owners fixed this.
Real clients, the work we did, and the result as it was recorded. Where no number was recorded, none is claimed.
Chord Road Hospital
- Situation
- Patients who knew the hospital trusted it. Patients who searched for a department or a treatment in the area did not find it.
- What we did
- Website rebuilt around patient needs
- Search visibility
- Social media on a schedule
- Review management
- Result
- Organic traffic increased 60% within six months
- Online appointment bookings increased 40%
- Social following grew 45%, and engagement on it rose 70%
Hotel Felicity Inn
- Situation
- A traveller compares three hotels on a phone and books one. The website was not built for that.
- What we did
- The site rebuilt around booking
- Photography and one look
- Search work for destination searches
- Content a traveller reads
- Result
- Online bookings increased 35%
- Organic traffic increased 50% within six months
- Positive reviews on Google and TripAdvisor increased 30%
SB Engineering
- Situation
- Buyers searching for laser cutting and sheet metal work in Bengaluru were finding other suppliers first, because the company did not rank for the terms its own customers type.
- What we did
- The site redesigned for mobile
- Search work on the buyer's terms
- Content that shows the work
- Social channels managed
- Result
- Website traffic rose 60% within six months, against a target of 50%.
- High-quality leads rose 45%, with a rise in conversion rates alongside them.
- Fifteen target keywords moved up the rankings, five of them into the top three positions.
Also worked with
Curtain Label · Difesa Security Services · Hands On CSR · Implevista · Kambar Group · Kalessi · Kerur Pain Clinic · LL Trust · Lucky Deals · Natural Gases · NavaShakthi Souhardha · NewCom Logistics · Proton Technical Services · Shakthi Foundation · Shakthi Group · Urbanest · Insyde Studio · Venkateshwara Laser Tech · Vivara Studios
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.
Engagement options
Ways to work with us.
Pick the size of commitment that fits. Every option starts with the free audit.
Option 1
The audit on its own
A 90-minute call and a written, scored report. It says honestly whether you need outside help, and many fixes are ones your own team can make.
Option 2
One fix, scoped
Start with the fix the audit ranks first, such as reply time or follow-up. The fee is in writing before anything starts.
Option 3
An ongoing programme
We run the work, report against the baseline, and you renew on the numbers. The term and the reporting are agreed in writing first.
Option 4
Guidance for your own team or agency
We plan, brief and check the work of your in-house team or current agency, instead of replacing them.
The offer
Start with a free audit of how you sell.
It is useful on its own, whether or not you hire us.
What you receive
- A 90-minute call with the person who will do the work
- A written, scored report on the six places orders leak
- Every fix ranked by what it returns and what it costs
- The one thing to do first, and why
- An honest line on whether you need outside help at all
- If you do, the scope and the fee in writing
No invoice. No obligation. No sales script.
FAQ
Questions owners ask before they call.
Not here? More answers, or ask on WhatsApp.
Will cleaning our data delete anything important?
How long does the initial clean-up take?
Do we need this before migrating to a new CRM?
How is this priced?
How long is the contract?
Who will actually do the work?
What do you need from us?
What if we are not happy with the work?
By industry
CRM data cleansing, deduplication and governance, written for your industry.
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Your next practical step
Get a free audit of how you sell, and a scored report of where the work is.
90 minutes. A written, scored report. No invoice and no obligation.