CRM Hygiene

The workflow

Play 24

CRM Hygiene

1Audit, read-only

Snapshot and fill rates0 records written

TitleLinkedInCountryEmail validityPhone validitySegment

Export first, measure every field, and trace which integration created each record.

Export

HubSpotSalesforce

2Detect the dirty sets

Dirty setFix

Duplicate person or company→Merge, survivor picked by rule

Contact not linked to its account→Link to the account

Job changer→New contact, old one marked gone

Bounced email or dead number→Replace and verify

Missing fields→Fill blanks only

Lead with no account→Match on domain

3Match duplicates carefully

Gate1

Same company domain

A name match only counts when the domain matches too.

× Different people

Gate2

Not a shared key

A switchboard number or a common firm name is never the key.

× Shared line

Gate3

Not a role inbox

A person's name stamped on info@ is a field to fix, not a merge.

× Fix the field

4Approve, back up, then write

The change set

Saved as a list view or report the owner can open.

Backup export

Every record in the change set, before anything moves.

Then

Owner approves the exact listYes unlocks the write

Write unlocked

Every change is logged with its old value, so any field can be restored.

5Fill blanks, catch job changers

Enrichment waterfall

Only the misses move on. Fill blanks, never overwrite a value someone set on purpose.

Profile

Explorium

Email

ProspeoFindymail

Verify

BounceBan

Phone

Twiliolookup, dead numbers cleared

Job changers

Current-employer scan, customers first. The same company under another domain is not a move.

Scan

ClayLinkedIn

Create

New contact, history kept

6Keep it on

Same rules, every new record

New inboundRep-added recordsJob-change signalsWeekly sweep

Report

Slack

A CRM that stays clean, with every change undoable

The stackHubSpotSalesforceClayExploriumProspeoFindymailBounceBanTwilioLinkedInSlack

Oriel · GTM plays library

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The diagram as text

1. 1

   Audit, read-only

   Snapshot and fill rates (0 records written): Title, LinkedIn, Country, Email validity, Phone validity and Segment. Export first, measure every field, and trace which integration created each record. Export: HubSpot and Salesforce.

2. 2

   Detect the dirty sets

   Dirty set → Fix

   • Duplicate person or company → Merge, survivor picked by rule
   • Contact not linked to its account → Link to the account
   • Job changer → New contact, old one marked gone
   • Bounced email or dead number → Replace and verify
   • Missing fields → Fill blanks only
   • Lead with no account → Match on domain
3. 3

   Match duplicates carefully

   Gate 1: Same company domain. A name match only counts when the domain matches too. Rejected: Different people.

   Gate 2: Not a shared key. A switchboard number or a common firm name is never the key. Rejected: Shared line.

   Gate 3: Not a role inbox. A person's name stamped on info@ is a field to fix, not a merge. Rejected: Fix the field.

4. 4

   Approve, back up, then write

   The change set: Saved as a list view or report the owner can open. Tool: Salesforce.

   Backup export: Every record in the change set, before anything moves. Tool: HubSpot.

   Labeled connection: Then.

   Owner approves the exact list (yes unlocks the write)

   Write unlocked: Every change is logged with its old value, so any field can be restored..

5. 5

   Fill blanks, catch job changers

   Enrichment waterfall: Only the misses move on. Fill blanks, never overwrite a value someone set on purpose. Profile: Explorium. Email: Prospeo and Findymail. Verify: BounceBan. Phone: Twilio and lookup, dead numbers cleared. Tool: Clay.

   Job changers: Current-employer scan, customers first. The same company under another domain is not a move. Scan: Clay and LinkedIn. Create: New contact, history kept.

6. 6

   Keep it on

   Same rules, every new record: New inbound, Rep-added records, Job-change signals and Weekly sweep. Report: Slack. Tool: Slack.

   Outcome: A CRM that stays clean, with every change undoable. Tools: HubSpot.

Feedback loop: The weekly sweep re-runs the audit and posts the fill rates.

The stack: HubSpot, Salesforce, Clay, Explorium, Prospeo, Findymail, BounceBan, Twilio, LinkedIn and Slack.

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The play in seven steps

1. 01

   Step 1: Audit, read-only

   The first pass never writes. It measures how dirty the CRM really is, so every later fix has a number behind it.

   • Export a snapshot of HubSpot or Salesforce: contacts, companies, leads, owners and the fields that matter.
   • Measure fill rates on title, LinkedIn, country, email validity, phone validity and segment.
   • Find which integration or import created each record. Duplicates come back unless the source is fixed.
   • Treat default picklist values such as 'pending' as blank.
   • Prove nothing was written: count records last modified by your own user.
2. 02

   Step 2: Detect the dirty sets

   Messy CRMs break in the same handful of ways, and each one needs its own rule and its own fix.

   • Duplicates: two records for the same person or company.
   • Contacts at a company that has an account but are not linked to it.
   • Job changers: LinkedIn shows a different current employer.
   • Bounced or invalid emails, and phone numbers that no longer connect.
   • Missing fields, and leads with no account.
   • Never size a duplicate problem from a tool's suggestion count. Re-count it per matching rule.
3. 03

   Step 3: Match duplicates carefully

   Most records that look like duplicates are different people sharing a name, a phone line or a company name.

   • A name match only counts when the company domain matches too.
   • Never key on a shared phone or a company name. Colleagues share a switchboard, and many firms share a name.
   • Blank directory and link-in-bio domains before any domain rule, or unrelated companies merge.
   • A role inbox with a person's name on it is a field to fix, not a merge.
   • Pick the survivor by rule: furthest through the funnel, then has an email, then most recently active.
4. 04

   Step 4: Approve and back up before anything writes

   Nothing touches the CRM without a human yes and a way back.

   • Take a backup export of every record in the change set.
   • The CRM owner approves the exact list, as a saved list view or report.
   • Check the workflows, validation rules and two-way syncs that will fire on the write.
   • Estimate enrichment credits before the run.
   • Log every change with its previous value before it is written, so any field can be restored.
5. 05

   Step 5: Fill the blanks with a waterfall

   Enrichment fills what is missing and leaves alone what someone entered on purpose.

   • Clay runs the providers in order: Explorium for title, LinkedIn and country, then Prospeo and Findymail for email.
   • Only the misses move to the next provider.
   • BounceBan verifies every email before it lands. A Twilio Lookup clears phone numbers that are disconnected or invalid.
   • Fill blanks only. The exceptions: bad emails and dead numbers get replaced, and job changers get a new contact.
6. 06

   Step 6: Catch the job changers

   A contact who left is still worth something: the history stays, and the person becomes a lead at the new company.

   • Scan current employers for the records that matter, customers first, through Clay and LinkedIn.
   • Check the new company is not the same company under another domain or another account record before moving anyone.
   • Create a new contact at the new company and mark the old one as gone. Never overwrite the old record.
7. 07

   Step 7: Keep it on

   A cleanup decays the day it ends. A pipeline every new record runs through does not.

   • New inbound leads, records reps add by hand and job-change signals all run through the same rules.
   • A weekly sweep re-checks fill rates, bounces and dead numbers.
   • Post the weekly numbers and anything held for review to Slack.

Tools used

The ten tools this play names. Each links to the other plays that use it.

HubSpotSalesforceClayExploriumProspeoFindymailBounceBanTwilioLinkedInSlack

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Play 12

Contact Data Refresh Before Every Send

1Pull everyone about to be contacted

Contacts queued for next week's sendsLists and sequences

What can have gone stale

JobCompanyWork emailMobileLinkedIn URLTitle

2Check each field against a live source

Still at the company?Job change

Compare the current LinkedIn role with the CRM record.

Check

LinkedInApify

Email still delivers?Verify

Re-verify on send week, not on the day it was found.

Verify

BounceBanZeroBounce

Number still live?Line type

Look up carrier and line type, drop disconnected numbers.

Check

Twilio

3Decide what each record needs

FindingAction

Left the company→Find the replacement, follow the person

Email risky or invalid→Find a new email, else LinkedIn only

Title changed→Re-score, maybe a new angle

Number dead→Remove it from call lists

All still true→Send as planned

4Fill the gaps

Replacement at the account

The new person in the same seat inherits the account context.

Find

ApolloClay

Email

FindymailProspeo

The mover at the new company

A past champion who moved is often the warmest lead you have.

Track

LinkedIn

Mobile

FullEnrich

Gate1

Only verified records go out

Anything still unverified is held for the next cycle.

× Unverifiedheld, rechecked next week

Every send goes to a real person in the right seat

The stackHubSpotLinkedInApifyBounceBanZeroBounceTwilioClayApolloFindymailProspeoFullEnrichSmartlead

Oriel · GTM plays library

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Play 22

Signals in the CRM, with Decay

1Catch signals, each with a date

Signals on your target accountsDated or dropped

Job postsFundingTech stackExec movesSite visitsPost engagement

Every signal carries a date, a one-line summary and the source URL.

Detect

ClayClaude CodeTrigify

2One CRM record per signal

Signals custom objectLinked to the company

TypeDateSummarySource URLWeight

In

HubSpotSalesforce

Rollup

Count, last signal date, priority score

3Score it, then let it fade

Priority score

Each signal adds its weight, then decays on its own curve. A new signal lifts the score again.

Config

Weight and decay rate per type, kept in a table

Each signal hasIt controls

Decay window→Ranking and queue order

Copy window, shorter→Whether copy may name it

Hard hide, about 6 months→Whether it shows at all

Intent topics→The subject chosen, never stated

4Thresholds move accounts both ways

Warm

Watched, no outreach yet.

HotNow

The owner works it today.

Cold

Decayed out on its own.

5Hot account: committee, brief, alert

Buying committee

Every buyer at the account, checked and pushed to the CRM.

Source

AI Ark

Email

ProspeoFindymail

Job change

LinkedIn

Verify

BounceBan

Brief and alert

Why it is hot, written only from copy-safe signals, plus a task for the owner.

Brief

Claude

Task

HubSpot

Alert

Slack

A target list that re-ranks itself every morning

The stackClayClaude CodeTrigifyHubSpotSalesforceAI ArkProspeoFindymailLinkedInBounceBanSlackClaude

Oriel · GTM plays library

Play 22ABM · Outbound

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Play 11

Closed-Lost Revival

1Pull closed-lost deals

Closed-lost dealsWhy they said no

Loss reasonClose dateChampionBlocker

Accounts that became customers since, or have another open deal, are left out.

From

HubSpotSalesforce

2Wait a window set by the loss reason

Lost becauseCheck again

Timing→Next quarter

Budget→Next budget cycle

Went with a competitor→Ahead of their renewal

Missing feature→When it ships

3Check what changed, and who is still there

What changed?

New decision makerFundingTech stack changeLoss reason resolved

Find

ClayExplorium

Why now

Claude

Still there?Freshness check

Every contact from the old deal. A champion who left goes to champion tracking at the new company.

Check

LinkedIn

New

ProspeoFindymail

Verify

BounceBanon send day

4Re-score the account

Gate1

Something real changed

More changes and a resolved loss reason score highest. Nothing new means no outreach.

× No changeBack to the window

5Re-engage on what changed

“What changed since we spoke”

Old championDay 0

First touch, from the rep who ran the deal, naming the change.

DM

HeyReach

Call

Nooks

Text

WhatsAppTwilioif they texted before

New peopleDay 2

The new buying committee hears the same angle by email.

Send

Smartlead

2-day delay

Deal reopened, linked to the old one

The stackHubSpotSalesforceClayExploriumClaudeLinkedInProspeoFindymailBounceBanHeyReachNooksWhatsAppTwilioSmartleadSlack

Oriel · GTM plays library

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