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Clay Cup 2025🇬🇧 #1|🌍 Top 4 ClayCertified Specialists HubSpotSolutions Provider
CRM Cleanup

A CRM cleanup that stays clean.

Anyone can dedupe a database once. We clean it, then engineer the automated hygiene loop that keeps it clean as data decays. Deduped, standardised, enriched and scored, proven on your own records before you pay, and owned by you.

app.hubspot.com/data-quality/duplicates
HubSpot Contacts Companies Deals Data Quality

Data Quality

Beta
Manage DuplicatesData Enrichment
Contacts (812)Companies (35)
CompanyDomainIndustryCityActions
Oakmere Systems
oakmere-systems.com
oakmeresystems.comEnterprise SoftwareBristolReviewReject
Oakmere Systems Ltd
oakmere-systems.co.uk
oakmere-systems.co.uk----
Fernbrook Analytics
fernbrook.io
fernbrook.ioData AnalyticsManchesterReviewReject
Fernbrook Analytics Inc
fernbrookanalytics.com
fernbrookanalytics.com--Edinburgh
Ashgrove Partners
ashgrovepartners.co.uk
ashgrovepartners.co.ukFinancial ServicesLondonReviewReject
Ashgrove Partners LLP
ashgrove-partners.com
ashgrove-partners.comFinancial Services--
847 duplicates foundunresolved
All accounts 3 need attention Filter Sort Search New
ContactCompanyEmailICPStatus
SCSarah ChenVP Marketing
Oakmere Systems
s.chen@oakmere.com
90
Merged
JM
DADavid AsareHead of RevOps
Meridian Health
d.asare@meridian.co
94
Verified
JM
MWMarcus Webbtitle missing
Lumen Labs
m.webb@lumenlabs.ai
Incomplete
RT
RKRina KapoorChief Revenue Officer
Voltaic
rina@voltaic.energy
91
Verified
JM
PNPriya NairDirector, Demand Gen
Atlas Freight
p.nair@atlasfrght.com
62
Bounced
RT
TOTom OkaforVP Sales
Brightwell
tom@brightwell.com
88
Verified
JM
Duplicates merged — enriching remaining recordsenriching
Why it matters

A dirty CRM isn't the problem. It's the symptom.

Dirty data is what you notice. Underneath it is a pipeline that was never engineered to stay clean, so a one-off cleanup looks fixed for a quarter and then drifts straight back as data decays.

We fix the data, then build the engine that keeps it fixed: enrichment that refreshes itself, decay caught automatically, your ICP score on every record. Proven on your own records before you pay, owned by you forever.

Your CRM · todayDecaying
Duplicatesnever reconciled1,240
Decayed since last cleanup~25-30% a year31%
Fields missing for routingreps fill by hand44%
A one-off cleanup, drifting backdecaying
01 / What we install

Clean once. Kept clean by the engine.

Works on HubSpot, Salesforce or Attio. The cleanup is the start; the hygiene loop is what you keep.

app.hubspot.com/contacts/44071829/company/19204831
HubSpot ContactsCompaniesDeals
Elmstead Group elmstead.io
Enrichment DataActivitiesContacts
EGTM Account Fit
ICP Score--
Fit Band--
Industry--
Headcount--
Decision-maker--
Buying signal--
Enrichment complete6 properties updated · ICP score calculated · route ready
Enrichment & hygiene

Every record complete, and kept that way

A waterfall across 100+ providers fills the gaps, an automated loop catches decay as it happens, duplicates are reconciled, and your ICP score sits on every account. Your reps open a record that is already done.

Get your Pipeline Blueprint →
02 / How we build it

Find the rot. Fix it. Keep it fixed. Own it.

CRM data quality scan: 3,218 duplicates, 41% stale, 67% missing industry, 52% blank job titles, 1,840 bounced emails
01 / Find

Scan and diagnose

We find the duplicates, the decay, and the records your reps stopped trusting.

Cleanup engine build: Dedupe merged, Standardise normalised, Enrich filled, ICP scored, Hygiene loop active
02 / Engineer

Build the cleanup engine

Dedupe, standardise, enrich, score, then install the hygiene loop that catches decay.

Running on your records: 312 duplicates merged, 814 records enriched, ICP scores written on all 1,000
03 / Operate

Prove it on your data

We run the engine on your records. You see the match rate before you pay.

Your CRM portal: dedup rules, enrichment waterfall, hygiene loop, ICP scoring, runbook all delivered
04 / Own

Yours forever

The cleanup engine and the hygiene loop are yours. It keeps itself clean without us.

03 / Proof

These came off their own data. Not a campaign we ran.

Both engines still run today, owned by the client. All proof →

Fintech · AI-powered disputes

The challenge: Messy spreadsheets, manual enrichment, HubSpot chaos. Sales wasted hours researching instead of selling.

What we built: Automated enrichment pipelines, HubSpot-Clay two-way sync, deduplication, persona scoring. No more research chaos.

"They understood it immediately, echoed it back clearly, and executed. We now have clean enrichment, strong infrastructure, and real confidence in our account data."
TB
Tim BulensDirector of Growth
Full TAMEnriched
ZeroManual research
NightlyData refresh
DevTools · Data Infrastructure

The challenge: Static CRM, no context on contacts, no way to know which accounts deserved attention. Intelligence lived in spreadsheets.

What we built: 7 revenue-grade workflows: enrichment, job-change detection, bi-directional sync. Their CRM keeps itself accurate 24/7.

"They worked out exactly what workflows we needed and gave them to us in a scalable way. Now we have enriched data flowing through, and a partner who gets what a scale-up needs."
HL
Hugo LuCEO
End-to-endData engine
24/7Auto-enrichment
100%They own it
"The team built a solution that keeps our database up to date with the details we need, and lets us maximise the return on our pipeline generation."
GM
Greg MersonHead of RevOps
"They re-architected the entire system from the ground up. Advanced workbooks, four distinct use cases, smart conditional routing. All with clear thinking and fast execution."
AL
Ariel LevinHead of Sales & Marketing
The next move

See where your CRM is leaking.

The GTM Scorecard scores your revenue motion in three minutes and puts a pound figure on the pipeline your current system isn't producing. No email to see it. Then we hand you the blueprint of exactly where your CRM leaks, before you pay a thing.

Get your Pipeline Blueprint → Score my GTM in 3 minutes → AI-Enabled CRM for HubSpot →
Pipeline Blueprint report showing 3 revenue leaks found
04 / Straight answers

CRM cleanup,
answered.

The questions we hear most, answered plainly.

How do you clean up CRM data?
We dedupe and standardise the existing database, enrich it through a waterfall across 100+ providers, score every record against your ICP, then install an automated hygiene loop so it stays clean as data decays. You sign off on the match rate on a sample of your own records before the full build is invoiced.
Why does CRM data keep going bad?
Contact and company data decays at roughly 25-30% a year as people change jobs and companies change. A one-off cleanup looks fixed for a quarter, then drifts back. The fix is not a cleanup, it is an engineered hygiene loop that catches decay automatically. That is what we build and hand over.
Is this one-off or ongoing?
Both, and that is the point. We clean the database once, then install the system that keeps it clean. You own that system, so the gain does not evaporate the moment the project ends.
What does it cost?
We price the engine against what it replaces in-house, and you see the number after your Pipeline Blueprint shows exactly where your CRM is leaking. We scope it before you commit, and you never pay for a phase until it is met and verified.