/crm-hygiene

name: crm-hygiene
description: Audit and improve CRM data quality by identifying missing fields, inconsistent values, duplicate records, and stale data
license: MIT
metadata:
  author: ClawFu
  version: 1.0.0
  mcp-server: "@clawfu/mcp-skills"

CRM Hygiene

> Systematically identify and resolve data quality issues in your CRM to improve forecast accuracy, reporting, and automation reliability.

When to Use This Skill

• Quarterly CRM audits
• Before major reporting periods
• When automation workflows fail
• After team changes or migrations
• Preparing for CRM integrations

Methodology Foundation

Based on **Salesforce Data Quality Best Practices** and **RevOps Co-op Data Governance frameworks**, focusing on:

• Completeness (required fields populated)
• Consistency (standardized values)
• Accuracy (correct and current data)
• Timeliness (recent updates)

What Claude Does vs What You Decide

| Claude Does | You Decide | |-------------|------------| | Defines audit criteria | Which fields are required | | Identifies data issues | Priority of fixes | | Categorizes problems by type | Who owns cleanup tasks | | Suggests remediation steps | Automation vs manual fix | | Creates cleanup reports | Enforcement policies |

What This Skill Does

1. **Audit design** - Define required fields and validation rules 2. **Issue identification** - Find missing, inconsistent, duplicate data 3. **Prioritization** - Rank issues by business impact 4. **Remediation planning** - Action steps to fix issues 5. **Governance recommendations** - Prevent future issues

How to Use

For Audit Design:

Help me create a CRM hygiene audit for [CRM System].

Key objects to audit:
- [Leads, Contacts, Accounts, Opportunities]

Critical fields for each:
- Leads: [list required fields]
- Opportunities: [list required fields]

Our main issues:
- [Describe known problems]

For Data Audit:

Audit this opportunity data for hygiene issues:

[Paste export or describe data]

Required fields:
- [List fields that must be populated]

Validation rules:
- [List rules like "Stage must match Amount > $0"]

Instructions

Step 1: Define Audit Scope

**Object Priority (typical):** 1. Opportunities - Revenue impact 2. Accounts - Relationship foundation 3. Contacts - Communication accuracy 4. Leads - Pipeline source

**Field Categories:**

• **Critical** - Blocks processes if missing
• **Important** - Affects reporting/segmentation
• **Nice-to-Have** - Enriches but not required

Step 2: Completeness Audit

Check required fields by object:

**Opportunities:** | Field | Criticality | Why Required | |-------|-------------|--------------| | Amount | Critical | Forecast, pipeline value | | Close Date | Critical | Forecast timing | | Stage | Critical | Pipeline reporting | | Owner | Critical | Accountability | | Account | Critical | Company linkage | | Primary Contact | Important | Communication | | Next Step | Important | Deal momentum | | Competitor | Important | Win/loss analysis | | Loss Reason | Critical (if lost) | Improvement insights |

**Accounts:** | Field | Criticality | Why Required | |-------|-------------|--------------| | Industry | Important | Segmentation | | Employee Count | Important | ICP fit | | Website | Important | Research, enrichment | | Billing Address | Critical | Invoicing | | Account Owner | Critical | Accountability |

Step 3: Consistency Audit

Check for standardization issues:

| Issue Type | Example | Impact | |------------|---------|--------| | Picklist variations | "US" vs "USA" vs "United States" | Reporting breaks | | Case inconsistency | "ACME" vs "Acme" vs "acme" | Duplicates | | Format variations | "(555) 123-4567" vs "5551234567" | Automation fails | | Null vs blank | NULL vs "" vs "N/A" | Filters don't work |

Step 4: Accuracy Audit

Identify likely incorrect data:

| Check | Criteria | Action | |-------|----------|--------| | Stale close dates | Past date, still open | Update or close | | Amount mismatches | $0 in late stage | Verify pricing | | Stage regression | Stage 4 → Stage 2 | Investigate | | Impossible values | 200% probability | Fix validation | | Bounced emails | Marked invalid | Remove or update |

Step 5: Duplicate Detection

Find potential duplicates:

| Match Type | Criteria | Confidence | |------------|----------|------------| | Exact email | Same email address | 99% duplicate | | Domain match | Same company domain | 80% duplicate | | Fuzzy name | Similar company name | Investigate | | Phone match | Same phone number | 90% duplicate |

Step 6: Timeliness Audit

Flag stale records:

| Object | Staleness Threshold | Action | |--------|---------------------|--------| | Open Opportunity | No activity 30 days | Review with rep | | Lead | No touch 14 days | Reassign or nurture | | Account | No contact 90 days | Re-engagement | | Contact | Bounced + 30 days | Archive |

Examples

Example 1: Opportunity Audit

**Input:**

Audit these opportunities:

1. Acme Corp - Stage: Proposal, Amount: $0, Close: Jan 15 (past), Owner: Empty
2. Beta Inc - Stage: Closed Won, Amount: $50K, Close: Feb 1, Loss Reason: "Price"
3. Gamma LLC - Stage: Discovery, Amount: $100K, Close: Mar 30, No activity 45 days
4. Delta Co - Stage: Negotiation, Amount: $75K, Close: Feb 28, Next Step: Empty
5. Echo Systems - Stage: Closed Lost, Amount: $200K, Loss Reason: Empty

**Output:**

## CRM Hygiene Audit: Opportunities

### Summary
- **Total Records**: 5
- **Critical Issues**: 4
- **Warnings**: 2
- **Clean Records**: 0

### Critical Issues (Fix Immediately)

#### 1. Acme Corp - 3 Critical Issues
| Issue | Field | Current | Required |
|-------|-------|---------|----------|
| 🔴 Missing | Owner | Empty | Assigned rep |
| 🔴 Missing | Amount | $0 | Deal value |
| 🔴 Stale | Close Date | Jan 15 (past) | Future date |

**Action**: Assign owner, verify if deal is active, update amount and close date.

#### 2. Beta Inc - Logic Error
| Issue | Field | Curre