Data HygieneYour records
64A workable foundation with a few duplicate and incomplete records worth cleaning up.
Sample report · Connect HubSpot to see your actual scores.
Sample report · Not your CRM data
report.snapshot
RootCheck · v1sample
CRM health report
A read-only diagnostic of your CRM. Calm, specific, shareable.
- Company
- Sample Co.
- CRM
- HubSpot
- Run date (sample)
- March 14, 2026
- Snapshot ID
- RC-2026-03-14-0042
- Generated by
- RootCheck v1
CRM Health Score
72/ 100
Workable foundationLowest leverage area: Data Hygiene
Three-pillar summary
- Data Hygiene64
- Lifecycle Clarity78
- Follow-Up Visibility73
This preview uses sample diagnostic data until HubSpot OAuth and audit logic are connected.
Executive summary
What you should know first.
Your CRM has a workable foundation. A few data and process gaps are making reporting and follow-up harder to trust than they need to be. The leverage is in cleaning up the data first.
- Duplicate company records are scattering account history across the CRM.
- Several contacts are missing lifecycle stage or lead source values.
- Handoffs between marketing and sales lose visibility in the middle of the funnel.
Health Index
Data hygiene. Lifecycle clarity. Follow-up visibility.
Lifecycle ClarityYour process
78Lifecycle stages and pipelines are mostly aligned with how the team sells. A couple of definitions could be sharper.
Follow-Up VisibilityYour pipeline
73Follow-up ownership is visible in most places. It gets blurry at the marketing-to-sales handoff.
lowest-pillar spotlight
Data Hygiene is the first place to stabilize.
A workable foundation with a few duplicate and incomplete records worth cleaning up.
We start here in the priority ladder below.
Data hygiene findings
What we found in the data.
RootCheck uses a read-only snapshot of your CRM. Larger portals may be scored from a capped sample, so findings should be treated as directional guidance rather than a complete record-by-record review.
Duplicate company records are scattering account history
Needs attentionWe found a meaningful cluster of company records that look like the same business under slightly different names or domains.
Impact: Account history reads as fragmented; reporting under-counts true account activity.
How to fix
- Review a sample of the suspected duplicates side by side.
- Agree on which name and domain spelling is the canonical one.
- Merge the clearest matches first; leave ambiguous ones for a human pass.
- Decide who owns ongoing dedupe before automating anything.
How to verify in HubSpot
In Companies, sort by Name and scan for near-duplicate names or matching Company domain names.
Contacts missing lifecycle stage or lead source
Worth reviewingA noticeable share of contacts don't have lifecycle stage or original source set. They tend to be older form fills and imports.
Impact: Funnel reports under-count where leads come from and where they actually are.
How to fix
- Filter contacts where lifecycle stage or source is blank.
- Backfill the highest-traffic segments first.
- Confirm which form or import created the gap before adding rules.
How to verify in HubSpot
In Contacts, filter where Lifecycle stage is unknown OR Original source is unknown.
Open deals without recent updates
Worth reviewingA portion of open deals haven't been touched in the last 60–90 days. Most sit in mid-pipeline stages.
Impact: Pipeline value reads higher than it really is.
How to fix
- Build a saved view for open deals with no activity in 60+ days.
- Review the list with the deal owners.
- Close, reassign, or re-stage based on the team's read.
How to verify in HubSpot
In Deals, filter where Is closed equals No AND Last activity date is more than 60 days ago.
Findings by pillar
Going one level deeper.
RootCheck uses a read-only snapshot of your CRM. Larger portals may be scored from a capped sample, so findings should be treated as directional guidance rather than a complete record-by-record review.
Data Hygiene
Duplicate company records
Needs attentionSame business, different spellings or domains. Mostly the residue of older imports and form fills before validation was added.
Impact: Account histories are scattered across two or three records. Hard for reps to see the full picture.
How to fix
- Pull the suspected duplicates into one view.
- Choose a canonical record per cluster.
- Merge the clearest matches; queue the rest for review.
How to verify in HubSpot
In Companies, sort by Name and scan for near-duplicate names or matching Company domain names.
Contacts missing lifecycle stage or lead source
Worth reviewingLifecycle stage or original source is blank on a sizeable subset of contacts.
Impact: Funnel and source attribution lean on incomplete data.
How to fix
- Sort blank-stage contacts by created date.
- Backfill the recent batches first.
- Document the rule before automating future fills.
How to verify in HubSpot
In Contacts, filter where Lifecycle stage is unknown OR Original source is unknown.
Forms creating contacts without routing context
Cleanup opportunityA few forms create contacts without enough metadata for routing rules to assign an owner cleanly.
Impact: New contacts land without an owner and wait to be picked up manually.
How to fix
- Audit the forms that produce the most owner-less contacts.
- Add the minimum fields routing needs (source or segment).
- Confirm the new routing rule on a small batch before turning it on broadly.
How to verify in HubSpot
In Contacts, filter where Contact owner is unknown AND Original source equals Offline sources or Other campaigns.
Lifecycle Clarity
Open deals not updated recently
Worth reviewingSome open deals haven't had activity in 60+ days. Closed-lost or pushed-out reasons aren't captured consistently.
Impact: Forecasts include deals that have quietly gone cold.
How to fix
- Surface stale open deals in a shared saved view.
- Decide on a default disposition rule with the team.
- Standardize closed-lost reason values so future learning is easier.
How to verify in HubSpot
In Deals, filter where Is closed equals No AND Last activity date is more than 60 days ago.
Follow-Up Visibility
Follow-up ownership is inconsistent across the pipeline
Worth reviewingOwnership is visible early in the funnel and at close. The middle stages — especially the marketing-to-sales handoff — go quiet.
Impact: Hand-offs happen verbally; the system loses track of who's doing what.
How to fix
- Map the handoff inside HubSpot rather than Slack.
- Assign clear owners on the mid-pipeline stages.
- Agree on a simple review cadence so ownership doesn't drift.
How to verify in HubSpot
In Settings → Objects → Deals → Pipelines & Stages, review mid-pipeline stage ownership and required fields.
Why these issues persist
Not a bug. A pattern.
These aren't bugs. They're the residue of a CRM that's been used by real people, under real pressure, for a long time — most teams don't have one person whose job is the system itself, so it slowly drifts toward whoever last needed something from it.
For Data Hygiene specifically, the gaps tend to accumulate quietly: each individual record looks fine in isolation, so the pattern only becomes obvious when you step back and look across the whole portal.
Priority ladder
In the order we'd actually do them.
1 Stabilize the data
effort · mediumimpact · highClean up duplicate companies and backfill the most-used missing fields. Everything else gets easier after this.
2 Clarify lifecycle rules
effort · lowimpact · highRewrite lifecycle and stage definitions in the team's own words. Pin them somewhere visible.
3 Improve follow-up visibility
effort · mediumimpact · mediumMake ownership visible at the handoff, not just at the ends. Small change, big trust gain.
4 Build a repeatable operating rhythm
effort · lowimpact · mediumA short recurring review keeps the CRM from drifting back into noise.
30-day cleanup plan
Your 30-day cleanup plan.
week · 1Clean obvious duplicates and missing fields
- Merge the clearest duplicate company records first.
- Backfill lifecycle stage and lead source on the highest-traffic contacts.
week · 2Confirm lifecycle definitions
- Sit with two reps and write lifecycle definitions in plain English.
- Update HubSpot stage descriptions to match the new wording.
week · 3Review handoff and follow-up ownership
- Map the marketing-to-sales handoff inside HubSpot, not Slack.
- Assign clear ownership in the middle stages of the pipeline.
week · 4Create a recurring CRM review rhythm
- Schedule a 30-minute monthly CRM hygiene review.
- Document the new shape in a single shared doc the team owns.
Stakeholder digest
For the people who won't read the whole thing.
digest.txt
stakeholder one-pager
RootCheck found that our CRM has a workable foundation, but a few data and process issues are making it harder to trust reporting and follow-up visibility. The first priority is cleaning up duplicate and incomplete records, then clarifying lifecycle rules so the team can make better decisions from the same source of truth.
Email-ready. Copy, paste, send.
Advisor Note
Your CRM does not need to be perfect to be useful. The job is to make the next best decision clearer — that's what this report is for.
Oscar GonzalezFounder · Lead Consultant