Business challenges
01
No single source of truth
Account data lives in CRM, ERP, support desk, and spreadsheets -- all saying different things. Nobody trusts any of them. Reports require manual reconciliation every month.
02
Duplicates accumulate faster than you clean them
Teams deduplicate quarterly. Duplicates return within weeks because the root cause -- no creation rules -- is never fixed. The problem compounds year on year.
03
Nobody owns the data
When everyone owns data, nobody does. Fields go unmaintained. Picklist values multiply without governance. Required fields get bypassed with dummy entries.
04
Compliance risk from dirty data
GDPR and GDPR/CCPA require you to know exactly what personal data you hold, where it came from, and who can access it. Dirty CRM data makes this impossible to demonstrate to a regulator.
What is included
Full assessment of current data quality -- completeness, accuracy, consistency, and duplicate rate across every major CRM object. Benchmarked against industry standards with root cause analysis for every gap.
Deliverables
How it works
Data audit
Assess current quality, completeness, and duplication across all CRM objects. Benchmark against industry standards.
MDM design
Define golden record rules, source system hierarchy, and merge/survive logic for every entity.
Governance framework
Write the ownership matrix, validation rules, stewardship roles, and exception workflows.
Implementation
Deploy validation rules, merge logic, duplicate prevention, and stewardship dashboards in the CRM.
Ongoing stewardship
Monthly data health monitoring and quarterly governance reviews to maintain quality indefinitely.
Success stories
Celumai built a governance framework that reduced our duplicate rate from 34% to under 2% in 90 days. More importantly it has stayed under 2% for 18 months since -- because the prevention rules mean duplicates cannot be created in the first place.
We had 5 source systems all claiming to be the master record. Celumai designed the MDM layer that made Salesforce the undisputed single source of truth. Reports are now trusted across the entire business for the first time.
Healthcare
180% increase in marketing-influenced pipeline
B2B Healthcare Company
Professional Services
300% increase in qualified inbound
CRM Consultancy (60 staff)
Platforms we use for this service
Free resource
Ownership matrix, stewardship RACI, validation rule library, and data quality scorecard template -- ready to customise for your CRM.
From our team
FAQ
Ready to start?
We respond within 1 business day with an honest assessment -- no commitment required.
Client results
