Sound familiar?
When nobody trusts what is in the CRM
Reports are manually reconciled before every meeting
The data exists in the CRM but nobody trusts it. Every board report requires a spreadsheet reconciliation that takes days and produces a different number every time.
Duplicate contacts accumulate faster than you clean them
A quarterly deduplication exercise. Duplicates return within weeks because the root cause -- no creation rules -- was never fixed. The problem compounds year on year.
Required fields bypassed with dummy entries
Mandatory fields contain "N/A", "123", "test@test.com". The validation exists but it is trivially bypassed. Data quality theatre.
Nobody knows who owns which records
Accounts assigned to reps who left 18 months ago. Contacts with no owner. Orphaned leads from campaigns nobody remembers. Ownership is meaningless.
Marketing sends to contacts who opted out months ago
Suppression lists are maintained manually and updated inconsistently. Compliance risk accumulates with every campaign send.
Merge and acquisition data was never properly unified
Two companies became one. Two CRMs were combined. Nobody did the data architecture work. The result is contradictory records for the same customers across the merged database.
Why this happens
"Data quality degrades continuously without governance. Cleaning once without building the prevention layer is wasted effort."
Every CRM accumulates dirty data over time -- through manual entry errors, missing validation, inconsistent processes, and system integrations that were never properly mapped. A one-time cleanse removes today's problem. It does not prevent tomorrow's. Permanent data quality requires a governance layer -- ownership rules, validation logic, creation standards, and stewardship processes -- that prevents bad data from entering in the first place.
The Celumai approach
How we make your CRM data permanently trustworthy
What we use to fix this
The services we combine to fix data quality permanently
Cleaning data without governing it is temporary. We fix both layers in the right sequence.
The transformation
Before & after working with Celumai
"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."
How we made a national retailer's CRM data trustworthy across 5 source systems
Five systems all claimed to be the master record. Reports produced four different customer counts depending on which system you queried. We designed and deployed the MDM layer that made Salesforce the undisputed single source of truth.
FAQ
Questions answered
Everything you need to know about solving this problem.
Free assessment
Get a data quality assessment -- free
We will score your CRM data across completeness, accuracy, and duplication and tell you exactly what it will take to fix it.