HubSpot CRM Cleanup Checklist

Step-by-step checklist to clean, deduplicate, and optimize your HubSpot CRM data for better sales performance and reporting accuracy.

14Items
2-4 hoursEstimated time
CRM CleanupCategory

CRM Cleanup4 sections · 14 steps

01Audit Your Data4
02Clean Contact Records5
03Optimize Properties & Lists3
04Enrich & Maintain2

Work the list

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01Audit Your Data

Export a full contact list and review field completenessDownload all contacts from HubSpot and check which fields have the highest missing-data rates. Focus on email, company, job title, and phone.easy
Identify your duplicate contact rateUse HubSpot's built-in duplicate management tool (Contacts → Actions → Manage duplicates) to see how many duplicate records exist.easy
Check email bounce rate across your databaseReview HubSpot's email health dashboard to identify what percentage of contacts have hard-bounced emails that need removal.easy
Review lifecycle stage distributionEnsure contacts are in the correct lifecycle stages. Look for leads stuck in early stages that should have progressed or been disqualified.medium

02Clean Contact Records

Merge all duplicate contactsUse HubSpot's merge tool to combine duplicate records. Prioritize records with the most recent activity as the primary record.medium
Remove hard-bounced email addressesCreate a list of contacts with hard bounce status and either update their emails or remove them from active lists.easy
Standardize job title formattingNormalize job titles (e.g., 'VP of Sales', 'Vice President Sales', 'VP Sales' should all be consistent) using bulk edit or workflows.hard
Clean up company name variationsStandardize company names (e.g., 'Google', 'Google Inc.', 'Google LLC' should be unified) to improve reporting and deduplication.hard
Verify and update phone number formatsEnsure phone numbers follow a consistent format with country codes. Remove invalid or disconnected numbers.medium

03Optimize Properties & Lists

Archive unused contact propertiesReview all custom properties and archive any that are no longer used. This reduces clutter and improves form/workflow performance.easy
Review and clean up static listsDelete outdated static lists and ensure active lists have clear naming conventions and purposes.easy
Set up automated data quality workflowsCreate workflows that automatically flag or fix common issues like missing company names, invalid email formats, or stale contacts.hard

04Enrich & Maintain

Run bulk enrichment on contacts missing key fieldsUse Cleanlist AI to enrich contacts that are missing email, phone, company, or job title data from 25+ data providers.medium
Set up recurring data quality auditsSchedule monthly or quarterly reviews of data quality metrics: bounce rates, duplicate rates, and field completeness.medium

Tips

01
Always back up your data before bulk changes: export a full contact list as a safety net
02
Start with duplicates. They cause the most reporting and outreach issues
03
Use HubSpot's 'Last Activity Date' to identify stale contacts that haven't engaged in 12+ months
04
Set up a 'Data Quality' dashboard in HubSpot to monitor completeness and bounce rates over time
05
Consider connecting Cleanlist AI for automated enrichment of new contacts as they enter your CRM

Frequently asked questions

How often should I clean my HubSpot CRM?

Most teams benefit from a thorough cleanup quarterly, with automated workflows handling common issues on an ongoing basis. High-volume sales teams that add hundreds of contacts per week should review data quality monthly.

Will cleaning my CRM delete important data?

Not if you follow best practices. Always export a backup before making bulk changes. Focus on merging duplicates (which preserves all data in one record) and removing only clearly invalid records like hard bounces and spam contacts.

How do I prevent my HubSpot data from getting dirty again?

Set up automated workflows for data validation, require key fields on forms, implement duplicate detection rules, and use enrichment tools like Cleanlist AI to automatically fill in missing data for new contacts.

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