Salesforce CRM Cleanup Checklist

Use Reports to check field completeness across Leads, Contacts, and Accounts. Identify which standard and custom fields have the lowest fill rates.

Use Salesforce's built-in Duplicate Management rules or run a report matching on email, name, and company to quantify your duplicate rate.

Check for Leads that should have been converted to Contacts/Opportunities but are stuck in the Lead object, creating duplicate data.

Ensure parent-child Account relationships are correct and that subsidiaries are properly linked to parent companies.

Use Salesforce's merge feature (up to 3 records at a time) or a data management tool for bulk merging. Preserve the record with the most recent activity.

Identify Leads with no activity in 12+ months and either re-enrich them or move them to a 'Stale' status to keep your active pipeline clean.

Review Industry, Lead Source, and other picklist fields for inconsistent values. Consolidate variations and update records in bulk.

Run email verification on your database to flag invalid, disposable, and role-based addresses. Update or remove records with undeliverable emails.

Standardize address formatting (state abbreviations, ZIP codes) and phone number formats (country codes, consistent formatting).

Identify custom fields with low adoption (under 10% fill rate) and either promote their use or remove them to reduce complexity.

Create validation rules that enforce data quality at the point of entry — require proper email format, phone format, and critical fields on record creation.

Set up Salesforce Duplicate Rules with matching criteria on email, company name, and phone to prevent new duplicates from being created.

Use Cleanlist to bulk-enrich Leads, Contacts, and Accounts missing critical fields like email, phone, title, and company details.

Set up scheduled reports or dashboards that track data quality KPIs weekly: field completeness, duplicate rate, bounce rate, and stale record count.