Normalize Your CRM Data for Consistent Records
Normalize Your CRM Data for Consistent Records: upload a CSV or connect your CRM, and Cleanlist AI checks each row against 25+ providers in sequence. Every new workspace opens on Pro for 14 days with 250 credits, 3 seats.
A Cleanlist AI audit of HubSpot Contacts · 1,284 records. The scan flags a duplicate record, a bounced email, empty title and phone fields and two unformatted or stale titles. Agents merge the duplicate, replace the bounced address with a verified one, fill the empty fields, normalize the titles and write the result back to HubSpot.
Omni
Distyl
Gamma
Decagon
Sanity10,000+ users, from founders to full sales teams
- Switched from
ZoomInfo - Case study
HackerOneSwitched from
Apollo- Switched from
Clay - Case study
Sumo LogicSwitched fromClay- Switched fromApollo
- Case study
- Switched fromZoomInfo
- Switched fromZoomInfo
G2
Chrome Web Store
AppSumo
How does Cleanlist AI normalize your CRM data for consistent records?
Cleanlist AI's normalization engine standardizes every field in your CRM to canonical formats. States become ISO codes, phone numbers become E.164, job titles map to a seniority-and-function grid, company names resolve to their registered form, and industries line up with NAICS or SIC codes. Once the values are consistent, your filters and workflows match the records they were built for.
Why this is hard to do by hand
Your CRM stores the same fact a dozen different ways. California appears as 'CA', 'Calif.', 'California' and 'calif'. Phone numbers are stored as '(555) 123-4567', '5551234567', '+15551234567' and '555.123.4567'. Job titles run from 'VP Sales' to 'Vice President of Sales and Business Development'. Every automated process breaks on it: segment filters miss records, dedup rules fail to match, and reports add up to the wrong totals.
Non-standard data formats cause 18% of CRM automation failures
18%of CRM workflow automation failures traced to formatting inconsistency
HubSpot's 2025 CRM Usage Report analyzed workflow error logs from 4,500 HubSpot portals. 18% of workflow failures (emails not sent, leads not routed, tasks not created) came from inconsistent data formats, with the workflow logic itself working as designed. The usual culprits: state and country values that miss geographic routing rules, phone numbers in formats that break dialer integrations, and job titles that don't match the exact strings in lead scoring criteria. A workflow that routes VP-level leads to enterprise reps works when the title says 'VP' and fails silently on 'Vice President', 'V.P.' or 'VP of'. Normalization removes that whole class of failure.
Source: HubSpot CRM Usage Report 2025 (4,500 portals analyzed)
What a lookup costs
Each lookup walks 25+ providers in cost order, and you're charged once for what comes back: 1 credit for a verified work email, 10 for a phone number, 11 for both. Validation is 0.5 and AI qualification is 5. A lookup that finds nothing is free, and the whole team pays from one wallet.
- Verified work emails25 leads searched23 × 123
- Phone numbersVerified before anyone calls18 × 10180
- Qualification agentFit score with reasons25 × 5125
- 25+Providers queried in cost order on a single lookup
- 98%Verified work emails on our 500-lead benchmark
- 85%Phone numbers found on that same benchmark
- 0Credits for a lookup that finds nothing
How it works.
- 01
Connect and scan the CRM
Connect HubSpot or Salesforce and run a consistency scan. Cleanlist AI reads every text, picklist and multi-select field, counts the distinct values in each, and groups the ones that mean the same thing.
- 02
Review the normalization map
For each messy field, Cleanlist AI proposes a map: 'CA', 'Calif.' and 'California' all become 'CA' (ISO 3166-2). You adjust the mappings, and add rules for values specific to your business, before anything changes.
- 03
Standardize job titles
Each title maps to a seniority level (C-Suite, VP, Director, Manager, IC, Intern) and a function (Sales, Marketing, Engineering, Finance, Operations, HR). Routing, scoring and reports then work the same way however the title was typed.
- 04
Format phones and addresses
Phone numbers go to E.164 with the country code. Mailing addresses split into street, city, state, zip and country, with standard abbreviations and postal formatting.
- 05
Resolve company names
'IBM', 'International Business Machines', 'IBM Corp' and 'IBM Corporation' all resolve to the registered name. Account-level deduplication and reporting depend on it.
- 06
Apply and enforce
Push the normalized values to your CRM. You can also turn on rules that normalize new data as it comes in, so future records follow the same standard without anyone fixing them by hand.
What you get.
98% verified work emails
That's on our 500-lead benchmark. Cleanlist AI checks each email and flags catch-all and disposable addresses before you send.
25+ data providers
Cleanlist AI asks them one at a time and stops at the first deliverable result. When one provider has nothing, the next one gets its turn.
No code required
Upload a CSV or connect your CRM. If your engineers want it, the API is there from the Pro plan.
14-day Pro trial
250 credits and 3 seats on Pro for 14 days. You don't need a card or a sales call to start.
Manual process vs Cleanlist AI.
| Feature | Manual | Cleanlist AI |
|---|---|---|
| State/province standardization | Find-and-replace (misses edge cases) | Mapped to ISO 3166-2 codes |
| Job title classification | A mapping spreadsheet nobody finishes | Title variants mapped to seniority and function |
| Company name resolution | Whatever the person entering it typed | Matched to registered names from corporate filings |
| Normalizing 50K records | Weeks of data analyst time | One automated pass, reviewed before it's applied |
| Ongoing enforcement | Team discipline, which slips | Normalization rules at the point of entry |
How accurate is Cleanlist AI's data?
Cleanlist AI returned 98% verified work emails and 85% phone numbers on our 500-lead benchmark, pulling from 25+ data providers. Each lookup stops at the first deliverable result, meaning a verified or likely-valid email.
What do I get when I sign up?
A 14-day Pro trial: 250 credits, 3 seats, and every Pro feature. After it, the Free plan gives you 50 credits a month. A verified work email costs 1 credit, a phone number 10, and a miss nothing.
What data providers does Cleanlist AI use?
Cleanlist AI runs a waterfall across 25+ B2B data providers. For each record it asks one, moves to the next when that one has no match, and stops at the first deliverable result.
Can I connect my CRM?
Yes. HubSpot and Salesforce sync both ways on the Pro and Enterprise plans, and Salesloft and Lemlist take a one-way push. You can also upload a CSV, or use the REST API from Pro.
How long does it take to normalize my data?
It depends on the size of the file and how far down the waterfall each row has to go. Cleanlist AI runs the whole CSV as one job, so you upload once and download or sync the results when it's done.
Will normalization change the meaning of my data or just the formatting?
Only the formatting. 'California' and 'CA' mean the same thing; normalization stores them one way so filters, reports and routing rules match. The meaning of a field never changes.
How does Cleanlist AI handle industry-specific job titles that do not fit standard categories?
They map to the closest standard seniority and function, and the original title is kept in a second field so nothing specific to your industry is lost. 'Chief Revenue Officer', for example, maps to C-Suite / Sales and keeps its original title alongside.
Describe the job once. An agent runs it every week.
Clu turns one sentence into an agent. It searches 1B+ profiles, finds verified emails and phone numbers across 25+ providers, adds the people to your sequence and posts each run to Slack.
Weekly ICP outbound
Built by Clu from: “Every week, find 500 new people who match my ICP, get their emails and phones, and add them to Series B outbound.”
- Searched 1B+ profiles for new ICP matches500 foundPeople Search
- Ran the waterfall across 25+ providers487 emails · 412 phonesWaterfall
- Verified every email and phoneSMTP + catch-allVerification
- Added them to Series B outbound500 peopleSequences
- Posted the run to #pipelineSlackAgents
Friday 4:52 PM15 replies · 5 calls booked
Everything in the 14-day Pro trial
- Clu and agentsDescribe the job in one sentence. Clu builds the agent, runs it on a schedule or a CRM trigger and posts every run to Slack.
- People and Company SearchFind your buyers in 1B+ profiles from one sentence. Searching costs 0 credits.
- Waterfall enrichmentAsk 25+ providers in order and stop at the first verified email or phone number. 98% verified work emails and 85% phone numbers on a 500-lead benchmark.
- Email verificationRun SMTP and catch-all checks on every address before it reaches a sequence, at half a credit an email.
- ICP scoringScore every lead 0 to 100 against your ICP, with the reasons written down. The Research and Qualification skills do the digging.
- SequencesSend email from your reps' own inboxes, with call tasks. A reply stops the sequence. Sending costs 0 credits.
- CRM syncTwo-way sync with HubSpot, Salesforce and Pipedrive. Push finished lists to Outreach, Salesloft and Lemlist.
- Chrome extensionGet a verified email and phone number in one click on LinkedIn, Sales Navigator, Salesforce and HubSpot.
- MCP and APIRun the same search and waterfall from Claude or ChatGPT with 36 MCP tools, or from your own code with the REST API.
14 days of Pro, free: 250 credits, 3 seats, agents, Sequences and Clu in Slack. Then Free at 50 credits a month, or Starter at $49 and Pro at $89 a seat a month.
Hand the job to an agent.
Upload a CSV or connect HubSpot, Salesforce or Pipedrive, and run it on your own data today.
14 days of Pro, free.
Get 14 days of Pro, free.
250 credits and 3 seats. Sign up with your work email for 100 more.