Problem 08
Duplicates break the join
Near-duplicates, missing keys, and fields nobody was asked to fill. Automation misfires. Reports lie with a straight face.
What Monday looks like
Two records for one buyer. A source field typed freehand. A phone number in three formats.
What it costs
Follow-up splits. Attribution dies. Every new tool inherits the mess and looks clever for a month.
What we do
Cleaning is not hygiene theatre. It is how a booked call becomes an opportunity with the original source still attached.
First job
Identity rules. Duplicate report. The five fields that must exist before anything else is automated.
Who feels it. Sales ops, marketing ops, data leads, and anyone whose flow breaks because the CRM is full of almost-the-same people.
These usually travel together
If this one is true, one or two of the others usually are. Start with the expensive one, not the fashionable one.
Name the expensive one first.
The assessment is a briefing, not a score. Mark what is true. We write the first job — or an honest no.
Name what's broken