CRM data cleansing so you can trust your numbers
CRM data cleansing and database clean-up for Wollongong and Illawarra businesses, mostly in HubSpot. I merge the duplicates, kill the junk properties, line up product and pricing data across your ERP, website and CRM, and set the rules that stop the mess coming back. Clean data is boring. It's also the base every report, automation and AI project sits on.
Bad data doesn't look like a crisis. It looks like a slow leak.
Nobody wakes up and decides to wreck the CRM. It happens one import, one new field and one rushed sales rep at a time.
Then one day you try to send a campaign and a third of it bounces. Or the sales report says you have $2 million in pipeline and everyone knows it's closer to $600k. Or a quote goes out at last year's price because HubSpot and the ERP disagree. Or someone wants to plug AI into the CRM and realises it would be learning from garbage. That's usually when I get the call.
- The same customer in HubSpot three times, each with different details.
- Properties called "Status", "Status 2" and "Status NEW - use this one".
- Free-text fields where a dropdown should be, so "NSW", "N.S.W" and "new south wales" are three different states.
- Deals sitting in open stages for two years that everyone knows are dead.
- Product codes and prices that differ between the ERP, the website and HubSpot.
- A customer or price list in an old Access database that nobody dares touch.
- Paying for marketing contacts you'll never email again.
Clean it, structure it, keep it clean
A one-off clean-up without rules is a waste of money. The mess will be back in six months. Every engagement includes the structure and governance that keeps it fixed.
Data audit
I measure the damage first: duplicate rates, empty fields, invalid emails, orphaned records and stale deals. You see the numbers before you spend on fixing them.
HubSpot deduplication
Contacts, companies and deals merged with agreed rules about which value wins. Associations, activity and history kept. Companies with slightly different names or domains caught too.
HubSpot property clean-up
Duplicate and dead properties archived, free text converted to dropdowns, property groups and descriptions tidied, and lifecycle stage and lead status made to mean one thing each.
Standardisation
Phone numbers, states, suburbs, job titles, industries and company names standardised so you can actually segment and report.
Product and pricing data
Product codes, names, descriptions and prices made consistent across your ERP, website and the HubSpot product library, with one system named as the owner. See systems integration.
Legacy Access and spreadsheet data
Old Access databases, spreadsheets and exports from Insightly or Mailchimp cleaned and structured on the way into HubSpot. See HubSpot migration.
Stale record triage
Dead deals closed out with a reason. Unengaged contacts flagged or removed. Marketing contacts trimmed to the ones worth paying for.
Governance and hygiene routines
Required fields, validation, import templates, ownership rules, duplicate-catching workflows and a monthly hygiene routine. Run it yourself, or hand it to the HubSpot admin retainer.
AI-ready data
Structured, labelled and consistent data that AI tools can use safely. The step most AI vendors skip and then blame your data for.
Data clean-up pricing
The price depends on record volume, the number of objects and systems, and how bad it is. You get a fixed quote after the audit. All prices AUD. No GST is added.
HubSpot health check
- Data quality measured and scored
- Property and pipeline review
- Ranked fix list
- Good if you'll do the clean-up in-house
Data clean-up
- Audit, dedupe and standardise
- HubSpot property clean-up and naming
- Product and pricing data aligned
- Governance rules and hygiene routine
HubSpot migration
- From spreadsheets, Access or an old CRM
- Cleaned on the way into HubSpot
- Associations and history mapped
- Test import before go-live
Want it kept clean for you? The HubSpot admin retainer is $2,800 a month for 8 hours. See the full pricing page or grab the free CRM data hygiene checklist.
How a clean-up runs
Back up and measure
Full export and backup before anything changes. Then I measure duplicates, gaps and junk so we both know the starting point.
Agree the rules
Which record wins a merge, which properties survive, which system owns each price, what counts as dead. You make the business calls. I make them quick to decide.
Clean in batches
Merges and changes run in batches with checks after each. Nothing irreversible happens without a sample review first.
Lock it in
Validation, required fields, import templates, hygiene workflows and a one-hour monthly routine your team can run.
What dirty data actually costs
Illustrative scenarios, not client results. Plug in your own numbers.
The duplicate tax
A HubSpot portal with 20,000 contacts where 1 in 10 is a duplicate. That's 2,000 extra marketing contacts on your bill, two reps calling the same customer, and every report counting some people twice. Merge them properly and the database shrinks, the bill can drop and the numbers start meaning something.
The fantasy pipeline
Open deals that haven't moved in 12 months stay in the forecast because nobody wants to close them. Triaging them with a closed-lost reason gives you a forecast leadership can plan around, and a list of real reasons you lose work.
Three prices for one product
A product business has the same item at one price in the ERP, another on the website and a third in HubSpot from an import two years ago. Reps quote from whichever they open first. Naming the ERP as the owner of price, matching the product codes and syncing the rest from it means quotes are right the first time.
The AI project that stalled
A business wants an AI agent to answer customer questions and update records. It can't, because job types are free text and half the records are missing a status. Cleaning and structuring the data comes first. Then the AI build is faster and cheaper.
A clean-up that's designed around how you use the data
Clean-up isn't just a technical job. You have to know what the sales team needs on a record, what marketing needs to segment and what leadership needs in the report. I've done HubSpot deduplication, property governance, lifecycle design and data hygiene at enterprise level, plus product and pricing data across an ERP, websites and a CRM, and legacy Access databases. So the structure I leave behind actually gets used.
I'm careful with your data. Everything is backed up before I start, changes run in reviewed batches, and you sign off the merge rules. I'm based in Wollongong and work across Wollongong · Shellharbour · Kiama · Nowra and the Shoalhaven · Southern Highlands, plus remote clients anywhere in Australia.
Good fit
- HubSpot portals or databases with years of build-up
- Businesses about to migrate CRMs and refusing to bring the mess along
- Product businesses whose prices differ between the ERP, website and CRM
- Teams preparing for AI or automation projects
Not a fit
- You want a one-off scrub with no rules. It won't last.
- You need a data entry service for paper records
- Nobody internal can make decisions about what to keep
CRM data cleansing FAQs
How much does CRM data cleansing cost?
Data clean-up starts from $4,500, with a fixed quote once I've seen the size and state of the data. If you want a professional diagnosis first and plan to do the work yourself, the HubSpot health check is $1,950 fixed.
Will I lose any data?
No. I take a full export before starting, agree the merge rules with you and run changes in batches with a sample review. Merges keep the history and associations from both records. If something needs to be removed entirely, you approve the list first.
How long does a clean-up take?
Most clean-ups take 2 to 4 weeks, depending on volume and how quickly decisions get made. Large databases with several objects and integrations can take longer. I'll give you a timeline with the quote.
Do you only clean HubSpot data?
HubSpot is where I do most of this work. I also clean old Microsoft Access databases, spreadsheets and exports from Insightly and Mailchimp, usually as part of moving them into HubSpot. If your data is in another CRM, the usual move is to clean it on the way out during a HubSpot migration.
Can you fix product and pricing data across our ERP and website?
Yes. I match product codes, names and prices across the ERP, the website and the HubSpot product library, agree which system owns each field, and fix the gaps. Then an integration keeps them in step, so you're not back here next year.
How do we stop it getting messy again?
Every clean-up includes governance: required fields, dropdowns instead of free text, import templates, ownership rules, duplicate-catching workflows and a one-hour monthly routine. The free CRM data hygiene checklist is the same routine. If nobody internal has the time, the HubSpot admin retainer runs it for you.
Why does data quality matter for AI?
AI tools act on whatever data they can see. If a customer exists three times with different details, an AI agent will pick one at random and act on it confidently. Clean, consistent data is the cheapest way to make AI projects work. Check where you stand with the AI readiness checklist.
Can you work on site in Wollongong?
Yes. I'm based in Wollongong and the rule-setting session works best in person with the people who use the data every day. The clean-up itself is done remotely and securely.
Guides on data and CRM
The CRM data clean-up guide
A step-by-step clean-up and the rules that keep it clean.
Read the guide GuideHubSpot implementation
The setup decisions that make or break HubSpot.
Read the guide GuideEfficiency with AI
Where AI actually saves time, and why your data decides whether it works.
Read the guideHubSpot: HubSpot consulting · HubSpot migration · HubSpot admin retainer · HubSpot integrations & custom apps · HubSpot health check · HubSpot training.
Related: systems integration, marketing operations, AI and automation.
Tell me how bad it is. I've seen worse.
Tell me roughly how many records you have, where they live and what's driving you mad. I'll reply within one business day with how I'd tackle it and a ballpark price.
- Full backup before anything changes
- You approve the merge rules
- Governance included, so it stays clean
- Wollongong-based, working across the Illawarra
What's wrong with your data?
I read every enquiry myself and reply within one business day.
Got it. Thanks.
I'll be in touch within one business day.