A CRM your team trusts and your AI tools can run on
CRM audit, implementation and overhaul in Salesforce and HubSpot.
We find what's broken, fix it in order of what it costs you, and keep the CRM sound as the business grows.
The problems we find inside most CRM systems
- Poorly designed data models: Objects, fields and relationships have been added over time without a clear structure, making the CRM difficult to maintain, automate and report on.
- Data quality and integrity issues: Duplicate accounts, inconsistent field values, missing relationships and unreliable ownership create problems across routing, reporting and downstream systems.
- Broken workflows and automation: Conflicting rules, outdated triggers and fragile dependencies cause records to be assigned incorrectly, processes to fail and changes to introduce new problems.
- Disconnected systems and unreliable reporting: CRM, marketing, billing and other platforms don't share consistent data, leaving teams reconciling numbers, maintaining spreadsheets and questioning which source is correct.
How we approach a CRM audit
- We start with the numbers: record counts, field usage, duplicate rates, workflow volume and integration sync health.
- An automated scan can produce that list. It can't tell you why the problems are there, how they affect the way your team sells, or which ones to fix first.
- Our specialists read the results against how your business runs and tell you what they actually mean.
- Every finding is ranked by what it breaks downstream, and the work follows that order.
- Duplicates and ownership get fixed before anything is enriched, scored or routed on top of them.
You get a ranked list of findings and a baseline we measure every change against.
After the audit
- Fix and rebuild. We restructure the data model, merge duplicates and add validation rules so new ones don't appear, untangle conflicting automation, and migrate or consolidate instances, including after an acquisition.
- Keep it sound. Day to day admin, platform releases tested before they reach your team, and every change documented so nothing depends on one person.
Routing, scoring and forecasting builds run as Specialty Area projects on top of these foundations.
What AI needs from your CRM
AI agents and assistants work from your CRM records. When those records are duplicated, incomplete or inconsistent, the AI repeats those errors in its answers and actions. We get the foundations right first.
- One record for each company and person. Duplicates merged and rules in place to stop new ones.
- Activity captured. Calls, emails and meetings logged against the right accounts and deals, automatically.
- Shared definitions. Fields, stages and lifecycle terms that mean the same thing to every team.
- Controlled access. Permissions that set what each AI tool can see and change.
Once the data is sound, we build the apps, agents and skills that run on it.
Deep expertise in Salesforce and HubSpot
Salesforce
Architecture, implementation and technical optimization for Salesforce environments at every level of maturity.
- Architecture & Configuration: Custom objects, fields, relationships, permissions and data models.
- Automation & Integrations: Flows, approval processes and integrations across your GTM systems.
- Revenue Processes: Lead and opportunity management, CPQ, quoting, renewals and expansion.
- Optimization & Consolidation: Technical audits, automation cleanup, migrations and instance consolidation.
HubSpot
Implementation, architecture and ongoing optimization across HubSpot's marketing, sales and customer service hubs.
- Architecture & Configuration: Standard and custom objects, properties, associations, pipelines and permissions.
- Automation & Integrations: Workflows, lead routing, lifecycle management and integrations with other systems.
- Data & Reporting: Data quality, attribution, reporting and consistency across marketing, sales and customer service.
- Optimization & Migration: Portal audits, workflow cleanup, CRM migrations and portal consolidation.
Experts in: Salesforce, HubSpot, Clay, ZoomInfo, Apollo, LeanData, Outreach, Salesloft, Marketo, Gong, Sybill, Clari, Spiff, Gainsight.
CRM work we've delivered
- How We Helped Our Client Save Over $1M Through Strategic Tech Stack Reduction and Consolidation: A new CRO inherited an expensive tech stack. We cut and consolidated it, saving $1M+.
- 93 hours of manual work cut a month: A Salesforce process streamlined for the sales, research and RevOps teams.
- 3 systems to 1: Spreadsheets and an outside billing tool replaced by one quote to revenue workflow in Salesforce.
- CRMs consolidated after an acquisition: Three marketing systems migrated into one clean environment, without breaking what worked.
- HubSpot, from chaos to clarity: A full HubSpot implementation that cleaned up processes and data.
How you work with us
CRM Foundations is ongoing work, delivered through a Fractional RevOps Team. Capacity, month to month with flexible terms. See how the Fractional RevOps Team works
Common questions
Do you work in our existing instance?
Yes. We work inside your Salesforce or HubSpot instance, alongside your team.
How long does the CRM audit take?
It depends on the size and complexity of your instance and how quickly you need the findings. We agree the timeline with you before we start.
Can you move us from one CRM to another?
Yes. We have migrated and consolidated CRMs, including bringing several systems into one after an acquisition.
Do we need to fix our CRM before we use AI tools?
You can start with AI tools at any time, but they are only as reliable as the records they read. The audit shows what needs fixing first.
What happens after the audit?
We work through the findings in order of priority, then keep the CRM sound as part of your Fractional RevOps Team.
Tell us what's not working in your CRM
We'll show you where an audit should start and what it will look at. Book a call