The problem
Dirty data is the silent tax on every GTM system. Duplicate companies split your account view. Half-filled fields break segmentation. Stale records inflate your numbers and get cold-emailed by mistake. You can't route, score, or report on data you can't trust — and no amount of new tooling fixes a foundation that's broken underneath it.
How we build it
- Audit. A full read on the state of the data — duplicates, missing fields, format inconsistencies, and the rules (or lack of them) creating the mess.
- Deduplication. Match and merge duplicate contacts and companies on logic that fits your data, preserving the history that matters.
- Standardisation. Normalise the fields everything downstream depends on — country, industry, job level, lifecycle — into one consistent shape.
- Guardrails. The validation and workflow rules that stop the mess re-accumulating the day after we finish.
- Suppression sync. Customers, active deals, and do-not-contact records kept in lockstep with outbound, so they're never cold-emailed.
Why it matters
Cleanup isn't a project you do once — it's the precondition for everything else. Routing, scoring, reporting, and outbound are only ever as good as the records underneath them. We do the unglamorous part properly, then leave guardrails behind so the system has something solid to keep standing on.