HubSpot Data Hygiene Sprint | Clean Your CRM Data

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When bad data becomes a daily problem

Unreliable data—not a lack of features—is the primary reason HubSpot portals fail. When the information inside the system cannot be trusted, teams waste hours validating records before taking any action. Reports display conflicting numbers depending on who built them, and the CRM quickly ceases to be a single source of truth.

Duplicate records create confusion

Multiple versions of the same contact or company mean no one knows which record is correct or which one to update.

Properties used inconsistently

Inconsistent data reporting occurs when different teams interpret the same CRM fields differently, creating records that change meaning depending on who entered them.

Reports change depending on who built them

Inaccurate reporting happens when the underlying data and field logic are not standardized across your CRM. You can pull the exact same report twice and get entirely different numbers simply depending on who built it.

Manual checks before every action

Operational bottlenecks occur when your team must verify data before they can actually use it, turning every simple task into a tedious, multi-step validation process.

Teams argue about what's correct

Conflicting data in your CRM causes internal friction between sales and marketing teams. When HubSpot displays different information depending on where you look, stakeholders naturally debate which source to trust.

Spreadsheets replace the CRM

System abandonment occurs when your CRM is no longer the system of record. When people trust their own Excel files more than HubSpot, it is a clear sign that data integrity has failed.

What the Data Hygiene Sprint does

The Data Hygiene Sprint is a comprehensive HubSpot data cleanup designed to reset the foundation of your portal and restore information reliability.

This process goes beyond surface-level fixes by removing noise, standardizing data capture and updates, and correcting the underlying rules that generate bad data in the first place. Delivered in 3–6 weeks,

The goal is simple: transform HubSpot into a single source of truth where teams can fully trust the data they see.

What's included in the sprint

Duplicate management

Identification of duplicate contacts and companies
Deduplication using best-practice rules
Merge strategy that preserves critical data
Ongoing duplicate prevention logic

Property and field cleanup

Review of all custom properties
Removal or consolidation of unused fields
Standardization of key dropdowns and values
Clear naming conventions across all properties

Data consistency fixes

Normalization of lifecycle and lead status values
Fixing mismatched or conflicting data
Alignment between teams on what fields actually mean
Consistent formatting across records

Automation and workflow review

Review of workflows that create or overwrite data
Fixes to prevent bad data from reappearing
Clear ownership rules for critical fields
Validation logic to catch errors at entry

Documentation and guidelines

Summary of all changes made
Before/after data quality metrics
Guidelines to keep data clean going forward
Team training on new standards

We collaborate with companies all around the world

How it works

Week 1: Assessment

Kick-off to align on goals and priorities. We audit your data to identify the biggest issues and create a cleanup plan.
Week 2-4: Cleanup execution

We deduplicate records, standardize properties, fix inconsistencies, and update automation rules. Your team keeps working while we clean in the background.
Week 5-6: Validation and handover

Quality checks to ensure changes worked. Documentation delivered. Training session on maintaining clean data.
Timeline: 3 to 6 weeks.

Depends on record volume, number of properties, and complexity of your data issues.

Cost of dirty data

Hours wasted

validating records is €3,000-€5,000/month in lost productivity

Decisions delayed

by data questions is missed opportunities and slower execution

Leadership making

decisions without reliable data

Duplicate outreach

to customers = Damaged relationships and poor customer experience

Why WX for data hygiene

HubSpot data specialists

We've cleaned hundreds of HubSpot portals. We know what breaks, what causes it, and how to prevent it from happening again.

RevOps focus

We understand how clean data impacts the full revenue process - not just one team. Our cleanup considers marketing, sales, and customer success needs.

Prevention, not just cleanup

We don't just fix what's broken. We implement rules and automation to prevent bad data from coming back.

Proven methodology

We use tested deduplication rules, standardization frameworks, and validation logic that works across industries.

Minimal disruption

Your team keeps working while we clean. We handle the heavy lifting in the background with careful validation before changes go live.

This is a good fit if

Your HubSpot data is unreliable and teams don't trust it

Duplicates are a constant issue across contacts and companies

Reports are inconsistent depending on who builds them

Manual checks are part of daily work before taking action

You want a clean foundation before further optimization

You're planning growth and need data you can rely on

Frequently Asked Questions

How is this different from doing cleanup ourselves?

Will this disrupt our team's daily work?

Can you clean data if we have integrations?

What if we have millions of records?

Do you delete data or just clean it?

What happens after the sprint ends?

How do you prevent duplicates from coming back?

Can this be done alongside other HubSpot work?

Start with clean data

If your team doesn't trust the CRM, every decision takes longer and every report gets questioned.

Fix the foundation so HubSpot becomes reliable again.

3-6 weeks to clean data. Prevention rules to keep it clean.

Martijn van Dooren

CEO

WX Agency

Melvin Heinsius

COO

WX Agency

Ruben Brouwers

Lead of RevOps &
Commercial Growth Consultant

WX Agency

Clean data. Clear decisions. Less manual work.

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