The HubSpot Data Quality Checklist
Ten steps to find what's wrong with your CRM data, fix it in the right order, and keep it clean. Includes a baseline worksheet, priority fields and a maintenance schedule.
- Find the records that break routing, segments and reports
- Fix duplicates, properties and associations in the right order
- Keep it clean with named owners and a review schedule
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Ten checks, in the order that works
Each step has the checks to tick off and the HubSpot limits to know before you start.
- 01
Measure a baseline
Pick the failing process and record missing owners, domains, duplicates and repair hours.
- 02
Validate contact emails
Store status, source and date. Verification is not marketing permission.
- 03
Set company identifiers
Domain, registration number or ERP ID, scoped and documented.
- 04
Consolidate properties
One authoritative field per purpose, with an owner and allowed values.
- 05
Review duplicates and associations
Merge only confirmed matches. Merges can't be undone.
- 06
Standardise values
Map Germany, DE and Deutschland to one value, then fix the source.
- 07
Fill enrichment gaps
Enrich what a process needs. Auto-enrichment doesn't backfill the database.
- 08
Use AI with a review step
One question per smart property, a defined source, and Unknown when unsure.
- 09
Automate agreed rules
Lifecycle, lead status and routing, with an exception queue and an owner.
- 10
Keep it reliable
Saved exception views, recurring causes logged, and a cadence to review.
Plus the worksheets to run it
Print it or fill it in for one portal. Measure before you change anything, then measure again with the same definitions.
Baseline worksheet
Seven measures with baseline, target and next review, so you can prove the cleanup worked.
Priority-field worksheet
The fields and relationships to consider for contacts, companies, deals and AI results.
Maintenance schedule
What to review daily, weekly, monthly, quarterly, and before and after major changes.
Your next three actions
Issue, source to fix, owner, due date and evidence of completion.
Thorstein Nordby
Founder, Superwork
“I've been implementing HubSpot since 2015. This is the order we work in on client portals: start with the process that's failing, fix the records, then fix the source so the same errors stop coming back.”
How to Fix Bad Data in HubSpot: A Practical 10-Step Process
The reasoning behind every step, with examples and links to HubSpot's documentation.