Data Ops: Cleaning, Deduplication, Enrichment, and CRM Imports

Data operations determine whether your GTM engine runs smoothly—or constantly breaks.

Step 1: Data Cleaning

Before using any dataset:

• Remove invalid emails
• Normalize job titles
• Standardize company names
• Validate domains

Dirty data kills campaigns silently.

Step 2: Deduplication

Duplicates cause:

• Double outreach
• Confused sales teams
• Inflated metrics

Deduplicate by:

• Email
• LinkedIn URL
• Company + role combinations

Step 3: Enrichment

Enrichment turns raw data into actionable intelligence:

• Company size & revenue
• Tech stack
• Hiring trends
• Social links

But enrich after cleaning, not before.

Step 4: CRM-Ready Structuring

Map fields clearly:

• Lead vs Account fields
• Contact ownership
• Source tagging
• Campaign attribution

Bad imports create long-term reporting chaos.

Step 5: Continuous Data Hygiene

Data decays fast. Best teams:

• Revalidate quarterly
• Remove inactive contacts
• Update role changes
• Track engagement decay