---
title: "Cleaning and enriching CRM data"
description: "Find duplicate records, empty fields and conflicting CRM data and get a proposal for each record. The workflow writes nothing itself."
source_name: "Gen8"
source_url: "https://gen8.app/en/mogelijkheden/crm-data-opschonen/"
site_home: "https://gen8.app/"
source_description: "Managed AI service for SMEs. We set up, connect and manage; you stay in control."
locale: "en"
copyright: "© 2026 Gen8 VOF · Dutch Chamber of Commerce 92978789 · Delft"
published_at: "2026-09-16T00:00:00.000Z"
modified_at: "2026-10-21T20:10:10.176Z"
---
# Cleaning and enriching CRM data
## First see what is wrong, then change something
Fixing messy CRM data almost always goes wrong at the same point: someone launches a cleanup on a system without being able to see what will disappear. This workflow reverses that. It takes inventory and proposes what should happen for each record, but changes nothing itself.
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- Scoping first, then a proposal
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![Abstract green shapes change from a scattered cluster, through a right-pointing arrow, into an orderly three-by-three grid.]()
September 16, 2026 · Sales
**Route:** beta
**Control:** read only
**Systems:** HubSpot, Salesforce
## From signal to proposal
The workflow reads records in the objects you designate: contacts, companies and deals. It looks for duplicates likely to represent the same organization or person, empty required fields, contradictory values and records untouched for years that no longer have an owner.
It delivers a list with a finding, proposed action and confidence for each record. Merging, supplementing or archiving remains a human decision, preferably for a selected batch at a time rather than the entire database.
## Step by step
1. Define scopeWhich objects and fields are included? A cleanup without boundaries is no cleanup.
2. InventoryDuplicate records, empty required fields, conflicting values and records without an owner.
3. ProposeA finding for each record with a suggested action and the workflow's confidence in it.
4. DecideA person reviews each batch: merge, supplement, archive or leave as is.
5. ExecuteExecution is a separate, separately configured step with its own approval. This workflow does not do it itself.
## Where it stops
This workflow writes nothing to your CRM: it does not merge, supplement or delete anything. It does not enrich data with purchased external datasets either; what it sees comes from your own system. It does not decide which of two duplicates is correct, but states its suspicion and confidence. And because this workflow is in beta, every proposed merge should be reviewed before anyone executes it.
## What we can demonstrate
The platform has its own integrations for [HubSpot]() and Salesforce, used here for reading. This workflow is in beta because duplicate detection differs by data model and accuracy has not yet been measured across multiple customer environments. When to let a model update your CRM is discussed in [updating your CRM with AI]().
## Frequently asked questions
Does the workflow merge duplicate records?
No. It proposes what could be merged. Execution is a separate step with its own approval, deliberately kept apart.
Are external data sources purchased?
Not in this setup. Findings come from your own CRM; enrichment with external files is a separate discussion with its own conditions.
Why is this marked beta?
Because duplicate detection differs by data model and we have not yet measured accuracy across multiple customer environments.
Can I run this on part of the database?
That is the recommended approach: start with a defined set, review the proposals and only then expand.
## Bring one process.
Together we assess whether this workflow fits your situation, the management its route requires and where people must keep making decisions.
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