CRM Data Overhaul & Lifecycle Marketing Enablement
Transforming CRM Data Integrity and Lifecycle Targeting to Power Relevant, High-Converting Customer Journeys
Client Overview
A global organization with a vast, multi-product portfolio faced significant challenges after an unsuccessful launch of HubSpot CRM plagued by poor data integrity. Years of rapid growth combined with ineffective API integrations resulted in fragmented and siloed processes. Data chaos crippled segmentation efforts, eroded trust in reporting, and left Marketing and Sales unable to deliver relevant, timely customer communication.
The Challenge
Before the project:
The HubSpot CRM contained 489,000 duplicate records, creating confusion, inefficiencies, and reporting inaccuracies.
Lack of governance led to constant re-entry of incorrect or incomplete data.
Marketing and sales communications were generic, untargeted, and often misaligned to the customer’s actual stage in the lifecycle.
Teams were frustrated by wasted time and unclear customer histories.
The organization needed a clean, governable CRM and a segmentation model that could power relevant, timely communication across the buyer and customer lifecycle.
My Role & Approach
I led the CRM transformation end-to-end — from de-duplication and governance to lifecycle segmentation design and cross-team adoption. My approach blended technical rigor with change management, ensuring the CRM became a living growth engine, not just a cleaned-up database.
Actions Taken
1. Data Audit & Cleanup
Ran a full audit to expose duplicates, incomplete fields, and broken records.
Applied automated + manual de-duplication, cutting duplicates from 489K → 96K.
Standardized naming conventions and ensured every customer had a clean, actionable profile.
2. Governance Protocols
Established mandatory field structures to guarantee completeness.
Created ownership and maintenance rules to prevent data decay.
Documented a data governance framework adopted org-wide.
3. Lifecycle Segmentation (“Product Streams”)
Built product-specific customer streams in HubSpot, mapping lifecycle stages: Lead → MQL → SQL → Prospect → Customer → Repeat Customer.
Automated stage movement based on triggers like product interest, purchase behavior, or renewal cycles.
Unlocked cross-sell visibility by showing when a customer was ready for the next logical product.
4. Targeted Communication Enablement
Partnered with Marketing and Sales to design stage-specific messaging and campaigns.
Created content touchpoints per product stream — ensuring relevance, reducing unsubscribes, and improving conversion quality.
Aligned lifecycle communications with sales follow-ups to eliminate overlap and inconsistency.
Results
80% reduction in duplicate records (from 489K → 96K).
Improved data accuracy, making reporting and decision-making more reliable.
Enabled personalized marketing and sales communication, improving engagement quality and reducing unsubscribes.
Created a sustainable data governance framework adopted across teams.
Key Takeaway
Data is only as powerful as its accuracy and structure. By cleaning, governing, and strategically segmenting CRM data, organizations can unlock the full potential of lifecycle-based engagement — turning a cluttered database into a growth engine.
Work With Us
If your organization is bogged down by dirty data and struggles to effectively strategize, map customer journeys, or communicate clearly with your audience, it’s time to take decisive action. Dirty data can obscure insights, hinder decision-making, and damage customer relationships—ultimately stalling growth. Reach out to Shayna today for expert guidance and start transforming your organization’s capabilities.