Data migration & cleansing

Dirty data doesn't just annoy your ops team — it costs you pipeline

Duplicate contacts. Broken field mappings. Lifecycle stages that don't match reality. Bad CRM data means bad attribution, missed follow-ups, and reports your leadership can't trust. We fix the data, and build the architecture that keeps it clean.

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Data cleansing from $2,900 · Migration projects custom-scoped
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The cost of bad data

Bad CRM data is a revenue problem, not an ops problem

Most teams treat dirty data as a nuisance, something to clean up eventually. The business reality is that every duplicate record, every broken lifecycle stage, and every unmapped field is actively costing you revenue right now.

Duplicate contacts split history. Sales follows up on the wrong record, misses context, and the deal stalls. Marketing attributes conversions to the wrong channel and misallocates budget. Forecasting is guesswork.

We treat data cleansing as a revenue initiative, not a cleanup project.

Outgrowing Salesforce costs

The average HubSpot portal has a 12–18% duplicate rate after 2+ years of imports. Split records mean split activity history, every touchpoint is invisible to a rep working from the wrong record.

Avg. 12–18% duplicate rate

Broken attribution

When the same lead exists under two email addresses, marketing sees two separate contacts, one that never converted, one that did. Channel attribution skews, and budget decisions get made on fiction.

Attribution error up to 30%

Lifecycle stage chaos

Contacts stuck in "Lead" when they've been customers for a year. SQLs classified as MQLs. Lifecycle stages that don't match your actual sales process make pipeline reporting meaningless.

Pipeline forecasts off by 20–40%

Services

What's included — and what it costs

All data projects are scoped after a discovery call. The prices below are starting points, not ceilings, final scope depends on data volume and complexity.

Typical Timeline: 2–3 weeks
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CRM data cleansing

Deduplication, field normalization, lifecycle stage correction, broken association repair, and property hygiene. Delivered with a before/after data quality report.

Starting at $2,900
Typical timeline: 4–8 weeks
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Data migration

Full CRM-to-HubSpot migration with field mapping, test migration, production import, and validation. Salesforce, Dynamics, Zoho, Pipedrive, and custom systems.

Custom-scoped
Add-on to any cleansing or migration project
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Ongoing data governance

Operations Hub data quality automation, deduplication rules, field normalization triggers, and data quality dashboards that keep the CRM clean automatically going forward.

Starting at $1,500
Typical timeline: 1–2 weeks
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List and segment audit

Review and rebuild contact lists and segmentation filters. Remove contacts that shouldn't be active, re-segment based on current lifecycle data, and document list logic for your team.

Starting at $1,200
Typical timeline: 1 week
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Property and field cleanup

Audit unused and duplicate properties, consolidate overlapping fields, create a clean property taxonomy, and document what each property is for going forward.

Starting at $900
Typical timeline: 2 weeks
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Attribution setup and repair

Audit and rebuild your HubSpot attribution model. Fix tracking codes, UTM structure, and attribution window settings. Deliver a clean attribution baseline your team can trust.

Starting at $1,800
How it works

Four stages. No surprises.

Bad data means bad attribution, missed follow-ups, and reports your team can't trust. We fix the data, and build the architecture to keep it clean.

1

Data Audit

Week 1

Full inventory of your current data state, duplicate count, field coverage, lifecycle accuracy, and import history.

2

Cleansing Plan

Week 1 to 2

Documented plan for every fix, what gets merged, deleted, normalized, or rebuilt. Your team reviews before work begins.

3

Execution

Week 2-4

Deduplication, field normalization, lifecycle correction, and governance automation, executed in a staging environment first.

4

Validation Report

Week 3-4

Before/after data quality report with a confirmed duplicate count, field coverage improvement, and governance rules documentation

Frequently asked questions

A focused data cleansing engagement typically takes 2–4 weeks depending on data volume, duplicate severity, and the number of fields being normalized. Full-scale migration cleansing that runs in parallel with a CRM migration takes 4–8 weeks.
Data cleansing fixes the quality of existing CRM data: removing duplicates, normalizing fields, correcting broken associations, and filling missing values. Data migration moves records from one system to another. Many clients need both: their existing data needs to be cleaned before it can be migrated, or cleansed after an import introduces quality issues.
No. Every deletion, merge, or bulk update is documented in the cleansing plan before execution. Your team reviews and approves the plan before we touch production data. We also run all changes in a test environment first where possible, and HubSpot's 30-day recycle bin provides a safety net on deletions.
Every cleansing engagement includes a data governance recommendation. For clients on HubSpot Professional or Enterprise with Operations Hub, we implement automated deduplication rules, field normalization triggers, and data quality dashboards so the CRM stays clean without manual intervention. For clients without Operations Hub, we document manual governance procedures.

Every day your data stays dirty, your pipeline gets less accurate.

One scoping call. We audit the damage, document the cleansing plan, and give you a fixed price before any work begins.

Get your cleansing plan
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