Clean up duplicate and stale CRM records
Find duplicates, bounced contacts and dead accounts, and fix them in batches.
Sales · On a schedule · Updated
Works with
- Slack
- HubSpot
- Salesforce
- Attio
- Pipedrive
Slack
HubSpot
Salesforce
Attio
PipedriveHow do you clean up your CRM?
To clean up your CRM, set a Loop in Maito to run monthly. It scans for duplicate records, contacts who have left and accounts that look dead, lists them in a spreadsheet with the reason for each, and merges or archives only the batches you approve.
How it's done today
Nobody owns CRM hygiene until a report looks wrong.
What Maito does
- Find likely duplicates
- Find contacts that left the company
- Propose merges and updates in a list
Example
Loop run: First Monday · Monthly CRM cleanup
October cleanup: 14 likely duplicates and 22 contacts who've left. Nothing has changed in HubSpot. Duplicates: 'Acme Inc' and 'ACME Incorporated' share acme.example and hold open deals of $40k and $12k. 'Globex Corp' and 'Globex Corporation' are another pair. 12 more in the sheet. Left their company: Marcus is now at Hooli, per his LinkedIn. 21 more. Catch: 5 of the 22 are the only contact on an open deal, $118k in total. Archiving them would leave those deals with nobody to call, so I split them into a separate tab. Attached: crm-cleanup-oct.xlsx. Sources: HubSpot and public profiles.
@Maito approve the 14 merges and the 17 archives. I'll find new contacts for the other 5.
Applied: 14 merges and 17 archives. The 5 contacts on open deals are untouched.
Maito (9:00 AM):
October cleanup: 14 likely duplicates and 22 contacts who've left. Nothing has changed in HubSpot.
Duplicates: 'Acme Inc' and 'ACME Incorporated' share acme.example and hold open deals of $40k and $12k. 'Globex Corp' and 'Globex Corporation' are another pair. 12 more in the sheet.
Left their company: Marcus is now at Hooli, per his LinkedIn. 21 more.
Catch: 5 of the 22 are the only contact on an open deal, $118k in total. Archiving them would leave those deals with nobody to call, so I split them into a separate tab.
Attached: crm-cleanup-oct.xlsx. Sources: HubSpot and public profiles.
Dana (9:20 AM):
approve the 14 merges and the 17 archives. I'll find new contacts for the other 5.
Maito (9:21 AM):
Applied: 14 merges and 17 archives. The 5 contacts on open deals are untouched.
How to set it up
- Ask your agent
“On the first Monday of each month, find duplicate companies and contacts who've left their company in HubSpot, and send me the list in #sales-ops. Change nothing until I approve.”
- Connect CRM
- HubSpot
- Salesforce
- Attio
- Pipedrive
Not connected yet? Your agent sends you a link to sign in.
What it won't do
Merges are hard to undo in some CRMs, so Maito keeps them to what you approve. A change of job that isn't public won't be caught.
Questions
No. It reports first and changes nothing until you approve a batch.
It separates contacts who are the only person on an open deal, so archiving them doesn't leave a deal with nobody to call.
HubSpot, Salesforce, Attio and Pipedrive, connected through MCP. Maito checks public profiles to see who changed jobs.
