# CRM Data Cleanup: Duplicates, Bounces and Stale Records

Source: https://maito.app/workflows/clean-up-duplicate-and-stale-crm-records

A Maito Loop scans your CRM on a schedule for duplicates, bounced contacts and dead accounts, then fixes the ones you approve in batches.

Find duplicates, bounced contacts and dead accounts, and fix them in batches.

[Sales](https://maito.app/workflows/team/sales) · On a schedule · Updated October 19, 2026

Works with

-   Slack
-   Email
-   [HubSpot](https://maito.app/workflows/tool/hubspot)
-   [Salesforce](https://maito.app/workflows/tool/salesforce)
-   [Attio](https://maito.app/workflows/tool/attio)
-   [Pipedrive](https://maito.app/workflows/tool/pipedrive)

## How 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

1.  Find likely duplicates
2.  Find contacts that left the company
3.  Propose merges and updates in a list

## Example

Loop run: First Monday · Monthly CRM cleanup

**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

On a schedule Clean up duplicate and stale CRM records

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

### Does it change records on its own?

No. It reports first and changes nothing until you approve a batch.

### How does it protect open deals?

It separates contacts who are the only person on an open deal, so archiving them doesn't leave a deal with nobody to call.

### Which CRMs does it support?

HubSpot, Salesforce, Attio and Pipedrive, connected through MCP. Maito checks public profiles to see who changed jobs.

## More sales workflows

-   [Research an account before a call Get a one-page brief on the company and the people you're meeting, without opening ten tabs. Sales · When you ask Works with Google Calendar, Microsoft 365, HubSpot, Salesforce.](https://maito.app/workflows/research-an-account-before-a-call)
-   [Brief every meeting automatically Every morning, get a short brief for each external meeting on your calendar. Sales · On a schedule Works with Google Calendar, Microsoft 365, HubSpot, Salesforce.](https://maito.app/workflows/brief-every-meeting-automatically)
-   [Draft the follow-up after a sales call Turn the call notes into a follow-up email that covers what was promised. Sales · When something happens Works with Granola, Fireflies, Gmail, Microsoft 365, HubSpot, Salesforce.](https://maito.app/workflows/draft-the-follow-up-after-a-sales-call)
-   [Update the CRM from a Slack thread When deal news comes up in a thread, mention Maito and the CRM gets updated. Nobody types it twice. Sales · When you ask Works with HubSpot, Salesforce.](https://maito.app/workflows/update-the-crm-from-a-slack-thread)
-   [Weekly pipeline review See which deals moved, which stalled, and which need you, before the pipeline meeting. Sales · On a schedule Works with HubSpot, Salesforce.](https://maito.app/workflows/weekly-pipeline-review)
-   [Score and route inbound leads New sign-ups and form fills get researched and sent to the right rep, or to nurture. Sales · When something happens Works with HubSpot, Salesforce.](https://maito.app/workflows/score-and-route-inbound-leads)

[See all workflows](https://maito.app/workflows)

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