Data Services

CRM Data Audit

Discover why your CRM is slowing down. A practical, independent look at your data, reporting and workflows, with prioritised findings from £500.

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Uncover the Data Secrets Your CRM Is Hiding From You

Audits are always helpful and often scary. Either way, nothing beats an honest look at what's happening behind the scenes in your most important asset: your customer database.

At the moment, you're working in the dark, trusting that your CRM is behaving as it should. You think that your data reporting and workflows are operating well, and that the system is providing your team with accurate information that's driving customer interaction and sales.

We're never going to criticise confidence, but where customer data is concerned, there's no room for optimism. You need factual insights that indicate if and where your CRM needs attention.

Evidence That Gives You Confidence

Our Data Audit is a practical look at your CRM, focusing on the data and processes that affect daily performance.

We check structure, fields, records, reporting, automation, hand offs and data quality.

We look at how your team actually uses the system.

We scrutinise where the system is slowing down, and explore areas that risk impacting future performance.

We put clear findings and priority recommendations into a written report. We outline practical steps you need to consider to keep your CRM - and your team - performing at their peak.

Our auditing process takes approximately 2 weeks and costs from £500. You're under no obligation to proceed when you have your report.

What Audits Typically Surface

Every CRM is different, but the patterns are familiar. Here's what our audits regularly uncover:

  • **Contact quality gaps.** Core-complete records dropping to a quarter of the base, contacts with no email or phone, large blocks of records with no owner or lead status.
  • **Company records that look full but are not.** Names populated, but missing domains, missing industries, and 40 per cent or more with zero linked contacts.
  • **Lifecycle stuck at the beginning.** Half the base sitting at Lead, blank lifecycle stages, and lead status untracked - so outreach state is effectively invisible.
  • **Duplicates hiding in plain sight.** Thousands of records tied up in duplicate groups: casing and suffix variants of the same company, work and personal emails captured as separate people.
  • **Stale open deals.** Open pipeline that hasn't moved in 60+ days, inflating the forecast and hiding deals that have quietly died.
  • **Firmographic gaps.** Missing or unusable industry, employee size, region and revenue fields - which blocks segmentation, ICP scoring and priority-based outreach.
  • **Marketability much smaller than it looks.** A sendable base that's a fraction of the total, once opt-outs, dead addresses and free-email domains are removed.

Behind each finding is a number, a supporting example and a note on the business impact. Nothing is flagged without evidence.

See What the Report Looks Like

Every audit ends with a written report you can circulate internally: headline findings, section-by-section evidence, and a prioritised action list.

For a feel of the structure and level of detail, take a look at our illustrative sample CRM Data Health review. The company and its figures are anonymised, but the report is presented exactly as you would receive it.

Do You Need a Data Audit?

If you're starting to see cracks appear in data consistency, usage and reporting details, an audit will reassure you about the health of your CRM and help you identify areas to fix.

Here's when an audit can be invaluable:

  • When your teams are using a CRM, but there's no clear ownership of the platform and data consistency is at risk.
  • When you're considering a platform rebuild, data migration or introducing new automation.
  • When you know you need to clean your data and want to make sure your platform is fit for purpose.
  • When you've noticed issues and want to avoid serious problems that could require data rescue support.
  • When you're considering data enrichment or additional data integration processes and want reassurance that you're investing in a sound CRM.

Get a Head Start with the Workbook

Before we start, our free Customer Data Clarity Workbook walks through twelve questions your business should be able to answer - the same signals we look for in an audit. Work through the PDF, or the interactive version.

The audit builds on what you already know. Your team's suspicions and observations point us to the right places to verify against your actual data. If you've completed the workbook, we start faster and dig deeper.

What You Get, and What You Owe

We report what we find. If your CRM is healthy and doesn't need attention, we'll say so. You can proceed with confidence, knowing your data management is in good shape.

If we discover the need for action, whether that's a quick fix or more significant attention, we'll include this in our report. You're under no obligation to proceed with us on your next steps.

For more details about our data audit process, please get in touch.