Three generations of admins. Forecast accuracy in the low 60s. The same account appearing three times under three different spellings. We rebuilt the object model, deduplicated 4,200 contacts, and shipped a one-page operations playbook the team actually reads.
Audited 144 custom fields, merged 4,200 duplicate contacts across 1,100 accounts, retired 42% of the field bloat, and left behind validation rules so the same drift doesn’t come back. Month-end forecast went from 12 days to 2.
Twelve years of admin turnover left an org that looked busy from the outside — 144 custom fields, 38 picklists, a dozen automation rules — and broken on the inside. Leadership couldn’t answer pipeline questions without three people in a room. We treated the engagement as an audit first, an implementation second.
The same account appeared three times under different spellings. 12 of 38 custom fields on Contact had < 5% fill rates. Conversion math depended on which view you opened.
Three passes in three weeks. Inventory the drift, fix it once, then prevent it. The engagement was time-boxed with a single handoff document, not an ongoing retainer.
Boring, proven, and already in the client’s budget. Cleanup engagements aren’t the place to introduce new vendors.
Every custom field across the five core objects, with average fill rate, the decision we made, and the resulting state. Retired fields are crossed out — the data was moved or judged irrelevant after review with sales leadership.
| Object | Custom fields | Avg fill rate | After cleanup | Validation rules | Status |
|---|---|---|---|---|---|
| Lead | 22 | 31% | 9 | 4 | Stable |
| Contact | 38 | 18% | 14 | 6 | Stable |
| Account | 27 | 52% | 19 | 3 | Review Q3 |
| Opportunity | 41 | 44% | 21 | 8 | Rebuilt |
| Custom: Partner Tag | 16 | 3% | 0 | 0 | Retired |
The handoff doc is the part clients say they read most. One page, written for a future admin who has never met us.
Illustrative outcome for this engagement type.
The cleanup is the foundation. These are the next moves the team can run without us — or that we’d return for on a fixed scope.
