CRM Data Quality Standards
Data quality checks for CRM records
Checks
Email Format Valid
Verify email address is in valid format
Invalid emails cannot be used for outreach
Email Domain Valid
Verify email domain exists and has MX records
Invalid domains indicate bad data
Phone Format Valid
Verify phone number is in valid format
Invalid phone numbers cannot be used
Name Complete
Verify first name and last name are present
Incomplete names reduce personalization
Company Name Present
Verify company name is present for account records
Company name is essential for B2B records
Address Complete
Verify address fields are complete if address is provided
Incomplete addresses are less useful
No Duplicate Records
Verify no duplicate records exist (same email or phone)
Duplicates cause data quality issues
Job Title Present
Verify job title is present for contact records
Job title helps with lead qualification
Industry Classified
Verify industry is classified for account records
Industry helps with segmentation
Company Size
Verify company size is set for account records
Company size helps with lead qualification
Lead Source
Verify lead source is tracked
Lead source is essential for attribution
No Test Data
Verify no test data (test@, example.com, etc.)
Test data pollutes production data
No Placeholder Text
Verify no placeholder text (N/A, TBD, etc.)
Placeholder text indicates incomplete data
Website URL Valid
Verify website URL is valid and accessible
Invalid URLs indicate bad data
LinkedIn URL Valid
Verify LinkedIn URL is valid format if provided
Invalid LinkedIn URLs indicate bad data
Last Activity Date
Verify last activity date is tracked
Activity dates help with lead scoring
Owner Assigned
Verify record owner is assigned
Unassigned records cannot be worked
Stage Progression Valid
Verify stage progression follows logical order
Invalid stage progression indicates data issues
Amount Valid
Verify deal amount is positive number if stage is closed-won
Closed-won deals should have amounts
Close Date Valid
Verify close date is in future for open deals, past for closed deals
Close dates should match deal stage