gtmjosh
CRM Data Quality
Chapters
  1. 01 · What Makes CRM Data Trustworthy?
  2. 02 · Run a Baseline Data Audit
  3. 03 · Find and Prevent Duplicates
  4. 04 · Standardize and Validate Records
  5. 05 · Handle Consent, Opt-Outs, and DNC
  6. 06 · Handle Job Changes, Departures, and Churn
  7. 07 · Enrich the Records That Matter
  8. 08 · Resolve Conflicting Values
  9. 09 · Choose What to Buy, Configure, Connect, or Build
  10. 10 · Establish Continuous Checks and Quarterly Audits
  11. 11 · Capstone: Repair a Broken CRM Population
Guide overview →

14 min · Interactive exercise

Chapter 11 of 110 complete

Capstone: Repair a Broken CRM Population

Run every seeded condition through the assembled plan at once and validate all 12 checks.

Every policy in this guide has proven itself in isolation: the duplicate policy correctly held an ambiguous pair, the consent architecture correctly protected a customer contact, the departure policy correctly preserved history. Isolation is the problem. A plan that only works one fixture at a time hasn't been tested against what a real CRM actually looks like: every condition present simultaneously, competing for the same records, on the same day.

Eleven conditions, one population, at once

The capstone loads a fresh canonical population combining every seeded condition from the guide: the duplicate pair, the inconsistent field batch, Priya Shah's marketing opt-out, Leah Fenwick's sales DNC request, Derek Chen's employer change, Kessler Metal Works' stale status, Sam Okafor's re-engagement, the provider-conflict pair, the enrichment-ineligible cohort, the unsafe proposed merge, and the failed partial scan.

Approve only when every check passes together

Run every completed chapter's policy against the combined population and inspect whether any policy undermines another. Would the duplicate policy's protected-record check still hold if the same record is also mid-review under the conflict-resolution policy? Approve the plan only when all twelve validation checks pass against the combined population, not against each fixture in isolation.

What this actually buys you

A plan that passes its own capstone means the reliability program stops depending on any one person remembering the exception. The duplicate rule, the consent architecture, and the enrichment gate all still hold when they're all running at once, against records that don't cooperate with each other, which is the only condition a real CRM actually operates under.

Carry this into your business

A policy that passes its own test case is a start, not a finished program. Run every policy against one messy, realistic population before you trust any of them.

GTM Lab

Saved locally

CRM Data Reliability Plan

sample-crm-data-reliability-plan · v1 · draft

Fixture: unsafe-proposed-merge

Priya Shah × Rina Fields · proposed merge

FIXTURE-UNSAFE-PROPOSED-MERGE
Priya Shah
Acme Manufacturing · Sales-ready · open expansion Opportunity
Rina Fields
Created by a bulk import that copied Priya’s phone and email domain
Match score
High (phone + email-domain match)
Protected condition
Priya has an open Opportunity
Resets every run.

Run the combined population trace

A fresh canonical population combines all 11 seeded fixture conditions at once, not the leftover end states from earlier chapters.

Run all 12 validation checks

Every check runs by its stable ID and reports pass/fail with evidence and failure reasons.

Approve the CRM Data Reliability Plan

Approve version 1.0?
Chapter 11 of 110 complete