Cecil Jones Is Marketing
Worksheet

CRM Cleanup Checklist

Your CRM is either a growth asset or a digital junk drawer. This 4-phase checklist turns it into the former — clean data, clear segments, and automated outreach that runs without you.

Completion time: 2–4 hours (across 1–2 weeks)•For: Owners, office managers, CRM admins

Instructions

  1. 1. Work through each phase in order — cleanup before categorization, categorization before automation.
  2. 2. Check off each task as completed. Note any blockers or questions in the margin.
  3. 3. Phase 1 is the most tedious — block 2 hours, put on headphones, power through it.
  4. 4. If your CRM has more than 5,000 contacts, consider exporting to a spreadsheet for Phase 1.

Phase 1: Data Cleanup

Delete duplicate contacts (merge where possible, delete where identical)

Remove bounced email addresses and invalid phone numbers

Fix formatting: standardize phone numbers, capitalize names, normalize addresses

Delete contacts with no activity in 3+ years and no identifiable value

Archive (don't delete) one-time customers from 2+ years ago with no engagement

Flag contacts with missing critical fields (no phone AND no email = dead record)

Phase 2: Categorization & Tagging

Tag by customer type: Residential / Commercial / Property Manager / Realtor

Tag by service history: HVAC / Plumbing / Electrical / Roofing / Multiple

Tag by status: Active (0–12 mo) / At-Risk (12–24 mo) / Dormant (24+ mo)

Tag by value tier: A ($5k+/yr) / B ($1k–5k/yr) / C (<$1k/yr) / Unknown

Tag by lead source: Referral / Google / Social / Direct / Event / Unknown

Tag by lifecycle: Lead / Prospect / Active Customer / Past Customer / Lost

Phase 3: Segmentation for Outreach

Create segment: A-tier customers — VIP list for personal outreach and referral asks

Create segment: At-risk (12–24 mo) — win-back campaign with special offer

Create segment: Dormant (24+ mo) — re-engagement sequence, low-effort ask

Create segment: Single-service customers — cross-sell your other services

Create segment: Recent (0–3 mo) — post-service satisfaction check and referral ask

Create segment: By ZIP/neighborhood — for localized marketing and route density

Phase 4: Automation Setup

Set up auto-tagging rules so new contacts are categorized on entry

Create automated post-service follow-up sequence (SMS + email)

Build seasonal maintenance reminder automation for relevant service lines

Set up lead source tracking automation for all new inquiries

Create dashboard showing: total contacts, by status, by tier, by source

Schedule quarterly CRM audit recurring task (15 min, first Monday of quarter)

Before & After CRM Health Score

__________
_____%
__________
$__________ /month

Related Playbook: CRM Cleanup • Related: Interactive CRM Checklist • Email: cecil@ceciljonesmarketing.com

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Questions? cecil@ceciljonesmarketing.com