Dirty CRM data slows down your go-to-market engine. Learn how RevOps teams use Lusha to continuously clean, enrich, and govern records—creating a CRM that reps actually trust.
Dirty CRM data costs teams more than they realize: bounced emails, wasted credits, duplicate records, broken routing, and inaccurate forecasts. Left unchecked, these issues compound into a system that reps don’t trust and leaders can’t rely on.
With Lusha, RevOps can set up a proactive workflow to continuously clean, enrich, and govern CRM records. The result? A single source of truth, better forecasting accuracy, and more time spent selling instead of fixing data.
How the workflow works
Schedule automated enrichment of all contacts and accounts in CRM.
Lusha API updates outdated records with verified phone numbers, titles, and company info.
Duplicate detection flags and merges overlapping entries.
Stale or invalid records are suppressed from active campaigns.
Enriched records sync back into CRM and downstream tools (HubSpot, Outreach, Marketo).
Run this process quarterly (or continuously) for ongoing data quality.
Result: A CRM reps can trust, with accurate records fueling automation, routing, and reporting.
The value for RevOps and sales
- RevOps: Gains control of data quality and prevents silos.
- Sales: Works from clean records, fewer bounces, and better prospect visibility.
- Marketing: Segments audiences with confidence.
- Leadership: Trusts the forecasts and attribution reports.
Example automation: n8n recipe
Trigger: Scheduled job (e.g., every Sunday night).
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Action: Pull a batch of CRM contacts.
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Action: Lusha API enriches and updates contact/company info.
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Action: Deduplicate and suppress invalid entries.
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Action: Push cleaned data back into CRM and marketing platforms.
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Action: Send Slack summary report to RevOps team.
KPIs to track
- % of CRM records enriched.
- Bounce rate before vs. after enrichment.
- Number of duplicates suppressed.
- Forecast accuracy improvement.
- Rep adoption (CRM logins, usage rates).
Best practices
- Automate hygiene — don’t wait for annual cleanups.
- Always use Lusha as the first-pass enrichment before fallback providers.
- Share before/after reports with leadership to prove ROI.
- Pair hygiene plays with quarterly RevOps reviews.
