Question for the RevOps folks here. When you inherit a CRM that's been running for a few years, what's usually the first thing you find broken? I ask because I work on the migration side of this and the pattern is always the same. The reporting is wrong, the routing is misfiring, the automations are triggering on the wrong records. And underneath all of it, it's almost never the configuration. It's the data. Same customer under three spellings. Phone numbers in four formats. Half the records missing a field that a workflow depends on. Curious where you start when you're the one who has to clean it up. Do you audit first, or fix as you go?
Routing. Its by far the biggest gap. Rules from 5 years ago in place and just built on top of over and over again.
Good question. I'd audit, but keep it tiny. Just the three fields your routing and reports depend on. Fix as you go feels faster but the thing making the mess is still running, so you clean the same account twice. And yeah, it's never the setup. It's the data.
I do initial audits on important fields. Start dates, end dates, close dates. Ensuring these are aligned. Looking then at structure and guardrails to stop mistakes being made, workflow overviews etc. Formatting takes a bit of a backseat over reliable revenue analysis but still important. What I call a Christmas Job.
