Deduplicating a sprawling CRM and rebuilding the recurring-revenue roll-up

The problem

The play

1. 1
   Property audit and a data dictionary

   Audited every contact, company and deal property along with its workflow dependencies, pulling the workflows object through the API to map what actually fires, deprecated stale fields, re-grouped properties, and published a source-of-truth data dictionary giving each field a definition and an owner.

2. 2
   Deduplication program

   Stood up Dedupe.ly with multi-key match rules and ran company and contact duplicate reports across the full base, then merged duplicates in bulk.

3. 3
   Parent–child hierarchy

   Designed parent-to-child company associations so recurring revenue rolls up once across related accounts rather than once per record, and mapped CRM record IDs to the product-side account IDs so the two systems agree on what an account is.

4. 4
   Closing the post-close overwrite

   Traced and shut off the workflow firing after Closed-Won that was overwriting the deal amount, corrected the affected deals, aligned renewal order terms to new-business terms, and automated renewal creation, co-terms and deal-type/amount field population.

5. 5
   Reporting and forecasting rebuildGong

   Rebuilt sales dashboards (closed-won by segment and period, activity, pipeline), configured the Gong forecast board with metrics and targets, and produced weekly pipeline recaps off the cleaned data.

What it moved

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