Keep your CRM clean — without quarterly sprints.
Riley dedups, enriches, and normalises your contact data continuously. Stale records get flagged. Departures get caught. Your team makes decisions on data that's actually current.
Most CRMs are 30–40% stale within 6 months.
Quarterly cleanup catches up to a problem that’s already produced bad decisions.
Contacts leave. Companies get acquired. Roles change. Without continuous hygiene, your CRM rots — and every quarterly cleanup sprint is just catching up to a problem that\'s already produced bad forecasts, lost relationships, and email bounces.
- Duplicates degrade reportingSame contact in Salesforce + HubSpot + a marketing list = inflated counts + wrong forecasts.
- Stale contacts ≠ deliverableA 12-month-old "manager at X" might be "VP at Y" now. Your email bounces; sender reputation tanks.
- Missing fields kill targetingIndustry, headcount, tech stack, role seniority — gaps in these fields wreck segmentation.
- Quarterly cleanup ≠ enoughA cleanup sprint catches up to old rot but doesn't prevent new rot. Need continuous, not periodic.
Riley runs hygiene continuously — not on a quarterly sprint.
Dedup, enrich, normalise, flag stale — all continuously, in the background, with your team in the loop on the changes that matter.
- 01Step 1
Detect issues
Duplicates, missing fields, stale records, role changes, company changes — Riley surfaces them continuously.
- 02Step 2
Propose fixes
Per-record proposed fix: merge these duplicates, apply this enrichment, mark this contact as departed. You approve.
- 03Step 3
Apply at scale
Bulk-apply approved fixes. Low-risk fixes (enrichment, normalisation) can run autopilot per your settings.
- 04Step 4
Maintain in the background
New records flow through hygiene as they arrive. Existing records get re-evaluated periodically. No sprint needed.
What Riley does to your CRM
Dedup + enrich + normalise + stale-detect — continuously, with your team in the loop where it matters.
Detects duplicates across CRM + marketing + import sources. Proposes merges with confidence scores.
Fills missing firmographics, role, tech stack — sourced across millions of records.
Contact left? Company acquired? Role changed? Riley flags it before your next campaign bounces.
Inconsistent company names, role titles, capitalisation, formatting — Riley standardises.
High-impact changes (merges, departure flags) get human approval. Low-impact (enrichment) can autopilot.
Contact marked departed? Riley pauses sequences, surfaces the replacement contact to find, notes the gap in opps.
A hygiene queue Riley maintains — each item with proposed fix, your team approves or auto-applies per setting.
Illustrative — real screenshots replacing these as customers go live.
What changed at Sprintmore
CRM health metrics after 90 days of Riley hygiene.
Common questions
- Which CRMs does Riley clean?
- Salesforce + HubSpot + GoHighLevel native. Other CRMs via webhook. Native means Riley reads + writes directly; webhook means push-based updates.
- Where does enrichment data come from?
- Across millions of records from multiple sources. Coverage spans firmographics, role, tech stack, intent signals. We don't name vendors in customer copy because vendors change; the capability framing positions better.
- Can I review changes before they apply?
- Yes — default to Review mode for high-impact changes (merges, departure flags). Low-impact changes (enrichment, normalisation) can autopilot per your settings.
- What happens to records flagged as stale?
- Marked in CRM with a "Last verified [date]" stamp. Sequences targeting them pause. Riley surfaces the replacement contact to find. Departure context flows to opps + accounts they were attached to.
- Will this slow my CRM down?
- No — Riley operates async via your CRM's standard API. No load impact on user-facing CRM operations.
Stop running quarterly cleanup sprints.
Riley keeps your CRM continuously clean — dedups, enriches, normalises, catches stale records before they cost you.