CRM data cleansing across Salesforce HubSpot and your back office
Continuously cleanse companies contacts and associations across Salesforce HubSpot and the back office with rules and an audit trail.
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Trusted by 1,000+ teams
Cleanse CRM data continuously, not in once-a-quarter scrambles
Bad CRM data quietly breaks every workflow downstream — quoting, billing, scoring, routing, reporting. Cleansing keeps your CRM trusted by detecting and fixing the issues that pile up between Salesforce, HubSpot, and the back office.
Detect across systems
Scan companies, contacts, and associations across Salesforce, HubSpot, and Sanka — surface duplicates, mismatches, and broken links in one queue.
Fix with rules, not spreadsheets
Apply normalization, merge, and reassignment rules in the workflow — no more quarterly CSV exports and manual cleanup.
Keep an audit trail
Every merge, normalization, and reassignment is logged with reason and reviewer, so finance, sales, and RevOps stay aligned.
What Cleansing fixes
- Duplicate companies — same business under different domains, abbreviations, or trailing "Inc." variants
- Duplicate contacts — same person across multiple companies, personal vs. work emails, casing differences
- Messy company names — inconsistent capitalization, legal-entity suffixes, locale-specific spellings
- Missing domains — companies without a primary domain block enrichment, scoring, and routing
- Wrong lifecycle stages — closed-won deals on prospects, MQLs without owners, dead leads in active stages
- Inconsistent industries — free-text industries that defeat segmentation and reporting
- Old owners — accounts assigned to people who left months ago and are blocking follow-up
- Invalid emails — bounced addresses, role aliases, and personal-email contacts treated as business contacts
- Bad associations — contacts linked to the wrong company, deals on the wrong account, child accounts orphaned
- Salesforce ↔ HubSpot mismatch — different values for the same field across systems, sync loops, conflicting sources of truth
How the cleansing loop runs
| Stage | What happens | Owner |
|---|---|---|
| Detect | Scheduled scans flag duplicates, mismatches, and stale state across CRMs | Sanka |
| Triage | Issues land in a queue scored by impact (revenue, recency, blast radius) | RevOps |
| Resolve | Merge, normalize, reassign, or fix via rule — single record or in bulk | RevOps + Sales Ops |
| Sync | Changes propagate to Salesforce, HubSpot, and the back office | Sanka |
| Audit | Every change recorded with reason, reviewer, and timestamp | Sanka |
Where Cleansing connects
- Pipes into Enrichment so newly cleaned records get fresh firmographic and contact data
- Feeds Routing with accurate ownership and lifecycle state so handoffs don't bounce
- Reconciles Salesforce ↔ HubSpot field-by-field with a configurable source-of-truth policy per field
- Backstops Billing and CPQ by ensuring the company on the invoice matches the company on the deal
Suggested rollout
- Run a one-time audit to size the problem (typically: 8–25% of companies have a duplicate signal).
- Enable detection for the top 3 issue types — usually duplicates, missing domains, owner staleness.
- Add merge and normalization rules with a low-risk auto-apply threshold; review the rest in queue.
- Turn on the Salesforce ↔ HubSpot reconciliation once the inside-system noise is under control.
- Review the cleansing queue weekly; tune rules monthly.
Frequently asked questions
Will Cleansing merge records automatically?
Only inside the auto-apply threshold you set (e.g. exact domain match + matching billing address). Anything below the threshold lands in the review queue with a recommendation, not an action.
What if Salesforce and HubSpot disagree on a field?
You define a source-of-truth policy per field — e.g. owner from Salesforce, lifecycle stage from HubSpot, industry from Sanka enrichment. Conflicts that don't fit a rule go to the queue.
Can we undo a merge?
Yes. Every merge keeps the original record snapshots and the audit trail, so a merge can be reversed within the retention window.
How does Cleansing handle data residency?
All scans run inside your Sanka workspace region; no records are sent to a shared cleansing service. Field-level policies cover what is or isn't allowed to leave the workspace.