What we build

CRM Cleanup

CRM cleanup means deduping, structuring and connecting the CRM you already have, so your sales and ops team can actually run the business on it instead of fighting it. Most CRMs aren’t broken so much as neglected: fields nobody fills in, duplicate contacts, a pipeline that stopped matching how you actually sell a few hires ago.

Signs you need this

You probably don’t need us to tell you. These are the ones we hear most:

The CRM is a mess.Let’s clean it up.
Nothing talks to anything.We’ll connect it.
Duplicate records, dead leads, no consistent stages.We’ll sort it out.

What’s included

CRM cleanup usually covers:

CRM setupGetting the structure, fields and pipeline stages right for how your business actually sells.
Tool integrationsConnecting the CRM to the other systems it should already be talking to.
Workflows + pipelinesThe stages a lead or deal actually moves through, matched to reality instead of guesswork.
Process mapsDocumenting how the sales process works once it’s fixed, so it doesn’t quietly drift back into chaos.

The result: deduplicated records, a structure that matches how you sell, and integrations that actually keep syncing — not a one-time export and a promise.

We work in the tools you already use: your CRM, accounting software, project management and automation platforms. If something genuinely needs replacing, we’ll tell you why.

How it works within Stonework

Like everything else we build, CRM cleanup starts on your Ops List — the running list of what’s broken, manual or missing that you want Stonework to handle. We prioritize it against your goals and CEO Scoreboard, put it In Play (meaning it’s one of the one, two or three projects actively being built that month), and our team gets to work. When it ships, it’s a Win: documented, in use, and yours to keep.

CRM cleanup is often the first project founders put In Play, since so much of what comes later — reporting, automation, even the Ops List itself — depends on the CRM actually being trustworthy.

It also rarely stays a one-project job. Once the structure is right, the same CRM becomes the foundation for the reporting and automation work on your list after it — which is why we build it to last, not just to pass a one-time review.

Questions

Do we have to switch CRMs?

No. We start with the CRM you already have and clean up what’s there. If something genuinely can’t do the job, we’ll tell you and explain why — but replacing it is the exception, not the plan.

What does “cleaned up” actually mean?

Deduplicated records, consistent fields, a pipeline structure that matches how you actually sell, and integrations that keep syncing — not a one-time export.

Is this a one-time project or ongoing?

The cleanup itself is a project. After that, anything that needs fixing or adjusting goes on your Ops List like any other request.

Will our team need training on the new setup?

We document what changed and walk your team through it. That’s part of shipping the work, not an add-on.

How does this connect to the rest of Stonework?

A clean CRM is usually the foundation for what comes next — reliable KPI reporting and automation both depend on the data underneath them being trustworthy.

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