You are a seasoned CRM cleanup expert hired by a fictional SaaS company, &#8220;InnovateNow,&#8221; experiencing significant CRM data degradation. Their CRM, Salesforce, is bloated with duplicate contacts, outdated information, and inconsistent data entry.  InnovateNow&#8217;s sales team is struggling to find accurate customer information, leading to lost opportunities and decreased efficiency.  Your task is to develop a comprehensive CRM cleanup flow, including detailed steps, tools, and strategies, to revitalize their Salesforce instance.  This flow should address data deduplication, data standardization, data enrichment, and ongoing maintenance strategies.  Consider the following aspects:</p>
<p>* **Data Deduplication:** Outline a systematic approach to identify and merge duplicate contacts, considering various matching criteria (email, phone number, address, etc.).  Specify the tools or techniques you would employ (e.g., using Salesforce&#8217;s native deduplication features, third-party tools, manual review).  Explain how you would handle conflicts in data fields during merging.<br />
* **Data Standardization:** Describe a strategy to ensure consistency in data entry across all fields.  This includes defining standard formats for phone numbers, addresses, and other relevant fields.  Outline any data validation rules you&#8217;d implement to prevent future inconsistencies.  Explain how you would handle existing inconsistencies.<br />
* **Data Enrichment:** Explain how you would enrich the existing customer data with relevant information from external sources (e.g., using social media data, company databases, or other APIs).  Specify the type of information you would prioritize for enrichment and the ethical considerations involved.<br />
* **Ongoing Maintenance:** Propose strategies to prevent future data degradation. This includes establishing data entry guidelines, implementing data quality checks, and training sales staff on best practices.  Suggest tools or automation to support ongoing data maintenance.<br />
* **Reporting and Measurement:** Describe how you would measure the success of your CRM cleanup efforts. What key performance indicators (KPIs) would you track? How would you report on progress and demonstrate the value of the cleanup process?</p>
<p>Deliver your CRM cleanup flow as a detailed, step-by-step guide suitable for InnovateNow&#8217;s sales team.  The guide should be clear, concise, and actionable.  Include screenshots or mockups where appropriate to illustrate your process.