CRM janitor: an AI agent that merges duplicates and fills missing fields every night
The CRM janitor cleans your CRM every night. It finds duplicate contacts and companies, merges the clear cases, fills in missing fields from trusted sources and fixes formatting. It puts anything it isn't sure about on a review list and leaves those records alone.
We design every agent around how you sell. This page shows our starting design for this one.
- When it runs
- Every night, and on request before a big import, migration or campaign.
- Works in
- Your CRM, such as HubSpot, Salesforce or Dynamics 365, plus your enrichment provider.
- Waits for a person
- Uncertain merges and any change to fields you mark as protected. Clear cases follow the rules you agree.
- How you know it works
- Duplicates found and merged, fields filled, records held for review, and the error count in each morning's report.
What it does
- Finds likely duplicates by matching names, domains, emails and phone numbers, including near matches.
- Merges records that match on several fields, under the rules you agreed, keeping the newest and most complete values.
- Fills empty fields like industry, company size and job title from your enrichment provider, and records where each value came from.
- Standardises formats such as country names, phone numbers, job titles and lifecycle stages.
- Sends a short morning report, with a review list of anything it held back.
What it hands your team
Last night's run
- Merged
- 38 duplicate contacts and 6 duplicate companies.
- Filled
- 212 empty fields: industry, company size and job title.
- Fixed
- 57 phone numbers and 19 country names.
- Held for review
- 4 possible merges where the records have different owners.
Example output. The companies and people are made up.
Questions about the CRM janitor agent
Can we undo a bad merge?
The agent logs every change with the old and new values. Most CRMs make merges hard to reverse, so the agent sends anything uncertain to a person first.
Is it safe to let an agent edit our CRM?
It can reach only the objects and fields it needs, it can't touch protected fields, and it logs every change. You can start in review-only mode and see what it would change before it changes anything.
We're moving to a new CRM. Can it help?
Yes. If it cleans the data before the move, you don't carry duplicates into the new system. It can check the data again afterwards.
More agents for RevOps and data
- Stage-gate checkerKeeps required deal fields complete before a stage changes.
- AttributionConnects closed revenue to the touches that started it.
- Forecast assistantRolls up the forecast with the risks behind each number.
- Win/loss analystFinds the patterns in why you win and why you lose.
- Sync monitorCatches broken integrations before they corrupt your reports.
What should your team stop doing by hand?
Tell us in a line or two. We'll send a free plan of where agents fit and what to build first, within 5 business days.