1. Required fields & completeness

  • Email filled in on 100% of active contactsQuarter
  • First name + last name in separate fields (not concatenated)Quarter
  • Company associated with every contactQuarter
  • Job title filled in and normalizedQuarter
  • Acquisition source trackedMonth
  • Owner assigned (no orphan records)Month

2. Duplicates & cleanup

  • Run automatic dedup on email + LinkedIn URLMonth
  • Check for duplicates on (first name + last name + company)Quarter
  • Merge duplicate records, keeping the most recent oneQuarter

3. Email validation

  • Re-verify active emails with an SMTP toolQuarter
  • Flag invalid emails (status email_invalid)Quarter
  • Bounce rate < 5% over the last 90 daysMonth

4. Change detection

  • Identify contacts who have changed jobs (LinkedIn vs. CRM)Quarter
  • Update job_title and company for the job changesQuarter
  • Trigger a "wake-up" workflow for job changes (intro at the new employer)Quarter

5. Lifecycle & dormancy

  • Identify dormant contacts (no activity in 12 months)Quarter
  • Decision: reactivation campaign or archiveQuarter
  • Update inconsistent lifecycle stagesQuarter

6. Governance & access

  • Audit permissions (who sees what, who edits what)Quarter
  • Deactivate users who have leftMonth
  • Reassign orphan contacts (former owners)Month

Automate items 13-15

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