Your CRM isn’t just a database — it’s the engine room of your go-to-market motion.
But for most scaleups, that engine is full of friction.
Disjointed data, abandoned automation, misaligned properties, and stage clutter… all of it slows down growth and corrodes trust.
If HubSpot feels more like a liability than an asset, you’re not alone. The good news? You don’t need a six-month overhaul.
Here’s a proven 90-day RevOps playbook to clean up your CRM — and get your revenue team back on track.
Before we get into the how, let’s talk about the why.
CRM clean-ups often fail because:
They lack structure or prioritisation
They try to fix everything at once
They ignore the team’s actual workflows
There’s no governance or follow-through
At Project36, we use a framework called WaypointOS to drive structured CRM transformation — from discovery to adoption. The 90-day clean-up plan below borrows directly from that model.
Goal: Identify what’s broken, what’s bloated, and what matters most.
Run a full portal audit
Use our free HubSpot Auditor to check:
Inactive workflows
Orphan contacts
Duplicate properties
Stale lifecycle stages
Missing field values
Map the GTM process
Document how leads flow through your system today. Where do they drop off? Who owns which handoffs?
Segment by impact
Score issues based on business impact:
📈 High impact: Broken MQL → SQL logic, no lead routing
🟡 Medium impact: Cluttered contact views
🟤 Low impact: Brand inconsistency in emails
Build a clean-up backlog
Create an Asana/ClickUp/Notion board with:
Issue
Affected area (e.g. contacts, deals, properties)
Owner
Fix strategy
Dependencies
Goal: Resolve high-impact issues and rebuild core CRM hygiene.
Clean up properties
Merge or archive unused properties.
Create clear field labels.
Group fields logically using property groups.
Rebuild lifecycle logic
Define entry/exit criteria for each stage (Lead, MQL, SQL, etc.)
Automate transitions using workflows
→ See our lifecycle stage best practices
Standardise lead routing
Create automated logic for assigning leads by region, persona, or channel.
Add fallback routing for form misfires.
Clean the pipeline
Define exit criteria for every deal stage.
Enforce it with conditional fields or Sidekick, our embedded SOP assistant.
Fix workflow bloat
Audit every workflow:
Still active?
Still useful?
Still accurate?
Name and group them using conventions like [Team] – [Purpose] – [Trigger].
Goal: Ensure every GTM team understands and uses the new CRM structure.
Train your teams
Build SOPs for lead entry, deal creation, stage movement, and field updates.
Document in a central Notion/Confluence wiki.
Train live and record walkthroughs.
Embed Sidekick for adoption
Use Sidekick to prompt reps in real time —
“Have you confirmed timeline?”
“Is this buyer the economic decision-maker?”
Rebuild your reporting
Build dashboards that reflect the new lifecycle and pipeline structure.
Prioritise:
MQL to SQL conversion
SQL to Opportunity
Forecast by stage + confidence
Attribution by source + channel
Run a QBR on CRM performance
Treat your CRM like a revenue system.
Review usage, accuracy, pipeline health, and GTM feedback.
Use this to shape your next 90-day sprint.
After 90 days, your team should see immediate improvements:
Clear ownership and process at every stage
Accurate lead routing and rep assignments
Faster deal velocity
Reliable dashboards
Less manual admin
Confidence in what the CRM is telling you
More importantly, it sets the foundation for scalable, structured growth.
A broken CRM doesn’t just annoy your sales team.
It holds back your revenue engine.
With the right RevOps structure, 90 days is enough to:
Fix what’s broken
Align your GTM teams
Build dashboards that tell the truth
Set you up for scale
At Project36, we help scaleups do exactly that — using our repeatable WaypointOS framework and enablement tools like Sidekick to make adoption stick.