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CRM Audit & Cleanup Plan

Sales & GTM

What it tests

Systematic thinking about data hygiene, ability to prioritize CRM fixes by business impact, and how candidates structure a remediation plan without disrupting live deals

Format

  1. 1Candidate receives a messy HubSpot CRM snapshot: duplicate contacts, inconsistent lifecycle stages, missing required fields, broken automations, and overlapping deal pipelines
  2. 2Part 1 (25 min): document all issues found, categorize by severity (P1/P2/P3), and estimate business impact of each category
  3. 3Part 2 (20 min): build a prioritized 30-day remediation roadmap with quick wins in week 1 and structural fixes in weeks 2–4
  4. 4Part 3 (15 min): live Q&A — interviewer asks how they'd enforce data standards going forward without making reps hate them

What to look for

  • Do they find obvious issues (dupes, blanks) AND structural issues (lifecycle stage logic, pipeline stage misalignment)?
  • Is their prioritization business-driven (impact on revenue reporting and rep behavior) or arbitrary?
  • Does the roadmap account for change management — or is it purely technical?
  • In the Q&A, do they propose governance (required fields, validation rules, audits) or just 'train the reps'?

Adaptation guide

Build a realistic CRM snapshot in HubSpot sandbox or export to Google Sheets. For companies on Salesforce, swap the platform — the underlying thinking is identical. For analyst-level roles, skip the live Q&A and score only on the written deliverable.

Full description

Format:

  1. Candidate receives a messy HubSpot CRM snapshot: duplicate contacts, inconsistent lifecycle stages, missing required fields, broken automations, and overlapping deal pipelines
  2. Part 1 (25 min): document all issues found, categorize by severity (P1/P2/P3), and estimate business impact of each category
  3. Part 2 (20 min): build a prioritized 30-day remediation roadmap with quick wins in week 1 and structural fixes in weeks 2–4
  4. Part 3 (15 min): live Q&A — interviewer asks how they'd enforce data standards going forward without making reps hate them

Time: 60 minutes

What to look for:

  • Do they find obvious issues (dupes, blanks) AND structural issues (lifecycle stage logic, pipeline stage misalignment)?
  • Is their prioritization business-driven (impact on revenue reporting and rep behavior) or arbitrary?
  • Does the roadmap account for change management — or is it purely technical?
  • In the Q&A, do they propose governance (required fields, validation rules, audits) or just "train the reps"?

Adaptation: Build a realistic CRM snapshot in HubSpot sandbox or export to Google Sheets. For companies on Salesforce, swap the platform — the underlying thinking is identical. For analyst-level roles, skip the live Q&A and score only on the written deliverable.