# CRM Cleanup Plan — March 13, 2026

**Generated:** 5:15 AM Sydney (quiet hours)
**Total Leads:** 316
**Purpose:** Improve data quality for effective outreach

---

## Issues Identified

### 1. Duplicate Leads
| Company | Count | Issue | Recommended Action |
|---------|-------|-------|-------------------|
| Civilcraft Pty Ltd | 2 | One has phone (+61282094884), one has no contact | **Delete** df8b1347-e131-4bc4-8c0c-22010eeaa3b5 (no contact) |
| AW Formwork Pty Ltd | 2 | Different phone numbers, one has email | **Keep both** - may be different contacts/locations |
| Other potential duplicates | ? | Need fuzzy matching analysis | **Investigate further** |

### 2. Missing Company Names (9 leads)
- 9 leads have `company: null`
- Most have no contact info (phone/email)
- Examples: "Unknown — Needs Enrichment", "Terracon Civil", "JM Structures", "Mascot Engineering"
- **Action:** Delete or mark as invalid - cannot outreach without company name

### 3. Missing Contact Information
| Missing Field | Count (sample) | Impact |
|---------------|----------------|--------|
| Phone only | ~30% | Can't call, can email |
| Email only | ~15% | Can't email, can call |
| Both missing | ~10% | Cannot contact at all |

### 4. Data Quality Issues
- Inconsistent naming: "Unknown DM", "Unknown — Needs Enrichment"
- Missing first/last names
- No source tracking for some leads
- Inconsistent status values

---

## Cleanup Priority Matrix

### 🔴 HIGH PRIORITY (Immediate)
1. **Delete null-company leads** (9 leads) - cannot be used
2. **Merge/delete exact duplicates** (Civilcraft)
3. **Flag leads with no contact info** for Apollo enrichment

### 🟡 MEDIUM PRIORITY (This week)
1. **Standardize company names** (remove Pty Ltd variations)
2. **Update missing first/last names** from company names
3. **Add source tracking** for untracked leads
4. **Validate phone formats** (Australian mobile: +614xxxxxxxx)

### 🟢 LOW PRIORITY (Ongoing)
1. **Fuzzy duplicate detection** (similar company names)
2. **Industry classification** (formwork, concrete, steel, etc.)
3. **Size estimation** (employee count where missing)
4. **Hiring pattern analysis** (regular vs project-based)

---

## Action Plan

### Phase 1: Deletion/Cleanup (Today)
1. **Delete 9 null-company leads** (no value, cannot contact)
2. **Delete Civilcraft duplicate** (df8b1347-e131-4bc4-8c0c-22010eeaa3b5)
3. **Review AW Formwork duplicates** - check if same company/different contacts

### Phase 2: Enrichment (This week)
1. **Prioritize warm/hot leads** for Apollo enrichment
2. **Batch process** 20-30 leads per day
3. **Focus on** companies 5-50 employees, Sydney location

### Phase 3: Standardization (Next week)
1. **Create naming conventions** for company/contact fields
2. **Implement data validation** rules in CRM
3. **Train Susan** on consistent data entry

### Phase 4: Maintenance (Ongoing)
1. **Weekly duplicate check** (automated if possible)
2. **Monthly data quality audit**
3. **Quarterly enrichment** of stale leads

---

## Technical Implementation

### API Endpoints Needed:
```bash
# Delete lead
DELETE /api/leads/:id

# Update lead
PATCH /api/leads/:id

# Search for duplicates
GET /api/leads?search=<company_name>

# Bulk operations (if available)
POST /api/leads/bulk-update
```

### Automation Opportunities:
1. **Duplicate detection script** (fuzzy matching on company names)
2. **Data validation script** (phone format, email format, required fields)
3. **Enrichment queue** (prioritize leads missing contact info)

---

## Expected Outcomes

### Data Quality Metrics (Target):
- **Duplicate rate:** < 1% (currently ~1.3%)
- **Contact completeness:** > 80% (currently ~60%)
- **Company name completeness:** 100% (currently ~97%)
- **Source tracking:** 100% (currently ~90%)

### Business Impact:
- **Higher outreach success** (accurate contact info)
- **Reduced wasted effort** (no contacting invalid leads)
- **Better segmentation** (clean data for targeting)
- **Improved reporting** (accurate pipeline analytics)

---

## Risks & Mitigations

| Risk | Impact | Mitigation |
|------|--------|------------|
| **Accidental deletion** of valuable leads | High | Backup before deletion, review each deletion |
| **API rate limits** during bulk operations | Medium | Batch operations, rate limiting |
| **Data corruption** during updates | Medium | Test on small batch first, validate results |
| **Time investment** vs pipeline growth | Medium | Focus on high-impact cleanup first |

---

## Next Steps

1. **Get Michael approval** for deletion of null-company leads
2. **Execute Phase 1 cleanup** (approved deletions)
3. **Schedule Apollo enrichment** for priority leads
4. **Implement weekly duplicate check** (prevent recurrence)

---

## Notes
- Current pipeline stalled: 0 calls today, 9 warm leads uncontacted
- Clean data essential for restarting outreach effectively
- Quality over quantity: 100 clean leads > 316 messy leads
- Time investment now saves 10x time later in wasted outreach