Meanwhile, important deal signals often live in sales conversations rather than structured CRM fields.
Ballet’s ready-to-use CRM Hygiene & Continuous Cleanup template helps you identify and correct data quality issues, maintain your existing custom fields, and keep opportunity information current. Connect Gong to bring conversation insights into the process and surface potential deal risks before they get overlooked.
The problem: CRM data doesn’t stay clean on its own.
CRM data changes constantly. New contacts enter the system, opportunities progress, account information becomes outdated, and different teams update records in different ways.
Over time, those inconsistencies add up.
Duplicate contacts can create confusion about account ownership. Missing fields can affect segmentation and reporting. Outdated opportunity information can make pipeline reviews less reliable.
And not every important detail makes it into the CRM.
A prospect might raise a budget concern during a sales call or mention that a decision has been delayed. If that information stays buried in a conversation, it may never reach the people reviewing pipeline health.
The challenge is maintaining accurate CRM records while making relevant deal information easier to act on.
The play: Keep your CRM accurate with automated cleanup and safe write-back.
Start with Ballet’s prebuilt CRM Hygiene & Continuous Cleanup template and connect your CRM.
The template reviews selected records against your data quality rules, identifies missing or inconsistent information, detects potential duplicates, and determines appropriate corrections.
With the necessary permissions and validation rules, Ballet can automatically update CRM records, resolve supported data quality issues, and write changes back to the correct fields.
That includes your organization’s custom properties. Rather than relying on generic default fields, Ballet can use your existing CRM schema to ensure updates go where your team expects them.
You can also connect Gong to analyze sales conversations, identify potential deal risks, and update relevant opportunity information when your configured rules allow it.
The result is a repeatable process that keeps CRM data current and brings important deal signals into view.
Customize the template with this prompt
Use the following instructions to tailor the template to your CRM fields, cleanup rules, and Gong connection.
Use the CRM Hygiene & Continuous Cleanup template to continuously review CRM data quality, correct issues, and safely write updates back to our CRM.
CRM configuration
Connect to [Salesforce, HubSpot, or other supported CRM].
Review our account, contact, and opportunity or deal records.
Use our existing CRM schema, including custom properties, field types, allowed values, and validation rules.
Focus on these objects and fields: [objects and field names].
Always use the intended custom properties rather than substituting default CRM fields.
Automated CRM cleanup
Identify and resolve issues such as:
- Missing required or important information
- Inconsistent or invalid field values
- Outdated account and contact information
- Duplicate records
- Incorrect ownership or routing information
- Opportunity data that conflicts with configured rules
Use [approved CRM fields, enrichment sources, and reference data] to determine the appropriate corrections.
Apply supported fixes automatically when the available evidence, validation rules, and permissions allow it.
Flag issues that cannot be resolved confidently.
Safe CRM write-back
For each proposed correction, identify the record, target field, current value, proposed value, and supporting evidence.
Validate changes against the configured CRM schema and permitted field values.
Apply these rules:
- Valid and authorized: Automatically update the intended CRM field.
- Requires approval: Hold the change until it is reviewed.
- Invalid or unsupported: Skip the update and record the reason.
Apply approved duplicate resolution actions according to [matching and merge rules].
Do not merge, delete, or overwrite records outside the configured permissions.
Record completed changes, skipped updates, and exceptions.
Gong deal-risk analysis
If Gong is connected, review accessible sales conversations associated with active opportunities.
Identify potential deal-risk signals, including:
- Budget or pricing concerns
- Delayed decisions or timelines
- Unresolved objections
- Stakeholder alignment issues
- Competitive concerns
- Procurement or implementation blockers
Match findings to the appropriate CRM opportunities using available account, contact, and conversation information.
Generate a deal-risk digest that includes:
- Account and opportunity
- Risk identified
- Supporting conversation evidence
- Relevant call date
- Recommended follow-up
When a risk is supported by sufficient evidence and the configured rules permit it, update the appropriate CRM opportunity fields.
Flag uncertain findings for review rather than treating them as confirmed.
Scheduling and reporting
Run CRM hygiene checks on [schedule].
Run Gong deal-risk analysis on [schedule], if enabled.
Summarize:
- Records reviewed
- Issues identified and resolved
- Duplicate records detected and actions taken
- CRM updates completed
- Changes requiring approval
- Potential deal risks and opportunity updates
Deliver the results to [configured destination].
Show me the field mappings, cleanup rules, write-back permissions, and approval settings before enabling the template.
How the workflow runs
01. Select the template and connect your CRM
Open the CRM Hygiene & Continuous Cleanup template in Ballet.
Connect Salesforce, HubSpot, or another supported CRM and select the records and fields you want to maintain.
Configure the template using your existing CRM schema, including custom properties, validation requirements, and write-back permissions.
You control which fields Ballet can update automatically and which actions require approval.
02. Identify and resolve data quality issues
Ballet reviews the selected CRM records against your configured rules.
The template can identify missing values, inconsistent entries, outdated information, duplicate records, and incorrect ownership or routing details.
When a correction is supported by available evidence and falls within the permitted rules, Ballet can apply it automatically.
For example, it can populate missing fields using verified information, standardize inconsistent values, or resolve duplicate records according to authorized matching and merge rules.
Issues that cannot be resolved confidently are flagged for review.
03. Validate updates against your custom CRM fields
Before writing changes, Ballet checks the proposed values against your configured field definitions.
This is particularly important for custom properties.
For example, your team might use a custom opportunity field to track implementation readiness. Writing that information to a generic default property could leave the field your reporting depends on unchanged.
By referencing your actual CRM schema, Ballet can target the property your team uses and validate the update before applying it.
04. Write changes back to your CRM
With the appropriate permissions, Ballet can update CRM records automatically.
The template follows your configured validation and approval rules:
- Approved: Apply the correction to the mapped CRM field.
- Needs review: Hold the change until the required approval is provided.
- Skipped: Leave the record unchanged when the update is invalid or unsupported.
The workflow records completed changes and exceptions, giving RevOps visibility into what was updated and what still needs attention.
05. Connect Gong to identify deal risks
Extend the template with Gong to bring sales conversation insights into your CRM processes.
Ballet can analyze accessible conversation information for signals such as pricing objections, delayed decisions, competitive concerns, and unresolved implementation questions.
When the findings can be reliably associated with an opportunity, Ballet can generate a deal-risk digest with supporting evidence and recommended follow-up.
With configured permissions and validation rules, the workflow can also update relevant opportunity fields based on those findings.
This helps keep important conversation context connected to pipeline management.
06. Keep your CRM clean over time
Configure the template to run on a recurring schedule or respond to supported CRM events.
Each run evaluates the latest records, applies permitted corrections, and surfaces unresolved issues.
Your team can review the results, refine the cleanup rules, and expand the process as your data quality requirements evolve.
What your team gets
For Revenue Operations
Continuous CRM hygiene that identifies and resolves data quality issues, respects custom fields, and reduces manual cleanup.
For Sales Operations
More consistent account, contact, and opportunity records, with controlled updates and visibility into exceptions.
For Sales Leadership
Potential deal risks surfaced from Gong conversations, with relevant context available for pipeline reviews and follow-up.
For Marketing Operations
More reliable CRM data for segmentation, campaign execution, lead routing, and reporting.
Customize the template for your team.
Start by connecting your CRM and selecting the records, fields, and cleanup rules that matter most.
Configure Ballet to use your existing custom properties, define which corrections can happen automatically, and establish approval requirements for sensitive changes.
If your team uses Gong, connect it to identify deal risks and determine which opportunity fields should be updated when supporting evidence is available.
You can begin with a limited set of rules, review the results, and expand the template as your requirements evolve.
