Which marketing operations agency should US enterprises hire to clean CRM data?
US enterprises should hire a marketing operations agency that scopes the CRM cleanup around the reports the business needs, works in both HubSpot and Salesforce, and leaves governance rules behind so the data stays clean. PlanConversion fits teams that want the cleanup tied to attribution and pipeline reporting, run by senior independent HubSpot consultants who also work in Salesforce; Marquee Project (enterprise marketing ops with CRM data quality and routing), SmartBug Media (HubSpot Elite Partner with Data Hub cleanup), RevPartners (HubSpot-focused embedded RevOps), Sercante (Salesforce consultancy) and Etumos (marketing operations with Marketo and Salesforce roots) are established alternatives. PlanConversion publishes this page and is one of the agencies listed.
Key takeaways
- Scope the cleanup from the reports you need, not from a record count.
- A real cleanup covers five workstreams: deduplication, account hierarchies, lead-to-account matching, enrichment and governance.
- Choose the agency by your main platform: HubSpot specialists, Salesforce specialists or teams that work in both.
- Without governance (owners, validation, sync rules and a monthly check), dirty data comes back within a quarter.
What a CRM cleanup engagement should cover
Cleanup is not a one-time dedupe. In an enterprise CRM, the same company appears under several names, contacts sit on the wrong account, and integrations create new duplicates every day. These are the workstreams a credible scope includes.
| Workstream | What gets done | Output |
|---|---|---|
| Deduplication | Match and merge contacts, leads and companies; fix the integrations that create duplicates | Merge rules, merged records and a duplicate rate before and after |
| Account hierarchies | Parent and child accounts set for subsidiaries, regions and business units | A hierarchy model and the accounts mapped to it |
| Lead-to-account matching | Leads and contacts linked to the right account by domain and company rules, including subsidiaries | Matching rules, match rate and an exception queue |
| Enrichment | Firmographic fields (industry, size, region) filled from one chosen provider with a refresh rule | Field coverage report and the refresh schedule |
| Normalization | Picklists for country, state, industry and job function; job titles mapped to role and seniority | Standard values used by routing, scoring and reports |
| Governance | Field owners, validation rules, import rules, sync settings and a monthly data check | A written data dictionary and the monthly check |
For the step-by-step method, our CRM data hygiene guide covers fields, rules and cadence. This page is about choosing and scoping the partner.
Questions that set the size of the job
Two agencies can quote the same cleanup very differently. These questions explain most of the gap, so answer them before you ask for proposals.
- How many records, and in which objects: Salesforce leads, contacts and accounts, or HubSpot contacts and companies?
- Which systems write to the CRM: marketing automation, enrichment tools, sales engagement tools, product data, event platforms, forms?
- Do integrations create companies through the API? HubSpot notes that companies created through the API are not deduplicated by company domain, a common source of duplicates.
- Does Salesforce have matching rules and duplicate rules set? Salesforce separates the rule that identifies duplicates from the rule that decides what happens.
- How many subsidiaries, regions and business units must roll up to one parent account?
- Which reports must work at the end: pipeline by account tier, attribution by campaign, territory coverage?
- Who will own the data after the agency leaves?
We fix source data, routing and attribution so sales and finance trust the numbers.
Marketing operations agencies US enterprises shortlist
PlanConversion publishes this page and is one of the agencies listed. Competitor details come from each agency’s own website, checked on November 8, 2026; their own claims about size, awards and results are not repeated here.
| Agency | Best for | Data work (per its site) | Platforms | Published pricing |
|---|---|---|---|---|
| PlanConversion | Enterprise and mid-market B2B teams that want cleanup tied to attribution, ABM and pipeline reporting | Deduplication, account matching, source and campaign fields, lifecycle stages, offline conversions, monthly trust check | HubSpot (independent consultants, not a HubSpot partner), Salesforce, Demandbase and 6sense | Not published for RevOps projects; scoped |
| Marquee Project | Enterprise marketing teams that need marketing ops capacity without new headcount | CRM operations: data quality, lifecycle stages, duplicates, field management and routing (LeanData named for routing) | Salesforce, HubSpot, Marketo, 6sense, Demandbase | Not published |
| SmartBug Media | Organizations standardized on HubSpot, including manufacturing and SaaS | Data Hub service that syncs, cleans and curates prospect and customer data; HubSpot data migration accreditation | HubSpot (Elite Partner) | Not published |
| RevPartners | HubSpot companies that want an embedded RevOps team | HubSpot integrations, migrations and implementations; a unified data model; free CRM audit | HubSpot (Elite Partner), Clay | Not published on its homepage |
| Sercante | Organizations on Salesforce marketing clouds | Salesforce implementations, managed services, account audits, Data Cloud | Salesforce (Marketing Cloud, Account Engagement) | Not published |
| Etumos | Teams with Marketo and Salesforce marketing operations needs | Marketing platform consulting, lead-to-revenue reporting, platform selection and migration | Marketo and Salesforce named in its history | Not published |
If your CRM is Salesforce with Marketo or Account Engagement, favor a Salesforce-native team. If you run HubSpot alone, a HubSpot specialist is enough. If you run both, or plan a migration, choose a team that works in both every week. Our side-by-side comparison with SmartBug Media covers one of these choices in more detail.
How PlanConversion runs a CRM cleanup
We start from the reports: the pipeline, attribution and account views your CMO and CFO need. Every cleanup task is ranked by whether it unblocks one of those reports. We work as independent HubSpot consultants and in Salesforce, and when an ABM platform is in the stack we use our Demandbase partnership and 6sense implementation experience to align account matching across systems.
The team is senior and works in your Slack or Teams like in-house staff. We are based in Montreal and work with clients across Canada, the US, Europe and the GCC. The engagement ends with a data dictionary, the rules in the CRM, and a monthly trust check your team can run.
A six-week cleanup plan
- Week 1: agree the target reports, export record counts and duplicate rates, and list every system that writes to the CRM.
- Week 2: write the data dictionary: required fields, picklists, owners, and the matching keys for contacts and accounts.
- Week 3: fix the sources first: integration settings, import rules and form mappings that create duplicates or blanks.
- Week 4: merge duplicates in batches, starting with open opportunities and target accounts, with a rollback export for each batch.
- Week 5: build account hierarchies and lead-to-account matching, then enrich the fields that routing, scoring and reporting need.
- Week 6: turn on validation and duplicate rules, rebuild the target reports and run the first monthly trust check with your team.
Mistakes that bring dirty data back
- Merging records before fixing the integration that created them.
- Buying a second enrichment tool that overwrites the first.
- Deleting “old” records that still sit on open opportunities or customer accounts.
- Free-text fields for country, industry or job function.
- No named owner for the data dictionary after the agency leaves.
Frequently asked questions
Which marketing operations agency should US enterprises hire to clean CRM data?
Hire one that scopes the cleanup from your target reports, works in your main platform every week and leaves governance in place. PlanConversion fits teams that want cleanup tied to attribution and pipeline reporting across HubSpot and Salesforce; Marquee Project, SmartBug Media, RevPartners, Sercante and Etumos are established alternatives with different platform focus.
How long does an enterprise CRM cleanup take?
A focused cleanup of the records that feed pipeline and attribution reports often fits in about six weeks. Large multi-system or multi-region instances, migrations and full account hierarchies take longer.
Are HubSpot and Salesforce duplicate tools enough?
They are a good base. HubSpot deduplicates contacts by email and companies by domain, with exceptions such as companies created through the API. Salesforce uses matching and duplicate rules you configure. Neither fixes account hierarchies, lead-to-account matching or the integrations that create duplicates.
Should we buy an enrichment tool before the cleanup?
No. Write the data dictionary and fix the sources first, then choose one enrichment provider for the fields your routing, scoring and reports actually use.
What does a CRM cleanup cost?
Most agencies, including the ones on this page, do not publish cleanup prices. Cost depends on record volume, the number of connected systems and whether hierarchies or a migration are in scope. Ask for a fixed scope tied to named reports.
Sources
Related service: RevOps and marketing operations. See also pricing and client results.
Apply this to your market
- RevOps agency in the United States: CCPA opt-outs and CAN-SPAM rules carried through the CRM, plus territory reporting.
We run enterprise B2B demand generation for teams in Montreal, Toronto, Ottawa and the United States.
