Systems · CRM hygiene DEMO

Data quality

Rules scan accounts and contacts for problems that silently break routing, scoring, outreach and reporting. Each issue carries a suggested fix; applying or ignoring one is written to the audit log with the actor, before and after values.

Open issues

504

11 of 12 rules firing

High severity open

Resolved

via audited remediation

Ignored

audited

Rules

Last scan

16h ago

Oct 19, 4:19 AM

Rules

Duplicate contactshigh
Duplicates split activity history and cause double outreach.
18 open
Missing domainhigh
Without a domain we cannot enrich, match leads, or upsert to the CRM.
9 open
Duplicate accountshigh
Duplicate accounts split pipeline and break routing and attribution.
6 open
Bad CRM external IDshigh
Malformed or duplicated CRM IDs make sync create or overwrite the wrong record.
6 open
High-fit accounts without ownerhigh
Unowned A/B accounts receive no follow-up: direct pipeline leakage.
0 open
Invalid emailsmedium
Sending to invalid addresses hurts deliverability and sender reputation.
81 open
Missing employee countmedium
Size drives fit scoring, segmentation and routing.
35 open
Providers disagree on a fieldmedium
Two confident sources contradict each other, so the field is a coin flip that scoring, segmentation and routing all depend on. Someone has to decide which one is right.
15 open
Orphan contactsmedium
Contacts without an account can't be routed or scored.
14 open
Conflicting lifecycle statesmedium
Lifecycle and funnel disagree, so reports double count or miss records.
8 open
Invalid pipeline transitionsmedium
Stage skips or reversals corrupt conversion and velocity metrics.
2 open
Stale enrichmentlow
Firmographics older than 180 days drift (headcount, funding, stack).
310 open

All issues

Highest severity first across every issue, not just this page · pick a rule above to focus

Data quality issues
Severity	Issue	Record	Suggested remediation	Actions
low	Fern Health last enriched never Stale enrichment · detected 16h ago	Open account	Refresh firmographics via the waterfall.