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.
Duplicates split activity history and cause double outreach.
Without a domain we cannot enrich, match leads, or upsert to the CRM.
Duplicate accounts split pipeline and break routing and attribution.
Malformed or duplicated CRM IDs make sync create or overwrite the wrong record.
Unowned A/B accounts receive no follow-up: direct pipeline leakage.
Sending to invalid addresses hurts deliverability and sender reputation.
Size drives fit scoring, segmentation and routing.
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.
Contacts without an account can't be routed or scored.
Lifecycle and funnel disagree, so reports double count or miss records.
Stage skips or reversals corrupt conversion and velocity metrics.
Firmographics older than 180 days drift (headcount, funding, stack).
Duplicates split activity history and cause double outreach.
No resolved issues
Nothing has been closed this way yet.
Every fix and ignore is recorded as an audit event (who, when, before → after). Merges re-parent related records rather than deleting history. Issues that need a human, such as a missing website, have no automatic fix.