Clean CRM data with AI
Coco runs CRM hygiene as a continuous workflow: finds duplicate contacts, surfaces records with missing critical fields, flags stale companies and dead deals, and proposes a fix for each. About 1 credit per record reviewed; about 8 credits to process a 12-duplicate batch. You see every proposed change before it ships. Once you've approved the pattern (say, "always merge duplicates with matching email and 80%+ name match") Coco can run the workflow autonomously inside that rule. CRM hygiene goes from "someone needs to do this" to "it's already done by Monday."
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Why CRM hygiene rots, and why teams don't fix it
CRM data goes bad the same way every time. Sales imports a list from a conference and creates duplicates of half the contacts that already existed. A rep changes jobs and the contacts they owned go stale because nobody reassigns them. A field that started life as "Industry" picks up a dozen variations ("fintech," "Fintech," "Financial Services," "FinTech / SaaS") because the picklist was permissive. A deal closes lost and nobody updates the reason. Three quarters later, the CRM is full of records nobody trusts, and the queries you'd run on it don't work.
The reason it doesn't get fixed is structural. CRM hygiene isn't anyone's primary job. It's everyone's secondary job, which means it's nobody's job. RevOps has the skill and not the time. Sales has the time only in the abstract. The work is tedious, the win is invisible, and the cost of skipping it compounds quietly until a query breaks or a board meeting surfaces it.
A one-off cleanup project doesn't solve it because the data starts decaying again the day after the project ends. The fix isn't a project. It's a workflow that runs every week.
The four hygiene patterns Coco runs
Coco's CRM hygiene workflow has four named patterns. Each one has a trigger, a proposal step, and an approval gate. None of them write to your CRM without your sign-off the first time.
Deduplication. Coco scans for likely duplicates based on email match, name+company match, and configurable fuzzy thresholds. For each candidate pair, it shows the match basis, the proposed merge target (which record survives), and the fields that would update. About 8 credits to process 12 candidate duplicates. You approve the batch; merges run.
Missing-field fills. Records with missing critical fields (title, email, company size, lifecycle stage) surface as enrichment proposals. Coco uses your connected sources (Apollo, Clay, ZoomInfo) and shows the source for every proposed value. About 1 credit per record reviewed. See how Coco enriches contacts in depth for the source-and-confidence model.
Stale-record flagging. Deals silent past your threshold get surfaced. The landing page calls this the Stale deals, 7+ days widget: Ramp · 12d silent · Linear · 19d silent · Mercury · 8d silent. Coco doesn't auto-archive. It drafts the question for you: "follow up, archive, or change stage?" For dedicated re-engagement workflows, see how Coco reactivates stalled deals.
Dead-contact archival. Contacts that haven't engaged in 12+ months, with bounced last-sent and no recent CRM activity, surface for archive. Coco flags them with the rationale ("bounced May 2025, no opens since Jan 2025, account marked closed lost"). You decide whether to archive or revive.
Every action is logged. Every change is reversible where the underlying CRM supports it.
A specific deduplication run
Concrete example. Your HubSpot has roughly 4,200 contacts, and Coco's first hygiene pass surfaces 12 likely duplicates. The proposal comes back as a structured batch:
- Six pairs match on email (high confidence).
- Four pairs match on name + company (medium confidence, manual review suggested).
- Two pairs match on name + LinkedIn URL (medium confidence, with conflicting email; surface for your decision).
You see the proposed merge target for each pair (Coco picks the record with more complete fields and more recent activity as the survivor), the fields that would copy across, and the fields that would be dropped. You can override any choice inline. About 8 credits to process the full batch.
You approve the high-confidence pairs in one click, work through the medium-confidence ones individually, and reject the two conflicting-email pairs because the names are common and the LinkedIn match isn't enough. Coco runs the approved merges, logs each one with the audit trail, and remembers the constraint you used for the rejected pairs.
Every external write to HubSpot gates on your approval. See the HubSpot integration scope for what Coco reads, writes, and how the audit trail looks.
Missing-field fills, with the source visible
When Coco fills a missing field, you see where it came from. A proposed value of "Senior Product Manager" for a contact comes with the citation: "Apollo, confidence 0.91, last updated 2026-03-12, also corroborated by LinkedIn." A title pulled from a less-reliable source comes with a lower confidence score and a flag.
No silent overwrites. If a field is already populated, Coco surfaces the conflict ("CRM says 'Director,' Apollo says 'Senior Product Manager,' last CRM update 2024-08") and waits for your call. About 1 credit per record reviewed, regardless of how many fields are checked.
You can set thresholds: "fill missing email from Apollo if confidence > 0.8," "never overwrite existing title unless I approve manually," "always log the source in a custom field." The same rules apply to Salesforce records.
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Autonomous mode for hygiene
Most teams start by approving each batch. After a few runs, the pattern is obvious and the team trusts it. At that point, you can graduate a specific hygiene workflow to autonomous execution inside the guardrails you set.
Example rule: "Every Monday at 8am, scan for HubSpot duplicates with matching email and 80%+ name match. Auto-merge those. Flag the rest for review." Once approved, Coco runs it weekly. Drafts and proposals still queue where the rule requires review; the high-confidence cases run inside the boundary you defined. See how the approval-to-autonomous loop works for the trust model.
Frequently asked questions
Will Coco delete records without me approving?
No. Coco proposes deletions and archives; you approve. The only exception is a workflow you've explicitly authorized for autonomous execution inside specific guardrails, and even then the change is logged and reversible.
Which CRMs does Coco support today?
HubSpot and Salesforce. Both directions are read+write with approval gates on writes. Other CRMs (Pipedrive, Attio, Close) are not currently supported.
How does Coco handle merge conflicts?
It surfaces them. If two records have conflicting values for a field (different titles, different emails, different ownership) Coco shows both options with their sources and last-updated timestamps and waits for your call. No silent resolution.
Can Coco identify which contacts are dead?
Yes, based on last-touch signal, bounce history, account status, and tenure heuristics. Flagged, not auto-archived. You see the rationale per contact and decide whether to archive or revive.
How long does a full cleanup pass take?
Depends on volume. A 5,000-contact CRM is a few hours of Coco-time spread across several approval batches. The plan card shows the credit cost and estimated runtime before you approve. You can also run hygiene continuously instead of as a one-off; most teams switch to continuous after the first full pass.
Get started
Connect HubSpot or Salesforce. Hand Coco one hygiene pattern this week. Start with deduplication, since it's the most visible win. Approve the first batch and see whether the proposed changes are the ones you'd have made yourself.
Try Coco for free → · 1,000 credits free · no card · ~2-min setup
Or book a walkthrough → to see a hygiene workflow run on a sandbox CRM first.