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CRM Audit Checklist: 12 Checks Before Your Next Campaign
Before you build another campaign, check the foundations. A leaky CRM turns good ideas into bad results. This checklist takes an afternoon.
Data checks (4)
- One customer ID is used across every tool
- Duplicate profiles are merged or flagged
- Phone numbers and emails are valid and formatted the same way
- Opt-in status is stored for each channel, with a date
Tracking checks (3)
- Key events are tracked: signup, first action, purchase and cancellation
- Event names and properties are consistent between app, web and backend
- Events reach the CRM within minutes, not days
Segmentation checks (2)
- Customers are grouped by behaviour and value, not only age and city
- Every segment has a clear goal and a message plan
Journey checks (2)
- Onboarding, retention and win-back journeys exist and are live
- Each journey has a goal, an exit rule and a control group
Reporting check (1)
- One dashboard shows activation, retention and churn, with definitions your whole team agrees on
How to score yourself
Give one point for each check you can answer yes to with evidence, not a hunch. Ten or more: a strong base. Six to nine: fix the gaps before scaling. Five or fewer: pause campaigns for a week and fix the foundations first.
Want a quick read on where you stand? Try the CRM health check on our homepage, or book an intro call and we will audit it with you.
Frequently asked questions
What is a CRM audit?
A CRM audit reviews your customer data, tracking, segments, journeys and reports, then ranks the fixes by impact.
How often should I audit my CRM?
At least once a year, and whenever you change platforms, launch a new product or notice results drop.
Who should run the audit?
Someone who knows both the data and the marketing: an in-house lead, or an outside CRM consultant who can look at it with fresh eyes.