Your database is growing. Your insight is not.
I see this pattern constantly when working with professional services firms. The CRM is filling up. Forms are live. Events are running. But when leadership asks a simple question, the room goes quiet.
Which channel drove last quarter's revenue? Why did that deal really stall? How many qualified opportunities do we actually have?
That silence is expensive.
Most firms we work with have the same underlying issues. Data lives in different places. It speaks different languages. Nobody owns it.
Reports do not match. Pipelines do not add up. Marketing swears they delivered great leads. Sales disagrees. Partners revert to memory and spreadsheets because they do not trust what is in the system.
When a law firm has three records for the same client, each with different information, nobody trusts HubSpot. When an accountancy practice cannot see a complete view of client interactions, the CRM becomes a chore rather than an asset. When a consultancy has outdated contacts clogging up the pipeline, business development wastes time chasing people who left years ago.
The cost is not just wasted marketing spend. It is slower decisions, internal debates, and growth that feels harder than it should.
Several dedicated tools integrate directly with HubSpot to tackle deduplication and data quality.
Insycle offers bulk deduplication across contacts, companies, and deals. You can match records using any field, not just email or domain. It integrates with HubSpot workflows to deduplicate records automatically as they enter your database. Pricing is based on record count.
Dedupely focuses specifically on deduplication. The interface is straightforward. It supports manual, bulk, and automated merges across contacts, companies, deals, and custom objects. There are no per-user fees, and plans start around £20 per month.
Koalify writes duplicate status directly to HubSpot properties. This means you can use native lists, reports, and workflows to manage duplicates without leaving the platform. There is a free plan for databases under 10,000 records.
HubSpot Data Hub includes a Data Quality Command Centre and a built-in duplicate manager. These are useful starting points, though the native tool only shows pairs of records, does not support bulk merging, and cannot match on custom fields.
These tools work. I have used all of them with clients. But they solve a technical problem, not the underlying clarity problem.
I have seen organisations run a deduplication tool, merge thousands of records, and feel good about it for a few months. Then the duplicates return. The data drifts. The same problems reappear.
Why?
Because nobody addressed the root causes.
Where did the duplicates come from in the first place? Imports without proper mapping. Integrations without governance. Manual data entry without standards. Forms without validation. Teams working in silos with no shared definitions.
Cleaning your data once is useful. Building a system that keeps it clean is what actually changes outcomes.
Start with clarity, not configuration.
Before touching any tool, ask yourself: what business questions do you need your data to answer? What decisions are being slowed down by unreliable information? Where do your teams lose confidence in the numbers?
Then work backwards.
Understand where the problems originate. Interview your teams. Walk through your systems. Surface the truths and surprises hiding in your HubSpot portal. Identify where data lives, how it moves, and where quality or ownership breaks down.
Map your data architecture. Visualise how data flows across HubSpot and connected systems. See where duplicates are created, where enrichment is missing, and where governance is absent.
Clean with context. Deduplication should happen as part of a broader clean-up, not in isolation. Rationalise fields. Set naming standards. Build guardrails that prevent problems recurring.
Build governance that lasts. Hand over clear ownership, documentation, and training. Create rhythms for maintaining quality. Do not just clean the data and walk away. Build a data culture that supports growth.
When the foundation is solid, everything else becomes simpler.
One media company we worked with had over 50,000 duplicate contacts. Their sales team had lost confidence in the pipeline. Marketing could not segment properly. Reporting was unreliable.
We did not start with a deduplication tool. We started by mapping their data sources, identifying where duplicates were being created, and defining ownership and governance rules. Then we cleaned the database, implemented enrichment processes, and trained their team to maintain quality.
The result was not just fewer duplicates. It was faster decisions, clearer reporting, and a CRM that people actually trusted.
Another client, a professional services firm, had migrated from Salesforce to HubSpot. The migration had created inconsistencies and gaps that nobody had addressed. We audited the data, cleaned up the legacy issues, and built a governance framework.
£50,000 in qualified opportunities were uncovered simply by cleaning up the pipeline and making it visible.
According to research, bad data costs organisations significant revenue every year. But the hidden costs are often worse.
Your sales team wastes time on leads that went cold years ago. Your marketing team sends duplicate emails that damage your reputation. Your partners make decisions based on reports they do not trust. Your HubSpot licence becomes an expensive source of friction rather than value.
And every future project, whether integration, campaign, or AI implementation, becomes harder when the foundation is broken.
We take a clarity-first approach to data.
At AutomateNow, we work with professional services firms, technology companies, media and communications businesses, and financial services organisations across the UK. Our clients are typically established B2B organisations where teams are busy but not always aligned, systems exist but do not work together, and leaders feel things are harder than they should be.
We do not just run a tool and hand you a cleaner database. We help you understand why the problems exist, fix them properly, and build systems that prevent them returning.
As a Diamond HubSpot Partner, we combine technical expertise with a focus on people and process. We have seen what works and what does not across hundreds of implementations.
If your HubSpot data is slowing you down, I would be happy to have a conversation. Even if we never work together, you will leave with more clarity than when we started.
What causes HubSpot data quality problems?
Imports without mapping, integrations without governance, manual entry without standards, and teams working in silos without shared definitions.
What tools help with HubSpot deduplication?
Insycle, Dedupely, Koalify, and HubSpot Operations Hub all offer deduplication features. Each has different strengths depending on your needs and budget.
Why do duplicates keep coming back?
Because the root causes were never addressed. Tools fix symptoms. Governance fixes causes.
What is the best approach to HubSpot data quality?
Start with clarity. Understand your business questions. Map your data architecture. Clean with context. Build governance that lasts.
What results can you expect?
Faster decisions, clearer reporting, higher team confidence, and a CRM that actually supports growth instead of creating friction.