How to use this CRM audit checklist
Use this checklist before changing CRM fields, cleaning records, rebuilding dashboards or adding enrichment. The purpose is to identify what matters first.
Do not try to audit every field with the same level of detail. Start with fields and workflows that affect sales routing, reporting, segmentation and automation.
Copyable CRM audit checklist
| Audit area | What to check | Risk level | Owner | Action |
|---|---|---|---|---|
| Data quality | duplicates, missing values, stale records, inconsistent domains | Low / Medium / High | ||
| Required fields | fields needed for routing, reporting and lifecycle movement | Low / Medium / High | ||
| Field usage | unused, duplicate or unclear fields | Low / Medium / High | ||
| Lifecycle stages | definitions, automation, manual overrides, handoffs | Low / Medium / High | ||
| Lead status | status values, owner rules, sales adoption | Low / Medium / High | ||
| Workflows | triggers, dependencies, updates, failure points | Low / Medium / High | ||
| Integrations | sync direction, overwrite rules, source of truth | Low / Medium / High | ||
| Reporting | dashboards, filters, source fields, metric definitions | Low / Medium / High | ||
| Ownership | field owner, workflow owner, review cadence | Low / Medium / High |
Priority scoring
Use this scoring table to decide what to fix first.
| Score | Meaning |
|---|---|
| 1 | Cosmetic or low-impact issue |
| 2 | Creates manual work but does not block reporting or routing |
| 3 | Affects one team or one workflow |
| 4 | Affects reporting, routing or prioritization |
| 5 | Creates revenue risk, broken handoffs or unreliable leadership reporting |
Output format
Each finding should be written like this:
Issue:
Why it matters:
Affected team:
CRM object/field/workflow:
Recommended fix:
Owner:
Dependency:
Priority:What not to do
- Do not start cleanup before identifying the source of the issue.
- Do not delete fields without checking workflows and reports.
- Do not enrich data before deciding which field should be the source of truth.
- Do not mark an issue resolved without an owner and QA step.