How to keep clean data in HubSpot
Introduction
Your CRM isn’t a database. It’s a revenue-generating asset: one of the most valuable systems in your company. Every lifecycle conversion, attribution model, report, and forecast depends on the accuracy of the data inside it.
The problem is that your CRM is only as clean as the people entering the data.
If reps skip fields, forget job titles, ignore persona tags, or leave lead source blank, you lose visibility into the insights that eventually drive business-defining decisions. Pipeline trends break. Forecasts become unreliable. Your ability to diagnose GTM problems disappears.
That’s why high-performing GTM teams implement one of the simplest—but most powerful—RevOps tools available: the Zero Out Dashboard.
What Is a Zero Out Dashboard?
A Zero Out Dashboard is a set of reports that show the number of Contacts, Companies, and Deals in your CRM that are missing critical information.
It creates instant visibility and forces accountability, without manual follow ups, Slack reminders, or endless “CRM cleanup” meetings.
The magic is in the structure: Filter by records where the core property “Is Empty” or “Is Unknown”, and use Record Owner as the X-axis so every missing field is tied directly to a person.
When someone owns the record, they own the data quality. Example setup:
Lead Source “is unknown”
X Axis = Contact Owner
Y Axis = Count of Contacts
What to Track on Your Zero Out Dashboard
Every company’s property dictionary is unique, but these are universal zero-out metrics that every modern GTM org should track:
Contacts
Contacts without Job Title
Contacts without Lead Source
Contacts without Email or Phone
Companies
Companies without Industry
Companies without Market Segment
Companies without Employee Count
Companies without Website Domain
Deals
Deals without Close Date
Deals without Forecast Category
Deals without Next Step Date
Deals without Associated Company
These reports do one thing extremely well: They reveal exactly where your data is broken by person, by team, and by object.
Why the Zero Out Dashboard Works
Most organizations complain about their CRM data, but few enforce standards or hold people accountable. Leaders want clean data, but they don’t operationalize it.
The Zero Out Dashboard fixes that in three ways:
1. It makes data problems visible.
People care about what is measured and displayed publicly.
2. It shifts data hygiene from RevOps-only to a shared responsibility.
A rep should never ask, “Why does RevOps need this field?” Data entry is part of job performance, not optional admin work.
3. It reduces manual cleanup by preventing problems early.
Instead of quarterly cleanup projects, issues surface immediately.
Automate What You Can (Clay, Apollo, Seamless, etc)
If a property shows up consistently on your Zero Out Dashboard, treat that as a signal:
That field should be enriched automatically.
Tools like Clay, Seamless.ai, and Apollo can populate job title, industry, domain, tech stack, revenue band, and more, removing the burden from reps entirely.
Clean data is easiest to maintain when people don’t have to enter it at all.
Key Takeaways
Your CRM is a revenue engine, not a storage system.
Data quality is a direct reflection of process and accountability.
A Zero Out Dashboard surfaces missing data instantly.
Use owner-based reporting to drive behavior.
Automate any field that repeatedly zeros out.
If you need help building a Zero Out Dashboard, cleaning your CRM, or implementing automated enrichment with Clay + HubSpot, book a quick strategy call with Mansfield Strategies.
