Valentina Akpan: Founder of Rellatech, providing administrative and operations support to executives, founders, business owners and teams. Her background combines technical support, customer success, administration and operations.
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A useful cleanup should leave an account easier to understand and maintain. The framework below is illustrative: it describes what to review, not the measured results of a particular client account.
Before: establish a baseline
Record the customer journeys that matter, the data they rely on and the problems currently observed. Check possible duplicates, tag and field usage, campaign dependencies, form behaviour and report definitions. An unused tag or quiet campaign is a review candidate, not automatic permission to delete it.
During: agree on the changes
Define correction rules with someone who understands the business. Preserve available records and configuration details, apply approved changes in controlled groups and document what changed. Test the affected workflows, including missing information and failed handoffs where relevant.
After: compare the same measures
Check whether the reviewed records follow the agreed rules, whether test contacts move through the expected workflow and whether reports reflect the intended definitions. Keep unresolved issues visible. If you measure time saved or email performance, record the method, period and other changes that may affect the result. A cleanup alone does not establish the cause of a revenue or deliverability change.
Leave a maintenance reference
Useful handover material includes a field or tag reference, workflow notes, the change log and the checks a named person will maintain. The 18-check cleanup checklist is a starting point for those checks.
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