Auditing a CRM doesn’t have to slow everything down. We rely on these tools every day to manage contacts, track leads, and keep things organized. But over time, what worked early on can turn messy, especially if processes change or everyone on the team starts using it a little differently.

A good audit helps us figure out what’s outdated, what’s unclear, and what just isn’t helpful anymore. With careful steps and a clear path, we can refresh our CRM while our team keeps moving. The right CRM strategies can keep everything organized and cut down on missed follow-ups or lost opportunities.

Review What Your CRM Is Tracking

The first place to look during an audit is the actual data we’re collecting. Over time, custom fields tend to pile up. Some may no longer be useful, while others might cause confusion if no one remembers why they were added in the first place.

We look at each field with fresh eyes and ask a few questions:

• Are the fields still relevant to how we work today?

• Is the data being filled in regularly and correctly?

• Do all users understand how to use each field?

• Are there duplicates or fields that overlap in purpose?

Over-complicating record layouts can lead to errors or skipped updates. By cleaning up extra fields and making the layout easier to navigate, we help everyone use the same process without second-guessing where things belong.

When fields are simplified, it's easier for the team to find what they need, and it reduces input errors. We make it a habit to review these fields at regular intervals, keeping everything relevant and usable. This ongoing attention means less time spent fixing mistakes or searching for information.

Spot Gaps in Your Process

A smart audit goes beyond checking fields. We spend time looking at the process as a whole. It helps to walk through a typical lead and see where common issues show up.

Some places we usually review include:

• Where leads tend to get stuck in the pipeline

• Whether automation rules (like follow-up reminders) are working as expected

• If manual follow-ups are getting logged or forgotten

When things start slipping through, it’s often a process issue, not a platform issue. Strong CRM strategies focus on making sure the work flows cleanly from one step to the next, without making anyone feel overloaded. If we find bottlenecks, we can build smoother pathways that keep leads moving.

It can be very helpful to map out the steps taken from the moment a lead enters the system, through every interaction, until the decision is made. By visualizing the journey, patterns emerge and slow points become obvious. Small adjustments, like clarifying which team member takes the next action or updating an existing reminder, can keep everyone on track. When workflow matches real behavior, it reduces frustration and duplication of work.

Clean Up Old or Inactive Records

CRMs aren’t just for tracking what’s current. They also collect everything from the past, often for years. That's why it's easy for old, stale records to crowd out the data we actually need.

It helps to filter contacts based on last touch or last activity. Once we do that, we can:

• Archive leads we haven’t contacted (or haven’t heard from) in a long time

• Delete records that were created by mistake or never went anywhere

• Flag leads that may be worth revisiting, but need updated info first

We decide how far back is reasonable for our industry and create a habit of reviewing those records every few months. That way, our CRM stays cleaner and more focused on what’s actually in play.

Regular cleanup also prevents confusion for the sales team. No one likes calling a lead only to learn they’ve already been contacted multiple times, or is no longer relevant. By streamlining the database, team members only engage with current and actionable leads. Set a calendar reminder for a quarterly review so this step is never overlooked.

Test the Flow Without Interrupting the Workday

Audits don’t need to stop everything. We can test how the CRM works by either watching someone walk through their day or stepping through it ourselves. That gives us a full view from both the sales side and a customer’s point of view.

Some simple ways to do this include:

• Creating a test lead and moving it through the pipeline to check how alerts, notes, and automations behave

• Watching a team member add and track a real lead to see where confusion or slowdowns happen

• Keeping a note of anything that adds friction or causes double work

The goal is to spot update opportunities that can be made quietly in the background. That way, we keep productivity up without putting everything on hold for a full rebuild.

Testing during regular work reveals pain points that might not show up in planning. If team members are double-entering information, skipping steps, or can’t find what they need, it’s important to take note. Any changes should aim to let users complete tasks faster with less hassle. Try to implement these small improvements behind the scenes, so day-to-day work keeps rolling along. If needed, schedule short check-ins with the team to ask how recent tweaks have affected their workflow.

Stay Aligned With How Your Team Works

Once changes are in motion, we make sure they match how the team actually uses the system. A CRM isn’t useful if it asks for steps no one has time for, or if updates feel disruptive instead of helpful.

We try to avoid rolling out too much at once. Instead, we:

• Roll out adjustments in phases that work with the team’s pace

• Check for overlap with other software or check-ins so we’re not doubling up

• Ask for feedback after updates to see what’s working and what’s not

Nothing clicks unless it reflects how people work day to day. Retraining can help get things back on track, but we do it with input from the people actually using it.

Teams appreciate when their feedback is both requested and acted upon. Include end users early so their perspective shapes updates that really help, not just add tasks. Clear communication on what's changing, and why, ties the audit process to real benefits in how people work. When processes feel familiar and make work easier, everyone adapts faster and fewer mistakes slip through.

Make Small Fixes, See Big Results

Auditing the CRM isn’t about finding fault. It’s about making sure the tools we depend on still fit the way we work. With steady updates, a messy or outdated system becomes something that saves time and keeps things more consistent.

By keeping our CRM strategies focused on usability, flexibility, and clarity across the team, we avoid getting stuck in a cycle of confusion. That lets us respond faster, stay organized, and hold onto every lead that comes in. We don’t have to overhaul everything, just move one step at a time with purpose. When systems stay clean and familiar, we’re more likely to trust what they tell us and keep using them to full effect.

And remember, changes made during an audit should feel manageable for the whole team. Try to address the most frustrating issues first, as quick wins build momentum and confidence in the new workflow. Keep progress visible by sharing successes and encouraging team members to suggest future improvements. When everyone feels part of the update process, adoption rates go up and results last longer.

If it feels like your CRM could be doing more to support your sales efforts, you’re probably right. The right structure, cleaner data, and consistent follow-through all start with better organization and the right tools. Strong, simple CRM strategies can keep leads from falling through the cracks and help your team stay focused on what matters. At BJC Media, we take a thoughtful approach to what works best based on how you already operate. Contact us to get started.