Hospitality | RevOps & CRM
A CRM nobody could trust, rebuilt into a revenue database.
A multi-location restaurant brand's CRM was buried in duplicates and orphaned records with no lifecycle logic. We consolidated it, enriched it, automated it, and wired it to the data warehouse.
Majority
Of Records Dormant, Quarantined
Thousands
Net-New Contacts Surfaced
Thousands
Orphaned Records Removed
Live
Lifecycle Automation + Deal Sync
The Situation
A contact database no one could trust
The brand's CRM had ballooned to a six-figure contact database, the majority of it dormant, thick with duplicates and thousands of orphaned company records. There was no lead-status architecture and no lifecycle automation. Records did not mean anything, contacts had no clear stage, and nothing was moving anyone forward automatically.
The result was a database the business-development team could not trust and could not act on. Before anyone could sell from it, the system itself had to be rebuilt.
The Approach
Consolidate, enrich, automate, connect
We treated the CRM as a revenue database to be rebuilt, not a contact list to be tidied. Five workstreams, run in order.
Quarantine and deduplicate
A six-figure contact cleanup. We quarantined the dormant majority of records first, removed thousands of orphaned company records, then merged and cleared the duplication so the database had one trustworthy version of each contact.
Build the lead-status architecture
Defined clear statuses and backfilled history so every record means something. The team can now see where a contact sits and what should happen next, instead of guessing.
Enrich the gaps
Clay enrichment across thousands of companies surfaced thousands of net-new persona contacts for the business-development team, filling the gaps the cleaned database exposed with people worth reaching.
Turn on lifecycle automation
Automated the lead lifecycle, including a catering-versus-mealtime split that routes each contact down the right path. The system now moves records forward on its own rather than waiting on manual sorting.
Wire it to the warehouse
A daily BigQuery deal sync and website visitor identification so the CRM reflects real revenue and real traffic, plus a business-development dashboard and a weekly auto-summary to the team.
The Results
A revenue database the team can act on
A six-figure contact database, with the dormant majority quarantined, deduplicated into one trustworthy database
Thousands of orphaned company records removed
Thousands of net-new persona contacts surfaced for the business-development team
Lifecycle automation live, with a catering-versus-mealtime split routing each contact
A daily deal sync from the data warehouse running live
Website visitor identification feeding the CRM
A business-development dashboard and a weekly summary delivered to the team
A CRM the team can finally trust and act on
Engagement Included
Full scope of work
CRM audit
Contact deduplication
Orphaned-record cleanup
Lead-status architecture
Clay data enrichment
Lifecycle automation
Catering and mealtime differentiation
BigQuery deal sync
Visitor-identification install
Business-development dashboard and reporting
Engagement Context
Industry
Multi-location restaurant group
Footprint
Multi-location, multi-market
Inherited State
A six-figure contact database, heavy duplication, no lifecycle
Challenge
A CRM the team could not trust
Engagement Type
RevOps and CRM rebuild
Outcome
Clean, automated revenue database
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