# CRM Data Cleanup After an Acquisition — SOP

## Purpose and scope

Prepare reviewed CRM merge and correction proposals after an acquisition without erasing source identity, consent or local context. This procedure covers profiling, candidate detection, human review, staged execution and reconciliation. It does not authorize collection of new personal data, legal conclusions, consent changes or an unattended destructive merge.

## Owner, trigger and output

- **Owner:** named CRM data owner.
- **Trigger:** approved cleanup scope and source snapshots are available.
- **Output:** reconciled change ledger, unresolved exception queue and retained rollback evidence.

## Prerequisites

1. Approved purpose, fields, systems, access roles and retention rules.
2. Read-only source snapshots with counts and stable record identifiers.
3. Field and status mapping, including values that must remain source-specific.
4. Duplicate rules, confidence bands and human approval authority.
5. Tested restore or rollback route in a non-production rehearsal.

## Procedure

1. Profile record counts, missing keys, field values, relationships and active automations by source.
2. Normalize comparison values in a staging copy; never overwrite the original source snapshot.
3. Generate candidate pairs with the matched fields and reasons visible.
4. Reject automatic merge when identity conflicts, consent/privacy state differs, active opportunities conflict, or related records cannot be mapped safely.
5. Have the data owner approve the surviving record, field-level values and relationship treatment.
6. Execute a small reviewed batch with an idempotency key per approved proposal.
7. Reconcile source, target and change-ledger counts; sample every exception class.
8. Stop on an unexpected deletion, relationship loss, consent change or unmatched count.
9. Publish unresolved cases to a named queue and retain rollback evidence.

## Exceptions and approvals

Potential shared inboxes, household records, changed names, conflicting account ownership, active deals, suppression/consent differences and portal users always require human review. Only the named data owner may authorize destructive execution.

## Audit record and revision log

Retain scope, rule version, source snapshot identifiers, candidate reason, approver, execution identifier, before/after record keys, reconciliation result and rollback outcome. Review after every batch and revise the rules only through a new tested version.