# Fictional CRM hygiene review: Mossbridge Demo

**Synthetic example.** The organisation, people, records and events below are invented. This is a manually authored illustration of the review format. It demonstrates neither live CRM access nor AI-generated accuracy. No real customer information is used.

## Review

- Company: Mossbridge Demo (fictional)
- System of record: the company CRM (fictional instance)
- Review period: October 2026; extract taken 30 October 2026
- Data steward: RevOps lead (fictional role)
- Sales sign-off: Sales manager (fictional role)
- Extract: four accounts and six opportunities [E1]. Closed lost records and contacts were not included.
- Review status: Fixes agreed with owners; one process change approved.

## The eight critical fields

| Field | Object | Definition | Allowed values | Owner | Who may edit | Validation rule | Used by |
|---|---|---|---|---|---|---|---|
| Account domain | Account | Primary web domain of the buying entity | Lower-case domain | Account owner | Account owner, RevOps | Required; duplicate check on create | Duplicate matching, routing |
| Industry | Account | Primary industry of the buying entity | Picklist: Financial services, Healthcare, Logistics, Manufacturing, Software, Other | Account owner | Account owner, RevOps | Required on create; picklist restricted | Pipeline by segment |
| Account owner | Account | Person accountable for the relationship | Active user | Sales manager | Sales manager, RevOps | Must be an active user | Routing, territory report |
| Stage | Opportunity | Position against the agreed stage definitions | Discovery, Qualification, Proposal, Negotiation, Closed won, Closed lost | Opportunity owner | Opportunity owner | Required fields at stage | Forecast, pipeline review |
| Close date | Opportunity | Date the owner expects a signed order | Date | Opportunity owner | Opportunity owner, Sales manager | Proposed: no past date while open | Forecast |
| Amount | Opportunity | Expected first-year contract value | Number in EUR | Opportunity owner | Opportunity owner, Sales manager | Required from Proposal | Forecast |
| Next step | Opportunity | The next agreed action with the buyer | Short text | Opportunity owner | Opportunity owner | Required from Qualification while open | Pipeline review |
| Next step date | Opportunity | When that action happens | Date | Opportunity owner | Opportunity owner | Required with next step | Pipeline review |

## Findings

| # | Finding | Records | Rule broken | Likely source |
|---|---|---|---|---|
| F1 | Duplicate account: same domain, two names, two owners | DEMO-ACC-101, DEMO-ACC-102 | Duplicate check on domain | Event list import on 12 October |
| F2 | Two opportunities for what may be one buying effort, one on each duplicate | DEMO-OPP-202, DEMO-OPP-203 | Follows from F1 | Event list import |
| F3 | Stale close dates on open opportunities | DEMO-OPP-201 (30 Sep), DEMO-OPP-205 (29 Aug) | No past close date while open | Manual: dates not updated after slippage |
| F4 | Missing next step on open opportunities | DEMO-OPP-202, DEMO-OPP-205 | Next step required from Qualification | Manual; DEMO-OPP-202 is in Discovery, so the rule does not yet apply to it |
| F5 | Next step date after the close date | DEMO-OPP-204 (next step 6 Nov, close 31 Oct) | Consistency check | Manual |
| F6 | Industry values outside the picklist | DEMO-ACC-102 ("logistics & freight"), DEMO-ACC-103 ("SaaS/software") | Picklist restricted | Event list import wrote the column as text |
| F7 | Industry blank | DEMO-ACC-104 | Required on create | Manual create before the rule existed |

DEMO-OPP-206 is closed won and passed every check. It is listed in the extract as a control.

## Fixes agreed with owners

| Finding | Agreed fix | Owner | Due | Status at close of review |
|---|---|---|---|---|
| F1 | Account executives A and B confirmed DEMO-ACC-101 survives as the older record with the activity history. RevOps merges DEMO-ACC-102 into it and records the surviving ID. | RevOps lead, after both owners confirm | 4 Nov 2026 | Owners confirmed; merge pending |
| F2 | Account executive B confirmed DEMO-OPP-202 is the same buying effort as DEMO-OPP-203. Account executive A keeps DEMO-OPP-203; DEMO-OPP-202 is closed as duplicate, not deleted. | Account executives A and B | 4 Nov 2026 | Agreed |
| F3 | DEMO-OPP-201: owner moves the close date to 30 November after the revised proposal call. DEMO-OPP-205: owner reports no buyer contact since August and will close it lost unless the buyer replies by 6 November. | Account executives A and C | 6 Nov 2026 | Agreed |
| F4 | DEMO-OPP-205 covered by F3. DEMO-OPP-202 closed under F2. | Account executives B and C | 6 Nov 2026 | Agreed |
| F5 | Owner confirms the order form will not be signed by 31 October and moves the close date to 14 November. | Account executive C | 31 Oct 2026 | Agreed |
| F6 | Mapped to "Logistics" and "Software" using the approved mapping table. Owners checked both. | RevOps lead | 31 Oct 2026 | Done |
| F7 | Owner sets industry to "Manufacturing". | Account executive C | 31 Oct 2026 | Agreed |

No close date or amount was changed by RevOps. Each owner changed their own records or agreed the change first.

## Process change

- Pattern: F1, F2 and F6 all trace to one event list import that created accounts without a domain match and wrote industry as free text.
- Change: list imports now use the approved template with an industry picklist column, and run a domain match before any account is created. Unmatched rows go to the data steward for review instead of being created.
- Owner: RevOps lead, with the marketing operations owner of the event list
- Check at next review: accounts created by import in November with no domain match, or industry values outside the picklist.

Two further candidates were logged and not adopted this month: a validation rule blocking past close dates on open opportunities, and a check that the next step date falls before the close date. Both need testing against paused deals first.

## Synthetic source register

| ID | Fictional record | Reference | Record date |
|---|---|---|---|
| E1 | CRM extract, open opportunities, one closed won control and their accounts | DEMO-EXTRACT-2026-10 | 30 Oct 2026 |

[Download the fictional record extract](/downloads/crm-hygiene-input.json) to check this example. The IDs above are fictional, not links to customer systems.

## Human review

The record owners must confirm each fix and the surviving record before the merge runs. The Sales manager approves the process change. The example includes no completed merge and no measured result.