If your CRM is full of data but low on insight, the Audit will tell you exactly why.
We audit CRM setups for B2B companies in Ireland and the UK, tell you what is broken and why, and give you a clear prioritised account of what needs to change.
A CRM audit is often where an engagement with Tenacre begins, and it is frequently the most clarifying work a business does before committing to a larger change. Over a structured review we look at the data model, the pipeline stages, how the system reflects the actual sales process, user adoption, and the gap between how the CRM is configured and how the team uses it day to day.
The output is a clear-eyed account of what is working, what is not, and where the priority fixes are. Some clients use the audit as a standalone piece of work and carry out the changes themselves. Others use it as the foundation for a broader engagement. Either way, the findings are practical and specific. You finish the process knowing exactly what you are dealing with, which is rarely the situation going in.
Data Quality
Bad CRM data is almost always the result of a system that makes correct data entry harder than skipping it, combined with a team that has never been given a good reason to believe the data matters. We treat data quality as a structural problem, not a discipline problem.
Cleaning a CRM without addressing the underlying causes of the mess is a temporary fix. We look at why the data reached the state it is in, address those causes, and put in place the standards and processes that keep it clean going forward. The goal is a system where keeping data clean is the path of least resistance, not an extra task on top of selling.
For businesses preparing for a funding round or an acquisition process, this has direct financial relevance. Investors read pipeline data carefully. A clean, well-structured CRM tells a very different story than one requiring manual cleanup before anyone external can look at it.
Senior practitioners run every audit. The people who scope the work are the people who do it.
CRM Audit & Data Quality- Frequently Asked Questions
How do I know if my CRM needs an audit?
If the sales team routinely works around the system rather than in it, that is a signal. If the forecast is consistently unreliable, that is a signal. If nobody can agree on what the pipeline data actually means, that is a signal. For most mid-sized sales teams, a structured audit takes two to three weeks and produces a clear picture of what needs to change.
What does a CRM audit cover?
The data model, pipeline stages, process alignment, user adoption, and the gap between how the system is configured and how the team actually uses it. The output is a prioritised list of what needs to change and why, not a comprehensive document covering everything that could theoretically be improved.
What do I get at the end of an audit?
A clear account of what is working, what is not, and where the priority fixes are. The findings are practical and specific with a clear recommended order of intervention. Some clients implement the changes themselves. Others use the audit as the starting point for a broader engagement.
How bad does our data quality need to be before it is worth addressing?
There is no threshold. If the data is unreliable, it is affecting decisions being made from it right now. The cost tends to be invisible until it is not: typically when someone asks a question the CRM should be able to answer and cannot. For companies approaching a funding conversation, the cost of bad pipeline data is visible immediately.
Can you audit a Salesforce org built by someone else?
Yes, and it is often more straightforward because there is no attachment to the original decisions. The starting point is the same: understand what was intended, compare it to what actually happened, and identify the gap. Senior practitioners run every audit.