Hospitality | RevOps & CRM
A multi-location restaurant group'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.
96K+
Contacts Deduplicated
3,400+
Net-New Contacts Surfaced
2,500+
Orphaned Records Removed
Live
Lifecycle Automation + Deal Sync
The Situation
The group's CRM had ballooned to roughly 96,000 contacts, thick with duplicates and around 2,500 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
We treated the CRM as a revenue database to be rebuilt, not a contact list to be tidied. Five workstreams, run in order.
A roughly 96,000-contact cleanup, with about 2,500 orphaned company records removed. We quarantined the questionable records first, then merged and cleared the duplication so the database had one trustworthy version of each contact.
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.
Clay enrichment across roughly 4,900 companies surfaced about 3,400 net-new persona contacts for the business-development team, filling the gaps the cleaned database exposed with people worth reaching.
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.
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
Roughly 96,000 contacts deduplicated into one trustworthy database
About 2,500 orphaned company records removed
About 3,400 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
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
Industry
Multi-location restaurant group (fast-casual)
Footprint
30+ locations, Northeast US
Inherited State
Roughly 96,000 contacts, 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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