Spring has sprung! Here’s a 12-step to-do list for DMOs with a cluttered CRM

Spring cleaning isn’t just for closets and kitchen cabinets — it’s also the perfect time to refresh your customer relationship management (CRM) platform. For destination marketing organizations (DMOs), a seasonal CRM clean‑up pays off all year long by improving reporting accuracy, strengthening partner relationships, and helping your team work more efficiently.

When your CRM data is clean (think fewer duplicates, simpler lists, consistent fields, and up‑to‑date listings), partners benefit from clearer communication, staff spend less time troubleshooting errors, and your organization gains a trustworthy foundation for campaigns, outreach, and strategic decision‑making.

A clean CRM is a competitive advantage, no matter what season it is. Get a headstart on your spring cleaning with this 12-step to-do list for DMOs.
 

1. Remove duplicate records

Eliminating duplicate versions of the same business or partner contact ensures your team always works from a single source of truth. When duplicates slip in, reporting becomes unreliable, communication gets messy, and partners may receive conflicting messages.

Start by running duplicate checks for accounts and contacts, then merging duplicates using the most complete record available. A quick search for repeated names or businesses is often all it takes to spot where cleanup is needed.
 

2. Archive old or inactive contacts

Old, unused records can drag down email deliverability, skew engagement metrics, and pose challenges for privacy compliance. Contacts with no activity for 24 months or more should be reviewed and archived if they’re no longer relevant.

If your DMO doesn’t have a clear guideline for when a contact becomes inactive, now is the perfect time to create one.
 

3. Clean up tags & dropdown lists

Tags, categories, and dropdown fields tend to multiply over time — especially when many different users create their own variations. Review these lists and remove outdated terminology, consolidate near‑duplicates, and simplify where possible.

Shorter, more accurate lists reduce user confusion, make data entry more consistent, and speed up searching and reporting across your organization.
 

4. Refresh searches, reports & pipelines

Saved searches, custom reports, scheduled reports, and lead pipelines accumulate clutter just like any shared workspace. Review each of these areas and update or remove anything that’s outdated, unused, or duplicated.

Not only will this streamline day‑to‑day work, but it also ensures teams are pulling information that reflects your current priorities — not last year’s.
 

5. Review User‑Defined Fields (UDFs)

UDFs are valuable tools when they’re intentional and well‑maintained. Over time, though, unused or overly specific fields can pile up. It’s important to remove fields no one is using, combine fields that track similar data, and simplify those that remain.

The goal: a smaller, smarter set of data fields that support meaningful segmentation — not a cluttered spreadsheet that discourages accurate entry.
 

6. Update listings & media

Listings are a core asset for DMOs, so spring is a great time to review them with a critical eye. Look for missing or expired images, outdated amenities, inaccurate categories, or broken links.

Accurate listings help partners put their best foot forward while ensuring visitors have reliable information. They also improve alignment with search tools, request for proposal (RFP) needs, and your destination’s digital experience.
 

7. Standardize key fields & fill missing information

Fields like region, segment, business category, and primary contact play a big role in reporting and segmentation. Audit these fields to ensure they’re consistently completed and follow your current definitions.

Standardization prevents the dreaded “unknown,” “miscellaneous,” or “other” values that can skew reports and muddy team communication.
 

8. Review forms & opt‑in compliance

Forms evolve — and sometimes old ones hang around long after they should. Remove forms no longer in use, and confirm that active forms follow current GDPR, CASL, and other applicable consent requirements.

Clear consent language helps protect your organization and maintain healthy, permission‑based marketing lists.
 

9. Build good CRM habits through simple training

Even the cleanest CRM will fall apart without ongoing care. Create brief data standards and run short, practical training sessions to reinforce good habits. New team members should receive basic CRM onboarding to ensure consistent practices across departments.

Training doesn’t need to be complex; a 20‑minute refresher can save hours of future cleanup.

10. Conduct quick weekly micro‑audits

A weekly 10‑ to 15‑minute micro‑audit can prevent major clean‑up projects. Use this time to spot‑check new records, resolve new duplicates, move stale leads to their next stage, and ensure forms are functioning as expected.

Small, consistent maintenance keeps your CRM running smoothly — especially for lean teams.
 

11. Track a few helpful data quality metrics

Monitoring a handful of data‑quality indicators gives you a clearer sense of whether your CRM is improving. Consider tracking missing key fields, duplicate records, report usage, tag usage, and email bounce or spam trends.

You don’t need dozens of metrics. Just choose the few that matter most to your DMO and review them regularly.
 

12. Make CRM health a team effort

CRM data isn’t just the responsibility of one role or department. Share ownership across teams using simple standards, short recurring reviews, and transparent communication. When everyone contributes to maintaining accurate information, the CRM stays cleaner — even for small DMOs without dedicated technical staff.