Automated Freshsales Contact Data Cleanup
Every night, WebRun opens Freshsales, works through contacts and accounts looking for missing email and phone fields, records with no owner, blank lifecycle stages, and likely duplicates, writes them all to Airtable grouped by what is wrong, and opens a Trello card for each cleanup batch.
How do I find CRM contacts with missing fields, no owner, or duplicates?
WebRun cleans up your Freshsales contact database every night. It finds records with no email or phone, no owner, or an obvious duplicate, writes each one to Airtable grouped by what is wrong, and opens a Trello card per batch, so reps stop dialling records nobody can actually work.
- Reps stop dialling records with no phone number and no owner
- Duplicates are surfaced for review instead of merged blindly
- The whole database is checked nightly, not audited once a quarter
Built for sales ops · revenue operations · CRM admins · inside sales teams
What does WebRun do on every run?
The exact actions WebRun takes, in order - in plain language, so you can adjust anything.
-
WebRun signs in and gets to work
Opens
freshsales.ioin a real browser with your saved login - no setup, no API keys. -
1
Freshsales - find broken contact records
freshsales.io
WebRun opens Freshsales to find broken contact records. - Open Freshsales and page through contacts and their linked accounts
- Flag records with no email address or no phone number
- Flag records with no owner set, or with a blank lifecycle stage
- Flag likely duplicates by matching name, email domain, and company
Done when Every contact with a missing field, no owner, or a likely duplicate has been captured.
-
2
Airtable - group them by what is wrong
airtable.com
WebRun opens Airtable to group them by what is wrong. - Write one row per record with the contact, the account, and the fault
- Group the rows into no contact detail, no owner, no stage, and possible duplicate
- Keep a link back to the Freshsales record so a fix takes one click
Done when Airtable holds the full cleanup list, grouped by fault type.
-
3
Trello - open a card per cleanup batch
trello.com
WebRun opens Trello to open a card per cleanup batch. - Open a card for each fault group with the record count on it
- Put the group blocking outbound calling first: contacts with no phone and no owner
- Link the card to the Airtable view holding that group
Done when Sales ops has a Trello card per cleanup batch, each linked to its records.
How is each run configured?
Secure by default
Connect once, stays signed in
WebRun signs in once and keeps each session in a persistent environment, so every run picks up right where it left off.
Every action is checked against this policy before it runs.
Questions, answered
Will it delete or merge duplicate contacts?
No. WebRun flags likely duplicates and puts them on the list. Merging or deleting a CRM record is irreversible, so it stays a human decision you make inside Freshsales.
Does it edit contact fields in Freshsales?
No. It reads the records and reports what is missing. Every fix is made by your team in Freshsales, which keeps the audit trail clean and the CRM the single source of truth.
How does it decide two records are duplicates?
It matches on name, email domain, and company, then marks the pair as a possible duplicate rather than a certain one. You confirm before anything is merged.
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