CRMs Now Grade Your Data Quality. Check Yours First

At its Unbound 2026 conference, HubSpot added Context Home, according to one summary of the event. It scores how complete a team’s data is and points out the gaps.

Salesforce also announced Koa, a reasoning model built for CRM actions. Pilots start this month, with US general availability expected in winter.

The same summary reports that HubSpot’s CEO admitted AI has added work instead of removing it.

Why this matters for your business

AI features read your records to decide what to do. If fields are empty or wrong, the results are wrong too. As a result, vendors now treat data quality as part of the product, not a side task.

You do not need HubSpot to benefit. You can run a simple version of the same check yourself.

A simple data check

• Open 50 recent contacts on screen, or export them.
• Count how many have a valid email, a phone number, and an owner.
• Check how many deals have a stage, a value, and a next step.
• Note any duplicates, then merge them.
• Write down the three fields your team skips most often.

Then decide which fields are required, so new records arrive complete. This builds on the CRM mistakes quietly costing you leads and how CRM AI agents now act on your data.

FAQ

Do I need to switch CRMs to get a data score?

No. A manual check gives you most of the benefit, and most platforms let you report on empty fields.

How often should I run the check?

Monthly is a good start. Run it again after any import or tool change.

Related: what your CRM AI really costs, and how to budget for it.

Related: a CRM renewal checklist for any vendor.

Getting started

We set up CRMs so the data stays complete, and we can run this check on yours. Book a Free Call, and we will show you where the gaps are.