Key business problems

CRM data decays. Duplicate companies and contacts pile up, unused fields multiply, and the same value gets written five different ways — so reports disagree, reps don't trust what they see, and the AI tools you point at HubSpot inherit the mess.

Grunda cleans that up and keeps it clean. We find and merge duplicates, retire fields nobody uses, and normalize values to a taxonomy you control — with a human approving every change, not a black box rewriting your CRM.

Three problems this solves:

• Duplicates you can't find manually. Same company, different spelling, different domain suffix. Grunda clusters them, proposes the merge, and shows you the evidence before anything happens.

• Field sprawl. Hundreds of properties, a fraction actually in use. Grunda shows what's populated, what's redundant, and what's safe to delete or consolidate.

• Inconsistent values. Industry, country and segment written a dozen ways. Grunda locks each field to an agreed taxonomy so segmentation and reporting hold up.

If you run more than one CRM — after an acquisition, or HubSpot alongside Salesforce or another system — Grunda also compares instances and consolidates them into one trusted view.

The result: a HubSpot portal your team trusts, and one that AI agents can actually work in, because the meaning of every field is defined rather than guessed.