AI Ready Data to Accelerate Funnels That Both Sales & Marketing Can Trust

We Deliver Clean, Connected, Unified Data & Ongoing Data Governance to Immediately Improve Results.

Then We Help Activate Native Salesforce AI & 3rd Party Integrations for Long Term Success

You’ve invested in Salesforce Sales Cloud, Marketing Cloud Next, Einstein and/or Agentforce. The single biggest factor in whether you can get the maximum ROI from your investment is the quality and cleanliness of your integrated data. Gabriel Sales’ Salesforce Data Hygiene and AI Services ensures your organization has the clean and unified data you need to have an immediate and ongoing impact on both sales and marketing. Including the now critical need to deploy and activate AI you can trust.

Most engagements start with a free health check, (followed by a risk free audit if you don’t know where to start). Then initial ROI and measurable results are typically realized after a focused 30 to 90-day project sprint.

The Challenge

“We don’t trust our Dashboard & Reports enough to be confident in our decisions”

“We turned on Einstein Lead Scoring and the results don’t make sense.”

“We’ve been told we’re not AI-ready, but no one can tell us specifically what to fix.”

“We want to deploy Agentforce, but we’re worried our data will cause it to give wrong answers.”

“We’re paying for AI features in Salesforce and barely using any of them.”

“Our reports don’t match. Marketing and sales can’t agree on what’s actually in the pipeline.”

“Our personalization is causing campaigns to underperform and deliverability to slip”

“Our data is a mess. We know something is wrong. We just don’t know where to start.”

There is rarely just one reason you can’t turn your data into an asset you can trust.   Maybe settings were missed at implementation.  Maybe the systems were built and integrated for lead gen and not sales. Or your sales reps were never provided a simple process to input information.  Maybe you launched new marketing channels and/or products and the systems and fields weren’t updated.  Maybe you have legacy integrations that were never unplugged. Or maybe forms and form handlers were never fully integrated and/or your tracking and UTMs are not properly configured or installed. Or maybe its as simple as your lead views or opportunity workflows were over or under designed by a Salesforce Admin or Sales Director.

37% of CRM professionals report losing revenue directly to poor data quality and their teams waste an average of 13 hours per week searching for basic CRM information they can’t find or trust. 76% of organizations admit less than half of their CRM data is accurate.”  Source: Validity, State of CRM Data Management in 2025, 602 CRM professionals

The one thing you do know is the pressure to align marketing and sales to make it easier for your entire team to craft, build and execute powerful customers experience is increasing every day. And now the pressure to leverage AI on top of that is no longer avoidable.

 “54% of organizations have already deployed generative AI on an unstable data foundation, while 57% still rely on manual data cleaning and are simultaneously cutting investment in dedicated data-quality staff.” Source: Validity, State of CRM Data Management in 2025

The good news: everything above is quickly diagnosable and fixable. And based on your current stage of maturity and tech stack Gabriel Sales can tell you exactly what to fix first.

Your Entire Organization Gets

What We We Do

Audit, Repair, Optimize, Enhance and Activate

Our approach to maximizing the value of your data follows the same ROI driven frameworks we’ve applied across hundreds of Sales Cloud and Account Engagement Optimizations. applied specifically to data quality and AI readiness. We:

Audit – Because you can’t fix and prioritize what you haven’t examined & measured

Repair – Because you can’t optimize a broken foundation

Optimize – Because you can’t implement AI that you can trust when its built on dirty and unreliable data

Enhance – Because you can’t scale and activate advanced AI and automations without  advanced & unified data

Activate – Because long term competitive success will require hybrid marketing & sales automations leveraging AI  

Gabriel Sales’ Audit / Repair / Optimize / Enhance/ Activate framework moves you from data you can’t depend on to a foundation that enable mature automation and sales enablement across your entire customer life cycle.

Some of the Most Common Issues We Resolve

Below are some of the data and AI readiness problems Gabriel Sales hears and addresses most often and how we help your team quickly resolve each one.

We repair the field mapping, attribution sync, and Opportunity Contact Role structures so both teams are working from one source of truth for number everyone can trust.

We run structured deduplication across multiple marketing and sales stages then build prevention rules so records stay clean because duplicates don’t just waste time, they corrupt AI scoring, split attribution, and make every report less accurate.

We repair list hygiene, fix email authentication records (SPF, DKIM, and DMARC, suppress problem records, and protect your sender reputation. Poor deliverability doesn’t just reduce open rates it also signals to AI that your audience and segmentation data can’t be trusted.

We audit the specific fields for AI use cases you want to activate. Then we fix gaps, duplicates, sync errors, and implement governance rules so when you turn on AI its using data you can rely on.

We assess the field completeness Einstein Lead and Opportunity Scoring requires Most clients see meaningful improvement in scoring accuracy within one sprint.

The Data Hygiene & AI Readiness Audit covers all five areas of your data environment and delivers a prioritized, ROI-sequenced roadmap so you know exactly which fixes to make first and the measurable outcome each one enables.

Salesforce Data Cloud requires a specific data architecture to deliver value. We assess your readiness before a single dollar is committed to implementation.

We normalize and segment your records so every AI agent, every rep, and every campaign always know exactly who they are addressing so they treat them accordingly. A rep or agent pitching a current customer as though they’re a new prospect doesn’t just lose the deal; it damages the relationship.

We fix with the right criteria (e.g revenue, loyalty, speed to close), ensure the right data is in system, and ensure that data is complete and accurate so you can map and correlate to attribution and sales rep activity.

We enable exploration of data with cleaned segments and once you know who your best customers are we deploy Einstein and Data models to identify look alikes to drive more pipeline faster with additional insights to drive better spend across every channel.  

The Details

After your Free Health Check and Automation & Sale Enablement Maturity Benchmark.

Stage 1 – The Data Hygiene & AI Readiness Audit (and Pre-Data Cloud Migration)

Before we fix anything, we assess everything that matters. The audit is a fixed-scope, structured assessment across five areas of your data environment. It’s not just a general cleanup.  It’s a use-case-specific evaluation of whether your data can support the specific AI outcomes you’re trying to achieve.

Audit Area 1 – CRM Data (Salesforce Sales Cloud)

We evaluate field completeness for data AI depends on most, email address, job title, industry, account fields, stage history, and Opportunity Contact Roles. We identify issues, flag stale and invalid records and assess standardization and input gaps. All designed to ensure ongoing and scalable integrity.

Audit Area 2 – Marketing Data (Account Engagement / Marketing Cloud Next)

We review your prospect records for duplicates and list hygiene issues, audit email deliverability indicators. We  assess field mapping and sync reliability between Account Engagement evaluate Opportunity Contact Role coverage (the single most common AI-blocking gap we find across client engagements) and confirm that consent and compliance records meet current regulatory requirements now and for AI.

Audit Area 3 – Integration & Governance

We assess sync reliability across your Salesforce instance, Account Engagement, and any third-party tools feeding data into your CRM. We identify where single-source-of-truth breakdowns are occurring, evaluate your current data ownership and stewardship practices. We can also assess your readiness for Salesforce Data Cloud if you’re considering it.

Audit Area 4 – AI, Automation & Agentforce Readiness

We understand your short-term tool set and long-term platform goals then start with the AI outcomes you want to achieve. We look at the foundation applications for most companies (post GTM) including lead scoring, Agentforce SDR, campaign personalization, revenue attribution and audit the specific data those agents will read, analyze and act on. We measure field completeness against Salesforce’s published AI threshold (approximately 70% completeness on key fields for reliable AI performance), assess Einstein scoring prerequisites, evaluate Agentforce grounding data quality, and review how PII is handled for compliance with AI use.

Audit Area 5 — Third-Party Data Augmentation

We identify which data gaps in your current records are worth filling with third-party sources — and which ones to leave alone. We evaluate provider fit across the major B2B data platforms (Apollo, ZoomInfo, Clay, and Acxiom) against your specific use cases, and we always apply the sequencing rule: activate the first-party data you already own before spending money on third-party augmentation.

What You Receive After the Audit

• Data Readiness Scorecard with an executive-ready summary of where you stand across all five areas
• Prioritized Findings Ranked by severity & business impact with needed now red flags vs. improvements that can wait
• AI & Agentforce Readiness rating by intended use case mapped to the specific agents and features you want to activate
• Remediation Roadmap Sequenced by ROI with the fixes that unlock the most value first based on your objectives
• Third-Party Data Recommendations where you are set and where gaps are worth filling
• Executive Readout Session during a working call where we walk through findings and help you build a funded action plan

Stage 2 – Repair 

Once we know what’s broken and have your prioritized road map we fix it systematically, in the sequence that delivers the fastest value for your immediate uses and any quick wins for increased AI value. Repair work is executed by Gabriel Sales’ certified Salesforce team directly inside your platform. There’s no handoff to a separate implementation team the people who analyzed the audit oversee and execute the remediation.

Marketing Data (Account Engagement)

What Your Team Gets

All the most critical fixes and standardization of your existing data with a strong foundation to build on. You will capture quick Automation ROIs with immediately improved dashboards, cleaner identification of top prospects with the added ability to align marketing and sales data for one version of the truth.  With initial attribution now possible. 

Stage 3 – Optimize

With the data foundation repaired, we build the systems and habits that keep it clean. We  maximize the first-party data you already own but may not yet be using for AI. And we enable 3^rd party enrichment if necessary.

3rd Party Data Enrichment Management

Where first-party gaps are significant, we recommend and install ongoing data enrichment partners. B2B contact data decays at approximately 2.1% per month, which means roughly a quarter of your contact database goes stale every year without active maintenance.

What Your Team Gets

We build the ongoing best practices and the hygiene cadence that keeps pace with an increased flow of data and the consistent augmentation required for AI success. Sales and marketing will both have increased trust in your existing third party AI platforms. You will be prepared to quickly turn on some Salesforce out of the box AI (some of which you probably already pay for).   

Stage 4 – Enhance

With clean data and strong governance in place, you’re ready to unlock the advanced data capabilities, deeper intelligence, predictive scoring and advanced automation clean, connected and unified data makes possible.  You will have the proprietary data firepower needed to scale your Native Salesforce AI and/or 3rd Party Solutions for increased automation and mature sales enablement at every stage of your buyers journey. Enhancement can also include preparing and installing Salesforce Data Cloud and Marketing Cloud Account Engagement pre Marketing Cloud Next Data Migration. 

Advanced Data Capabilities

We help you implement Salesforce Data Cloud which connects and organizes all of your customer data from Salesforce eco-system and your ERP, billing systems, product usage platforms, and customer support tools for a single, unified profile.

Once you have confidence in your unified profiles, we can build the data streams, identity resolution logic, and Calculated Insights that make it valuable. Calculated Insights are AI-powered scores such as lifetime customer value, propensity-to-buy, engagement depth that update automatically on every unified profile. We also build ICP lookalike scoring that rates every open lead and account against the measurable profile of your existing best customers.

Marketing Cloud Next Readiness

We build on previous work and execute the final steps required to prepare your data architecture for Salesforce Marketing Cloud Next, Salesforce’s next-generation marketing platform. Including the supporting data structures needed for segment builds and Agentforce Marketing campaigns.

Conversation Data Capture

As an example, we can integrate Zoom AI Companion with Salesforce so meetings are logged and summaries pushed to records automatically. We can then configure Einstein Conversation Insights to pull structured intelligence from calls directly into CRM fields. And we establish the minimum field discipline for your sales team: call outcome, next step, competitor, budget signal, and closed-lost reason, structured as picklists so the data is immediately AI-usable

What Your Team Gets

This is the foundation that turns your proprietary data in a competitive advantage that can leverage advanced AI at scale.  Unified and individual profiles so you can now power AI insights.  Sales and marketing will both have the ability to score and analyze complete lead, sales and customer lifetime value, propensity-to-buy and content preferences.  This is the unified data that aligns sales and marketing to enable personalized automations, campaigns and prioritized custom sales support at scale. This extends to automated ICP look alikes to inform improved marketing spend across every channel at every stage of the customer lifecyle. 

Stage 5 – Activate and/or Expand Your AI & Automations 

With Two Custom Tracks for Sales & Marketing (Both with and without Data Cloud / Marketing Cloud Next)

Once your data is clean, complete, and governed, a meaningful set of AI capabilities becomes available immediately without additional Salesforce investment. A second, more advanced set becomes available as your data matures and Salesforce Data Cloud is in place. Gabriel Sales helps you activate both tracks, in the right sequence, for the highest return. And in both cases we can also help with specific Claude, and third party use cases.

Track 1 – AI You Can Turn on Immediately (No Data Cloud Required)

Track 2

Advanced AI at Scale

(With Salesforce Data Cloud & Marketing Cloud Next)

These capabilities require that we Optimize and Enhance your data and leverage Salesforce Data Cloud which unifies all your customer data from every source into a single, trusted profile per person.  They can be activated once your data foundation and unified profiles are in place. In some cases it also requires Marketing Cloud Next for optimal performance.

Agentforce Sales Coach

Agentforce Sales Coach gives every rep on-demand pitch practice and objection handling, grounded in the actual opportunity they’re working.  Correlated to the current stage, the specific objection and includes the known and potential competitors you need to beat. It’s targeted coaching at scale, without requiring manager bandwidth for every deal.

Einstein Attribution

Einstein Attribution replaces manual, last-touch attribution with machine-learning revenue credit across the full customer journey. Instead of crediting the last email and/or call a rep recorded, attribution reflects every meaningful campaign and touchpoint that contributed to the close  giving marketing teams accurate data on what’s actually driving revenue.

Calculated Insights and ICP Scoring

Calculated Insights are AI-powered scores, lifetime customer value, velocity to revenue, propensity-to-buy, and engagement required. Updates automatically on every unified customer profile inside Data Cloud. ICP scoring extends this outward: every open lead and account is rated against the measurable profile of your highest-margin existing customers, giving sales a ranked list of the best targets available.

LinkedIn and Google Ads Activation via Data Cloud

Data Cloud segments flow directly to LinkedIn Campaign Manager and Google Ads with no CSV exports, no manual uploads, automatic refresh. Your advertising audiences are always current, always accurate, and always in sync with what’s happening in your CRM.

What Your Team Gets

AI that right for you. At the right time and at the right scale.  Based on your needs, budget and level of maturity you want right now.  All implemented with the long term scalability required for sustained success.  Not sure where you need to start.  Contact us to learn about our Free Health Check and Automation & Sales Enablement Maturity Benchmark. Learn More →

The ROI of Getting This Right

Why This Data Work & Trusted AI Activation Can’t Wait

Data quality isn’t a back-office concern. It’s the make-or-break variable for whether your marketing automations, campaigns, sales enablement and  AI investments deliver in both the short term and long term.

 Data is the Top Barrier to Mature Sales Enablement, Marketing, Marketing Automation & AI Success

“84% of data and AI leaders say their data strategy needs a complete overhaul before AI can deliver value.” Source: Salesforce State of Data & Analytics

“50% of Martech leaders say their technical and data stack isn’t ready for AI deployment.” Source: Gartner

“89% of data and analytics leaders with AI in production say they’ve already experienced inaccurate or misleading AI outputs — and 84% agree AI’s outputs are only as good as its data inputs.” Source: Salesforce, State of Data and Analytics

“B2B contact data decays at roughly 2.1% per month — about 22.5% per year — meaning roughly a quarter of a contact database goes stale annually without active maintenance. This impacts deliverability and overall campaign performance.” Sources:  Hubspot and Apollo

“Bad data costs the average enterprise $12.9 million per year in lost productivity, missed decisions, and wasted spend” Sources: Gartner

“Marketers were asked what blocks personalization. (44%), data latency (42%), fragmented systems and tools (39%), identity resolution (35%), manual workload (32%). Not one of them is a creative problem. Personalization doesn’t fail in the campaign. It fails in the tech stack and plumbing underneath it”. Source: GrowthLoop with Ascend2, 2026 AI and Marketing Performance

“Organizations running 11–25 marketing tools report unclear ROI nearly 90% of the time, against 62% for organizations running 6–10 tools”.  Source: DemandScience, 2026 State of Performance Marketing,

“Duplicates or mismatched lead-to-account records create 40% report data quality issues preventing accurate routing.” Source: LeanData, 2026 B2B State of Martech and RevOps

Clean & Unified Data + Connected Tech + AI Results in in Sustained and Exponential Returns

“Sales organizations that provide AI-enabled next best actions are 2.6x more likely to achieve commercial growth, and those prioritizing seller AI upskilling are 2.4x more likely to achieve strong revenue growth.” Source: Gartner

“Sellers who effectively partner with AI tools are 3.7x more likely to meet quota than those who do not.” Source: Gartner

“88% of sales reps using AI agents say the technology increases their odds of hitting sales targets.” Source:· Salesforce State of Sales

“Sellers believe AI agents cut prospect research time by 34% and email drafting time by 36% once fully implemented.”  Source: Salesforce State of Sales

“More than 90% of B2B organizations say they personalize their content but only 5% actually deliver real one-to-one personalization. The companies that execute real personalization posted double-digit revenue growth last year As McKinsey put it, the performance gap isn’t in whether you personalize. It’s in the degree and precision.” Source: McKinsey & Company, The surprising economics of B2B growth

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FAQs

Salesforce Data Hygiene, AI Readiness & AI Activation Services

What is included in the Data Hygiene & AI Readiness Audit?

The audit covers five areas: CRM data quality in Salesforce Sales Cloud, marketing data quality in Account Engagement (Pardot), integration and data governance, AI and Agentforce readiness by specific use case, and third-party data augmentation. It ends with a Data Readiness Scorecard, a prioritized findings report, an AI readiness rating by intended use case, a remediation roadmap, and an executive readout session where we walk through findings together.

How is this different from a standard data cleanup?

A standard cleanup removes obvious duplicates and fills missing fields. Our audit is use-case specific — we start with the AI outcomes you want to achieve and assess the exact data those agents will depend on. The result is a prioritized roadmap that sequences fixes by their impact on your specific AI priorities, not just overall data quality. The distinction matters because the most important fixes for Agentforce SDR are often different from the most important fixes for Einstein Attribution.

Do we need AI features already turned on in Salesforce?

No. The audit assesses your readiness regardless of whether any AI features are currently active. In fact, many clients use the audit findings to build the internal business case for activating features they’ve already licensed but haven’t turned on.

Who leads the audit?

A seasoned data scientist and AI expert, leads every assessment.

Do we need Salesforce Data Cloud for this to work?

The audit covers whatever you have, and significant AI value is available without Data Cloud. Salesforce Data Cloud — which connects and organizes all your customer data into unified profiles is recommended for advanced AI use cases like Agentforce Marketing and Calculated Insights. The audit will tell you whether you’re ready for it and exactly what it would require.

How long does it take?

Most audits complete in two to four weeks. Remediation sprints typically run 90 days, with the highest-priority AI-blocking fixes addressed in Sprint 1. Most clients see meaningful improvement in data quality and early AI activation within the first sprint.

Can you handle the remediation after the audit?

Yes. Most clients move directly from the audit into a remediation sprint executed by our certified Salesforce team. The audit roadmap becomes the project sprint scope. No rework, no handoff friction, same team throughout.

What does it cost?

Start with the free Technology Health Check. Audit and remediation pricing is scoped to your specific environment, tech stack, and goals, and is shared in our proposal after the Health Check call.