Templates / RevOps / CRM enrichment
Standardize and normalize CRM fields
Normalize industry and country across HubSpot companies; clean and split job titles across contacts. Reporting and routing finally work because every record uses the same vocabulary. No more "USA" vs "United States" vs "us"; no more inconsistent "B2B SaaS"; no more emojis or parentheticals leaking into name fields.
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01 Companies
One row per HubSpot company. Find Missing Data fills empty cells via AI lookup, Normalize Country maps to ISO codes and canonical names, Normalize Industry maps to HubSpot's strict enum, and Update HubSpot Company writes the standardized fields back to the CRM.
 HubSpot Companies | Company name | Country/Region | Industry |  Find Missing Data | Found Country | Normalize Country | Country Code (Normalized) | Normalize Industry | Industry (Normalized) | Update HubSpot Company |
|---|---|---|---|---|---|---|---|---|---|---|
| HubSpot Co. | TenderApp | null | null | Found | Netherlands | Normalized | NL | Normalized | COMPUTER_SOFTWARE | Updated |
| HubSpot Co. | Rivada Space Networks | null | null | Found | Germany | Normalized | DE | Normalized | TELECOMMUNICATIONS | Updated |
| HubSpot Co. | Voltio | USA | B2B SaaS | Skipped | - | Normalized | US | Normalized | COMPUTER_SOFTWARE | Updated |
| HubSpot Co. | Lenza | germany | saas | Skipped | - | Normalized | DE | Normalized | COMPUTER_SOFTWARE | Updated |
| HubSpot Co. | Orbisk | null | null | Found | Netherlands | Normalized | NL | Normalized | COMPUTER_SOFTWARE | Updated |
| HubSpot Co. | Trackbeam | us | Fintech | Skipped | - | Normalized | US | Normalized | FINANCIAL_SERVICES | Updated |
| HubSpot Co. | Mosaic Labs | USA | agency | Skipped | - | Normalized | US | Normalized | MARKETING_AND_ADVERTISING | Updated |
| HubSpot Co. | Aware | null | null | Found | Belgium | Normalized | BE | Normalized | COMPUTER_SOFTWARE | Updated |
02 Contacts
One row per HubSpot contact. First Name (Cleaned) and Last Name (Cleaned) formulas strip emojis, country flags, and parenthetical notes that leak into name fields. Normalize Title splits each job title into a canonical seniority and function so segmentation and routing rely on a clean two-axis taxonomy across every contact in the CRM.
| HubSpot Contacts | First Name | First Name (Cleaned) | Last Name | Last Name (Cleaned) | Job Title | Normalize Title | Function (Normalized) | Seniority (Normalized) | Update HubSpot Contact |
|---|---|---|---|---|---|---|---|---|---|
| HubSpot Co. | camiel ✨ | Camiel | Kraan | Kraan | Founder/CEO | Normalized | Other | C-Level | Updated |
| HubSpot Co. | Ron 🇳🇱 | Ron | BADEN ✨ | Baden | Head of Sales | Normalized | Sales | Director | Updated |
| HubSpot Co. | Michael (Fractional VP) 🚀 | Michael | Hirshoren | Hirshoren | Head of Sales | Normalized | Sales | Director | Updated |
| HubSpot Co. | Vincent H.J. | Vincent Hj | Gelink | Gelink | Founder | Normalized | Other | C-Level | Updated |
| HubSpot Co. | Sumeet | Sumeet | Kumar | Kumar | Head of Sales, Global Accounts & International Markets | Normalized | Sales | Director | Updated |
| HubSpot Co. | Preston | Preston | Pierce | Pierce | Enterprise Account Executive | Normalized | Sales | IC | Updated |
How does Standardize and normalize CRM fields run?
Each step is a Baseloop action on the table. The workflow chains them in order, so the same sequence runs on every row that lands.
- 01
Pull every HubSpot company (or a target subset) into a Baseloop Companies table.
- 02
Find Missing Data fills empty industry and country fields via a one-shot AI lookup against the company name and domain. Real CRMs often arrive with these fields blank; this step closes the gap before normalization runs.
- 03
Normalize Country maps the country (whether original or just-found) into ISO codes and canonical names so reporting groups every "USA / United States / us" together.
- 04
Normalize Industry maps the industry into HubSpot's strict enum taxonomy (COMPUTER_SOFTWARE, FINANCIAL_SERVICES, and so on) so segmentation slots cleanly without re-entry.
- 05
Push the normalized industry, country code, country name, and any newly-found values back to the HubSpot company record.
- 06
Repeat across the Contacts table. Two cleanup passes run in parallel; First Name (Cleaned) and Last Name (Cleaned) formulas strip emojis, flags, and parenthetical notes that leak into name fields, and Normalize Title splits each job title into a canonical seniority (C-Level / Director / Manager / IC) and function (Sales / Marketing / RevOps / Engineering / Other), so segmentation and routing can rely on a clean two-axis taxonomy.
What does Standardize and normalize CRM fields produce?
Reporting and routing finally work because every record uses the same vocabulary. No more "USA" vs "United States" vs "us"; no more inconsistent "B2B SaaS"; no more emojis or parentheticals leaking into name fields.
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