When leads come in from multiple sources, you can end up with an unmanaged amount of field values for the same thing. For example, you may find the US, USA, U.S., United States, etc. in your Country field. Filtering on this field for reporting becomes a nightmare. By standardizing your field values, you have a simple way to filter down on the data you need.
Our standardization will clean your data by taking your existing field values and consolidating similar results. Once this is complete, we will help you build an automated system to keep this data standardized on an ongoing basis.