When the move away from Excel pays off, how to segment sensibly and clean up duplicates without losing data.
When a contact counts as inactive, what a reactivation looks like that does not read as desperation, and when deleting is required.
How duplicates arise, which rules govern merging, what can get lost in the process — and how to stop them coming back.
Why four segments usually beat twenty — with the three characteristics worth separating on, and the question of when a segment stops being worth it.
Five signs the spreadsheet no longer holds — with a transparent cost calculation, the limits of both approaches, and a way to move without losing data.
