CRM Formatter overview

Drop in a spreadsheet. Pick a CRM. Operelio maps the columns and validates every row before you export or push.

The CRM Formatter takes a raw spreadsheet and turns it into a file your CRM will accept on the first import. Pick from eight built-in CRM formats (HubSpot, Salesforce, Pipedrive, Zoho CRM, Monday.com, Freshsales, Close, Copper), pick the Generic format for anything else, or build your own custom template. Every plan, including Free, can use every format. Map your columns to CRM fields and Operelio validates every row before exporting. Direct push is available for HubSpot, Salesforce, and Pipedrive on Pro, Team, and Agency.

Before export, Operelio checks every row against your CRM's field requirements. It flags invalid email formats, missing required fields, and phone fields with no digits. Each error shows the exact row, column, and reason, so you know what to fix.

During export, several cleanup steps run in this order: whitespace is trimmed from every cell, email addresses are lowercased, phone numbers are standardized (non-digit characters removed except a leading +), country values are normalized when the toggle is on, and name fields are title-cased ("john smith" becomes "John Smith"), with abbreviations like CEO, VP, and LLC preserved.

If your data has a "full name" column but your CRM needs separate first/last fields, Split full name (on by default) splits "First Last" and "Last, First" formats for you. You can toggle it off in the cleanup options if you want to keep names combined; the live preview shows exactly what each row becomes before you export.

Blank rows are removed, and basic deduplication runs: if an email field exists, rows with the same email are deduplicated. If no email field, full-row deduplication is used. All cleanup steps can be toggled on or off in the column mapping step.

The results page opens with a journey timeline: a left-to-right path of everything that happened to your file, from the upload through each tool to the CRM push at the end. It is the quick story of the work, with the people who touched it along the way.

Below the timeline are three outcome numbers. Cleaned is how many fixes were made (names split, phones standardized, duplicates removed, and the rest). Held back (Do Not Contact) is how many rows were kept out of the export because they matched your do-not-contact list. Worth a look is how many rows still need your eye, and it stays quiet when there is nothing to flag.

Open "What we cleaned" for the full breakdown of every cleanup step, with one real before-and-after example from your own file so you can see exactly what changed. From here you can push straight to a connected CRM, or send the clean file to Files.

Files are kept for 24 hours on Free, 30 days on Pro, 30 days on Team, 90 days on Agency, then deleted.