CRM Formatter overview

Drop in a spreadsheet. Pick a CRM. Operelio maps the columns and cleans 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 CRM, 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 cleans every row before exporting. Direct push is available for HubSpot, Salesforce, and Pipedrive on Starter, Pro, and Agency.

You can't continue past Map until every required field of your CRM has a column mapped to it. A blank value in a row, an email without an @ sign or a phone with no digits stays as it is in the file, so check those columns before an import. On a push, the rows your CRM won't take are counted before anything is sent.

During export, several cleanup steps run in this order: whitespace is trimmed from every cell, email addresses are lowercased, phone numbers are cleaned, country values are normalized when the toggle is on, and names are capitalized ("john smith" becomes "John Smith"), though names typed in all caps (SMITH) or in capitalized parts (DeAngelo, McDonald) are kept as typed. Phone cleanup keeps only digits and a leading +, turns a 00 prefix into + and drops a trailing extension.

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 turn it off on the Map step's Names row if you want to keep names combined; the live preview shows exactly what each row becomes before you export. It works the other way too: for a CRM with a single Name field, Combine first and last name, on the same row, joins your first and last name columns back into one.

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 turned on or off: the name options on the Map step, the rest under Clean-up rules on the Review step.

A CRM Formatter job opens on the same job page as every other tool. Its figures add up: the rows in your file, minus the rows removed, equals the rows out. Below them, one line says what the file was formatted for and how many fields were filled from how many of your columns, such as "Formatted for HubSpot Contacts, with 12 fields filled from 9 of your columns", and which clean-ups ran.

A Removed note says what came out: rows with an email already in the file, blank rows and, on a paid plan, people on your Do Not Contact list. Those people are written to their own file, Do Not Contact rows, so you can check who was kept out of the export and any push.

The Files table lists the formatted file, the Do Not Contact rows when there are any, and your file before formatting, each with its row count. Download the CRM-ready CSV from there, or use the push card to send it to a connected HubSpot, Salesforce or Pipedrive account (Starter, Pro and Agency).

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