It’s a little bit of both really. For example, I will spend time de-duplicating contacts and get the list down from 3,000 or so to zero. Then a week later due to multiple factors, the number is huge again. I have tried to set some standard guidelines but we are a 100+ people org and nothing we have tried has worked yet. The above is just an example, we have the same issue with companies - lots of duplicate companies, missing info, etc. We also have a bajillion properties that are so so confusing as well! Like I said, a big ol mess