If your company is anything like ours you have a ton of contacts coming in from telemarketing, content syndication, webinars, trade shows and more. The problem is that these lists are never quite using the values that we use, for example they call it Hotel/Vacation we call Hospitality. You could spend hours going though each list and correcting all of these fields (hours of my life gone..) or you could start to record all those values in a separate spreadsheet and begin mapping them to what your values are. For most of us this is too much work to get done in a couple days but if each time you get a new list you take a min to copy and map those values to your other spreadsheet after awhile you will have quite the comprehensive list. Then all you have to do is build a data washing machine (if you don't already have one. if you do just add these new values) and voila your time has been freed up! Now you aren't spending hours cleaning up lists, you just put them right into your data washing machine and it cleans it for you. You can sit back and enjoy all your new found time, or start working towards that Markie Award!