Deduplication of 1.2M Salesforce Accounts

What was built

Custom deduplication framework that scans, scores, and merges Salesforce accounts without losing a single parent record.

Why it mattered

9+ sourcing tools feeding Salesforce created up to 20 duplicates per entity, leading to rep conflicts, duplicate outreach, client-facing errors.

At a glance

1.2M

accounts scanned

42K

duplicates merged

0

ownership conflicts

SalesforceDataGroomrPrivate EquityData Quality

How It Works

Deduplication framework flow Four-stage horizontal framework showing generation, blocking, scoring, and merging. Generation Normalize URLs into primary keys Blocking Flag duplicates before save Scoring Weigh completeness, freshness, activity Merging Enrich winners, preserve ownership

Four-stage framework from primary-key generation to automated merging

Impact

DATA TRUST

CRM became Source of Truth

Reps and leadership trusted the data for outreach, forecasting, and reporting.

OUTREACH INTEGRITY

Zero double-contacts

Eliminated duplicate outreach across business units and Account Executives.

DURABILITY

Built to stay solved

Proactive blocking logic catches duplicates at creation.