A CRM Is Only as Good as the Data Inside It

CRMs are designed to track customer interactions, manage leads, and streamline sales. But when customer data is incomplete, duplicate-ridden, or outdated, your CRM becomes more of a liability than an asset.

🚩 Sales teams waste time chasing duplicate leads.
🚩 Marketing campaigns are misaligned due to bad data.
🚩 Customer service lacks a full view of past interactions.

Identity resolution fixes these issues by unifying CRM data, ensuring every record is accurate, complete, and actionable.

1. The Problem: CRMs Are Full of Duplicate & Disconnected Records

As businesses grow, their CRM data becomes cluttered with:
✔ Duplicate leads from form fills, webinar sign-ups, and sales interactions.
✔ Outdated contact details due to job changes, new emails, or company moves.
✔ Scattered engagement history, making it hard to track the full customer journey.

Example of a CRM Without Identity Resolution

Without identity resolution:

• John Smith (john@company.com) downloads an eBook.
• J. Smith (jsmith@company.com) signs up for a demo.
• Jonathan Smith (john@business.com) makes a purchase.
• The CRM treats these as three separate leads, confusing sales and marketing teams.

With identity resolution:
✔ All three records are merged into one accurate customer profile.
✔ Sales reps see the full journey, from first touch to closed deal.
✔ Marketing doesn’t waste resources re-engaging an already converted lead.

2. How Identity Resolution Strengthens Your CRM

1. Eliminates Duplicate & Outdated Records

✔ Uses deterministic & probabilistic matching to merge customer records.
✔ Prevents multiple sales reps from contacting the same lead separately.
✔ Keeps CRM databases clean, organized, and useful.

2. Enhances Lead Scoring & Sales Prioritization

✔ Gives SDRs & AEs a full view of lead activity across all touchpoints.
✔ Helps sales teams prioritize high-intent leads based on real behavior.
✔ Ensures reps focus on closing deals instead of sorting through messy data.

3. Improves Marketing & Sales Alignment

✔ Ensures both teams work from the same, up-to-date customer profiles.
✔ Helps marketing track which campaigns drive actual revenue.
✔ Prevents sales from reaching out to leads who aren’t ready to convert yet.

4. Enables More Accurate Reporting & Attribution

✔ Provides a single source of truth for customer interactions.
✔ Ensures marketing attribution models reflect real engagement.
✔ Reduces guesswork in pipeline forecasting and revenue tracking.

3. The Business Impact of Identity Resolution on CRMs

🚀 Faster Sales Cycles – Reps don’t waste time on duplicate or unqualified leads.

🚀 Higher Marketing ROI – Campaigns are more effective with accurate targeting.

🚀 Better Customer Experiences – Seamless communication across teams.

🚀 Stronger Retention & Upselling – Full visibility into customer history enables smarter outreach.

4. What Happens If You Don’t Fix Identity Resolution in Your CRM?

🚩 Duplicate & outdated records cause sales inefficiencies.
🚩 Marketing spend is wasted on mistargeted campaigns.
🚩 Customer engagement feels disconnected & impersonal.
🚩 Sales & marketing misalignment slows down revenue growth.

5. The Future of AI-Powered Identity Resolution for CRMs

🔮 AI-driven identity resolution will make real-time CRM updates the standard.
🔮 Businesses will shift toward first-party data strategies for better CRM accuracy.
🔮 Identity resolution will help CRMs become fully automated revenue engines.

Want to See Identity Resolution in Action?

If your CRM is full of duplicate leads, outdated records, or disconnected customer data, identity resolution can fix it.

View the Identity Resolution Slide Deck to see how it works. If you’re ready to start using identity resolution the right way, you can purchase it here.