Find and merge duplicate CRM records before the pipeline review

• Run CRM export reports to find records with matching names, domains, or email addresses.
• Open potential duplicate pairs side-by-side on the screen.
• Manually compare field values for phone numbers, lifecycle stages, deal amounts, and last activity dates.
• Decide which record to keep as the primary and which to discard.
• Copy missing data from the secondary record into the primary record before merging.
• Execute the merge in the CRM and check associated deals and tasks to ensure nothing was lost.

Manually cross-referencing conflicting field values between records to decide which data to overwrite without losing important notes.

1. You

   1. Provide the current CRM data

   Export the contact and company records, including identifiers, field values, activity dates, deals, tasks, and notes. Include the CRM's duplicate report if one is available.

2. AI

   2. Identify likely duplicate records

   Analyze the supplied data for exact and probable matches using email addresses, domains, names, phone numbers, and other available identifiers. Separate strong matches from ambiguous pairs instead of treating every similarity as a duplicate.

3. AI

   3. Build a conflict and association summary

   Create a side-by-side comparison for each likely duplicate, showing conflicting lifecycle stages, deal amounts, phone numbers, activity dates, notes, and linked deals or tasks. Flag fields where the data does not establish which value is correct.

4. You

   4. Approve the surviving record and field values

   For each proposed merge, choose the primary record and decide which value to retain when records conflict; exclude any pair that cannot be confidently matched. This decision determines which CRM history and ownership information survives the merge.

5. AI

   5. Prepare the approved merge plan

   Turn the approved decisions into a merge checklist that lists the primary record, secondary record, field-level changes, and associated deals, tasks, and notes to verify. Do not infer unresolved values or merge records that the human excluded.

6. You

   6. Execute and verify the CRM merges

   Apply the approved merges in the CRM, then confirm that deals, tasks, notes, ownership, and key activity history remain attached to the surviving record. Stop and correct the merge if an association or important field is missing.

7. AI

   7. Produce the reconciliation record

   Compare the approved merge plan with the post-merge export and list completed merges, excluded pairs, unresolved conflicts, and any missing associations for follow-up. AI cannot reliably confirm data that is absent from the post-merge export.

• Find and merge duplicate contacts and companies, and flag stale deals before the monthly pipeline review
• clean up a messy CRM export and build a forecast the sales leader will actually trust for the board meeting
• Document the sales process so a new sales rep can follow it without constantly asking questions