Salesforce's native deduplication tools help to limit duplicates dentist database of the same record type, but there is no way to identify and merge cross-object duplicates. This limitation is a pebble in the shoes of sales, support, marketing, and RevOps teams, negatively impacting efficiency, customer experience, and team morale.
The Challenges and Impacts of Duplicate Contacts and Leads in Salesforce
For most companies using Salesforce, leads are temporary objects. Once a lead reaches a specific stage, it’s converted into a contact. This conversion process often results in one of the most persistent CRM issues: duplicate data. Why does this happen? Well, it’s all about overlap. Although leads contain data fields that closely align with the account object, there is redundancy between the lead and contact objects fields. Fields such as name, email, and phone number exist in both, but Salesforce treats these as separate objects. This is why duplicate contacts or accounts can easily be created during lead conversion.
When cross-object duplicates are created, crucial customer information is scattered across multiple records. This fragmentation disrupts the single-customer view, making it difficult for sales and marketing teams to access the full context of customer interactions. As a result, negative customer interactions happen, such as multiple reps contacting the same lead or a prospect receiving an email with the wrong personalization.
The challenge of duplicate data is a time-sink and a barrier to seamless operations. Fortunately, tools like Insycle help by automatically merging duplicate Salesforce leads, contacts, and accounts, ensuring that your Salesforce data stays clean, unified, and actionable.
