How to Tackle Duplicates in Your CRM

Identity resolution isn’t a one-time cleanup project — it’s a continuous data governance discipline. Drawing on years of hands-on experience leading deduplication and identity resolution initiatives across CRM and CDP environments, this post outlines a practical framework for normalization, multi-attribute matching, similarity scoring, survivorship design, and ongoing refinement. When done right, identity resolution becomes the invisible foundation that powers accurate reporting, smarter sales execution, and trustworthy analytics.