Identity Resolution Done Right: A Practical Framework for Clean, Trustworthy CRM Data

I’ve worked on deduplication and identity resolution initiatives throughout my career — across CRMs, marketing automation platforms, enrichment vendors, and CDPs. No matter the tech stack, the pattern is consistent: when identity resolution is done well, teams move faster, reporting becomes trustworthy, and customer engagement gets dramatically more effective. When it’s done poorly (or treated as a one-time cleanup), the downstream cost shows up everywhere.

This post lays out a practical, field-tested framework you can use to set up identity resolution in a way that’s accurate, governable, and built to improve over time.