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A medical device client focused on a specific industry vertical had a tremendous number of duplicate Accounts and Contacts.

We identified the root cause being that new Leads were often already reflected as Accounts but during the Lead qualification and conversion process, a different email or slight company name variation caused the standard Salesforce duplicate rules to miss this.

We implemented a custom-built Salesforce app on the Lead object which contains enhanced intelligence to score and match leads to already existing Accounts and Contacts.

Users converting the Leads are presented with the matches while working in the Lead and presented with a score based on match likelihood.

The result was an elimination of tens of thousands of duplicate records and thousands of wasted hours qualifying new Leads by already presenting if the Lead was known and present in Salesforce as an Account or Contact.