A different problem from prevention
Preventing duplicate leads stops new duplicates from being created going forward. It doesn't touch the backlog: years of records from repeat form submissions, multiple channels, and integrations that never checked first — the mess that already exists, not the one still forming.
What actually gets cleaned up
- Duplicate contact and company records merged, with a clear record of what was combined
- Inconsistent field formatting — phone numbers, company names, statuses — normalized to one standard
- Stale or clearly invalid records flagged for review rather than silently deleted
- A record of what changed, so the cleanup itself is auditable, not a black box
Review stays with your team
Automation handles the mechanical matching and normalizing; anything ambiguous — records that might or might not be the same contact — is flagged for a human decision rather than merged automatically. Nothing is deleted outright without that review.
Questions
Isn't this the same as preventing duplicate leads?+
No — that page stops new duplicates going forward. This cleans up the existing backlog of duplicate and inconsistent records that built up before a prevention system was in place.
Will it delete records automatically?+
No — ambiguous or stale records are flagged for your team's review, not deleted automatically. Only clear, rule-based merges happen without a manual step, and every change is recorded.
Does it work with our specific CRM?+
It's scoped against the CRM you already run — the exact fields and merge rules are configured during setup, not assumed generically.
Is this a one-time job or ongoing?+
Both are possible — a one-time cleanup of the existing backlog, ongoing periodic passes, or pairing it with duplicate prevention so the backlog doesn't re-form. Scoped to what your CRM actually needs.