Anti-Fragile take
Dedupe is an identity problem, not a fuzzy-match button in your CRM settings. Companies exist under multiple names, domains, and subsidiaries. Contacts bounce between employers. Naive dedupe deletes history; careful dedupe merges with a map.
We never delete. We merge with confidence thresholds, human review for the gray zone, and a merge-map that makes every operation auditable and reversible.
Why it matters
Duplicates destroy attribution, inflate pipeline, and break routing. One duplicate company with two owners means two reps calling the same account.
How we build it
Warehouse-resolved candidate pairs, confidence-scored merge-map, API merges in tranches with activity-count verification after each batch.