Anti-Fragile take
Identity resolution is the hardest unsolved problem in GTM data. One company has five domains, three legal names, and a dozen subsidiaries. One person has three email addresses and changed jobs twice this year.
We resolve offline in the warehouse: domain → company, email → person → employer → canonical company ID. CRM routing and enrichment both depend on this layer.
Why it matters
Every routing mistake, duplicate record, and enrichment miss traces back to unresolved identity.
How we build it
Canonical company table with domain maps, subsidiary links, and person-to-employer resolution with confidence scores.