Make the CRM reflect the work your team is doing.

When records lag behind conversations

A useful CRM needs consistent information, but manual updates often fall behind calls, forms and email. We identify which events should update a record and which fields require the owner’s judgment.

What we build

• Record matching and controlled creation of new contacts
• Field updates with agreed sources of truth
• Activity logging and follow-up task creation
• Review queues for conflicts and uncertain matches

Example: capture the next step after a meeting

An approved meeting summary is linked to the right contact or deal. Agreed next steps become tasks for the owner, and permitted fields are updated according to the mapping rules.

If two records could match or a value conflicts with an authoritative source, the change waits for review. Deal stages do not change merely because generated text suggests it.

Protect the meaning of your data

We agree record identifiers, overwrite rules and what counts as a duplicate before enabling writes. Representative records are used to test matching and updates. Where tools support it, change history helps the team understand what changed and why.

What to bring

Bring a field list, sample anonymised records, known duplicate patterns and a description of how your team uses stages and tasks. Identify which system owns each shared field.