Business Chief USA March 2020

How Cogniance
Enables Their Sales Team
CLICK TO WATCH | 2:18
51
IMPORTANT FIRST STEPS
Identifying data duplication is another
hurdle that can undermine productivity.
Duplication is typically due to a
lack of standard and unique identifiers
for companies and the people that
work for them. Despite the use of
common proxies, including web
domain and email addresses, these
are often not unique, as the names of
companies and people can change or
have variations. To tackle duplicates,
businesses need to:
1. DEFINE DUPLICATES
The first step is to define what is considered
a duplicate. For instance, in
contacts and leads this can be email
address matches, identical name
matches and account associations.
2. SET UP PREVENTATIVE DEDUPE
RULES IN THE CRM
Businesses should then use fea-
tures established by Salesforce to
block and prevent the creation of
duplicate records.
www.businesschief.com