If you’re dealing with Salesforce data, you’ve seen it: duplicate records sneaking into your system, confusing reps, and making reporting a headache. You bought Leandata hoping it would help—maybe it’s working, maybe not. This guide is for admins, operations folks, and anyone who’s the “why do we have three of the same company?” person at work. We’ll cut through the fluff and get into what actually works when it comes to managing duplicates with Leandata.
Why Duplicates Happen (and Why They’re So Annoying)
First, let’s call it out: Salesforce is a magnet for duplicate records. Imports, web forms, integrations, careless users—there are a dozen ways to end up with accounts, contacts, or leads that aren’t unique. Duplicates can cause:
- Sales reps stepping on each other's toes
- Marketing emails going to the same person twice
- Reports you can’t trust
- Automation rules firing unpredictably
Leandata promises to help here, but it won’t do the work for you. It’s a toolkit, not a magic wand. You still need a strategy and some regular maintenance.
1. Get Clear on What Counts as a Duplicate
Not all duplicates are created equal. Before you start merging or blocking records, figure out what your business cares about. Some companies are strict—one email, one contact. Others are looser—maybe two contacts at the same company with the same name are fine if the emails are different.
Checklist: - Decide what fields actually matter (email, company name, website, phone) - Work with sales/marketing to agree on the rules - Document them—seriously, write them down
Pro Tip: Avoid over-engineering. Start with the obvious stuff (matching email or website) and get stricter only if you need to.
2. Audit Your Current State Before Doing Anything
Jumping in without a clear view usually makes things messier. Take time to see how bad the problem is.
- Run Salesforce’s native duplicate reports (not perfect, but a start)
- Use Leandata’s Duplicate Detection dashboard to see what it’s catching
- Ask your users. They know where the pain is.
What to ignore: Don’t get lost in the weeds of “possible” duplicates at this stage. Focus on the glaring issues first.
3. Configure Leandata’s Matching Rules (Don’t Just Use the Defaults)
Leandata’s out-of-the-box settings are a starting point, not a best practice. The fuzzy matching is decent, but it’s not psychic.
- Review and tweak the matching logic. For example, maybe you want to match on company name and website, not just one or the other.
- Set up custom rules for your quirks (e.g., treat “Acme Corp” and “Acme Corporation” as the same).
- Test your rules on a small data set before turning them loose on your whole org.
Honest take: Overly aggressive matching can merge records that shouldn’t be merged. Conservative rules might let duplicates through. There’s no perfect setting—just what works for your team.
4. Decide: Block, Merge, or Flag?
Leandata gives you three main ways to handle duplicates:
- Block: Prevents users from creating a new record if it matches an existing one. Good for contacts and leads, but can frustrate reps if it’s too strict.
- Merge: Combines records, keeping data from both. Helpful, but risky if not reviewed by humans.
- Flag: Warns users but lets them proceed. This is safest, but relies on people actually reading warnings.
Best practice: Start with flagging, then move to blocking or merging once you’re confident in your matching rules.
5. Build (and Test) Your Dedupe Workflows
Leandata’s routing and deduplication tools are powerful, but they need clear instructions.
- Set up dedupe flows for each object (Leads, Contacts, Accounts)
- Decide who owns reviewing and merging—don’t assume it’s obvious
- Make sure notifications are clear and go to someone who’ll actually act
Pro Tip: Don't turn on auto-merge for high-value records (like Accounts) unless you’re absolutely sure. For leads, you can be a bit braver, but always test first.
6. Keep Users in the Loop
Nothing torpedoes a dedupe project faster than surprised users. If records suddenly disappear or get merged, expect angry emails.
- Communicate what’s changing and why
- Train reps on how to handle duplicate warnings
- Give them an easy way to flag mistakes
What to ignore: Don’t bother with long training decks—no one reads them. Quick loom videos or a one-pager work better.
7. Monitor, Review, and Adjust
No deduplication setup is “set it and forget it.” Your business changes, your data changes, and so do user habits.
- Set a recurring (monthly or quarterly) review of dedupe reports
- Check the “false positives” and “false negatives”—are you merging too much, or missing obvious dupes?
- Adjust matching rules as needed
Honest take: If you ignore this step, duplicates will creep back in. Make it someone’s job, not “everyone’s.”
8. Automate the Boring Stuff, but Leave Room for Human Review
Automation is great, but merging or deleting records without oversight is asking for trouble.
- Automate flagging and notification
- Auto-merge only low-risk records, using strict rules
- Always give someone the final say for anything sensitive
Pro Tip: Start with automation in a “review-only” mode—have Leandata suggest merges, but require manual approval. Once you trust it, automate more.
What to Ignore (or Use Sparingly)
- Third-party “cleanup” services: They promise a lot, but unless they integrate cleanly with Leandata and your Salesforce org, you’ll just be adding complexity.
- Exotic matching logic: Sound cool, but often just overcomplicates things. Stick to basics unless you have a real need.
- One-off dedupe projects: They feel good, but the problem comes back. Build ongoing processes instead.
Summary: Keep It Simple, Stay Vigilant
Chasing duplicates is a never-ending job, but it doesn’t have to eat your life. Start with clear rules, use Leandata’s tools thoughtfully, and revisit your setup regularly. Don’t sweat the edge cases until you’ve nailed the basics. The goal isn’t perfection—it’s clean enough data that your team can actually trust. Iterate as you go, and remember: it’s better to have a few duplicates than to merge the wrong records and break everything.
Now, go make your CRM a little less messy. Your future self (and your sales team) will thank you.