So you’re preparing for a new CRM but suddenly you realize your data is a bit messier than expected—welcome to the club. We see this all the time. A new system rollout often shines a light on long-standing data issues, and deduplication becomes a top priority.
Salesforce gives you a decent starting point with four standard Matching and Duplicate Rules—for Accounts, Person Accounts, Contacts, and Leads. But if you’ve worked in a nonprofit or higher ed environment, you already know: “standard” rarely fits your reality.
Where Salesforce defaults help—and where they don’t
Salesforce’s native deduplication tools are helpful, but they’re not comprehensive. For example, you can’t create Matching Rules for Cases or Products yet (yes, we’re watching those IdeaExchange threads too). And while you can build Matching Rules on custom objects, there are still limitations—especially when it comes to cross-field matching or automating merges.
For organizations with tight budgets, third-party tools can feel out of reach. But when you’re managing thousands (or millions) of records, the cost of bad data can be even higher.
Tailoring deduplication to your org
Every implementation we do at Heller is different. We’ve worked with clients who track multiple email or phone types—personal, business, other—and need custom Matching Rules to reflect that. A typical rule might look like:
“`
(Contact: Personal_EmailExactMatchBlank = FALSE) OR
(Contact: Business_EmailExactMatchBlank = FALSE) OR
(Contact: Other_EmailExactMatchBlank = FALSE)
“`
We often help clients implement “Never Merge” logic—Boolean fields that flag a record as the one that should always win in a merge, or relationship objects that prevent certain records from being merged at all. The Relationship object is an example where a “Never Merge” field indicator could signify two records that should never be merged (ie: two Contacts with the same name). The object alone doesn’t prevent the merge nor does it exist for the purpose of deduplication.
We have also built “External System ID” custom objects, so clients don’t have to fear losing important IDs through a merge. Typically, these data points live flat on the Contact or Account record, and would therefore be deleted during the merge.
These are small tweaks that make a big difference in preserving data integrity.
Choosing the right dedupe tool
We regularly evaluate deduplication tools and provide clients with tailored fit and gap scoring matrices. Heller’s evaluations are a great guide that clients can bring into vendor demos to ensure the right questions are being asked and addressed.
Here’s a quick rundown of four tools we often recommend:
DemandTools
Great for large datasets and power users. It’s partially cloud-based but requires a local install for full functionality. Modules like Dedupe, Import, Modify, Tune, and Schedule are especially popular. Find out more about Validity’s DemandTools.
Cloudingo
Fully cloud-based and easy to configure. It offers real-time merging, address validation, and an import tool that checks for duplicates before they hit your CRM. More on Cloudingo.
DataGroomr
Uses machine learning to identify duplicates and improve over time. It’s scalable, intuitive, and integrates directly with Salesforce. DataGroomr basics.
Duplicate Check
Embedded within Salesforce, making it accessible to a broader range of users. It supports both small and large data volumes and offers flexible processing options.
Let your data strategy govern your dedupe approach
Deduplication isn’t just a checkbox—it’s a strategy. Clean data supports better engagement, smarter decisions, and smoother operations. Whether you’re using Salesforce’s standard tools or investing in a third-party solution, the key is to align your approach with your organization’s unique needs.
And if you’re feeling overwhelmed, don’t worry. We’ve seen it all—from tangled custom fields to merge logic gone sideways—and we’re here to help you navigate it.
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Principal Consultant
A creative consultant who leans on Salesforce expertise (she’s completed over 100 Trailhead badges!), Alison is passionate about helping nonprofits succeed. Her career is centered around partnering with inspiring clients to thoroughly understand their needs and leveraging Salesforce functionality to support strategy.
Alison joined the Heller team after working for more than 7 years at Cara Collective, a leading workforce development organization in Chicago. At Cara Collective, Alison administrated the entire organization’s Salesforce instance and even developed a web portal for Cara participants to manage their job search and view their status within the program all by using Salesforce.
When not working, she is probably attending a film festival and eating New York-style pizza while extolling the benefits of being a Gemini.
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