Table of Contents

CaliberMind's Most Popular Flows | Automations

Using Flows to Improve Data Integrity & Health

Why Use Flows? 

CaliberMind provides a data governance layer to your organization’s connected systems through automated processes known as Flows. These personalized data recommendations are determined during the “Data Hygiene Review” performed in Week 1 of CaliberMind onboarding. 

The benefits of using Flows include:

  • Unified and clean data making your reports much more accurate
  • Normalized information that cleans open text values like industry, title, and website into something that is categorizable (and usable in a reporting layer)
  • A bi-directional flow of information so that clean data can be pushed back into your source systems
Bi-directional data flow between CaliberMind to your CRM

Data Management Flows


It’s easy to accidentally create duplicates, either by not checking if a record already exists during a lead conversion or entering data without a precursory search. Deduplication is the process of merging duplicate data to a single record. Deduplication is best used for lead, contact, and account records. Because CaliberMind merges the records, you aren’t left with orphaned tasks or opportunities.

How does it work?

The CaliberMind platform connects with your CRM to extract data. As it is extracting the data, the CM platform will automatically check for duplicate records. If it finds duplicate records it will merge the records (If there is matching information) to reduce redundancies in your data.


For instance, let’s say you have several contact and lead records with the same email address and company name logged as three separate records in your Salesforce instance. Our platform would identify the duplicates and then merge the records into a single contact.

CaliberMind automatically checks for duplicated records and then merges them to minimize redundancies in your data

Why Does this matter?

Deduplication allows you to make better informed decisions by eliminating duplicate data points that may be misleading. Since this process is automated it saves you and your team a ton of time going into the system and merging these records manually.

Data Standardization

The CM platform allows you to Standardize data and create filters based on common (text-based) patterns that are seen in your data. 

How does it work?

Once the CaliberMind platform has connected with your CRM, it will analyze your free-text title field and parse the information into common departments and job levels (for lead and contact record) and the free-text industry field (for the company level). These simplified or shortened aggregate lists allow you to visualize data much easier.

CaliberMind lets you standardize your data and create filters based on common patterns in them

Why Does this matter?

Instead of requiring your team to identify the most common prospects interacting with your campaigns by title, department, and industry we have already analyzed that data for you. We automatically codify our contacts by Titles and departments for you to see who is interacting with your brand when.

Fix Account Website

How does it work?

If you find that an account does not have much information associated with it, the CaliberMind platform will use the contacts’ email address to identify the company’s domain, making it much easier for data enrichment platforms to provide you with additional data points.

CaliberMind cleans raw website text to domain

Why does it matter?

We use domain information in a great deal of our logic, including lead to account matching. Getting the formatting on your website and domain information right is the first step in fixing many of your other data hygiene issues.

Account to Lead (A2L) Matching 

How does it work?

CaliberMind uses complex logic (both domain/website matching and fuzzy name matching) to map accounts to leads. This pushes an account ID value and other useful information (like opportunity status) to a corresponding field on the lead object.

CaliberMind uses complex logic to map accounts to leads

Why does it matter?

Instead of having to go through your Data warehouse and match accounts to leads manually, CaliberMind has pre-configured push connectors that will identify and match company records to lead records automatically. This will allow you to display relevant information to your sales team while they are working on a lead without forcing you to convert the lead into a contact and change your existing qualification process.

For more on A2L Matching, go here.

Lead to Account (L2A) Matching

How does it work?

Just like A2L matching, CaliberMind uses complex logic (both domain/website matching and fuzzy name matching) to map accounts to leads. Unlike A2L, this process will automatically match your record to the account and convert it into a contact record. This is great for companies that have a non-linear sales cycle and want to see all account-related information consolidated under the account record.

CaliberMind automatically convert lead into contact against matched account

Why does it matter?

A lot of people get frustrated when campaign results, lead activity, and other business critical reporting can’t be reported under a single object in Salesforce. By automatically converting matched leads into contacts, you can streamline your reporting. It also helps your sales team make life easier by only having them monitor a single contact view instead of having to keep an eye on leads and contacts throughout the day.

For more on L2A matching, go here.

Push Account Scores (ABM) to Your CRM 

How does it work?

We look across all of your prospects’ interactions with your brand (even intent data!) and help you score these activities with a time decay layered in (for more details on engagement scoring, click here). You can pick and choose which signals you want to push back to your account object in your CRM.

CaliberMind Push engagement feature scores data or abm data into CRM

Why does it matter?

Salespeople are encouraged to spend their time in your CRM, and this flow gives you the ability to put important information about account engagement in front of the sales team. We recommend building flows and processes into your sales team’s daily routine that leverage this powerful indicator for who’s interacting with your brand today–well before they fill out a form or call a salesperson. We’ve seen sales teams shorten their sales cycles by up to six weeks!

For more on engagement scores, go here.

How did we do?

Using ClearBit Flows

Setting Up Workflow - Lead Deduplication