Merge records in Salesforce CRM
Overview
One of the many benefits of a Customer Data platform is that it can replace many cumbersome processes and point tools in the marketing and sales stack. A popular use case is using a CDP as a way to enforce and regulate data integrity. The Merge Records in Salesforce workflow allow any 2 records to be consolidated. Having a deduplicated database is a critical step in accurate reporting and efficient processes.
Details
[To enable this workflow, please make sure that the Salesforce connection has the profile permissions to modify all data].
When the workflow runs, each record labeled as a "winner" will persist as the primary record. Child objects (for example an account has opportunities and contacts), get moved over and "reparented" when a merge happens. Additionally, data points from the losing record are migrated to the winning record when the winner is missing data. For example:
Account 1 (loser)
Name - SkyNet HQ
Website - skynet.com
industry - Advanced Robotics
- Contacts - Sara Connor, Kyle Reece
- Opportunities - Terminator 1
Account 2 (winner)
Name - SkyNet
Website - skynet.com
Industry - (missing)
- Contacts - John Connor, Miles Dyson
- Opportunities - Terminator 2
Final Merged Account
Name - SkyNet
Website - skynet.com
Industry - Advanced Robotics
- Contacts - John Connor, Miles Dyson, Sara Connor, Kyle Reece
- Opportunities - Terminator 2, Terminator 1
Setup
- Create a list in CaliberMind with the three fields:
domain | Used for testing to validate the matching is working. |
loser_id | The Account ID (or any Salesforce ID) to be merged into a winning record. |
winner_id | The Account ID (or any Salesforce ID) to receive partial data from a losing record. |
- Create a quick flow or scheduled flow
- Make sure your list with winners and losers is selected.
- Set a schedule and/or limit (optional)
- Launch flow!
TIP -- For account merging, use this flow in coordination with a workflow that standardizes and fixes websites. If all accounts have websites, the matching and deduplication will be more precise and complete.
That's it! Now you've operationalized a process to maintain a clean list of deduplicated, unique records for better reporting and more efficient processes.
