A new list looks like a simple task: import it and move on. But the CRM already contains some of that information, plus notes and relationships that are absent from the file.
The useful question comes before the import button: what evidence do we need to decide that two records represent the same contact?
Same name, different evidence
Choose what matches between these fictional records and see how the decision changes.
The evidence changes the decision
Review. The name alone is not enough to merge. Keep both sources until identity is confirmed.
A candidate for updating. An exact email match is stronger evidence, but the rule must account for shared addresses and preserve notes and relationships.
Fictional records. This example explains the principle; it does not perform an import.
Updating does not mean replacing
After identifying the record, each field still needs a rule. An empty phone field can be filled; an existing, different number may need review. A team note needs to retain its provenance.
Relationships matter too. A contact may be linked to a company and an opportunity. Creating a new record that looks cleaner can leave that history disconnected.
Avoiding the duplicate matters. Keeping the context matters too.
Review before applying
- Separate outcomes: create, update or review.
- Explain the match: which identifier was used and why.
- Define the update: which fields are filled and which are not overwritten.
- Check relationships: notes, companies and opportunities before and after.
Automation can make these rules repeatable. Ambiguous decisions should remain visible to someone who understands the context.
Published by Alma Intel. Fictional examples prepared to explain the working approach.
See the related working approach