CRM Data
Merging duplicate companies
Company merge suggestions, dismissing a false match, and what survives a merge.
Last updated September 2, 2026
Duplicate companies are more damaging than duplicate contacts: the sales sit on one record, the opportunities on another, and the account looks like two small customers instead of one good one.
How they happen
- Created from three different contacts at the same business.
- Imported with a slightly different name — "Ltd", "&" against "and", a missing apostrophe.
- A trading name and a registered name entered as separate accounts.
Merging
The CRM suggests likely pairs. Review them and choose which record survives — normally the one carrying the sales and the opportunities. Contacts, history and notes come across to the surviving account.
When a suggestion is wrong, dismiss it. Dismissed pairs stop being offered, so the list stays short enough to act on.
One account per tribe, not per network
The same national chain appearing in three of your tribes is not a duplicate — companies belong to a tribe, and each tribe keeps its own record of the accounts it serves. Only look for duplicates within one tribe.