CRM Data
Merging duplicate companies
Company merge suggestions, dismissing a false match, and what survives a merge.
Last updated October 14, 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.
Merge from a company profile
Open the company you want to remove, then choose Actions → Merge Company. Search for the company you want to keep and select it. Only companies in the current tribe appear. A tribe is one location, branch or business unit inside your organisation.
The confirmation names both companies, shows how many contacts will move and warns that the source company will be permanently deleted. Check the company name and address before choosing Merge Company. Choose Back to select a different company, or Cancel to leave both unchanged.
Contacts, starred contacts, notes, tasks, opportunities, calendar events, call-list entries and call history, follow-ups, lifecycle history and prospect links move to the company you keep. Sales and communications remain linked through their contacts. The destination keeps its existing profile and custom field values; missing values are filled from the source. Social links and business information are combined where possible. The source profile and custom field values are also saved in a note on the surviving company, so different values remain available to review.
Review suggested duplicates
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.