Definition
The process of identifying and merging duplicate records in a database or CRM so the same contact or company isn't tracked as multiple separate entries.
Business Importance
Undeduplicated data leads to the same prospect being contacted by two different SDRs, or a customer's support history being split across records — both damage the customer relationship.
Industry Examples
Two contact records for the same person, created from a form fill and a trade show scan, get merged into one with a unified interaction history.