Duplicate records in Salesforce can cause chaos for your organization, but in this post we’ll specifically look at the problems that duplicate records cause in the measurement of your marketing efforts.
We’re going to start with a very simple example that is almost certainly happening within your Salesforce org hundreds if not thousands of times over.
Let’s say I’m your prospect.
You have me stored in Salesforce as a Lead with my email address as email@example.com. We talk about your products, but ultimately I decide not to go with them right now because I have Gregg, Michael, John and Matt asking me for help in a variety of different projects. I clearly don’t have the bandwidth to make this decision right now, so I hold off.
About a week later, I decide I’m ready to buy. But I forget who I spoke to at your company because I’m frazzled from pulling a few all nighters to get all of those projects finished. So I fill out a new contact form, but this time I use firstname.lastname@example.org, which is my business-casual email address.
Your standard Salesforce Web-to-Lead form and the web forms that you’ve built with Marketo, Eloqua or Pardot will not prevent a duplicate record from being created. Why? Because all of these systems use exact-match email address duplicate prevention.
Now you have my information in your system (or systems) as two or more different records.
Let’s take a look at how this exact scenario would play out.
Jason Paquette, formerly of Kaseya, was selected as our first RingLead MVP for his suggestion of the second task feature, which is now available in multiple RingLead applications. For being a vocal advocate of our products as well as a great source for product enhancements and feature additions, RingLead has selected Jason as the first RingLeader MVP. One of his suggestions has been implemented in the upcoming Spring ’12 release of Unique Upload (formerly known as "Declone Mass List"). Keep reading to find out more about the RingLeader MVP Program as well as the new features and product updates.
Jason is Director of Sales Operations for Kaseya, a leading global provider of IT Systems Management software, and is widely recognized as an expert in designing processes around Salesforce and marketing automation. Jason is also a sophisticated user of Marketo’s lead scoring features. Jason lives in Seattle with his wife and nine month old daughter, and is an avid Seahawks fan.
What makes Jason awesome
Jason is one of RingLead’s power users and participates in our beta testing for new feature releases. Jason was selected based on his thought leadership in RingLead’s social media community as well as for the selection of his Unique Import “Second Task” feature (described below.) Every quarter, RingLead will select another RingLeader MVP based on their contribution to RingLead’s product development as a result of their feature requests.
”Getting rid of 50% of your duplicates is like getting rid of 50% of your Chicken Pox…”
Marketo, like most of the other marketing automation solutions, dedupes only on email address. Jason learned painfully that Marketo (and Eloqua for that matter), only dedupe by an exact email address match.