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Turn CRM deduplication into a billable service for your agency

Structure CRM deduplication as a billable, repeatable service for your agency.

October 6, 2025
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min read
Turn CRM deduplication into a billable service for your agency

Agency teams often manage CRMs where duplication is obvious: Clients bring it up and it gets logged. But deduplication rarely becomes a scoped deliverable. One reason: most native CRM tools offer only strict exact-match conditions.

The other blocker is clarity, as agencies hesitate to run merges without knowing which data will be kept, how field conflicts are handled, or whether they can isolate changes. In most cases, they default to manual review or avoid deduplication entirely.

What agencies need before offering deduplication

To deliver deduplication as a managed service, agencies need a way to define logic, apply it per client, and repeat it across CRMs. That includes:

  • Match flexibility based on how clients store data
  • Field-level decisions for what gets kept
  • Reusable setups for specific client patterns
  • No need for shared logins or in-CRM navigation

How Dedupely partners define merge behavior

Dedupely Partner accounts let agencies define merge logic on their own terms. Each connected CRM shows up under the portal, and partners create searches by object.

  • Within each search, partners select match options based on client structure
  • Then, merge rules are added at field level. For example: Choose the most recent create date to win on First Name
  • Auto-merge is optional. Partners decide whether to run merges manually or let them run in the background after logic is in place.

How match options adapt to real-world scenarios

Every CRM has its own naming habits, input styles, and formatting quirks. Dedupely match options are built to adjust:

  • Exact match requires the values to be identical
  • Similar match allows small typos
  • Fuzzy match uses phonetics, which useful for names
  • Similar Word (Any Order) match ignores word order, ideal for companies
  • Domain Root match compares only the core part of a domain or email

Partners apply these options per object and they can mix types depending on the data structure. For example: a company search might combine Similar Word (Any Order) match with Domain Root match, while a contact search uses Fuzzy match on First Name and Exact match on Email.

Merge structure designed for repeatability

Dedupely merges follow a defined structure. Partners can rely on:

  • Defaults: Oldest record ID wins, non-blank values are preserved
  • Overrides: Merge rules can change behavior field-by-field
  • Limits: No merge allowed on match groups larger than 25 (unless adjusted)
  • History: All merges are logged, and CSV exports are available

This setup makes it possible to standardize deduplication work without custom logic per client.

Managing across CRMs from one partner portal

A partner account in Dedupely connects to as many CRMs as needed. This includes:

  • HubSpot
  • Pipedrive
  • Salesforce
  • CSV imports

Each CRM is isolated with its own synced objects, Search Pads, match options, merge rules, and filters. Partners can choose which objects to sync and don’t need CRM credentials or direct access.

Clients never need to log in, so they don’t see billing, search criteria, or match setup unless the partner invites them.

Packaging deduplication as a repeatable service

Once merge logic is defined, it becomes a reusable product. Partners can:

  • Scope deduplication by object
  • Offer one-time, monthly, or migration-based deduplication
  • Adjust pricing by record volume or CRM size

All usage is tracked from the partner portal, and all logic stays under the partner’s control.

If you're ready to offer deduplication as a service, book a Zoom to talk through how our partner program supports multi-CRM delivery, merge control, and client-by-client management.

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"The app worked great and helped me a lot with hundreds of duplicates in Pipedrive."
Samo J

Samo J

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"I was really pleased with Dedupely. It's highly configurable and works well when used manually or for automated deduping."
Laura R

Laura R

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"Dedupely was huge in improving the quality of my CRM database. It saved me hours of manual merging."
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Marco S

Efecte

"In a matter of maybe 30 minutes [...] Dedupely automatically took care of my dupes and merge needs. So happy I found it."
Wasmer D

Wasmer D

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"I do recommend! A++ Pretty easy to use. Adequate reporting. SUPERB CUSTOMER SUCCESS!"
Alina T

Alina T

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"Most of all, our team has been impressed by the way the Dedupely Customer Success team consistently goes above and beyond."
Isaac J

Isaac J

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"It prioritizes merging while keeping key data. Highly recommended for anyone using Pipedrive integration."
John K

John K

David J Anderson School of Management

"Worked as expected and Nestor at Customer support was extremely helpful walking me through some nightmare duplicate issues."
DiBlasio S

DiBlasio S

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"This tool made a week long project take a few hours. Definitely a go-to for deduplication processes."
Burchard J

Burchard J

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"We had 300k records in our CRM. Despite the large amount, Dedupely was perfect. The support was especially outstanding."
Simon W

Simon W

Tillhub

"The application works great and [...] their customer support was responsive and helped me get on the right track!"
Shawnee K

Shawnee K

Salesforce User

"Worked very simply and effectively and suited my budget [...] Very happy to recommend a good app and integration."
Allan R

Allan R

Target3D

"Works really well, support is A++++++"
Andy G

Andy G

Pipedrive User

"Our customers want to achieve great results fast. Everybody at HubSpot already knows what Dedupely can do..."
Scott B

Scott B

VP of Platform at HubSpot

"Dedupely helped us to quickly de-duplicate hundreds of records, with a level of transparency that gives you confidence..."
Grattan H

Grattan H

Pipedrive User

"It took away the huge headache we had of merging over 27,000 duplicate contacts."
Sean B

Sean B

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"It couldn't have been much easier to connect to HubSpot and run my first dedupe."
Emily K

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