Letting Sales Reps Dedupe Their Own Records

Sales reps know their own accounts and contacts better than anyone, so they're often the best people to decide what's a duplicate. In Dedupely, you let them do it safely with a custom role that has Own CRM records only checked: each rep only sees the matches where every record is theirs in your CRM, and can merge those, while RevOps keeps control of Merge Rules, Safety Settings and Auto Merge. "Own CRM records only" works with every CRM Dedupely connects to.

What reps see with "Own CRM records only"

Matches a rep can't see are also left out of their counts and exports. Matches that mix owners stay with RevOps, or with anyone whose role isn't limited to their own records.

Step 1: Create a "Sales rep" role

1. Click your profile icon at the top right and select Company Settings.
2. Select Roles and permissions, then click Create role.
3. Name it, for example Sales rep, and add a description.
4. Under Copy from role, select Data Manager and click Copy, then change the permissions:

5. Check Own CRM records only. If reps should also handle records that have no owner, turn on the option to also show records with no owner. It only adds unowned records, never records owned by someone else.
6. Click Save role.

Read & Modify on Dedupe also lets reps set up searches and scans. Agree with your team that RevOps owns the Duplicate Searches, and reps review and merge.

Step 2: Make sure each rep is matched to their CRM user

Dedupely finds each rep's records through their user in your CRM: the CRM user with the same email, or the one you map.

1. Go to Company Settings → Users.
2. Click the three dots next to a rep and select CRM user mapping.
3. Choose their user in your CRM, if their Dedupely email is different from their CRM email.

If a rep sees no matches at all, check this first.

Step 3: Give reps the role

1. On the Users page, invite the reps who aren't in Dedupely yet with Add User, or click the three dots next to a rep and select Roles.
2. Check the Sales rep role, and uncheck any role that isn't limited to their own records, like Data Manager. A person gets the access of every role they have, so a second role without the limit would show them everyone's matches.
3. Click Save.

Users are unlimited on every plan, so every rep can have a login. Click View permissions next to a rep to check what they can do. See Users.

Step 4: Set up the routine

• RevOps: owns the Duplicate Searches, Merge Rules, Safety Settings and Auto Merge, and handles the matches that mix owners. See Merging Duplicates Without Breaking Ownership.
• Reps: once a week, open the team's Duplicate Searches, review their matches, merge the duplicates, reject the false ones and send unclear ones to Manual Review.
• Everyone: gets New Duplicate Alerts when a search with Auto Match reaches its threshold. Each person can turn them off in Notifications.
• Check the work in Merge History, which shows who ran each merge. If two records that weren't duplicates were merged, the rep or RevOps can undo it within 30 days. See Undo a Merge.

Example setup

A B2B company with HubSpot and 12 account executives.

1. Role "Sales rep": copied from Data Manager. Dedupe: Read & Modify. Merge rules and safety: Read. Automatic merging: No access. Export data: No access. Own CRM records only: checked, without unowned records.
2. CRM user mapping: two reps sign in to Dedupely with a different email than in HubSpot, so RevOps maps them.
3. Searches (RevOps): "Contacts · Email" and "Companies · Domain", on Auto Match.
4. Routine: every Monday, each AE clears their own matches. RevOps clears the matches that mix owners and the unowned records on Fridays.

Common mistakes

• Leaving reps with a second role, like Data Manager. They get the access of every role they have, so they see everyone's matches.
• Forgetting CRM user mapping. Reps whose Dedupely email doesn't match their CRM email see nothing.
• Giving reps Read & Modify on Merge rules and safety. One change applies to every merge, including Auto Merge.
• Expecting reps to clean up duplicates across owners. They can't see them. Plan who handles those.
• Turning on unowned records without a plan. Every rep with the option sees the same unowned records. Agree who takes them.

FAQs about reps deduping their own records

• Which CRMs does "Own CRM records only" work with? All the CRMs Dedupely connects to.
• Can a rep see a match that includes someone else's record? No. Every record in the match has to be theirs. Those matches are also left out of their counts and exports.
• How does Dedupely know which records are a rep's? Through their CRM user: the one with the same email, or the one mapped on the Users page.
• Can reps merge? Yes, with Read & Modify on Dedupe, including Custom Merge.
• Can reps undo a merge? Yes. Anyone who can merge can undo a merge within 30 days.
• Can reps change Merge Rules? Not if Merge rules and safety is set to Read or No access.