Clean Data, Confident Decisions: A Guide to Entity Resolution in RevSure

Data fragmentation quietly undermines performance in today’s B2B marketing and sales landscape. Whether it’s duplicate leads, mismatched campaigns, or inconsistent account records across platforms, these seemingly minor inconsistencies add up, eroding reporting accuracy, breaking workflows, and reducing your ability to execute with confidence.

RevSure’s Entity Resolution is designed to solve exactly that. It’s more than a data cleanup tool; it’s a foundational capability that ensures your GTM team works with clean, connected, and analytics-ready data across the funnel.

This guide covers what Entity Resolution is, how it works in RevSure, and why it’s critical for your marketing operations, revenue operations, and analytics teams.

What Is Entity Resolution?

Entity Resolution is the process of identifying, merging, or linking similar records across data systems to remove duplicates and improve consistency. It’s a critical component of any data governance or GTM intelligence strategy.

In RevSure, Entity Resolution works at the level of key GTM entities:

• Leads
• Campaigns
• Accounts

You choose whether to deduplicate (merge similar records) or link (establish relationships across systems), and RevSure automatically cleans and updates your dataset. The result is a single, reliable entity table that powers accurate attribution, lead scoring, campaign tracking, and forecasting.

Why B2B Teams Need Entity Resolution

The average B2B team uses multiple tools: Salesforce or HubSpot for CRM, Marketo or Pardot for marketing automation, LinkedIn for ads, ZoomInfo for enrichment, and more. But none of these tools talk to each other natively. As a result:

• The same lead can appear multiple times under different names or emails
• A campaign might be created in LinkedIn and cloned in Salesforce with minor variations
• Accounts are split across systems due to inconsistent naming conventions or missing domains

These mismatches lead to:

• Inflated funnel numbers
• Broken attribution models
• Misleading campaign ROI
• Incorrect sales ownership and territory assignments

RevSure’s Entity Resolution fixes this at the source, giving your team a trustworthy, harmonized view of your data across platforms.

Key Features of RevSure’s Entity Resolution

Deduplication and Linking

RevSure supports two core resolution types:

1. Deduplication: Ideal for eliminating redundant records. Merge similar entries into a single, enriched “master” record. This is perfect for cleaning up leads generated from the same form fill, campaign UTM variations, or bulk uploads.
2. Linking: When you want to maintain original records but establish that they represent the same underlying entity. This is common when aligning accounts across systems like Salesforce and LinkedIn, or stitching campaign performance across paid and CRM data.

Why it matters: You gain flexibility based on context. Not all duplicates need deletion; sometimes, they just need connection.

Customizable Matching Logic

RevSure gives you precision control over how records are matched:

• Choose match dimensions like email, phone number, campaign name, domain, or industry
• Use Exact Match for stable fields (e.g., email addresses, UUIDs)
• Use Fuzzy Match for variable fields (e.g., names, titles, campaign naming conventions)

You can also layer in filters to scope down the resolution:

• Limit by campaign type, creation date, or cost structure
• Target only high-impact lead sources or active campaigns

Pro Tip: Combining exact and fuzzy match on multiple dimensions ensures higher accuracy and fewer false positives.

Automated or Scheduled Execution

You decide when and how often Entity Resolution runs:

• Real-time mode: Trigger the resolution process automatically after each data sync
• Scheduled mode: Set specific days or times for cleanup, aligned with your reporting cadence or campaign cycles

This ensures your data is always up-to-date without requiring manual exports or database scripts.

Integrated into RevSure’s GTM Data Graph

Entity Resolution doesn’t operate in isolation. It feeds directly into RevSure’s unified GTM intelligence layer, meaning:

• Clean records are immediately available for analysis, scoring, and forecasting
• All funnel views, dashboards, and attribution models use the resolved entities
• Activation becomes faster, no need to second-guess which record to trust

With every system connected through RevSure, resolution becomes the linchpin of your full-funnel visibility.

Transparent Control and Auditability

Blind automation can be risky. That’s why RevSure offers built-in governance features:

• Preview matched records before committing
• Select the “master” record manually if needed
• Undo merges to recover prior state
• Track what changes were made, when, and by whom

These safeguards give you peace of mind and support compliance, auditability, and operational rigor.

Business Benefits Across the GTM Org

RevSure’s Entity Resolution unlocks value across every go-to-market team:

• Marketing Ops: Clean campaign records, better cost attribution, stronger channel performance
• Demand Gen: Improved segmentation, fewer lead duplicates, higher conversion accuracy
• RevOps: Unified CRM records, better funnel metrics, improved lead routing
• Sales: No lead duplication, accurate account ownership, faster SDR outreach
• Analytics & BI: Higher-fidelity dashboards, reliable funnel metrics, clean modeling inputs

Use Cases in Action

Lead Deduplication

You’ve run multiple webinars and events, and some attendees have registered multiple times with slight name or email variations. RevSure helps you merge those entries, so each person appears only once in your funnel analysis and lead scoring.

Cross-Platform Campaign Linking

Your LinkedIn ads and Salesforce campaigns both refer to the same initiative, but due to different naming formats, they show up as separate entities in reports. With Entity Resolution, RevSure links these records so spend, reach, and impact are tracked together.

Account Consolidation Across Tools

Your SDRs operate in Salesforce, while marketing pulls in firmographic data from LinkedIn. With no unified domain naming, you’re tracking the same account in two systems separately. Entity Resolution helps you link them, so outreach and analytics are aligned.

What to Watch Out For:

• Too much fuzzy matching can lead to false positives; review suggestions before merging
• Relying only on exact match may miss records with typos or casing differences
• Inadequate filters can lead to under- or over-resolution, affecting reporting accuracy

With RevSure’s guardrails, you can avoid these pitfalls while maintaining control.

Final Thoughts: Clean Data Is the New Competitive Edge

In a world of dashboards, pipelines, and attribution models, data quality is your unfair advantage. Without clean records, even the best GTM strategy will fall short.

Entity Resolution in RevSure ensures that your leads, campaigns, and accounts are accurate, harmonized, and ready for action. It's the silent engine behind confident forecasts, trustworthy attribution, and frictionless activation.

You’ve already invested in amazing GTM tools, now make them speak the same language. Try Entity Resolution in RevSure today.

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