Identity resolution reconciles the many versions of a buyer that pile up across your systems into one profile. The same person shows up as three contacts with different emails; the same company appears under a dozen domain and name variants. Identity resolution merges them into one truth.
B2B needs this at two levels at once. Person resolution merges duplicate records of one human. Account resolution rolls people, subsidiaries, and domains up into the company that actually buys. Because a buying group is people acting inside an account, you need both to see the deal clearly.
It is foundational because everything downstream inherits its errors. Attribution across duplicated records splits credit across ghosts; scoring double-counts; agents act on the wrong record. Resolve identity first and the rest gets trustworthy. RevSure resolves identity continuously on its context layer, and can deanonymize website visitors to person and account without cookies, one customer surfaced more than 31,000 anonymous companies this way.
See what is a context layer for AI for the bigger picture. Explore RevSure's identity resolution software.