It is common for one record, such as a contact or lead to exist in multiple systems within your technology stack.
As an example, one record may exist as a contact in your CRM where your sales teams can use to prospect or your service team can use to handle support cases. The same record may also exist within your marketing automation system, where your marketing team runs campaigns.
The larger your organization, the more likely you are to have many systems with the same data existing in each system.
Navigating within this state can be tricky. One of the benefits of a CDP is that it is able to create a source of truth in which the same record that exists in many systems can be combined into one single record while still maintaining all of the information you care about. Powerful stuff.
Example: Johnny Appleseed exists in both Salesforce and Marketo. Some of the information I care about is in Marketo and some other important information is in Salesforce. I really need one place where I can see all of the important information.
There are two important things to remember when you think about multiple records from different systems combining together.
(1) Both Salesforce and Marketo will contain important, unique information about Johnny Appleseed. These two different records with unique fields will be combined into one record. In the CDP, you will see one record with all of the unique, important fields from Salesforce and Marketo.
(2) Some fields in Salesforce and Marketo will represent the same information. Some examples are First Name, Last Name, Email and the list goes on. Here is where setting priority comes into play.
Setting the priority of your systems determines which information will be kept when we find that there are multiple fields that contain the same information.
Taking our example where we have Salesforce and Marketo. If I think that the common information such as First Name, Last Name and Email are more accurate and up to date than Marketo, then I should make Salesforce my first priority and Marketo my second.
This means that when the two records merge together, the information from Salesforce will be preferred over Marketo. And just like that we have a single source within the CDP based on the information that is likely to be the most up to date.