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Read Time: 10 Minutes
For most tech companies doing $3M+ in ARR, Salesforce isn’t just another tool.
It’s the brain of the business.
Sales, marketing, customer success, finance, leadership... everyone depends on Salesforce data to make decisions. And when that data is messy, duplicated, or outdated, the entire company feels it.
The problem?
Most teams don’t realize how bad it’s gotten until growth stalls.
Let’s break down why duplicate data in Salesforce is such a big deal, how it impacts every department, and how it can usually be fixed in one hour or less when done correctly.
At a certain stage of growth (typically around $3M ARR and beyond) most tech companies run nearly all operational data through Salesforce.
That means:
If Salesforce isn’t accurate, you don’t actually know what’s working or what’s broken.
And if you can’t clearly see the problems, you can’t fix them — let alone scale past your next milestone (whether that’s $25M, $50M, or $100M+).
When we first start working with new clients at Simply Scale, duplicate records are almost always present.
These duplicates don’t just “look messy.”
They actively cost you time, money, and growth.
In many cases, sales reps are wasting 40–50% of their time working bad data.
Customer Success Managers can’t “show the love” when they don’t know which record is real.
Duplicate data doesn’t stop with sales or support.
It impacts every department:
A messy Salesforce leads to messy operations.
And messy operations lead to stalled growth.
If you’re stuck at a certain revenue rung, this is often one of the silent reasons why.
For tech companies around $3M+ ARR, duplicate data creates a dangerous loop:
Until Salesforce is cleaned up and stabilized, scaling becomes guesswork.
This isn’t a massive, months-long Salesforce overhaul.
In most cases, once the problem is clearly defined, duplicate data cleanup can be handled quickly.
Here’s how the process typically works.
We start by identifying where duplicates exist:
Duplicates are usually identified by:
This gives immediate visibility into how widespread the issue really is.
Next, we create Salesforce matching rules and duplicate rules.
These rules define what Salesforce considers a duplicate moving forward, such as:
Once these are in place, Salesforce can:
This prevents the problem from coming back.
After identifying duplicates, we:
This step ensures everyone is working from one clean, accurate record per account.
Once duplicates are removed and prevention rules are in place:
You stop guessing and start operating with clarity.
When Salesforce data is clean:
And yes, if you really want to... there’s probably enough saved revenue to justify a much better office pizza party 🍕
If you’re a tech company at or near $3M ARR, duplicate data in Salesforce isn’t just an annoyance... it’s a growth limiter.
The good news?
You don’t need a massive rebuild to fix it.
With the right approach, this can usually be handled in under an hour, and fully implemented within 30 days or less.
If you’re stuck at your current revenue rung and can’t quite see why, Salesforce data hygiene is one of the first places you should look.
If you want to do this yourself, here's a full youtube walkthrough
If you want us to do it for you, here's how you can partner with us
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In just a 30-minute call, we’ll show you how to turn Salesforce into a growth engine for your business.
