The problem
What kept going wrong
Every operations team eventually inherits a CRM export full of duplicates, missing owners, stale deals, and half-filled fields. The usual options are bad: clean it by hand for days, or run a tool that "fixes" things silently so nobody can say why two contacts became one.
Silent merges and opaque "lead quality" scores don't make data trustworthy — they just move the doubt somewhere you can't see it.