Garrett Siu

Define your merge rules before your steward touches a single contact record.

Fixing duplicate accounts now prevents errors from cascading through sales and AI.

Four structural forces degrade CRM data faster than cleanup can repair it.

Measuring data quality requires named owners, clear targets, and a remediation path.

Standardized runbook design closes the gaps that let recurring data quality issues resurface.

Autonomous systems that continuously fix data problems beat alerts that only flag them.

Most AI projects fail because dirty data trains models to encode errors as truth.