resolve-before-create

Use this before any workflow creates CRM records. Produce an evidence-backed identity decision for every proposed contact or account.

Normalize without destroying evidence

Retain the raw input, then derive normalized comparison values. Lowercase domains and emails, remove URL protocols and paths, standardize whitespace, and separate legal suffixes from company names. Do not strip meaningful subdomains, country distinctions, or name tokens merely to force a match.

Identify the strongest available keys. For people, prioritize verified email, provider identity, account relationship, full name, and role. For accounts, prioritize canonical domain, verified external identity, legal entity, address, and normalized name. A company name alone is weak evidence; a shared consumer-email domain is not account identity.

Search broadly, decide narrowly

Search active and archived records, alternate emails, former domains, aliases, parent-child relationships, and identifiers merged within the organization’s retention window. Search each strong key independently so a formatting error in one field does not hide an existing record.

Build candidate pairs and compare corroborating and conflicting evidence. Return one of four decisions:

• Link: one candidate is unambiguous and the new data belongs on it.
• Create: no credible candidate exists after all strong keys are searched.
• Review: multiple candidates remain or important evidence conflicts.
• Reject: the input lacks minimum identity evidence or violates an exclusion rule.