Achieved 95% Duplicate Record Consolidation with Customer MDM for A B2B Firm

Implemented a cloud-based customer MDM solution that unified fragmented data across Salesforce, QuickBooks, and HubSpot enabling a 360-degree customer view.

Industry

Accounting & Advisory Services

Country

UAE

Development Method

Agile

Project Duration

6 Months

Team Size

5 Experts

Client Overview

The client is a mid-sized B2B services firm operating across multiple regions, specializing in delivering tailored solutions to enterprise and SMB clients. With rapid business growth, the organization relied on Salesforce for CRM, QuickBooks for accounting, and HubSpot for marketing automation, leading to fragmented customer records and inconsistent data.

Client Goal

The client aimed to establish a centralized and accurate customer data hub by integrating Salesforce, QuickBooks, and HubSpot into a single source of truth. Their primary objectives were to eliminate duplicate customer records, enable real-time data synchronization, and deliver a 360-degree customer view to enhance sales & marketing efforts.

Our Client Project Challenges

Challenges in Unifying Customer Records

from Salesforce QuickBooks & HubSpot

The client faced major hurdles in unifying customer records due to inconsistent data formats, duplicate entries, and lack of real-time sync across platforms.

Data Silos Across Platforms

Customer information was scattered across Salesforce (CRM), QuickBooks (billing), and HubSpot (marketing), causing a fragmented view of customer data and increasing manual reconciliation efforts.

Duplicate and Inconsistent Records

Multiple entries for the same customer existed across systems, often containing conflicting contact details, company hierarchies, and interaction histories.

Inaccurate Sales and Marketing Reporting

Data discrepancies resulted in unreliable performance metrics, affecting revenue forecasting, reporting accuracy, and marketing campaign effectiveness.

Lack of a 360-Degree Customer View

Without a centralized customer data management system, teams could not access a unified customer profile to personalize engagement or identify cross-sell and upsell opportunities.

Manual Data Cleanup and Poor Data Governance

Sales and marketing teams spent significant time fixing data manually, increasing operational inefficiencies and raising risks related to errors and compliance gaps.

Scalability Limitations with Existing Systems

As the company grew, the lack of an integrated MDM solution hindered automation, precise customer segmentation, and seamless collaboration across departments.

Our Client’s Project Solution

Built a Unified Customer Data Hub with

Cloud-Native MDM Architecture

We implemented a cloud-native Customer MDM solution to unify and standardize customer data across Salesforce, QuickBooks, and HubSpot—enabling accurate, real-time synchronization for long-term success.

Data Profiling and Attribute Definition

We collaborated with business stakeholders to define and prioritize key customer data attributes, ensuring alignment across sales, marketing, and finance for accurate segmentation and analytics.

Cloud-Native Platform and Seamless Integrations

A cloud-native MDM architecture was built using AWS Glue for ETL, serverless functions, and an MDM-optimized relational database. Real-time connectors synchronized data across Salesforce, QuickBooks, and HubSpot.

Smart Matching, Merging, and Data Quality Management

Fuzzy logic and deterministic matching algorithms were implemented to identify and merge duplicates. Automated survivorship rules and quality checks validated critical fields and standardized customer profiles.

Data Stewardship and Governance Framework

A scalable data stewardship workflow ensured ongoing customer data quality and compliance. Stewards reviewed flagged records, resolved conflicts, and enforced governance across all connected systems.

Unify Your CRM, Finance, and Marketing Data

with Cloud-Based MDM Solution!

Transform your disconnected customer records into one unified, reliable source of truth with Webelight’s expert MDM solutions.

95% duplicate records eliminated
Real-time sync across Salesforce, QuickBooks, and HubSpot
Accurate reporting across departments
Cloud-native, scalable MDM architecture

Our Client Project Success

Driving Measurable Success with

Centralized Customer MDM for B2B Firms

Achieved measurable business impact by consolidating 95% duplicate records, enabling real-time data sync across Salesforce, QuickBooks, and HubSpot, and unlocking a 360-degree customer view for enhanced B2B performance.

95% Duplicate Records Consolidated

Using intelligent matching algorithms and survivorship rules, we eliminated redundant customer entries across Salesforce, QuickBooks, and HubSpot—creating a single source of truth.

100% Real-Time Data Sync

Seamless, automated integration ensured consistent and up-to-date customer records across CRM, accounting, and marketing tools without manual intervention.

360-Degree Customer View

A centralized customer data hub gave sales, marketing, and support teams full visibility—improving customer engagement, upselling opportunities, and service delivery.

30% Increase in Sales Accuracy

Clean and standardized customer data led to sharper segmentation, enhanced lead prioritization, and more personalized outbound campaigns.

40% Reduction in Response Times

With access to unified and accurate customer information, support agents resolved queries faster, improving customer satisfaction scores.

100% Cross-Functional Accuracy

Unified data governance eliminated inconsistencies in reporting, enabling leadership to make confident, data-driven decisions across all business functions.

Activate a Full 360° Customer View

Deploy Cloud-Native MDM That Scales!

Why Choose Us

Why Choose Webelight Solutions

for Master Data Management & CRM Integration?

Proven Expertise in Customer MDM for B2B Service Providers

With successful implementations across industries, we bring deep domain knowledge in master data management and cross-platform integrations tailored to B2B needs.

Seamless Integration Across Salesforce, QuickBooks, and HubSpot

Our team excels at building real-time, cloud-native integrations that ensure your systems stay synchronized—eliminating silos and boosting operational efficiency.

Cloud-Native, Scalable Architectures

We architect solutions using AWS and serverless technology stacks that scale effortlessly as your business grows—without added complexity or overhead.

Focused on Data Accuracy, Governance, and Performance

We don’t just centralize your data—we apply data quality rules, governance workflows, and automation to make it actionable, trustworthy, and future-ready.

FAQs

Common Questions

We've compiled a list of frequently asked questions with clear and concise answers.

Build Your 360° Customer View with

A Free MDM Consultation.

Discover how we helped a B2B services firm achieve 95% record consolidation across Salesforce, QuickBooks, and HubSpot. Let's explore how we can do the same for you.

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