If you are using Marketo, you may be levering their Lead Score feature to rank your leads.

With the Keep Max Value Merge option, you can now make sure that no matter how 2 leads are merged, you will always keep the highest Leads Score.

By default, the salesforce merge process takes 2 records; a Master (‘Survivor’) and a Dupe. The selected Master takes priority over the Dupe which means that the following rules are applied:

  1. When 2 fields on the 2 records both are populated the value from the Master and the value from the Dupe is lost (unless you use the option to store this with the Master).
  2. If a field on the Master is empty and the corresponding field on the Dupe is populated, then the value from the Dupe is carried across to the Master and the master is in this way enriched with the additional information from the Dupe.
  3. Related data, such as Camping info, activities, tasks etc. are moved across from the Dupe to the Master so that the entire history of the consolidated records is available to the Master record.

Keep Max or Min Values
You may be ranking your leads using Apps like Marketo to prioritize the efforts of your lead management team. Marketo and others are using a Lead Score to indicate Hot leads over less interesting or less qualified leads.

Assume that you get a duplicate lead into your database, which hasn’t yet been qualified (user entry, lead import etc.) and you want the details from this new lead to survive as the Master then by choosing a Master you also choose the Lead Score.

By applying a Merge Rule to e.g. keep the Maximum value of a given field you ensure that during the merge you keep the Master records as per your selection, but always keep the Maximum value of the 2 records for e.g. Lead Score.
This functionality applies to the DataTrim Quick Merge wizard and the Mass Merge functions of DataTrim Dupe Alerts

This functionality is available to all users DataTrim Dupe Alerts

See also:
Merge Rules/Options – Exclude fields from Merge
Merge Rules/Options – Keep Values from Dupe

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