Clean Data, Proven ROI: How to eliminate duplicates from Marketo

Most Marketing Ops leaders are seen as bottlenecks because they are trapped in a cycle of manual data cleaning. It’s time to move from intervention to infrastructure.

Data redundancy isn’t just an administrative headache; it’s a commercial drain. When 20% of your database is redundant, you are wasting 20% of your platform budget and delivering 100% distrust to your Sales team.

This 30-minute session is ideal for Marketing Ops Managers and CRM Leads who want a working blueprint for automated, rules-based deduplication and a clear picture of what data debt is actually costing their stack.

What You’ll Learn

In this session we will cover:

• How to quantify the MarTech Tax on your current database. Duplicate records don’t just cause reporting noise. They create a measurable cost.
• How field survivability logic actually works.
  Which record wins when two duplicates have conflicting phone numbers, different lead scores, or mismatched consent fields?
• Where standard email-match deduplication breaks.
  Email address matching misses more than most teams realize.
• How to move from quarterly clean-up to an automated, always-on deduplication engine.
  The goal isn’t a one-off project. We’ll cover the architecture shift and how clean data feeds directly into accurate AI engagement summaries and faster sales follow-up.