Source: [Original HTML page](https://stolenorbit.com/en/templates/crm-data-rules/)

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# CRM data rules

Establish how a record is identified and when it may change. Fast automation can multiply inconsistent data if identity, precedence and ownership remain implicit.

[By Stolen Orbit](https://stolenorbit.com/en/about/) Revision 2026-09-24

## When to use it and what to produce

[Source for this section](https://stolenorbit.com/en/templates/crm-data-rules/#template-purpose)

Before importing contacts, enriching records or updating opportunities through integrations and AI assistants.

Rules for each CRM object covering identification, editable fields, value sources and a conflict resolution path.

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## 1\. Identify the right record

[Source for this section](https://stolenorbit.com/en/templates/crm-data-rules/#identity)

Define contacts, companies and opportunities separately. Similar names can suggest a review, but must not determine a merge by themselves.

**See a worked example**

Illustrative example: two contacts have similar names but different email addresses. Automation suggests a review rather than merging them or replacing their activity history.

**Objects and identifiers**

Record involved objects, stable keys and relationships between contacts, companies and opportunities.

**Matching rules**

Specify exact comparisons, normalisation and cases where multiple candidates require review.

**Duplicates and merging**

Describe who may merge records, which values survive and how activity history and relationships are preserved.

## 2\. Govern updates

[Source for this section](https://stolenorbit.com/en/templates/crm-data-rules/#fields)

Identify the authoritative source for every field. Distinguish values observed in a document from inferences, and prevent missing inputs from erasing verified information.

**See a worked example**

Illustrative example: a message with no phone number does not clear the existing field. A proposed new deadline becomes a note for approval, not a silent update.

**Field, meaning and allowed values**

Define format, requirement, permitted values and the operational meaning of sales stages.

**Source and precedence rule**

Specify when email, a form, an external system or a manual edit may update the field.

**Allowed and approved writes**

List automatically editable fields, protected fields and conditions requiring the owner’s confirmation.

## 3\. Check conflicts and effects

[Source for this section](https://stolenorbit.com/en/templates/crm-data-rules/#conflicts)

Plan for concurrent edits and repeated delivery of the same event. Protect work done by people after the workflow began.

**See a worked example**

Illustrative example: a salesperson changes the stage while AI prepares an update. The workflow detects the new state and routes the conflict for review instead of overwriting it.

**Repeated events and concurrent edits**

Describe how processed events are recognised and how the workflow checks whether the record has changed.

**Trail and correction**

Record reference, previous value, proposal, source and actor; define access and correction methods.

**Periodic checks and owner**

Specify checks for duplicates, empty fields, inconsistent stages and cases awaiting review.

## Pitfalls to avoid

[Source for this section](https://stolenorbit.com/en/templates/crm-data-rules/#template-pitfalls)

-   Merging contacts based only on similar names.
-   Overwriting verified data with an inference or missing input.
-   Treating a successful write as sufficient without checking record relationships and state.

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## Take the next step together.

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## Turn the question into a next step.

-   [Use what you have, connect it, or build the missing part?](https://stolenorbit.com/en/resources/native-automation-connectors-custom-integrations/)
-   [Automation failures and duplicates](https://stolenorbit.com/en/resources/automation-failures-and-duplicates/)
-   [System integration map](https://stolenorbit.com/en/templates/integration-map/)