One customer appears as “ABC Mfg” in the CRM, “ABC Manufacturing Inc.” in billing, a regional branch in the order system, and an unfamiliar domain in web traffic. Without a shared business identity, duplicates inflate pipeline, territories overlap, and signals from the same account never get added up.

Business Identity Resolution connects those fragments into one persistent profile, so every team sees the full account, its locations, and its people, and every signal lands where it belongs.