# How do we get duplicate accounts and contacts under control?

Fix creation before you fix the backlog. Most duplicates come from a sync or an integration creating records that don't match, so tighten matching at the entry points first, then merge the existing set and give the team a visible in-app warning at creation time.

Sync-created duplicates are the specific pattern to look for when two systems each think they own record creation. Merging without closing that path means the count rebuilds within a quarter. Pair the merge with enablement — when the duplicate warning appears, it usually means the record already exists.

## Sources

- **Method** — [CRM Migration playbook — Sync-created dupes](https://www.leanscale.team/knowledge/playbooks/crm-migration-playbook/)

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Cluster: Data_model · https://www.leanscale.team/knowledge/answers/salesforce-duplicate-records-fix/