Identity

One person, one record: how identities resolve, and the rules that keep your CRM safe.

One person is one record, and one company is one account, no matter how many fragments arrive: a form fill here, a CRM row there, an anonymous visit last month. Identity resolution is what makes those the same story, and it is the reason outcomes can ever credit the decisions that caused them.

How identities resolve

• A verified match earns an immutable ID. When the system confirms who someone is, that identity is fixed. Everything after attaches to it.

• That ID is a OneSource ID. It is the identity foundation the Growth Brain is built on. Licensed third-party data enters only by resolving to it, and is never written raw into your systems.

• Everything else is an alias. Additional emails, a CRM ID, a phone number, an enrichment ID: aliases on the one record, not new records.

• Resolution is retroactive. When an anonymous visitor becomes known, their earlier activity is re-attributed to the same identity, so history is never lost to timing.

Your CRM stays the system of record. Where permitted, the platform writes its ID back into your CRM so both systems can always find the same person.

The rules that protect your CRM

• The platform never deletes a CRM record. Ever.

• It never auto-merges. When it finds likely duplicates, it proposes the merge as a pulse, with the evidence. You approve, and only then does it execute, with the decision recorded. CRM merges are irreversible in most CRMs, which is exactly why a human holds the pen.

• It updates rather than overwrites, and never touches sales-owned fields.

Where identity comes from

Signals flow in from the pixel (form emails, reverse-IP company resolution), your CRM sync, and enrichment. Conflicts resolve by trust: what you have declared outranks your CRM, which outranks inferred sources.

Identity is the foundation FIRE scoring and every decision stand on.