Contact Data
Part of CRM contacts and account structure
Choosing a unique identifier for customer records
Choose CRM identifiers for contacts, accounts and opportunities, and set matching rules for imports and other systems.
Use a distinct identifier for each CRM record type. A CRM record ID is useful for updating a record in that CRM. If another system also refers to the customer, store its identifier separately and define which system issues it. An email address, domain, ABN or ACN cannot serve as one universal key for people, accounts and opportunities.
Define what the identifier identifies
A contact ID identifies a person record, an account ID identifies the customer unit your team has chosen, and an opportunity ID identifies one potential sale. Before using a value to match records, decide what two records sharing that value are supposed to mean.
| Candidate | Useful for | Limit to check |
|---|---|---|
| CRM record ID | Updating an existing record in that CRM | Another system assigns its own ID. |
| External customer number | Linking to the system that issues it | Confirm its issuer, coverage and meaning. |
| Email address | Finding a likely contact | Addresses can change or be shared. |
| Company domain | Finding a likely company | Several customer units may use one domain. |
| ABN or ACN | Checking an Australian business or registered company | The number may not represent the CRM’s branch or buying unit. |
A matching clue becomes a reliable enforced key only when its coverage, uniqueness and exceptions have been checked for the record type and source.
CRM Identifier Comparison: Use Cases and Limitations
- CRM Record ID
- Updating existing records within the same CRM system
- External Customer Number
- Linking to a system that issues its own identifier
- Email Address
- Finding a likely contact (but may change or be shared)
- Company Domain
- Identifying a company (but multiple units may share one domain)
- ABN or ACN
- Verifying an Australian business entity (but not necessarily the buying unit)
Check how the CRM uses matching fields
HubSpot imports can create and/or update contacts, companies, deals and other supported records. To update existing records, an import must contain a unique identifier.
Choose the identifier and import mode for the object and intended action.
Salesforce REST upsert can match a record using an external ID. Confirm that the chosen external ID has the right meaning and scope before treating it as a cross-system key.
ASIC says an ACN uniquely identifies a registered Australian company. An ABN can identify a company or another business type, including a sole trader or partnership. Neither identifies a contact.
A branch, customer group or trading relationship may also be a different CRM account from the registered entity. Store the number with its type and verify the entity before using it to connect records.
Pros and Cons of Using ABN/ACN as Unique Identifiers in CRM
- ProsASIC confirms ACN uniquely identifies a registered Australian company; ABN can verify business status (including sole traders and partnerships)
- ConsDoes not represent CRM branches, customer groups, or trading relationships; may not align with the buying unit in the CRM
Set a rule for uncertain matches
Specify which identifier is used for each record type and source. An update from an existing CRM export might use that CRM’s record ID. A new record from another system might use its agreed customer number, subject to a unique match. If a value is missing, reused or points to a different customer, hold the item for review rather than selecting the nearest name.
For opportunity records, use an opportunity identifier issued by the CRM or an agreed source-system opportunity number. Do not use a contact or account identifier to match an opportunity; if there is no unique opportunity match, hold it for review.
When records are consolidated, retain a mapping from old source identifiers to the surviving record so later updates can be directed correctly. Review cases such as a changed email, a shared mailbox, two accounts using one domain and an unknown external number before applying the rule widely.
