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Customer 360 requires more than duplicate-free records. In the first article of our Beyond Deduplication series, we explore why relationship context is essential for building a trusted customer data foundation in Salesforce.

Explore our new interactive demo showcasing the full Operational MDM lifecycle inside Salesforce — including cleanse, match, merge, govern and maintain processes used to create continuously trusted Golden Records for Customer 360, Agentforce and Data 360.

We’ve launched a new interactive demo showcasing how clearMDM Operational MDM helps global retail organisations create trusted Golden Records directly inside Salesforce.

Master Data Management (MDM) is often viewed as a back-office function focused on fixing data quality issues behind the scenes. But when MDM is embedded within Salesforce CRM, it becomes something much more powerful; a shared data foundation that delivers value across customers, sellers, partners and the broader Salesforce ecosystem.

Deduplication tools improve how duplicates are resolved. Operational MDM changes how data is managed. This post provides an overview of the key points of distinction.

As Salesforce data strategies mature, many enterprise customers are evaluating how to build the trusted customer data foundation critical to driving business productivity and staying competitive in the emerging AI era.

The Spring ’26 release extends the AI Data Stewardship Agent capabilities with AI-guided Duplicate Resolution and Automated Data Stewardship Decisions.

The Spring ’26 release introduces External Object Reparenting Rules, enabling organizations to maintain correct relationships between Standard or Custom Objects (e.g., Account) and External Objects (e.g., Purchase__x) during record merges.

This enhancement ensures External Object records are properly reparented to the Master Record, supporting accurate data consolidation, improved data integrity, and a more complete 360° view.

A new Demo Hub has been added to the clearMDM Website!

With the Winter ’26 Data Steward Agent for Agentforce, assistive AI Match Scoring provides human data stewards with an actionable second opinion on record matching.