Fixing the Foundation: How Entity Linking Revived CRM Performance

Fixing the Foundation: How Entity Linking Revived CRM Performance

CRM systems aim to provide a single source of truth for engagement and compliance. For one multinational firm, the reality was fragmented data, unclear hierarchies, and limited confidence in information. Sales teams spent time verifying records, compliance slowed, and AI initiatives struggled with unreliable inputs.

Using S&P Global Market Intelligence's Cross Reference Services and Kensho Link, the firm reconciled and enriched CRM data at scale. Datasets were cleaned, connected, and validated automatically, resulting in reliable CRM for consistent reporting, clearer hierarchies, and data-driven decisions.

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