B2B sales · 2026
When the CRM and the dialer disagreed about the same lead
Two systems, two versions of the truth, and a sales team that had learned to trust neither. The fix was reconciliation, not another integration.
- Records disagreeing
- −94%
- After field ownership was fixed
- Call logging coverage
- 100%
- Event-driven, not batch
- Rep time on data entry
- −45%
- Click-to-call and screen pops
- Shadow spreadsheets
- Retired
- Reps trust the system again
The situation
Leads lived in the CRM, calls happened in the dialer, and a nightly sync was supposed to keep them aligned. It did not. Reps had started keeping private spreadsheets, which is the clearest signal a system has lost their trust.
The previous attempt had been to add another integration on top. That made the disagreement harder to see rather than smaller.
Nobody could say which system was authoritative for any given field, so every conflict was resolved by whoever edited last.
What I did
- 01
Mapped every field written by both systems and established a single owner for each, which turned an abstract sync problem into a list of specific decisions.
- 02
Replaced the nightly batch with event-driven updates at call completion, so the record reflects the call while the rep still remembers it.
- 03
Implemented click-to-call and screen pops so reps work in one interface rather than reconciling two.
- 04
Rebuilt lead recycling rules to run against the reconciled record instead of whichever copy the rule happened to read.
- 05
Added a reconciliation report that surfaces disagreements rather than silently resolving them.