8,412 Duplicate Records Merged Plus a Two-Way NetSuite Sync for an Education Publisher

Challenge

Each school had been created separately by marketing imports, sales reps and a one-way NetSuite push. The same district appeared as "Springfield USD", "Springfield Unified" and a NetSuite customer ID. Account-level reporting was impossible and AI summaries would have been wrong by construction: the relationships were technically present, but told a third of the story.

Approach

• Matched records across the three sources by domain, NCES ID and fuzzy name, with a manual review queue for the 4% of ambiguous matches.
• Merged 8,412 duplicates across contacts and companies, preserving activity history and deal associations.
• Built a District → School → Contact hierarchy with a custom object and parent–child company associations, so a deal at a district rolls up correctly.
• Configured a two-way NetSuite sync: customers and invoices into HubSpot, closed-won deals and billing contacts into NetSuite, with NetSuite as the system of record for billing.
• Added duplicate prevention: required email on forms, domain-based company association, and a weekly duplicate report owned by RevOps.

Results

• 8,412 duplicates gone and 99.6% of customers matched to a single NetSuite account.
• Finance stopped reconciling invoices against HubSpot by hand.
• Renewal reports now roll up by district for the first time.

AI-readiness impact

Readiness climbed from 26 to 86. Associations now tell the whole account story, which is what Breeze account summaries and a Prospecting Agent targeting districts need.