SFDC fuzzy logic matching rejects new lead sync?

Question

This week I had a lead into my system using a Gmail address but quite a bit of information (registered for my upcoming event). I got a notification saying there was a sync error: "Failed: DUPLICATES_DETECTED: Use one of these records?"

I looked for a dupe by email, but couldn't find it. Eventually I realized there was a duplicate of this lead...under a completely different email address (his work email address).

I opened a ticket with Marketo asking how Marketo was able to identify the lead using fuzzy logic, but they responded that Salesforce did this and rejected the sync! My CRM guy said a new release came out from SFDC and it might be related to that. Has anyone else seen this??

Anonymous · Accepted Answer

Okay, maybe there are Matching Rules set up on Salesforce. I would suggest reviewing them on Salesforce Set up > Data Management > Duplicate Management > Matching Rules. It might have Fuzzy matching set up for Leads or Contacts.

Anonymous · Answer

It sounds odd that Salesforce would try to de-dupe by itself to this level. By any chance, are you guys using any de-dupe tool from Salesforce AppExchange such as Dupeblocker?

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