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What are Overwrite Rules?

Overwrite rules are custom conditions that determine when and if existing CRM data should be replaced with enriched data from third-party sources. These rules help preserve high-quality, manually entered information while allowing automated updates where appropriate.

Why They're Important

• Protects manually verified data (e.g., phone numbers directly from customers)
• Preserves information from trusted sources (e.g., in-app user inputs)
• Maintains data integrity for different customer segments
• Prevents accidental overwriting of accurate information

Practical Examples

Phone Numbers

Don't overwrite phone numbers that were:

• Manually entered by sales team
• Updated by a human within the last 9 months
• Obtained directly from customer interactions

Email Addresses

Different rules for personal vs. business emails:

• Personal emails: Overwrite all personal emails with updated info from data vendor
• Business emails: Can be updated if not manually verified within 9 months

Segmented Approach

Rules vary based on customer lifecycle: