Make data trust operational, not aspirational with Common Room's DataAgent

AI is only as powerful as the data foundation it's built on

“Our Salesforce is a mess.” What RevOps professional hasn’t uttered those words to themselves on a weekly basis?

Yet this mess is supposed to be your System of Record and source of truth for your entire GTM stack. When you’ve got a messy CRM, everything else that depends on it turns into a mess as well. And in the era of AI, poor CRM hygiene is a compounding cost that becomes more expensive with every passing day.

But you know this; and we recognize that real frustration exists because ensuring data hygiene is an always-on, living, breathing initiative. Data quality degrades quickly so the job of “cleaning up your Salesforce” is not a one-and-done project, but rather a sisyphean task that constantly eats up valuable time and resources. Time and resources that could be better spent on initiatives that can move the business forward, not relegating you to that of a database custodian.

It’s time for a change

Common Room’s new offering, DataAgent, gives RevOps teams an always-on AI solution to combat poor data hygiene by continuously surfacing duplicate and out-of-date records in your CRM. Our class-leading, AI-driven identity and contact resolution technology, Person360, is the source of truth that powers DataAgent. It’s constantly working in the background; incorporating every data sync, every new enrichment source, and every record update, so you don’t have to.

DataAgent is available for Salesforce environments in limited beta. Let us prove to you that using Common Room as your source of truth to inform your system of record helps you enter a new paradigm of continuous data cleanliness. Reach out to your account or success manager to learn how to deploy this in your Common Room environment.

Poor data quality is the multi-million dollar silent tax on your GTM organization

The competitive advantage for GTM teams in 2026 and beyond is to effectively employ AI in helping execute precise sales motions at the velocity, breadth, and depth that humans alone cannot achieve. High quality CRM data supercharges everything that AI touches. Up-to-date, signal-rich account records empower immediate, actionable AI-prioritization. Complete account and contact context delivers holistic and precise agentic research. And accurate, comprehensive enrichment produces personalized messages that resonate with buyers.

Simply said, the impact of data quality compounds at the speed of AI; it’s a point of divergence for businesses:

• Great data: AI can be rolled out with confidence across holistic seller workflows, ably aiding sales, marketing, and RevOps teams with great insights to prioritize what the best actions to take are, how to take them, and how to execute. Teams become more confident, ramp quicker, and can pivot faster to adopt new strategies to help them win consistently.
• Poor data: AI amplifies your data problems and misinforms your entire GTM strategy. Entire segments of customers are constructed incorrectly leading to a lack of focus and flawed research. Poorly personalized outreach efforts miss the mark to the tune of hundreds, if not thousands of engagements every day. Sales productivity suffers and you don’t realize it until a quarter or fiscal year is at risk.

It's more important for us to focus more on who’s our ICP, who’s in our target market, etc. and use Common Room to connect kinetic intent than to deal with any noise in our data." - Jerry O'Shea, GTM Engineering, Matillion

Poor data hygiene doesn’t show up as a glaring failure that triggers an immediate, overwhelming response. Instead it shows up scattered around your GTM workflows, slowing your teams down and reducing their productivity day in and day out.

This may look like:

• Bounced emails and “no longer at company” replies
• Duplicate contacts that break routing, attribution, and reporting flows
• Ops teams that live in spreadsheets and pivot tables to triage issues
• Sellers that stop trusting CRM data
• Drift in how you define your Ideal customer profiles and segmentation degradation with no easy way to pinpoint poor performance

And yet for many revenue teams this problem persists. It forces their hands to either accept the waste or fight it with ad hoc initiatives to patch the CRM data as it’s needed. None of this scales and we shouldn’t be resigned to our fates dealing with poor CRM data hygiene.

This isn’t just abstract; by our calculations (SDRs wasting time chasing bad leads, lagging deal velocity, and marketing waste) a company with just $30M of revenue could be sacrificing upwards of $1.2M a year solely due to poor CRM data hygiene.

I’ve heard these claims before, what sets DataAgent apart?

DataAgent is powered by our class-leading AI identity and contact resolution engine, Person360. Person360 constructs a dynamic, universal profile that unifies signals and identities across the GTM tech stack. This dynamic identity layer is what makes person-level GTM execution possible by identifying changes to profiles as they happen.

Times have changed: the tools at your disposal today can’t keep up with the increasingly complex and rapidly changing nature of CRM data. Static normalization and validation rules worked okay when CRMs only had a couple of data sources and a few thousand contacts, but now even small organizations have tens-, if not hundreds of thousands of contacts and 10+ enrichment source and execution tools both reading and writing back to the database.

Compared to the old ways, DataAgent gives you:

1. Top tier deduplication with class-leading contact-level identity resolution instead of simplistic deduplication rules such as “same first name + same last name + company = duplicate.”
2. A universal, living, singular profile of a person instead of imprecise normalization and validation rules that cannot account for dynamic changes in person-level data.
3. Always-on intelligent hygiene instead of automated cleanup workflows that are still beholden to good source data.

These old approaches no longer meet the mark and they miss the nuance associated with powerful AI-led identity resolution. One rule may tag duplicates incorrectly, while another may not catch outdated records. 

What you get with Common Room’s DataAgent

1. Visibility into the state of your CRM and where it could be undermining the execution of your GTM team. Get transparency for three crucial data points: outdated contacts, duplicate contacts, and duplicate accounts.
2. Quality AI execution with quality data: Build your AI practices on quality data instead of orchestrating your revenue workflows on blind trust or soon-to-be-broken automations.
3. Constant clarity: DataAgent is always on and continuously surfaces issues as your data evolves, so that your data improves over time and stays that way. This is how data trust becomes operational, not aspirational.

You don’t need another standalone clean-up tool bolted on to your CRM. DataAgent is fully integrated as part of your Common Room GTM Intelligence Platform so that your source of truth and your system of action are one-in-the-same.

We believe that the operators and owners of your CRM systems deserve better, that those who get pulled into every cleanup project when data breaks would rather be contributing strategically to the revenue organization as opposed to patching a leaky system of record.

But this isn’t just for our operators

If you’re a sales leader that wants to supercharge your team’s productivity, a marketing leader that is wrestling with attribution reporting, or even a member of a data team that cares deeply about the integrity of your business systems, Common Room is here to assist in getting your data foundation in a solid place.

What’s next?

DataAgent represents the natural evolution of our core belief: AI is only as powerful as the foundation it’s built upon. We’ve spent five years building Person360, the most sophisticated identity resolution engine in GTM tech and throughout the process we’ve unified billions of signals across hundreds of GTM tech stacks. We’ve seen every flavor of messy data, and we’ve built our AI engine to specifically handle the data complexity that rule-based systems cannot.

DataAgent isn’t a side project for us and we’re not done yet. In future iterations we are introducing additional functionality including the option to write back to your CRM as well as adding on support for HubSpot.

Already a customer? Contact your CSM to join the the limited Beta. New to Common Room? Book a demo to see how we can help.