{"componentChunkName":"component---src-templates-story-js","path":"/customers/incident-io/","result":{"data":{"doc":{"_type":"story","id":"-e7c9ec71-761f-5a15-a9df-6fcca67cf546","_id":"94023dc9-b3de-4689-a024-83a58cac4ec3","publishedAt":"2026-05-20T19:00:00.000Z","_updatedAt":"2026-05-26T23:17:24Z","_createdAt":"2026-05-15T19:04:07Z","title":"How incident.io cut account duplicates by 70% with DataAgent","slug":{"current":"incident-io"},"status":"published","company":{"_id":"bc767399-efb3-4dc6-9054-d08efbf7a2ac","title":"Incident.io","_rawExcerpt":null,"url":null,"status":"published","isFeatured":null,"mainImage":{"crop":null,"hotspot":null,"asset":{"_id":"image-de58b5ccbc2d51213f278056dcef01872960f2ce-205x100-svg","altText":null,"extension":"svg","metadata":{"hasAlpha":true,"dimensions":{"height":100,"width":205,"aspectRatio":2.05}}}},"mainImageMono":{"crop":null,"hotspot":null,"asset":{"_id":"image-21e00f0c2b6c7f70112eeb2c45868e5660c04aca-205x100-svg","altText":null,"extension":"svg","metadata":{"hasAlpha":true,"dimensions":{"height":100,"width":205,"aspectRatio":2.05}}}},"categories":[{"_id":"429d6b97-3b6d-4f55-9eb8-13589d5ea01a","title":"Homepage","titlePublic":null,"slug":{"current":"homepage"},"status":"review"}],"orderRank":"0|1000mg:"},"quote":{"_type":"quotable","_id":"a3b1ff5d-ad24-4290-b2c7-067767e6da3f","status":"published","_rawExcerpt":[{"_key":"f89b75b3b545","_type":"block","children":[{"_key":"f3fdc4d9a593","_type":"span","marks":[],"text":"“When we started the exercise, about 3% of our accounts were duplicates. 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Here's how DataAgent kept their CRM aligned with reality."}],"markDefs":[],"style":"normal"}],"_rawBody":[{"_key":"b92ecc5c6290","_type":"anchor","label":"Summary"},{"_key":"098689c59134","_type":"infoBox","body":[{"_key":"63004dd0ac98","_type":"block","children":[{"_key":"853675a57c4b","_type":"span","marks":[],"text":"Most GTM systems don’t fail all at once. They drift. And when the data underneath stops reflecting reality, every workflow built on top of it becomes less reliable."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"973c92a270a2","_type":"block","children":[{"_key":"5963f64d9ee0","_type":"span","marks":[],"text":"DataAgent continuously surfaces what’s broken without requiring teams to define rules or run manual audits, so revenue teams can trust the system they’re executing from."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"6d10a06e3485","_type":"block","children":[{"_key":"7eef7e4130bd","_type":"span","marks":[],"text":"Incident.io drove "},{"_key":"e9ed94a26c2e","_type":"span","marks":["strong"],"text":"account duplicates from ~3% down to 0.8%"},{"_key":"fa8535978668","_type":"span","marks":[],"text":" across more than 140,000 accounts, with new duplicates caught and resolved on a rolling basis."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"dae7a661f9e8","_type":"block","children":[{"_key":"e084abdc7ff4","_type":"span","marks":["strong"],"text":"3,700 of 19,000 “Unknown Company” contacts"},{"_key":"911631917a59","_type":"span","marks":[],"text":" were matched to real accounts, recovering leads from significant target companies that had been silently lost in routing."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"4fd7e2fd7f44","_type":"block","children":[{"_key":"cf377200643f","_type":"span","marks":[],"text":"Cleanup that previously took "},{"_key":"548b8171f74a","_type":"span","marks":["strong"],"text":"days or weeks"},{"_key":"b36b277d53cf","_type":"span","marks":[],"text":" now takes "},{"_key":"be71ab6a4398","_type":"span","marks":["strong"],"text":"minutes"},{"_key":"3a81571b87e5","_type":"span","marks":[],"text":" — with no dedicated headcount required to run it."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"}],"header":"TL;DR","style":"info"},{"_key":"2efff7077afa","_type":"anchor","label":"The Challenge"},{"_key":"c25921875544","_type":"block","children":[{"_key":"d03ee102bf38","_type":"span","marks":["strong"],"text":"The challenge: when bad data becomes a business blocker"}],"markDefs":[],"style":"h2"},{"_key":"9290fd016570","_type":"block","children":[{"_key":"36e8bd6907df","_type":"span","marks":[],"text":"Most teams don’t have a data problem. They have a reality problem."}],"markDefs":[],"style":"normal"},{"_key":"d50a68965c5d","_type":"block","children":[{"_key":"d59d910bb8fd","_type":"span","marks":[],"text":"Their CRM has records (contacts, accounts, activity history) all sitting in Salesforce, looking like a system of truth. The problem is that the system stopped reflecting reality a long time ago. People changed jobs, duplicates accumulated, and contacts sat unmatched."}],"markDefs":[],"style":"normal"},{"_key":"11ea3f4041ce","_type":"block","children":[{"_key":"0394d6da0ad9","_type":"span","marks":[],"text":"For modern GTM teams leaning into AI and automation, the gap between what the CRM says and what's actually true is getting more expensive by the day."}],"markDefs":[],"style":"normal"},{"_key":"2c7811dd75d1","_type":"block","children":[{"_key":"437a9d05ae63","_type":"span","marks":[],"text":"For Khaled AlSaleh, RevOps Leader at "},{"_key":"b06f6d28d45e","_type":"span","marks":["9198418b9ce7"],"text":"Incident.io"},{"_key":"dbbfb7767a97","_type":"span","marks":[],"text":", this was the thing creating friction in GTM execution every day."}],"markDefs":[{"_key":"9198418b9ce7","_type":"link","href":"http://incident.io"}],"style":"normal"},{"_key":"a54faebd3047","_type":"infoBox","body":[{"_key":"6aab152126ef","_type":"block","children":[{"_key":"4433556c66a9","_type":"span","marks":[],"text":"incident.io is the all-in-one platform that simplifies incident management for engineering teams. It integrates on-call scheduling, incident response, and status pages, bringing everything you need to manage incidents into one place."}],"markDefs":[],"style":"normal"}],"header":"About incident.io","style":"info"},{"_key":"60dc2133eced","_type":"anchor","label":"The problem"},{"_key":"161d97e6fd31","_type":"block","children":[{"_key":"474f46ba7b75","_type":"span","marks":["strong"],"text":"The root problem: poor data burdens the entire team"}],"markDefs":[],"style":"h2"},{"_key":"4b391cc07258","_type":"block","children":[{"_key":"4a2eca3233e6","_type":"span","marks":[],"text":"Incident.io is a fast-growing company, and Khaled was responsible for keeping the GTM system clean enough for the team to act on as a team of one. No dedicated data function, or engineering support. Just a RevOps leader trying to hold a system together."}],"markDefs":[],"style":"normal"},{"_key":"0646d2f32955","_type":"block","children":[{"_key":"e9a17c0f2ddb","_type":"span","marks":[],"text":"The problems weren’t complicated. They were the kind every RevOps leader recognizes immediately: account duplicates accumulating faster than they could be resolved, contacts going stale as people changed jobs, and a growing pool of 19,000 contacts sitting in an “Unknown Company” bucket that couldn’t be matched to any account."}],"markDefs":[],"style":"normal"},{"_key":"e59acc3d0065","_type":"externalVideo","file":{"_type":"file","asset":{"_id":"file-e16822813892e8e4d33f598d7d7266f0faec223a-webm","_type":"sanity.fileAsset","_rev":"MVxzz6F0OIwnHrg2Mcb3oE","_createdAt":"2026-05-26T23:15:04Z","_updatedAt":"2026-05-26T23:15:04Z","assetId":"e16822813892e8e4d33f598d7d7266f0faec223a","extension":"webm","mimeType":"video/webm","originalFilename":"DataAgent-Challenge_02.webm","path":"files/vt347z5x/production/e16822813892e8e4d33f598d7d7266f0faec223a.webm","sha1hash":"e16822813892e8e4d33f598d7d7266f0faec223a","size":1066322,"uploadId":"xF8kDxmIOv2YHPTjVOXQhYlpv0W5bUuP","url":"https://cdn.sanity.io/files/vt347z5x/production/e16822813892e8e4d33f598d7d7266f0faec223a.webm","filename":"DataAgent-Challenge_02.webm","placeholderUrl":null,"id":"file-e16822813892e8e4d33f598d7d7266f0faec223a-webm","children":[],"parent":null}}},{"_key":"0d651a8b3ffa","_type":"block","children":[{"_key":"b5faf87d4d0b","_type":"span","marks":[],"text":"That last problem had a sharp downstream edge. Contacts without a matched account don’t just sit idle, they get routed to the wrong reps and flagged as dead leads. When Khaled eventually started working through that pool, he found contacts at significant target companies that the team had been missing entirely."}],"markDefs":[],"style":"normal"},{"_key":"ff80b2b73b11","_type":"block","children":[{"_key":"de355dab913c","_type":"span","marks":[],"text":"Khaled was determined to build a trustworthy system his team could actually execute from."}],"markDefs":[],"style":"normal"},{"_key":"35af8733eed7","_type":"anchor","label":"The solution"},{"_key":"2ba2efc70dfe","_type":"block","children":[{"_key":"51c62e240093","_type":"span","marks":["strong"],"text":"The solution: DataAgent’s automated approach"}],"markDefs":[],"style":"h2"},{"_key":"1dce78478ebc","_type":"block","children":[{"_key":"502e489e7654","_type":"span","marks":[],"text":"With DataAgent, teams move from manually hunting down bad data to a system that catches it automatically so sellers, automation, and AI workflows can move without questioning the data underneath."}],"markDefs":[],"style":"normal"},{"_key":"49899d864af1","_type":"block","children":[{"_key":"80f0b3ab1953","_type":"span","marks":["strong"],"text":"How it works"}],"markDefs":[],"style":"h3"},{"_key":"1c9cfcbbcc6d","_type":"block","children":[{"_key":"a7d90b7e1466","_type":"span","marks":[],"text":"DataAgent is an execution layer powered by Common Room’s "},{"_key":"cf777ea8f8f4","_type":"span","marks":["9ddbdaa2dc4c"],"text":"identity resolution "},{"_key":"9a3f8463f769","_type":"span","marks":[],"text":"engine. The same engine understands who a buyer actually is across fragmented records, job changes, and multiple data sources."}],"markDefs":[{"_key":"9ddbdaa2dc4c","_type":"link","href":"https://www.commonroom.io/product/person-360/"}],"style":"normal"},{"_key":"241790569bef","_type":"block","children":[{"_key":"df4d949bfd52","_type":"span","marks":[],"text":"Because Common Room already understands identity at the person and account level, DataAgent doesn’t need admins to configure rules or logic before surfacing issues. It already knows where the system has drifted from reality, and the outputs are specific enough to act on immediately."}],"markDefs":[],"style":"normal"},{"_key":"a5df4ad8b841","_type":"block","children":[{"_key":"f2110db4a34f","_type":"span","marks":[],"text":"This means teams get three things with DataAgent from day one:"}],"markDefs":[],"style":"normal"},{"_key":"f3a9b4b8cffe","_type":"block","children":[{"_key":"fe3cca72064c","_type":"span","marks":["strong"],"text":"Confidence in who they’re reaching out to: "},{"_key":"3297b3bba920","_type":"span","marks":[],"text":"Flags contacts with outdated CRM records so reps don’t waste their time on people who’ve already moved on."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"4d96f7048001","_type":"block","children":[{"_key":"0e089492a94b","_type":"span","marks":["strong"],"text":"A single, trusted view of each buyer:"},{"_key":"3c5868dfa9af","_type":"span","marks":[],"text":" Identifies overlap when the same person exists across multiple records, so routing, attribution, and AI workflows operate on one clean signal."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"e16988c5abf3","_type":"block","children":[{"_key":"eee1f9e0fc65","_type":"span","marks":["strong"],"text":"Accounts that reflect the real world: "},{"_key":"13fa5b73cf90","_type":"span","marks":[],"text":"Automatically surfaces duplicate accounts so forecasting, territory planning, and segmentation are built on an accurate foundation."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"f1cfa4fca4ce","_type":"externalVideo","file":{"_type":"file","asset":{"_id":"file-4692765248f52fa3452a96004adfb4a8cde7976b-webm","_type":"sanity.fileAsset","_rev":"ax57qqZkvNJFwLdRTjMyqi","_createdAt":"2026-05-26T23:15:50Z","_updatedAt":"2026-05-26T23:15:50Z","assetId":"4692765248f52fa3452a96004adfb4a8cde7976b","extension":"webm","mimeType":"video/webm","originalFilename":"DataAgent-Solution_02.webm","path":"files/vt347z5x/production/4692765248f52fa3452a96004adfb4a8cde7976b.webm","sha1hash":"4692765248f52fa3452a96004adfb4a8cde7976b","size":611538,"uploadId":"MEAyLhZM842XMwvIiTr66YZeueoZgbCa","url":"https://cdn.sanity.io/files/vt347z5x/production/4692765248f52fa3452a96004adfb4a8cde7976b.webm","filename":"DataAgent-Solution_02.webm","placeholderUrl":null,"id":"file-4692765248f52fa3452a96004adfb4a8cde7976b-webm","children":[],"parent":null}}},{"_key":"6df0fbd160c0","_type":"block","children":[{"_key":"fd6e3a4dcd50","_type":"span","marks":[],"text":"For Khaled, this underlying identity layer was what separated DataAgent from every tool he’d evaluated before."}],"markDefs":[],"style":"normal"},{"_key":"aaf4bd704d01","_type":"block","children":[{"_key":"af93695cf829","_type":"span","marks":["em"],"text":"“The power is in the richness of your data and in the context that you have. The organization structure gives us the power to see whether the person is actually associated with the account, and whether two accounts are actually part of the same organization. If you think about any other platform, that would be quite difficult to achieve.” "},{"_key":"3d5f1e4558db","_type":"span","marks":["strong"],"text":"— Khaled AlSaleh, Incident.io"}],"markDefs":[],"style":"blockquote"},{"_key":"6315cdea3cfd","_type":"block","children":[{"_key":"edf164ffdb7a","_type":"span","marks":[],"text":"That context — identity resolved, relationships mapped, signals interpreted across systems — is what makes DataAgent’s outputs trustworthy enough to act on. Other tools ask teams to define the problem before they can find it. DataAgent finds it first."}],"markDefs":[],"style":"normal"},{"_key":"611f8538aadd","_type":"block","children":[{"_key":"e9647610b016","_type":"span","marks":["em"],"text":"“It’s something that seemed almost unachievable. You can debate whether or not other tools can do this, but achieving what you want often involves a lot of fiddling and experimenting. Here we get data we can trust, and what’s more, it alerts us when a contact is out of sync, and we can just update it.” "},{"_key":"a2cd36f3d2b2","_type":"span","marks":["strong"],"text":"— Khaled AlSaleh, Incident.io"}],"markDefs":[],"style":"blockquote"},{"_key":"00761b4a6b8a","_type":"anchor","label":"The Impact"},{"_key":"d35a6dcd6cad","_type":"block","children":[{"_key":"52865e2aaf44","_type":"span","marks":["strong"],"text":"The impact: less time fixing, more time executing"}],"markDefs":[],"style":"h2"},{"_key":"852627e8f130","_type":"block","children":[{"_key":"1ddcda0d5f5f","_type":"span","marks":["strong"],"text":"Measurable improvements at Incident.io"}],"markDefs":[],"style":"h3"},{"_key":"0b2ae5143c7f","_type":"block","children":[{"_key":"f8820fbd499d","_type":"span","marks":[],"text":"The results were immediate and operational. Since adopting DataAgent, Incident.io saw concrete movement in the metrics that matter most:"}],"markDefs":[],"style":"normal"},{"_key":"bc4d8064236b","_type":"block","children":[{"_key":"d29ea8edc007","_type":"span","marks":["strong"],"text":"Account duplicates dropped from ~3% to ~0.8%"},{"_key":"5b71aa01789c","_type":"span","marks":[],"text":" across 140,000+ accounts, and continue to trend lower as new duplicates are caught on a rolling basis."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"bff72968c3c5","_type":"block","children":[{"_key":"84828e5d0b4d","_type":"span","marks":["strong"],"text":"3,700 of 19,000 “Unknown Company” contacts"},{"_key":"53c5a77f2001","_type":"span","marks":[],"text":" "},{"_key":"ca404334903b","_type":"span","marks":["strong"],"text":"were matched to real accounts"},{"_key":"e7d0f59e5c3c","_type":"span","marks":[],"text":", recovering leads from significant target companies whose signals had been silently lost in routing."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"f25c1616934c","_type":"block","children":[{"_key":"b10c5740fdba","_type":"span","marks":["strong"],"text":"Cleanup time collapsed from days or weeks to minutes"},{"_key":"e23cff20d3d6","_type":"span","marks":[],"text":" — with no dedicated headcount required to sustain it."}],"level":1,"listItem":"bullet","markDefs":[],"style":"normal"},{"_key":"110a27fbe537","_type":"externalVideo","file":{"_type":"file","asset":{"_id":"file-3db4c1adf057a6eeb63e7953a3917fcf26acfeec-webm","_type":"sanity.fileAsset","_rev":"ax57qqZkvNJFwLdRTjNLTJ","_createdAt":"2026-05-26T23:16:58Z","_updatedAt":"2026-05-26T23:16:58Z","assetId":"3db4c1adf057a6eeb63e7953a3917fcf26acfeec","extension":"webm","mimeType":"video/webm","originalFilename":"DataAgent-Result_02.webm","path":"files/vt347z5x/production/3db4c1adf057a6eeb63e7953a3917fcf26acfeec.webm","sha1hash":"3db4c1adf057a6eeb63e7953a3917fcf26acfeec","size":810224,"uploadId":"ypjTlP5HK9krs78Ban4NpBVuFtNmQcUe","url":"https://cdn.sanity.io/files/vt347z5x/production/3db4c1adf057a6eeb63e7953a3917fcf26acfeec.webm","filename":"DataAgent-Result_02.webm","placeholderUrl":null,"id":"file-3db4c1adf057a6eeb63e7953a3917fcf26acfeec-webm","children":[],"parent":null}}},{"_key":"b37d1bb104bf","_type":"block","children":[{"_key":"87e5fa712a68","_type":"span","marks":["em"],"text":"“When we started the exercise, about 3% of our accounts were duplicates. 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If you think about the impact it’s going to have downstream and the speed at which we can move, it’s tremendous.” "},{"_key":"c1bc457f7e58","_type":"span","marks":["strong"],"text":"— Khaled AlSaleh, Incident.io"}],"markDefs":[],"style":"blockquote"},{"_key":"9a15b4c43304","_type":"block","children":[{"_key":"2a5e611eee32","_type":"span","marks":["strong"],"text":"Days of work, down to minutes"}],"markDefs":[],"style":"h3"},{"_key":"0289c7a6bfcf","_type":"block","children":[{"_key":"1641169361b0","_type":"span","marks":[],"text":"When asked to quantify the time savings, Khaled put it plainly:"}],"markDefs":[],"style":"normal"},{"_key":"6117530ec53e","_type":"block","children":[{"_key":"6a0377a2a6d6","_type":"span","marks":["em"],"text":"“I wouldn’t say minutes versus hours. 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