GTM AI Index
Index › Revenue operations › September 2026 Edition

CRM data quality and deduplication

Asked as “CRM data quality and deduplication tool”, and as “CRM data cleansing tool”, on behalf of a mid-market B2B company. 47 first choices recorded across the direct, paraphrase, budget and scale prompts, twelve models each.
Standing
Insycle
Contested
34% of first choices, contested.
ShowinginAll 73 categories →

By buyer segment

The same question asked on behalf of a different buyer. Each standing is computed within its segment; they sit side by side and are never added together.
Small businessInsycle30%ContestedStanding →Mid-marketInsycle34%ContestedThis pageEnterpriseDemandTools27%ContestedStanding →

01The standing

Share is the count of first choices across the direct, paraphrase, budget and scale prompts, over all twelve models, for a mid-market B2B company. Ordered by share.
ProductFirst-choice shareNegative rateLabelsQuadrant
01Insycle34%5%42endorsed leader
02Cleanlist19%0%34accepted challenger
03ZoomInfo Operations11%22%27accepted challenger
04DemandTools6%15%47accepted challenger
05Dedupely6%9%23accepted challenger
06Cloudingo2%3%31accepted challenger
Show the eleven products at 0%, ordered by negative rate
17Informatica0%41%17criticized challenger
16ZoomInfo0%29%17criticized challenger
11Apollo.io0%23%22accepted challenger
14Openprise0%18%11accepted challenger
15Talend0%18%11accepted challenger
08HubSpot Breeze Intelligence0%17%18accepted challenger
09Clay0%10%10accepted challenger
13Cognism0%10%10accepted challenger
10DataGroomr0%9%11accepted challenger
12HubSpot Operations Hub0%9%11accepted challenger
07Plauti0%7%15accepted challenger
Bars are the share of first choices, 0 to 100Every product with at least 10 labels here. Every product name links to its vendor page.
Head to head
Insycle vs CleanlistInsycle vs ZoomInfo OperationsCleanlist vs ZoomInfo Operations

Recommended versus criticized

Every product with at least 10 labels here, on both axes. The 30% line names a quadrant, not the verdict above: that one needs more than 40%.

Criticized challengerCriticized default
Negative label rate →
01
02
03
04
05
06
07
08
09
10
11
12
13
14
15
16
17
Accepted challengerEndorsed leader
0%First-choice share → · lines at 30% share and 25% negative50%
Key
01Insycle34%
02Cleanlist19%
03ZoomInfo Operations11%
04DemandTools6%
05Dedupely6%
06Cloudingo2%
07Plauti0%
08HubSpot Breeze Intelligence0%
09Clay0%
10DataGroomr0%
11Apollo.io0%
12HubSpot Operations Hub0%
13Cognism0%
14Openprise0%
15Talend0%
16ZoomInfo0%
17Informatica0%

02What they warned about

Four of twelve models held their first choice under the paraphrase. Claude Haiku 4.5, Perplexity Sonar, Mistral Small, Llama 4 Maverick, Qwen 3.7 Flash, Kimi K2, GLM 4.7 FlashX and MiniMax M2.5 changed. A high negative share on a product with few labels is a warning. A low share on a product with many labels is salience, not sentiment.
DemandTools
15%
7 of 47 labels negative · 6 of 12 models · 1 hard negative
“the **$999+/year pricing** can be prohibitive for smaller organizations” Mistral Small, negative prompt
Informatica
41%
7 of 17 labels negative · 5 of 12 models
“Informatica is powerful but fragmented (built from acquisitions)... requiring dedicated developers and steep licensing” DeepSeek V4 Flash, comparative prompt
ZoomInfo
29%
5 of 17 labels negative · 4 of 12 models · 3 hard negative
“the **$15,000+ annual cost** puts it out of reach for most SMBs, and enterprise complexity can overwhelm smaller teams” Mistral Small, negative prompt
Apollo.io
23%
5 of 22 labels negative · 4 of 12 models · 2 hard negative
“Tools with Consistently Poor Accuracy Rates - **Apollo.io**: Reported email accuracy around **80%**... "accuracy issues and confusion around the dual credit system"” Mistral Small, negative prompt

03What they cite

Citations exist only for the models that return a source list: four of the twelve in this edition, and all six flagship models on the expanded tier.

Sites the answers cite

22 of 72 answers in this category came back with a source list, from 4 of 12 models: citations where the model returns them, or the search results it consulted. 6 of those lists are Google grounding redirects that name no site and are left out of the counts. 203 links across 92 sites, every framing counted. Ranked by the number of answers carrying the site or page. The other 8 models searched through a gateway that returned no source list on this edition.

g2.com
12 answers · 21 citations · 3 models
cleanlist.ai
vendor site · Cleanlist10 answers · 19 citations · 2 models
cognism.com
vendor site · Cognism7 answers · 10 citations · 2 models
syncmatters.com
vendor site · SyncMatters7 answers · 7 citations · 2 models
pipeline.zoominfo.com
vendor site · ZoomInfo6 answers · 6 citations · 2 models
syncgtm.com
vendor site · SyncGTM5 answers · 7 citations · 2 models
clearout.io
vendor site · Clearout5 answers · 6 citations · 2 models
findymail.com
vendor site · Findymail5 answers · 5 citations · 1 model
integrate.io
vendor site · Integrate4 answers · 5 citations · 2 models
digi-texx.com
4 answers · 4 citations · 1 model
linkedin.com
vendor site · LinkedIn4 answers · 4 citations · 2 models
prospeo.io
vendor site · Prospeo3 answers · 4 citations · 1 model

Pages the answers cite

The ten pages named in the most answers, by full address. A page here is one the models returned with a recommendation, not one the index endorses.

cleanlist.ai/blog/2026-03-27-data-quality-tools
10 answers · 2 models
g2.com/categories/data-quality/f/crm
8 answers · 2 models
syncmatters.com/blog/6-crm-data-quality-services-to-know
6 answers · 2 models
clearout.io/blog/crm-data-cleaning-solutions
5 answers · 2 models
cognism.com/blog/data-quality-software
4 answers · 2 models
digi-texx.com/techblog/crm-data-cleaning-solutions
4 answers · 1 model
findymail.com/blog/crm-data-quality
4 answers · 1 model
integrate.io/blog/top-10-data-cleansing-tools
4 answers · 2 models
blog.insycle.com/crm-data-quality-checklist
3 answers · 2 models
cognism.com/blog/data-quality-software?hs_amp=true
3 answers · 1 model

04How they answered

Six framings of the same buying question, each sent to every model in a fresh session with search on. One row per model, so a row shows whether it held its answer under rewording, what it named when cost was the constraint, and what it argued against. Computed from the raw judge labels.
ModelDirect“What is the best CRM data quality and deduplication tool for a mid-market B2B company?”Paraphrase“Which CRM data cleansing tool would you recommend to a mid-sized B2B company?”Comparative“What are the top CRM data quality tools and how do they differ?”Budget-constrained“What is the best CRM data quality and deduplication tool for a company with a limited budget?”Scale-constrained“We are a 500 person company evaluating a CRM data quality and deduplication tool. What should we look at?”Negative“Which CRM data quality tools should I avoid or be cautious about?”
Claude Haiku 4.5ZoomInfo Operations
Three alternativesDedupely, DemandTools, Insycle
Insycle, LeadAngelChanged
Two alternativesOpenprise, WinPure Clean & Match
no first choice
One alternativeSyncMatters
Dedupely
Two alternativesDuplicate Check, Insycle
no first choiceagainst: Clay, HubSpot's Built-in Tools, Openprise
GPT-5.4 miniInsycle
Two alternativesDataGroomr, HubSpot Operations Hub
against: Dedupely, TamrInsycleHeld
Four alternativesCloudingo, HubSpot Breeze Intelligence, Salesforce-native data quality tools, ZoomInfo Operations
no first choice
Six alternativesCloudingo, Dedupely, DemandTools, HubSpot Data Hub / Data Quality tools, Insycle, Salesforce Data Quality / Data Integrity tools
Salesforce Duplicate Management
Two alternativesDQE One, HubSpot Operations Hub
no first choiceagainst: DataGroomr, Dedupely, Plauti
Gemini 3.5 FlashInsycle
Two alternativesCloudingo, Koalify
against: ZoomInfo OperationsInsycleHeld
Two alternativesCloudingo, HubSpot Operations Hub
against: ZoomInfo OperationsOSCloudingo, Insycle
Five alternativesDataGroomr, DemandTools, Melissa Data Quality Suite, Openprise, ZoomInfo OperationsOS
Dedupely
Three alternativesDataReconIQ, Insycle, Koalify
against: DemandTools, ZoomInfo OperationsCloudingo, Insycle
Three alternativesDataGroomr, Dedupely, EazyMatch AI
against: DemandToolsagainst: HubSpot Operations Hub, Salesforce Duplicate/Matching Rules, Zoho
Perplexity SonarInsycle
Two alternativesCleanlist, DemandTools
CleanlistChanged
Four alternativesClearout, DemandTools, Insycle, Integrate.io
DemandTools
Seven alternativesClay, Cleanlist, HubSpot Breeze Intelligence, HubSpot Operations Hub, Informatica, NeverBounce, SAP Data Services
Cleanlist, Dedupely
One alternativeGoogle Sheets + Apps Script
against: DemandToolsno first choicenothing named
Grok 4.1 FastInsycle
Four alternativesCloudingo, Dedupely, DemandTools, ZoomInfo Operations
InsycleHeld
Four alternativesCleanlist, Cloudingo, DemandTools, WinPure
Insycle
Three alternativesCloudingo, DemandTools, ZoomInfo Operations
OpenRefine
Four alternativesCleanlist, Dedupely, Duplicate Check, Koalify
against: Insycleno first choiceagainst: Cloudingo, DemandTools, Informatica, ZoomInfo Operations
Mistral SmallZoomInfo Operations
Four alternativesCleanlist, DemandTools, Insycle, Plauti
LeadAngelChanged
Two alternativesCleanlist, DemandTools
CUFinder, DemandTools
Nine alternativesBriteVerify, Cloudingo, Cognism, Experian Data Quality, HubSpot Breeze Intelligence, Informatica, Insycle, NeverBounce, ZoomInfo
against: Apollo.ioInsycle
Five alternativesCleanlist, Dedupely, DemandTools, Koalify, OpenRefine
DemandTools
Four alternativesCleanlist, Informatica, Plauti, ZoomInfo Operations
against: Apollo.io, BetterContact, BookYourData, Cognism, DemandTools, DueDil, FullEnrich, HubSpot Breeze Intelligence, Informatica Cloud Data Quality, Lusha, Melissa Clean Suite, NeverBounce, SyncGTM, ZoomInfo
DeepSeek V4 FlashInsycle
Two alternativesCleanlist, DemandTools
against: Informatica, ZoomInfo OperationsInsycleHeld
Two alternativesCleanlist, Clearout
against: DemandTools, Findymail, ZoomInfo, ZoomInfo OperationsDemandTools, Insycle
Ten alternativesAtaccama ONE, CUFinder, Clay, Cognism, Dedupely, Openprise, Plauti, Talend, ZoomInfo, ZoomInfo Operations
against: InformaticaKoalify
Three alternativesCloudingo, DataGroomr, Dedupely
no first choiceagainst: Apollo.io, HubSpot Breeze Intelligence, Lusha, ZoomInfo
Llama 4 MaverickCleanlist
Two alternativesDemandTools, WinPure
no first choiceChangedno first choiceCleanlist
Two alternativesDemandTools, OpenRefine
no first choicenothing named
Qwen 3.7 FlashDemandTools
Two alternativesPlauti, ZoomInfo Operations
ZoomInfo OperationsChanged
Three alternativesApollo.io, HubSpot Breeze Intelligence, Integrate.io
against: WinPure Clean & MatchDemandTools, Insycle
Eight alternativesApollo.io, CUFinder, Clay, Cognism, Dun & Bradstreet, Experian, ZoomInfo, ZoomInfo Operations
against: Informatica, SAP Data Services, TalendNo Duplicates
Four alternativesCleanlist, Data Loader for Salesforce, DemandTools Elements, Duplicate Check
against: Apollo.io, Salesforce native duplicate managementno first choice
Six alternativesApollo.io, Clay, HubSpot Breeze Intelligence, Sejda, Snowball, ZoomInfo
against: Ataccama, Talend, ZoomInfo
Kimi K2Insycle
Five alternativesCloudingo, Dedupely, DemandTools, Plauti, ZoomInfo Operations
CleanlistChanged
Four alternativesDemandTools, Findymail CRM Datacare, WinPure Clean & Match, ZoomInfo Operations
no first choiceDuplicate Check, Koalify
Five alternativesCleanlist, Cloudingo, DataGroomr, DemandTools, Insycle
against: OpenRefineInsycle
Four alternativesCloudingo, Dedupely, WinPure, ZoomInfo Operations
against: 6sense, Apollo.io, DemandTools, HubSpot Breeze Intelligence, Informatica, Insycle, Integrate.io, Momentum, Openprise, ZoomInfo Operations
GLM 4.7 FlashXInsycle
Three alternativesCloudingo, DemandTools, SyncMatters
against: Alteryx, OpenRefineCleanlistChanged
Three alternativesClearout, Findymail Datacare, Integrate.io
Cloudingo, DemandTools
Nine alternativesApollo.io, Ataccama ONE, CUFinder, Clay, Cognism, Data Ladder, HubSpot Breeze Intelligence, Informatica, Insycle
Cleanlist, Duplicate Check
Five alternativesApollo.io, Bigin by Zoho, Bitrix24, Cloudingo, Zoho CRM
no first choicenothing named
MiniMax M2.5ZoomInfo Operations
Four alternativesCleanlist, DemandTools, Plauti, WinPure Clean & Match
against: InformaticaCleanlistChanged
Four alternativesApollo.io, Clay, HubSpot Breeze Intelligence, ZoomInfo
Cleanlist
Five alternativesApollo.io, DemandTools, HubSpot Breeze Intelligence, Insycle, ZoomInfo Operations
against: Informatica, ZoomInfoDuplicate Check, Insycle
One alternativeDedupely
Cleanlist, DemandTools, ZoomInfo Operations
Three alternativesDataMatch Enterprise, Plauti, WinPure
nothing named
Bold is the first choiceAlternatives are counted; the count opens them.What the answer argued against

05The record

One row per call: the version string exactly as returned, whether the model searched, sources cited, and latency. Full answer text is in the free responses file. Download the record
Seventy-two rows: every prompt, every model, every answer.
PromptModelVersion stringTime (UTC)SearchedSourcesLatency
Direct recommendationClaude Haiku 4.5claude-haiku-4-5-202510012026-09-14 23:35yes138 s
Direct recommendationGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 04:25yes57 s
Direct recommendationGemini 3.5 Flashgemini-3.5-flash2026-09-15 00:26yes1322 s
Direct recommendationPerplexity Sonarsonar2026-09-15 03:02yes206 s
Direct recommendationGrok 4.1 Fastspacexai/grok-4.1-fast-non-reasoning via vertex2026-09-14 23:14yes07 s
Direct recommendationMistral Smallmistral/mistral-small via mistral2026-09-15 01:45yes09 s
Direct recommendationDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-15 04:38yes045 s
Direct recommendationLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 01:26yes01 s
Direct recommendationQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 00:45yes052 s
Direct recommendationKimi K2moonshotai/kimi-k2 via novita2026-09-15 04:57yes030 s
Direct recommendationGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-14 23:59yes040 s
Direct recommendationMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-14 23:07yes015 s
ParaphraseClaude Haiku 4.5claude-haiku-4-5-202510012026-09-14 23:22yes1510 s
ParaphraseGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-14 23:13yes25 s
ParaphraseGemini 3.5 Flashgemini-3.5-flash2026-09-15 03:36yes1322 s
ParaphrasePerplexity Sonarsonar2026-09-15 02:32yes2018 s
ParaphraseGrok 4.1 Fastspacexai/grok-4.1-fast-non-reasoning via vertex2026-09-15 01:00yes07 s
ParaphraseMistral Smallmistral/mistral-small via mistral2026-09-15 00:49yes05 s
ParaphraseDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-15 04:02yes019 s
ParaphraseLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 01:21yes03 s
ParaphraseQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 03:08yes034 s
ParaphraseKimi K2moonshotai/kimi-k2 via novita2026-09-15 01:27yes026 s
ParaphraseGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 00:52yes071 s
ParaphraseMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 02:11yes015 s
ComparativeClaude Haiku 4.5claude-haiku-4-5-202510012026-09-14 23:47yes99 s
ComparativeGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-14 23:34yes611 s
ComparativeGemini 3.5 Flashgemini-3.5-flash2026-09-15 04:29yes1121 s
ComparativePerplexity Sonarsonar2026-09-15 00:51yes2010 s
ComparativeGrok 4.1 Fastspacexai/grok-4.1-fast-non-reasoning via vertex2026-09-15 04:19yes09 s
ComparativeMistral Smallmistral/mistral-small via mistral2026-09-15 00:24yes010 s
ComparativeDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-15 03:07yes024 s
ComparativeLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 04:48yes01 s
ComparativeQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 02:31yes077 s
ComparativeKimi K2moonshotai/kimi-k2 via novita2026-09-15 04:07yes040 s
ComparativeGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-14 22:55yes015 s
ComparativeMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 00:05yes021 s
Budget constrainedClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 05:05yes87 s
Budget constrainedGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 03:12yes65 s
Budget constrainedGemini 3.5 Flashgemini-3.5-flash2026-09-15 04:47yes1921 s
Budget constrainedPerplexity Sonarsonar2026-09-15 04:01yes205 s
Budget constrainedGrok 4.1 Fastspacexai/grok-4.1-fast-non-reasoning via vertex2026-09-15 01:02yes09 s
Budget constrainedMistral Smallmistral/mistral-small via mistral2026-09-15 04:48yes09 s
Budget constrainedDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-15 01:00yes015 s
Budget constrainedLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 04:06yes02 s
Budget constrainedQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 02:02yes037 s
Budget constrainedKimi K2moonshotai/kimi-k2 via novita2026-09-15 04:56yes033 s
Budget constrainedGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 03:19yes059 s
Budget constrainedMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 00:17yes020 s
Scale constrainedClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 03:57no06 s
Scale constrainedGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-15 03:03no06 s
Scale constrainedGemini 3.5 Flashgemini-3.5-flash2026-09-15 02:25yes929 s
Scale constrainedPerplexity Sonarsonar2026-09-14 23:51yes1812 s
Scale constrainedGrok 4.1 Fastspacexai/grok-4.1-fast-non-reasoning via vertex2026-09-15 03:40yes010 s
Scale constrainedMistral Smallmistral/mistral-small via mistral2026-09-14 23:52yes011 s
Scale constrainedDeepSeek V4 Flashdeepseek/deepseek-v4-flash via fireworks2026-09-15 05:02yes031 s
Scale constrainedLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 02:54yes03 s
Scale constrainedQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 00:04no036 s
Scale constrainedKimi K2moonshotai/kimi-k2 via novita2026-09-14 23:06yes031 s
Scale constrainedGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 03:10yes033 s
Scale constrainedMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 03:30yes026 s
Negative framingClaude Haiku 4.5claude-haiku-4-5-202510012026-09-15 03:34yes167 s
Negative framingGPT-5.4 minigpt-5.4-mini-2026-03-172026-09-14 23:24yes56 s
Negative framingGemini 3.5 Flashgemini-3.5-flash2026-09-15 04:41yes2024 s
Negative framingPerplexity Sonarsonar2026-09-15 00:37yes206 s
Negative framingGrok 4.1 Fastspacexai/grok-4.1-fast-non-reasoning via vertex2026-09-14 23:10yes011 s
Negative framingMistral Smallmistral/mistral-small via mistral2026-09-15 02:56yes010 s
Negative framingDeepSeek V4 Flashdeepseek/deepseek-v4-flash via deepinfra2026-09-15 01:36yes048 s
Negative framingLlama 4 Maverickmeta/llama-4-maverick via bedrock2026-09-15 04:12yes02 s
Negative framingQwen 3.7 Flashalibaba/qwen3.7-flash via alibaba2026-09-15 01:22yes041 s
Negative framingKimi K2moonshotai/kimi-k2 via novita2026-09-14 23:07yes062 s
Negative framingGLM 4.7 FlashXzai/glm-4.7-flashx via zai2026-09-15 04:20yes047 s
Negative framingMiniMax M2.5minimax/minimax-m2.5 via minimax2026-09-15 02:23yes026 s

Normalization in this category

Every judgment call made between the raw labels and the numbers above, listed so it is visible and reversible.

Category-scoped readings
HubSpot read as HubSpot Operations Hub
HubSpot Data Hub read as HubSpot Operations Hub
HubSpot Native read as HubSpot Operations Hub
HubSpot native read as HubSpot Operations Hub
Salesforce read as Salesforce Duplicate/Matching Rules
Unresolved, counted raw
CleanSmart
Clearbit / Breeze
Collibra Data Quality
D&B
Data Loader for Salesforce
DemandTools Elements
DueDil
Google Sheets + Apps Script
HubSpot Data Hub / Data Quality tools
HubSpot's Built-in Tools
HubSpot's Operations Hub Data Quality
HubSpot, Zoho, and Pipedrive
LinkFinder AI
Melissa Clean Suite
Melissa Data Quality Suite
SAP
Salesforce Data Quality / Data Integrity tools
Salesforce"s own Data.com
Salesforce's duplicate/matching rules
Salesforce-native data quality tools
Sejda (Native Salesforce)
Snowball
Zoho
Discontinued, still offered
No shut-down product was recommended here.

Also in revenue operations

The other categories of this function, with the leader in each.
← CRMEcommerce →