90% of Sales Reps Had Split Performance Data. Nobody Knew It.

The Setup

The same 50-rep wellness coaching company. We audited the identity layer underneath the reporting in detail.

The Problem

The reporting looked clean on the surface. Every rep had numbers. The numbers seemed plausible. But when we walked every rep's data back through the systems, we kept finding the same thing: their performance was split.

One rep showed up in the CRM as "John S." and in the payment processor as "John Smith." Same person, two profiles, and no system knew to combine them.

The data didn't lie. But it was telling two stories about nine reps in ten.

What We Found

Of the 50 reps, 90% had performance data split across systems.

One rep existed in the data as two profiles: a setter with 142 leads and zero revenue, and a closer with one lead and $17,602. Same person. Neither profile was complete, and no report joined them.

What We Built

A name-unification layer that sits between the source systems and the reporting views. One query resolved 90% of the mismatches. From then on, every report reads one rep as one person.

Two weeks of work on our side. Ten minutes on theirs. That was the client's entire time cost.

The After

When it shipped, every report described one rep as one person for the first time — including the rep whose leads and revenue had been sitting in two different profiles.

The Marketing Director at this client told us:

"Now that we have better insight into next day appointments, I'm starting to work in 2x per day promos"

Closing

This kind of work isn't glamorous. It's the layer underneath the dashboard that the CEO never sees. But every real reporting system depends on it. It's the first layer we audit on every engagement.