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AI Cleaning & Hierarchies
Transform your CRM with clean account data, and accurately mapped corporate hierarchies.
Match every corporate entity in your CRM to a single account identity. Remove any duplicates and fill any gaps to build an accurate market view.
Top RevOps teams trust Kernel at enterprise scale
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Our reps now spend their time selling instead of researching. Kernel gives us custom enrichment embedded in the CRM.
Philip Front
Director, GTM Systems & Architecture
Account data in EMEA is notoriously unreliable. With Kernel we’re improving the accuracy of critical account data, enabling us to target the right accounts.
Markus
Director Revenue Operations
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Kernel beat all other data providers on accuracy.
Josephine
Director of Sales Development
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Kernel is critical to our sales strategy by ensuring everyone in the revenue function is aligned and focused on the right accounts of the right size.
Greg Johnson
Chief Sales Officer
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Nailing our target accounts globally is my top priority.
Chris
Director, Global Revenue Operations and Enablement
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With Kernel, we can be confident that our target market is well-defined and fully researched, allowing us to prioritise accounts by need, resulting in higher sales velocity.
Kernel provides a single "Cleaning Action" field that tells RevOps teams exactly what to do with each account in their CRM. The system automatically categorizes accounts into five actions: None (no action needed), Delete (dead/dormant accounts safe to remove), Merge (duplicates ready to combine), Associate (link to existing parent company), Associate (missing parent) (add missing parent company), and Review (identity issues requiring attention).
This intelligent categorization enables mass cleanup operations—teams can routinely delete all accounts marked "Delete," merge all accounts flagged "Merge," and systematically link accounts to their corporate hierarchies using "Associate" recommendations. The "Review" category surfaces accounts with name or URL issues, complete with Kernel's auto-recommendations for correction. By condensing complex data hygiene decisions into clear, actionable categories, Kernel transforms CRM cleanup from a manual, time-intensive process into efficient batch operations that RevOps teams can execute with confidence.
Before Kernel
After Kernel
Account Deduplication
To identify duplicates, Kernel performs a comprehensive analysis that reviews an account's complete identity as it exists within your CRM. This includes analyzing the account name, associated notes, and opportunity data. This internal context is combined with an analysis of the company's website content and a visual comparison against all other potential duplicate candidates in your CRM. The goal is to understand the relationship between accounts as a sales representative would.
Kernel categorizes duplicates into different types to provide you with the flexibility to define what a "duplicate" means for your business. This allows for a more nuanced approach than a simple "match" or "no match" system. For example, you can configure rules to automatically merge Exact duplicates while excluding Regional duplicates, allowing you to keep international offices as separate accounts if desired.
Before Kernel
After Kernel
Parent/Child Relationship Mapping
Kernel automatically maps complex corporate family trees using a structured classification system that defines each account's relationship within the hierarchy. The system categorizes accounts as either PARENT entities (not owned by others) or CHILD entities (owned by another company), with important subtypes: OPERATING vs. HOLDING companies for parents, and STANDALONE, ABSORBED, or REGIONAL subsidiaries for children.
This intelligent classification captures real business relationships—distinguishing between Berkshire Hathaway (holding company parent) and Kraft-Heinz (operating parent), or between Jell-O (standalone subsidiary) and Heinz (absorbed subsidiary). Kernel builds the complete corporate hierarchy externally first, providing a flat file for review before making any CRM changes. Upon approval, the system adds missing parent companies and implements the hierarchy by populating Salesforce's standard Parent Account field with permanent 18-digit Account IDs, creating clean, reliable corporate structures that reflect how businesses actually operate and make purchasing decisions.
Before Kernel
After Kernel
Identify buying centers in strategic accounts
Cut weeks of manual research by automatically mapping corporate hierarchies, the most overlooked efficiency gain when selling into strategic accounts. In the Kraft Heinz example, knowing precisely where the buying center sits from day one lets sales focus on the right account without wasted prospecting effort, accelerating time to revenue while maximizing team efficiency.
Parent (Holding)
Berkshire Hathaway is an independent conglomerate holding company, often described as a multinational conglomerate and compared to an investment fund. It has made acquisitions, indicating its role as a parent company, with no evidence of another parent owner.
Parent (Operating)
Kraft Heinz is an independent global food & beverage company (LinkedIn, website).It was formed by a merger and is publicly traded (Wikipedia). Berkshire Hathaway's stake is a minority interest. Kraft Heinz is an operational company, not a holding company.
Child (Absorbed)
Child (Standalone)
Child (Standalone)
Child (Standalone)
Child (Regional) Buying center
Oscar Mayer UK is a leading manufacturer in the UK grocery market and operates as a regional subsidiary of Oscar Mayer US, which is a subsidiary of the Kraft Heinz Company.
Once you have a clean CRM, deploy Kernel’s AI modules to customize enrichment and source new target accounts. Build a complete view of your market tailored to your ICP.
AI Custom Enrichment
Enrich accounts with precise firmographics and custom data points that match your unique ICP criteria. Build niche vertical classifications beyond broad categories to target your market.
Map your entire TAM and apply complex filters to find companies that truly match your ICP criteria. Add net-new accounts to your CRM without creating duplications.
With Kernel, we can be confident that our target market is well-defined and fully researched, allowing us to prioritise accounts by need, resulting in higher sales velocity.
Nailing our target accounts globally is my top priority.
Chris
Director, Global Revenue Operations and Enablement
Kernel Guarantees
30-Day Implementation
48-Hour Resolution
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