SINGLE CUSTOMER VIEW — B2B

One trusted view for every business partner

Single Customer View for B2B unifies, matches, and governs business partner data across your systems to create a single, trusted profile for every account. With consolidated, deduplicated, and governed records, your teams can manage complex B2B relationships more effectively. And make better decisions across the business.

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The benefits of Single Customer View

Create one trusted record across every system — not just inside one
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Unify fragmented account, legal entity, contact, and party data into one governed profile that teams can use consistently across the enterprise.
Resolve duplicates your CRM can’t see
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Use matching, deduplication, and survivorship logic to eliminate overlapping records and maintain more reliable business partner data across systems.
Model the real complexity of B2B relationships
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Give teams a clearer view of accounts, contacts, and connected entities so they can manage relationships more effectively and work from more complete partner data.
Support better segmentation, account planning, and analytics
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Build a more consistent business partner data foundation for reporting, account planning, forecasting, and commercial decision-making.
Accelerate onboarding with less manual reconciliation
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Reduce the manual reconciliation and cross-system cleanup that slow down onboarding, updates, and ongoing business partner management.
Build a trusted foundation for AI and analytics
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Give downstream analytics, automation, and AI-driven workflows access to governed, connected, trustworthy business partner data rather than fragmented records.

What’s included in Single Customer View

Business partner data consolidation across enterprise systems
Bring account, contact, legal entity, and related business partner data together from ERP, CRM, finance, sales, and other systems.
Matching and deduplication supported by machine learning
Use fuzzy matching, deduplication, and survivorship techniques — including capabilities supported by machine learning — to identify and resolve duplicate or inconsistent records.
Golden record creation for accounts and legal entities
Unify legal entity and party account data into a single, trusted golden record that can be used consistently across systems and teams.
Governance, lineage, and traceability
Apply governance and stewardship so business partner data remains trustworthy, controlled, and traceable across touchpoints and workflows.
Relationship and hierarchy readiness
Create the clean, trusted business partner foundation needed to support account hierarchies, intermediaries, and broader relationship visibility across the business.
Synchronization across connected systems
Keep trusted business partner records aligned across enterprise applications, so the rest of the business works from the same foundation.

How Single Customer View works

Built into Business Partner Data Cloud, Single Customer View turns fragmented business partner data into a trusted, complete business partner profile. Teams can use this profile consistently across onboarding, relationship management, reporting, and downstream decision-making. It creates the governed account and legal-entity foundation needed to support complex B2B relationship visibility across the enterprise.

1. Ingest business partner data from multiple systems

Bring in account, contact, legal entity, and related business partner data from ERP, CRM, finance, and other core systems.

2. Match and identify duplicate records

Use advanced matching techniques, including fuzzy matching and AI-supported deduplication, to identify overlapping or inconsistent records across systems.

3. Merge and resolve records into a trusted profile

Resolve fragmented identifiers into a single, trusted business partner record built from consolidated, deduplicated, and governed data.

4. Govern the record with survivorship and stewardship controls

Apply survivorship, governance, and stewardship controls, so records stay accurate, consistent, and fit for enterprise use.

5. Share the trusted record across the business

Synchronize the trusted business partner view across systems and teams so processes, reporting, and account decisions rely on the same governed foundation.

Single Customer View in action

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Manitou Group created a single source of truth for customer information

• Significantly reduced data entry time

• Created a single source of truth for all information

• Improved operational efficiency

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{alt=Customer: Reyes Holding logo, height=117, loading=lazy, max_height=117, max_width=287, size_type=auto, src=https://659257.fs1.hubspotusercontent-na1.net/hubfs/659257/website-redesign/customers/success-story-center-logos/reyes-holding-logo.svg, width=287}

Reyes Holdings centralized customer data across 15 ERP systems

• Tore down data silos to create a single customer view

• Consolidated customer, product, and people data

• Progressed toward efficiency and streamlined, governed processes

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Vion Food Group unified business partner data for end-to-end transparency

• Centralized and governed data across 13 ERP systems

• Created a single source of truth spanning over 100,000 business partners and 400,000 suppliers

• Reduced manual work by 60%

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Single Customer View FAQ

What is Single Customer View — B2B?

Single Customer View — B2B is a cloud service within Stibo Systems Business Partner Data Cloud that unifies, matches, and governs business partner data to create a single, trusted profile for every account. It helps organizations consolidate, deduplicate, and govern business partner records across enterprise systems.

How is Single Customer View — B2B different from CRM or ERP?

Single Customer View — B2B is not meant to replace CRM or ERP. It sits across those systems to create a governed business partner data foundation, helping organizations unify fragmented records and maintain a single trusted view across teams and processes.

What types of data does Single Customer View — B2B unify?

It can unify account, contact, legal entity, and related party data from ERP, CRM, finance, and other core systems.

How does Single Customer View — B2B reduce duplicate and inconsistent records?

It uses matching, deduplication, and survivorship logic — including advanced techniques such as fuzzy matching and machine-learning-supported capabilities — to identify and resolve overlapping records. 

Can Single Customer View — B2B support legal entities, hierarchies, and intermediaries?

Yes. Business Partner Data Cloud supports legal entities, account structures, intermediaries, and complex business partner relationships, and Single Customer View helps provide the trusted record foundation those use cases depend on. 

How does Single Customer View — B2B support analytics and AI?

It supports analytics and AI by providing governed, connected, trustworthy business partner data that downstream systems can use more reliably. With this high-quality data, businesses can enjoy better analytics, automation, and AI-driven workflows.

Ready to create a single, trusted view of your business partners?

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