When you add or edit lead and contact records, you can find potential duplicates by matching on records within and across both entity types. You can optionally merge a lead record into a contact, thereby qualifying the lead and updating the contact record with the most complete information.
For example, before introducing potential duplicate records, cross match leads against contacts to ensure you do not already have the leads in the CRM database before you qualify the leads as contacts.
Note the following:
Cross-entity matching and merging are supported for records in contact and lead entities only.
You must merge lead records into a contact record; you cannot merge a contact into a lead.
To be cross-matched, both lead and contact entities must contain the same Trillium fields.
Your administrator must enable the Cross Match Mode setting before Trillium Quality for Dynamics will cross match and potentially merge records between lead and contact entities.
Cross-entity matching and merging are also available when running the Matching Cross Match (contact or lead) requests and the Auto Merge Cross Match request. For more information, see Using Auto Merge Cross Match.