A structured, but flexible universe

Every company is keyed to the trade name sales reps use Kernel uses a company’s domain, social handles and linked unstructured data, like web content, PDFs and job posts to ensure account integrity.

→ “IBM” is always associated with “International Business Machines,” and custom insights that you care about can be extracted out of the raw data

Rigid and narrow focus on legal entities

Every record is keyed to a D-U-N-S number and the registered name (“INTERNATIONAL BUSINESS MACHINES CORP.”).

-> Trade names, “Ltd” suffixes and web domains slip past, creating duplicates in domain-centred CRMs.

Intelligent mapping

Kernel matches accounts exactly as sales reps recognize them. Kernel’s AI takes in all available data like domain, trade name, address, contacts, opportunity context.

→ Handles confusing cases where the internal fields (Name, Website, LinkedIn URL) contradict each other

Mapping on legal entity names

String-match on the legal name means “GE Healthcare Ltd.” is pushed in as a separate account to “GE Healthcare”.

→ You would need to pair a RevOps specialist with a tool like LeanData and/or Datagroomr or Ringlead to safeguard and maintain your CRM.

Customized for your particular business logic

Kernel works with you like an extension of your team to solve edge cases.

→ If you use accounts in your CRM to capture transactions, or if you need regional headcount aggregated up to the parent, Kernel can make this work.

Hierarchies are almost always set in stone

Any custom hierarchy requires a paid service and 4-6 week lead time, and any changes to linkage or bespoke fields have to flow through Direct+ API calls subject to rate-limits and quota enforcement.

→ You would need a RevOps specialist to build your business logic around the provided hierarchies

Support backed by guarantees

Named CSM + Slack Connect channel + Live feedback field directly in your CRM

-> All feedback is actioned within 48 hours, backed by a money-back guarantee

Limited customer support

Limited customer support; Trustpilot score: 1.2/5 – complaints of “impossible to reach”

-> You need to push back timelines if you’re blocked and need support