{"type":"video","version":"1.0","html":"<iframe src=\"https://www.loom.com/embed/51cdea0952084ae5be76eac9c7fb91b0\" frameborder=\"0\" width=\"3840\" height=\"2880\" webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe>","height":2880,"width":3840,"provider_name":"Loom","provider_url":"https://www.loom.com","thumbnail_height":2880,"thumbnail_width":3840,"thumbnail_url":"https://cdn.loom.com/sessions/thumbnails/51cdea0952084ae5be76eac9c7fb91b0-6be710e41d2fde68.gif","duration":259.621,"title":"Stateful GTM Control Plane: Preventing Duplicates, Overwrites &amp; Bad Outreach","description":"This Loom explains how to prevent modern GTM stacks like HubSpot, Clay, N8n, and OutboundTools from creating duplicates, overwriting CRM data, and sending outreach from unverified records. The approach adds a Python and Postgres SQL control layer between source systems and any actions, requiring each tool to check with the database before exchanging customer data or sending outreach. It resolves entities to consolidate duplicate person or company records, uses idempotency to prevent repeated processing on retries, and applies field ownership with no regress logic so lower quality data does not overwrite verified CRM fields. If identity or ownership cannot be resolved confidently, the record is routed to an exception queue for review and the decision is saved back into the data spine to avoid repeating conflicts."}