1. An apparatus for cleaning data in a customer relationship management system, the apparatus comprising: a processor; and one or more stored sequences of instructions which, when executed by the processor, cause the processor to carry out the steps of: receiving a plurality of records from an on-demand system; identifying a record from the plurality of records that matches a stored record for a customer relationship management system; determining whether to update the stored record using the identified record; and updating the stored record using the identified record in response to a determination to update the stored record using the identified record.