DemandTools is a mature Salesforce data quality suite, installed on an admin's computer, that admins run by configuring scenarios: dedupe, mass update, import and validation. LiveCRM is an AI operator that plans that work from a plain-English request, holds every change for approval, and can reverse any run or record. Choose DemandTools for hands-on admin control on Salesforce, LiveCRM for planned, reversible changes on Salesforce or HubSpot.
DemandTools, from Validity, is one of the longest-standing data quality tools for Salesforce. Its modules cover deduplication, data loading, mass updates, ongoing quality monitoring and email validation. The full product is a downloadable application that each admin installs on their own computer. In 2022 Validity added a browser-based edition, DemandTools Elements, which covers a subset: imports, exports, deletes, email verification and deduplication. The grid editor, territory change controls, multi-org support and real-time notifications are in the full edition only.
This is the practical difference most teams notice first. In the full edition, a job runs from the admin's computer, under that admin's login. Saved scenarios can now be shared through the cloud, but jobs still run where DemandTools is installed. LiveCRM runs entirely in the cloud. Anyone on the team with permission can see what ran, what it changed and why, and an AI agent can call the same tools through the MCP server under permissions you set.
DemandTools has more than 25 exact, fuzzy and customisable matching algorithms, rules for choosing the master record, and field-level rules for keeping values from the records being merged away, on standard and custom objects.
DemandTools is configured. An admin builds a scenario: the object, the matching logic, the winner and field rules. The scenario can be saved and run again. It rewards someone who knows the tool well.
LiveCRM is asked. You describe the outcome in the Console, such as "dedupe the accounts from the Meridian acquisition and route them by territory", or an AI agent asks through the MCP server. LiveCRM proposes the runs, using the matching and survivorship rules you have saved, and shows every one before anything is written.
DemandTools has an Undo Merge button in its run history. Undo works only in select circumstances, and in some cases the button is unavailable.
LiveCRM's unmerge restores the merged-away records and moves every child record back onto them, one lookup at a time, and reports anything it could not restore. On HubSpot, which cannot unmerge at all, it recreates the merged-away records from a snapshot taken before the merge. Every other write, from a mass update to an enrichment, is recorded with the value it replaced and can be reversed by run or by record for 90 days.
| DemandTools | LiveCRM | |
|---|---|---|
| Where it runs | Installed on the admin's computer; a browser edition, Elements, covers a subset | In the cloud, nothing to install |
| How work starts | An admin configures a scenario | A plain-English request, or an AI agent through MCP |
| Beyond dedupe and mass update | Import, email validation, monitoring | Enrichment, scoring, segmentation, assignment, job change tracking, record creation |
| Ready-made plans | Scenarios you build | Four: Always On, Clean-up, Subscription, Out-of-TAM review |
| CRMs | Salesforce | Salesforce and HubSpot |
| Matching | 25+ algorithms, standard and custom objects | Saved matching rules on accounts, contacts and leads |
| Survivorship | Winner and field rules | Master record and per-field survivorship rules |
| Approval | The admin running the scenario | Every change held for approval; agent permissions set per tenant |
| Undo a merge | Undo Merge, in select circumstances | Unmerge that moves child records back, for 90 days |
| Undo other changes | None | Any run or single record, for 90 days |
| AI agents | None found | MCP server, listed in Claude's connector directory |
| Pricing | Per Salesforce user licence | By CRM writes, from $12,000 a year |
DemandTools suits a Salesforce admin who wants direct control over every matching algorithm and is comfortable building and maintaining scenarios. Its matching depth and custom object coverage are real strengths, and per-seat pricing can be cheaper for a small org.
LiveCRM suits a RevOps team that wants the work planned and carried out for it, needs to undo mistakes cleanly, runs HubSpot as well as Salesforce, or wants AI agents to work on the CRM under permissions.
They can run on the same org. Many teams keep an existing tool for imports and use LiveCRM for planned cleanup and ongoing monitoring.
No. DemandTools works with Salesforce.
See it on your own CRM
The readiness scan reads your records and reports what it finds. It writes nothing, and you keep the report.