Firmographics

High-level guide to Kernel firmographic data and field-level explainers

Firmographics are the company facts Kernel returns after it has resolved a CRM record to the right entity. They cover where the entity operates, whether it is still in business, how many people it employs, and what revenue figure belongs at the right scope.

Kernel researches these fields instead of copying one static vendor value. Each result is tied to the resolved entity, checked against multiple sources, and returned with enough context to understand how the value was chosen.

Core firmographics

Data point	What it answers	Learn more
Headcount	How many people are on the entity's payroll, at entity or consolidated scope.	Headcount
Revenue	What annual top-line revenue belongs to the entity, with currency, fiscal year, source, and scope preserved.	Revenue
Location	Where the entity operates, and where it is legally registered.	Location
Operational status	Whether the entity is active, absorbed into another brand, out of business, or unclear.	Operational status

Reasoning and confidence

Firmographic values are meant to be inspectable, not just usable as a final number. The exact fields vary by integration, but the same ideas show up across the product:

• Reasoning explains how the value was determined, including sources, scope decisions, and important caveats.

• Confidence appears on headcount and revenue, and reflects how strong the evidence is.

• Source appears on headcount and revenue, and records whether the figure was identified directly from evidence or estimated by Kernel.

Operational status does not use a separate confidence field. Undetermined is the uncertainty value when the evidence is incomplete or conflicting.

If you disagree with a finding, the feedback field in your CRM lets you flag it for review.

Entity/Consolidated/Recommended

Kernel keeps the value and its scope separate before choosing a CRM-ready recommendation.

Term	Meaning
Entity	The value for the resolved legal entity itself. For headcount, this means direct payroll headcount for that entity. For revenue, this means annual revenue attributable to that entity.
Consolidated	The value for the entity plus its subsidiaries, when a reliable group-level value is available. This is useful when the account is a parent or holding company and the standalone entity does not reflect the scale of the operating group below it.
Recommended	Kernel chooses either Entity or Consolidated depending on the entity. For most operating companies, this is the entity value. For holding companies or group parents, Kernel may recommend the consolidated value because it better represents the account's scale.