How RevOps keeps systems in sync with Lusha

Every GTM team says their CRM is the single source of truth. But the reality? It’s often a single source of frustration. Duplicate records, missing fields, and outdated contacts slow down sales, skew forecasts, and frustrate reps who stop trusting the system.

For RevOps, bad data means:

• Forecasting blind spots – pipeline stages don’t reflect reality.
• Routing failures – inbound leads go to the wrong territory or rep.
• Campaign waste – marketing targets the wrong roles or stale accounts.
• Manual overhead – ops teams spend hours fixing data instead of building workflows.

Clean, enriched data is the foundation for every other revenue motion. Without it, automation, signals, and AI prospecting are built on sand.

Why enrichment matters more than ever

Firmographic data alone isn’t enough. RevOps needs verified, enriched profiles and accounts that stay fresh across every GTM tool. With Lusha, enrichment goes beyond filling blanks:

• Verified contacts – 280M+ profiles with 95% email accuracy and 90% phone accuracy.
• Multi-decision-maker coverage – enrich accounts with the entire buying committee, not just one contact.
• Real-time updates – webhooks refresh CRM records the moment something changes.
• Compliance guaranteed – GDPR and CCPA aligned, enterprise-ready.

Instead of “one-off data fixes,” enrichment becomes a continuous process embedded in RevOps workflows.

How RevOps operationalizes clean, enriched data with Lusha

1. Bulk enrichment for scale
   Upload raw account or event lists → Lusha appends verified decision-makers, titles, emails, and phones → sales gets complete coverage.

2. Webhook enrichment for real time
   Inbound lead hits Salesforce → Lusha enriches instantly → record routes with full context (role, seniority, region).

3. Waterfall enrichment for coverage
   If Lusha can’t resolve a field, secondary providers pick up the slack. But Lusha solves the majority on the first pass, cutting cost and complexity.

4. System-wide sync
   Enriched records flow into Salesforce, HubSpot, outreach platforms, and Slack, keeping every GTM tool aligned without manual uploads.

RevOps use cases powered by Lusha enrichment

1. Enrichment

Event attendee list → Lusha enriches with verified contacts → marketing launches segmented campaigns the same week.

2. CRM hygiene

Real-time webhook enrichment updates missing titles and phones → duplicates suppressed → CRM adoption rises because reps trust the data.

3. Personalization

ABM campaigns run with accurate titles, departments, and technographics from Lusha → outreach feels relevant, not generic.

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Playbook examples

Event enrichment play

Workflow: Upload event CSV → Lusha enriches with 5+ verified contacts per account → push to CRM → launch tailored ABM follow-up.

Outcome: Reps get warm, segmented lists within days of the event.

Inbound form play

Workflow: Prospect fills short form with name + email → Lusha enriches with role, seniority, company → lead routed instantly to the right rep.

Outcome: Conversion rates rise, speed-to-lead improves.

Quarterly hygiene play

Workflow: Run Lusha enrichment across CRM → update outdated contacts → flag dormant accounts → remove duplicates.

Outcome: Forecasting accuracy improves, reps stop working bad records.

Measuring the impact of clean, enriched data

RevOps should quantify the value of enrichment in operational and revenue terms:

• Data completeness: % of accounts with full buying committee coverage.
• Accuracy lift: Verified emails and phone connect rates.
• Routing efficiency: % of inbound leads routed within SLA.
• Rep adoption: CRM login and usage rates post-enrichment.
• Pipeline impact: Opportunities sourced from enriched data vs. non-enriched.

Example KPI: “Lusha enrichment increased connect rates by 35% and reduced manual research time by 10 hours per rep per month.”

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