Creating a standardized enrichment playbook is essential. This includes defining measurable enrichment goals, mapping core workflows for instant, bulk, and signal-driven enrichment, and setting clear enrichment rules to avoid duplicates. Automation plays a key role, with tools like webhooks and scheduled hygiene jobs to streamline data updates. By implementing these strategies, RevOps leaders can ensure their CRM remains up-to-date, ultimately empowering sales teams to focus on closing deals.
Every RevOps team has the same goal: keep the CRM accurate, complete, and ready for revenue teams to act on. But enrichment often happens in an ad-hoc way — lists uploaded manually, fields filled inconsistently, or workflows patched together across tools. The result? Data silos, frustrated reps, and missed revenue.
A better approach is to design an enrichment playbook: a set of standardized workflows that ensure every contact and account in your CRM is verified, complete, and actionable.
Here’s how RevOps leaders can build one.
Step 1: Define your enrichment goals
Your playbook should align with measurable outcomes, not just “clean data.” Common objectives include:
- Increasing coverage of phone + verified emails
- Reducing bounce rates
- Improving speed-to-contact on inbound leads
- Keeping accounts complete for account-based motions
Step 2: Map core workflows
Every playbook should cover three types of workflows:
Instant CRM enrichment
Auto-enrich new contacts as they enter the CRM (via forms, imports, or manual entry).
Example: As soon as a lead enters Salesforce, Lusha fills in job title, verified email, and phone number.
Bulk enrichment
Run enrichment on uploaded lists or older records that need a refresh.
Example: Upload a CSV of event attendees, enrich with Lusha, push into HubSpot with verified contact details.
Signal-driven enrichment
Use job changes, funding, or company growth signals to keep records live.
Example: When a champion changes jobs, auto-enrich their new profile and route to an AE for outreach.
Step 3: Set enrichment rules
Avoid flooding the CRM with duplicate or low-confidence data. Define:
- Source hierarchy: Start with a trusted provider like Lusha, only fallback to secondary if fields are missing.
- Confidence thresholds: Auto-sync high-confidence records, flag low-confidence for review.
- Normalization: Keep titles, industries, and company sizes consistent for accurate reporting.
Step 4: Automate and monitor
Build automations to eliminate manual work:
- Webhooks to enrich form fills in real time
- Scheduled hygiene jobs to refresh old records
- Slack notifications to alert reps when key signals fire
Track KPIs like coverage rate, bounce reduction, and pipeline influenced by enriched data to prove value.
Example: A Lusha-powered playbook in Salesforce
New lead enters Salesforce through a web form.
Lusha enriches contact with phone, verified email, company info.
CRM rules check enrichment confidence before sync.
Slack alert notifies assigned rep instantly.
Quarterly hygiene workflow refreshes all records with Lusha API.
Result: A CRM that stays fresh automatically, giving reps more time to sell.
An enrichment playbook isn’t just about data hygiene it’s a revenue strategy. By standardizing workflows, setting clear rules, and automating with trusted providers like Lusha, RevOps leaders ensure their CRM becomes a real system of growth, not a graveyard of bad data.
