Enrichment Architecture

An enrichment pipeline is an automated system that augments CRM records with data from external sources. When a new company record is created, the enrichment pipeline looks up the domain, retrieves firmographic data (industry, size, revenue, location), technographic data (what technology they use), and intent data (are they actively researching solutions like yours), and writes it back to the CRM — all without the rep lifting a finger.

1. Trigger Events Define what triggers enrichment: new record creation, stage change (re-enrich at qualification), periodic refresh (re-enrich all records quarterly). Each trigger serves a different purpose — creation enrichment provides initial context, stage-change enrichment updates stale data, and periodic refresh catches records that have drifted.
2. Data Sources Layer multiple enrichment sources for coverage. No single provider has complete data. Use a firmographic provider for company data, a technographic provider for technology stack, and a website scraping layer for real-time signals like job postings and press releases. Each source fills gaps the others miss.
3. Write-Back Rules Enriched data must be written to the CRM without overwriting manually entered data that may be more accurate. Use a priority system: manual entry takes precedence over enrichment, enrichment takes precedence over empty fields. Log every enrichment write with the source and timestamp for auditability.