Data Enrichment

Complete and accurate data is the foundation of effective selling. SalesOS Data Enrichment automatically supplements your CRM records with verified information from external providers, filling in missing fields, updating stale data, and surfacing insights you would otherwise need to research manually. Instead of reps spending time on LinkedIn lookups and company research, enrichment delivers firmographic, technographic, and contact data directly into your records.

What Data Enrichment Does

When a record enters your CRM -- whether created manually, imported in bulk, or synced from an integration -- enrichment evaluates what information is missing and queries external data providers to fill the gaps. The system can populate dozens of fields across contacts, accounts, and leads, including company size, industry, technology stack, social profiles, funding history, and more.

Enrichment operates in two modes: automatic (triggered by rules you configure) and manual (on-demand when you need immediate data for a specific record). Both modes draw from the same provider network and apply the same verification logic.

Enrichment Sources

SalesOS integrates with multiple data providers to maximize coverage and accuracy. Using multiple sources allows the system to cross-reference data points and assign higher confidence to values confirmed by more than one provider.

Integrated Providers

Provider Priority and Fallback

You configure provider priority in Settings > Data Quality > Enrichment > Provider Priority. When enriching a record, SalesOS queries providers in your specified order and stops when it receives verified data for each field. If the primary provider lacks data for a particular field, the system falls through to the next provider in the chain.

This cascading approach ensures maximum coverage without unnecessary API calls to providers that are unlikely to have the data you need.

Auto-Enrichment Configuration

Auto-enrichment runs as a background process, evaluating new and updated records against your enrichment rules and queuing them for provider lookup.

Enabling Auto-Enrichment

Navigate to Settings > Data Quality > Enrichment and toggle Auto-Enrichment to active. Then configure the following:

Trigger Events

Choose which events initiate auto-enrichment:

• Record creation -- Enrich immediately when a new contact, account, or lead is created.
• Record import -- Enrich records added via CSV import or integration sync.
• Field update -- Re-enrich when key identifying fields change (e.g., email address or company name is updated).
• Scheduled refresh -- Re-enrich existing records on a configurable cadence (e.g., every 90 days) to catch job changes and company updates.

Entity Scope

Select which record types are eligible for auto-enrichment:

• Contacts -- Enrich using email address and name as lookup keys.
• Accounts -- Enrich using company domain, name, or LinkedIn URL as lookup keys.
• Leads -- Enrich using email, company name, or domain. Lead enrichment is particularly valuable because inbound leads often arrive with minimal information.

Enrichment Conditions

Define conditions that must be met before a record is queued:

• Minimum required fields -- Only enrich records that already have at least an email address or company domain (prevents wasted credits on records with insufficient lookup data).
• Exclude segments -- Skip records matching certain criteria (e.g., do not enrich personal email addresses, do not enrich competitors).
• Freshness threshold -- Do not re-enrich records that were enriched within the last N days.

Manual Enrichment

Sometimes you need data immediately -- before a call, during meeting prep, or when qualifying a new lead. Manual enrichment provides on-demand access to the full enrichment pipeline for individual records or small batches.

Single Record Enrichment

From any contact, account, or lead detail page, click the Enrich button (lightning bolt icon) in the action bar. SalesOS queries all configured providers and returns results within seconds. A summary panel shows which fields were updated, added, or confirmed.

Batch Manual Enrichment

Select multiple records from a list view using the checkboxes, then click Actions > Enrich Selected. The system queues the selected records for immediate enrichment and notifies you when processing is complete. Batch enrichment respects your credit limits -- if the batch would exceed your remaining monthly credits, you are warned before confirming.

Enrichment Preview

Before committing enrichment results to a record, you can preview what will change. Enable Require Approval in enrichment settings to route enrichment results through a review step. This is useful when you want to verify data before it overwrites existing values.

Enrichment Fields

SalesOS can populate a wide range of fields depending on the entity type and provider coverage.

Contact Fields

Account Fields

Technographic Fields

Lead Fields

Leads receive a combination of contact and account fields since they represent both a person and their company. After enrichment, leads contain sufficient data for qualification scoring without requiring manual research.

Enrichment Pipeline

The enrichment pipeline is the orchestration layer that manages how records flow through the enrichment process. Understanding the pipeline helps you optimize throughput and cost efficiency.

Pipeline Stages

1. Intake -- Records enter the pipeline when a trigger event occurs or manual enrichment is requested. Each record is assigned a priority based on its source and your configuration.

2. Deduplication -- Before querying providers, the pipeline checks whether the same record is already queued or was recently enriched. This prevents redundant API calls and credit waste.

3. Lookup Key Extraction -- The system determines the best lookup strategy based on available data. An email address is the strongest lookup key for contacts; a domain is strongest for accounts.

4. Provider Query -- Providers are queried in priority order. Responses are normalized into SalesOS's internal field schema regardless of the provider's native format.

5. Verification -- Returned data is cross-referenced across providers when possible. Fields confirmed by multiple sources receive higher confidence scores.

6. Application -- Verified data is written to the CRM record. Depending on your settings, this happens automatically or after human review.

7. Logging -- Every enrichment action is logged with timestamp, provider, fields affected, and confidence scores for auditability.

Priority Queue

Not all records are enriched with equal urgency. The pipeline uses a priority queue:

• Critical -- Manual enrichment requests and records actively being worked by a rep.
• High -- Newly created records and recently converted leads.
• Normal -- Imported records and scheduled refreshes.
• Low -- Bulk re-enrichment jobs and background maintenance.

Higher-priority records are processed first, ensuring that reps get the data they need in real time while bulk operations run without impacting responsiveness.

Enrichment Credits and Usage Tracking

Each provider query consumes credits from your plan allocation. SalesOS provides detailed usage tracking so you can monitor consumption and avoid unexpected overages.

Credit Dashboard

Access the credit dashboard from Settings > Data Quality > Enrichment > Usage. It displays:

• Monthly allocation -- Total credits available in your current billing period.
• Credits used -- How many credits have been consumed this period.
• Credits remaining -- Available balance.
• Burn rate -- Average daily consumption and projected end-of-month usage.
• By provider -- Breakdown of credit usage per provider.
• By entity type -- How credits are distributed across contacts, accounts, and leads.
• By trigger -- Usage split between auto-enrichment, manual enrichment, and scheduled refresh.

Credit Conservation

SalesOS includes several mechanisms to prevent credit waste:

• Deduplication -- Records already in the queue are not re-queued.
• Freshness checks -- Records enriched within your configured threshold are skipped.
• Confidence caching -- When a provider returns a result, it is cached so subsequent lookups for the same entity do not consume additional credits.
• Budget limits -- Set a daily or weekly credit cap. When reached, only critical-priority enrichments proceed.
• Alerts -- Configure notifications at 50%, 75%, and 90% credit consumption to catch unexpected spikes early.

Data Verification and Confidence Scores

Not all enrichment data is equally reliable. SalesOS assigns confidence scores to every enriched field, helping you understand how much to trust each data point.

Confidence Levels

Verification Methods

• Multi-source confirmation -- The same value returned by two or more independent providers receives a score boost.
• Recency weighting -- Recently observed data (e.g., a job title confirmed within the last 30 days) scores higher than data last verified six months ago.
• Consistency checks -- Data that is internally consistent (e.g., employee count aligns with revenue range for the industry) receives higher confidence than anomalous values.
• Direct validation -- Where possible, SalesOS performs direct validation such as SMTP checks for email deliverability.

Displaying Confidence in the UI

Enriched fields show a small confidence indicator (dot or badge) on record detail pages. Green indicates verified, yellow indicates moderate, and gray indicates low confidence. Hovering over the indicator shows the exact score and the provider source.

Enrichment Rules and Triggers

Beyond the basic auto-enrichment triggers, you can create custom enrichment rules that target specific segments or respond to business events.

Custom Rules

Create rules in Settings > Data Quality > Enrichment > Rules:

• Segment-based rules -- "Enrich all leads from the Enterprise segment within 5 minutes of creation."
• Stage-based rules -- "Re-enrich accounts when an associated deal moves to Negotiation stage."
• Score-based rules -- "Enrich contacts whose lead score exceeds 80 but who are missing phone numbers."
• Integration-triggered rules -- "Enrich contacts added via Salesforce sync that lack a LinkedIn URL."

Rule Conditions

Each rule consists of:

• Trigger -- The event that activates the rule.
• Filter -- Conditions the record must meet (entity type, field values, segment membership).
• Action -- Which fields to enrich (all missing fields, or specific fields only).
• Priority -- Where the record enters the priority queue.
• Budget -- Optional per-rule credit limit to control cost.

Scheduled Rules

Set up recurring enrichment jobs:

• Quarterly refresh -- Re-enrich all accounts to detect company changes (employee growth, new funding, acquisitions).
• Monthly contact refresh -- Detect job changes for key contacts (champions and decision makers).
• Weekly lead refresh -- Update lead records that have been in the system for more than 7 days without conversion.

Best Practices

• Prioritize high-value records. Configure your enrichment rules to prioritize records associated with active deals, high-value accounts, or hot leads. This ensures your credit budget delivers maximum revenue impact rather than enriching dormant records.

• Set realistic freshness thresholds. For most organizations, re-enriching contacts every 90 days and accounts every 180 days strikes the right balance between data freshness and credit consumption. Shorten intervals only for your most strategic accounts.

• Use enrichment to improve lead scoring. Enriched fields like company size, industry, and technology stack feed directly into lead scoring models. The more complete your lead data, the more accurate your qualification and routing become.

• Monitor confidence scores before outreach. Before a rep calls a direct-dial number or sends an email to an enriched address, check the confidence score. Verified and high-confidence data is reliable for outreach; moderate or low-confidence data should be confirmed through other channels first.

• Exclude known-bad segments. Add exclusion rules for competitors, personal email domains (gmail.com, yahoo.com for account enrichment), internal test records, and any segment where enrichment provides no business value. This conserves credits for records that matter.

• Review enrichment logs monthly. The enrichment log reveals which providers deliver the most value for your specific data profile. If a provider consistently returns empty results for your target market, consider deprioritizing it or replacing it with one that has better coverage for your industry or geography.

• Combine enrichment with duplicate detection. Run enrichment before duplicate detection scans. Enriched records have more populated fields, which improves duplicate matching accuracy. A record with only a name is hard to match; the same record with name, email, company, and LinkedIn URL can be matched with high confidence.

• Establish data governance policies. Define which enriched fields can overwrite existing values versus which should only fill empty fields. For example, you might allow enrichment to update a contact's job title (which changes frequently) but never overwrite a manually entered phone number that was confirmed directly by the contact.

• Plan for credit scaling. As your database grows, credit requirements grow proportionally. Review your usage trends quarterly and adjust your plan before you hit limits during critical business periods like quarter-end or campaign launches.