Automated Inbound Data Enrichment - Project Details / Task List
Tag: inbound-enrichment
Total Hours: 45h
Structure: Single Milestone (<=50h)
Milestone: Automated Inbound Data Enrichment
Description: A technical implementation project that deploys automated systems to enrich incoming lead data with firmographic, technographic, and contact information in real-time as leads enter the CRM.
Task List: (Inbound Enrichment) 1. Assessment & Workflow Design
Contains: Parts 1-2
| Task | Est | Description |
|---|---|---|
| 1. Audit Current Lead Data Quality | 2.5h | Analyze the current state of inbound lead data to identify gaps between what's captured vs. what's needed for routing, scoring, and outreach. End state: Gap analysis document showing which data points are missing and their business impact. • Export last 90 days of inbound leads from CRM (MQLs, form submissions) • Analyze field completion rates for key attributes (company size, industry, title, phone) • Compare captured data against ICP criteria and scoring model inputs • Interview 2-3 SDRs on manual research time per lead and biggest data gaps • Document which missing fields block routing/scoring decisions • Quantify the gap (e.g., "Only 30% of leads have company size, 15% have direct dial") |
| 2. Define Enrichment Requirements | 2.5h | Specify exactly which data points to enrich based on lead routing rules, scoring model inputs, and personalization needs. End state: Prioritized list of enrichment fields with business justification for each. • Map current lead scoring model inputs to identify required firmographic/technographic fields • Map lead routing rules to identify fields needed for assignment logic • Identify fields SDRs need for personalization (tech stack, recent news, funding) • Prioritize fields into tiers: Tier 1 (blocks decisions), Tier 2 (improves quality), Tier 3 (nice-to-have) • Document expected enrichment rates per field (not all fields available for all leads) • Get stakeholder sign-off on enrichment field requirements |
| 3. Evaluate and Select Enrichment Provider | 3.5h | Compare enrichment tool options against client's requirements, tech stack compatibility, and budget. End state: Tool selected with procurement approved and account created. • Document client's CRM (Salesforce/HubSpot) and MAP (Marketo/Pardot/HubSpot) • Evaluate providers: Clay (waterfall enrichment), ZoomInfo, Clearbit, Apollo, Cognism, Lusha • Compare on: data coverage for client's ICP segments, CRM native integration, API capabilities • Compare on: pricing model (per-enrichment vs. seat-based), match rates, data freshness • Request trial accounts and test enrichment on 50-100 sample leads • Present recommendation with match rate results and pricing to client • Get budget approval and complete procurement |
| 4. Design Enrichment Workflow Architecture | 3h | Map out the end-to-end flow of how leads will be enriched, including triggers, timing, and data flow. End state: Workflow diagram showing trigger → enrichment → CRM update flow. • Define trigger events (new lead creation, form submission, lead update) • Determine enrichment timing (real-time sync vs. near-real-time batch) • Map data flow: Form → CRM → Enrichment Tool → CRM (or Form → Enrichment → CRM) • Identify whether to use native CRM integration, API, or middleware (Zapier/Workato/Tray) • Document retry logic for failed enrichments • Design handling for leads that don't match (confidence thresholds, fallback logic) |
| 5. Establish Data Governance Rules | 2.5h | Define rules for how enriched data overwrites or preserves existing CRM data to prevent conflicts and maintain data integrity. End state: Documented governance rules for enrichment field mapping. • Define overwrite logic per field (always overwrite, never overwrite, overwrite if blank) • Establish source hierarchy when enrichment conflicts with existing data • Identify protected fields that should never be auto-updated (e.g., manually verified titles) • Set minimum confidence score thresholds for accepting enriched data • Document update frequency (enrich once vs. re-enrich on trigger) • Create exception handling rules for low-confidence matches |
Task List: (Inbound Enrichment) 2. Integration & Rollout
Contains: Parts 3-4
| Task | Est | Description |
|---|---|---|
| 6. Set Up Enrichment Tool Account and CRM Connection | 3h | Create the enrichment tool account and establish the connection to CRM with proper API permissions. End state: Tool connected to CRM, authenticated, and ready for configuration. • Create enrichment tool account with appropriate user seats/credits • Connect to Salesforce/HubSpot via OAuth or API key • Grant required API permissions (read/write leads, contacts, accounts) • Verify connection status in enrichment tool dashboard • Test basic connectivity with single record enrichment • Document credentials and admin access for client handoff |
| 7. Configure Field Mapping | 3.5h | Map enrichment provider fields to CRM lead/contact fields, handling data type conversions and picklist values. End state: All enrichment fields mapped to corresponding CRM fields with correct formatting. • Create custom fields in CRM for any new enrichment data points • Map enrichment fields to CRM fields (e.g., ZoomInfo Company Size → Lead.Company_Size__c) • Configure picklist value mappings (e.g., "1-50" → "SMB", "51-200" → "Mid-Market") • Set up field normalization rules (title standardization, industry categorization) • Configure multi-value field handling (tech stack as multi-select or text) • Document complete field mapping table |
| 8. Build Enrichment Automation Workflow | 4h | Configure the automation that triggers enrichment and updates CRM records. End state: Working automation that enriches new leads upon creation. • Create automation trigger on lead creation (or specified form submissions) • Configure enrichment API call with required parameters • Build field update actions based on mapping configuration • Add conditional logic for overwrite rules and confidence thresholds • Configure error handling and retry logic • Set up notifications for enrichment failures or low match rates |
| 9. Test Enrichment Workflow | 3h | Validate the enrichment pipeline with test leads across various scenarios. End state: Confirmed working enrichment with documented match rates and processing times. • Create 10-15 test leads representing different ICP segments • Submit test leads through each form type that should trigger enrichment • Verify enrichment fires within expected timeframe (real-time vs. batch) • Validate field mapping accuracy in CRM records • Test edge cases: leads with minimal info, international leads, personal email domains • Document match rates, processing time, and any failed enrichments • Test overwrite logic with leads that have existing data |
| 10. Validate Data Quality and Accuracy | 2.5h | Spot-check enriched data accuracy against known good sources. End state: Confidence in data accuracy with documented error rates. • Sample 20-30 enriched leads and manually verify key fields • Cross-reference enriched data against LinkedIn, company websites • Calculate accuracy rate per field (target: >85% for core fields) • Identify systematic errors (wrong company match, outdated titles) • Adjust confidence thresholds or matching rules if needed • Document validation results and any known limitations |
| 11. Enable for Production and Train Team | 3h | Roll out enrichment to production lead flow and enable sales/marketing teams. End state: Live enrichment processing all inbound leads with team trained on using enriched data. • Switch enrichment to production mode (all new leads) • Update lead scoring model to use enriched fields (if applicable) • Update lead routing rules to use enriched fields (if applicable) • Create quick-reference doc showing new fields and where to find them • Train SDR team on enriched fields available and how to use in outreach • Train marketing ops on monitoring enrichment health |
| 12. Hand Off and Establish Monitoring | 3h | Transfer ownership to client with documentation and monitoring dashboards. End state: Client self-sufficient with enrichment running and monitored. • Transfer admin credentials to client RevOps team • Deliver documentation package (field mapping, governance rules, troubleshooting) • Build enrichment monitoring dashboard (match rates, credit usage, error rates) • Set up alerts for enrichment failures or match rate drops • Schedule 30-day check-in to review performance • Close out project |
Summary
- Total Task Lists: 2 (consolidated from 4 Parts)
- Total Tasks: 12 (one per Step)
- Total Hours: 45h
- Generated from: playbook_automated-inbound-data-enrichment.md
- Generated on: 2025-12-31