CRM Enrichment

Contact data decays at roughly a third a year. People change jobs, companies get acquired, titles inflate, and the record that closed a deal in March is wrong by December.

This course builds the loop that fixes it: pull records out, repair them, push them back, repeat on a schedule.

About this course

Eight lessons following the loop in order: pull a filtered slice out, match and dedupe it, fill what is missing, score what is left, write it back safely, then schedule the whole thing.

The safety lesson is lesson 06 and it is the one to read first if you read nothing else. Enrichment providers disagree with each other and occasionally with reality, and a confident one-way sync will eventually replace a correct hand-entered value with a wrong automated one.

Who it is for. Whoever gets blamed when a rep calls a disconnected number. RevOps, sales ops, or a founder who has been the CRM admin by default for two years.

What it costs. Around 200 credits per 500 records refreshed. The cost scales with the slice you pull, which is why lesson 02 is about filtering rather than exporting everything.

Plan note. CRM integrations require a Pro plan or above. The rest of the course — importing a CSV export, enriching it, exporting the corrections — works on any plan.

Skills you will gain

• Pull a filtered slice of your CRM rather than the whole object
• Match incoming rows to existing records without creating duplicates
• Fill only the fields that are actually empty, so you never overwrite good data
• Stage proposed changes to populated fields for review instead of writing them blind
• Spot the contacts who left, and the champions worth following
• Tier records by fit and recency so refresh spend lands on what matters
• Write back safely, including what to do when the CRM rejects a value
• Run the whole loop unattended on a schedule

In this course

Pull and align

• 01Why CRM data decays and what it costsA prioritized list of what to fix first8 min
• 02Import from your CRMA filtered slice of records in a Sync GTM table9 min
• 03Match fields and dedupeRows aligned to records, duplicates collapsed11 min

Repair

• 04Fill the gapsEmpty fields completed without touching populated ones10 min
• 05Score and segmentRecords tiered by fit and recency10 min

Write back and automate

• 06Push updates backClean values written to the CRM, safely, with changes staged for review12 min
• 07Hygiene and job changesLeavers flagged, movers surfaced as new opportunities10 min
• 08Run it on a scheduleThe whole loop running unattended10 min

What you will have built

A maintenance loop your CRM does not have on its own:

• A filtered import pulling the slice that matters rather than every record you own
• A dedupe pass that collapses duplicates instead of adding to them
• A gap-fill layer writing only into empty fields
• A staging column holding proposed changes to populated fields until someone approves them
• A leaver and mover report feeding Job Changes & Champions
• A schedule that repeats all of it without anyone remembering to

Before you start

• A connected CRM on a Pro plan or above, or a CSV export if you want to run the course read-only first.
• SyncGTM 101, or comfort with imports, exports and scheduled runs.
• Admin agreement on write-back. Lesson 06 changes records in a system other people depend on — worth a conversation before the first run, not after.

The rule that prevents disasters

Never overwrite a populated field on the first pass. Write into empty fields, and stage every proposed change to a populated field in a separate column for review until you trust the source.

Enrichment providers disagree with each other and occasionally with reality. A one-way sync that overwrites confidently will, eventually, replace a correct hand-entered value with a wrong automated one — and nobody notices until a rep calls a disconnected number. Lesson 06 covers the staged write-back pattern in full.

Reference behind this course

• Integrations — connecting your CRM
• CRM integrations — per-platform behavior
• Import Actions and Export Actions — both directions of the loop

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