Teams treat enrichment like a project: export CRM, send to a provider, import results, declare victory. Six months later, 30% of the data is stale, bounce rates are climbing, and reps are back to manual research.
Enrichment is a pipeline: scheduled jobs, waterfall providers, validation on ingest, and decay scores that flag records approaching end-of-life. It runs weekly or monthly, not once.
The teams that get this right spend less on enrichment over time because they enrich strategically (high-value accounts first, cheap providers first) and they never pay to re-enrich records that bounced or went stale.