Anti-Fragile take
CRM decay is not a bug. It is physics. People change jobs, companies rebrand, domains expire, subsidiaries merge. A CRM that is never refreshed becomes a museum of outdated contacts that reps learn to distrust.
Decay accelerates under stress: layoffs invalidate titles, acquisitions break domain routing, and enrichment gaps compound until reps rebuild lists by hand every morning.
Why it matters
Reps who do not trust the CRM will not use automation built on top of it. Decay is the root cause of most "adoption" problems.
How we build it
Scheduled re-enrichment jobs, bounce-triggered invalidation, and decay scores on every contact that flag stale records before they enter sequences.