The problem
Your CRM was clean after the last cleanup project. Six months later, 30% of contacts have stale titles, 15% of emails bounce, and reps are rebuilding lists by hand again.
The system
- Decay scores. Every contact gets a freshness score based on last enrichment date, bounce history, and job-change signals.
- Scheduled refresh. High-value accounts re-enriched monthly. Full universe quarterly.
- Bounce invalidation. Bounce webhooks immediately flag contacts and remove from sequences.
- Stale record quarantine. Records below freshness threshold cannot enter outbound until refreshed.
Field notes
Decay prevention is cheaper than decay recovery. Automated guardrails keep the CRM trustworthy between cleanup projects.