In most high-performing sales organisations, lead enrichments have become a core staple of their Revenue Operations processes.
But when we do CRM audits, we still come across companies that rely on manual lead enrichment for tasks that could be easily automated.
This is surprising to me.
Automated data enrichment costs close to nothing today compared to the cost of additional headcount and diverting revenue teams from their core activities.
I've even seen cases where the CMO or CSO handles this enrichment and imports.
Sometimes, they even manage lead assignments (a topic for another post).
So not only is this not delegated, butthe most expensive people in the Go-to-Market (GTM) teams are often the ones doing it.
Imagine your highest-paid employees sitting in spreadsheets, manually updating fields, and doing imports.
These are the people you hired to drive revenue growth and scale.
Or your SDR team doing the same instead of building outreach campaigns, mapping key accounts, and engaging with champions and key stakeholders.
This is a massive waste.
But it's easy and comfortable work, and people tend to get caught up in it.
As it becomes a habit, it may feel productive, and most...
