Clean enrichment starts with a defined CRM model. Map verified fields first, then use confidence scores to prioritize records.
Key Outcomes
- Cleaner imports with fewer manual fixes.
- Segments built from verified coverage.
- Documentation that supports audit readiness.
Enrichment Pipeline
Dataset
Staging sheet
Field mapping
Verified-only import
Segments
Before Import
- Decide where verification flags will live in the CRM.
- Confirm primary email and phone fields.
- Normalize state and phone formats.
During Import
- Map verified email and verified phone fields to primary columns.
- Keep discovered fields in a separate review view.
- Capture confidence scores alongside records.
Staging Checklist
- Keep verified email and verified phone fields in dedicated columns.
- Normalize state and ZIP formats to prevent import errors.
- Add a column for confidence scores to support prioritization.
Field Mapping Example
| Dataset field | CRM field |
|---|---|
| Verified Email | CRM Email (Primary) |
| Verified Phone | CRM Phone (Primary) |
| Email Status | Email Verification Flag |
| Phone Status | Phone Verification Flag |
| Confidence Score | Data Quality Score |
Segment Recipes
Verified-Only Outreach
Use verified email + verified phone fields for first-wave campaigns.
Priority Records
Rank by confidence score to focus on the strongest coverage first.
Review Queue
Route discovered fields to a separate review list before use.
Governance Checklist
- Store verification flags alongside contact fields.
- Track confidence scores for reporting and prioritization.
- Document import dates and data sources.
QA Before Launch
- Spot-check 20 to 30 records for field mapping accuracy.
- Send a small internal test to confirm formatting.
- Verify opt-out and compliance language in templates.