Home / Playbooks / The quarterly CRM enrichment pass
Playbook · CRM hygiene

The quarterly CRM enrichment pass

The 3-day quarterly ritual that takes a CRM from 40% filled-in to 95% filled-in. Which fields to enrich, which to leave alone, the data sources to use (PDL > Apollo > Clearbit), and the validation step most teams skip.

01The play

Summary
The 3-day quarterly ritual that takes a CRM from 40% filled-in to 95% filled-in. Which fields to enrich, which to leave alone, the data sources to use (PDL > Apollo > Clearbit), and the validation step most teams skip.
Timing window
Quarterly, ideally the week before quota-setting
Target persona
RevOpsData engineers supporting sales ops
Success metric
95%+ field completion rate on critical fields after the pass.

02Expected outcome

Outcome: Enriched CRM produces 25-35% more SDR-ready accounts than baseline.

Success metric: 95%+ field completion rate on critical fields after the pass.

03Anti-patterns · do not run this when

  • Do not enrich without validation — bad data > missing data
  • Do not enrich every field — be ruthless about which ones matter
  • Do not let enrichment become a one-time event — it's quarterly maintenance
Playbook entry · ships as-of {date('M Y')}. Operator-written, no theory inflation. If you've run this play and the numbers don't match yours — or the rhythm needs a tweak — write to [email protected] and we'll revise.
Signal-anchored outbound, no theater

Run this play on every account in your CRM.

Connect a CRM. Mama detects the trigger, scores the fit, and drafts the first message in the rhythm above. Free up to 100 accounts. No card.

Start free → Back to the library