When you need a data enrichment tool (and when you need a better CRM)

Data enrichment is a lot like filling potholes. Sure, you can technically drive on a road full of potholes. It’s just a lot slower—and a lot more expensive. Data enrichment tools are all about filling potholes.

That said, it’s hard not to see a data enrichment tool as just another software expense. That’s how accounting and your manager might see it when you propose one, and they’ll expect you to make your case.

In some situations, a data enrichment tool is exactly what sellers need to do what they do best. In others, their perceived need for this tool is just a sign that their CRM isn’t keeping up.

Here’s how you can figure out which situation you’re in.

When you need a data enrichment tool

Poor data quality costs the average organization $12.9 million a year, and data enrichment tools are meant to eat into those costs, turning disjointed contact and deal information into clear pathways to generating leads and closing more deals. These tools are uniquely suited to helping sellers gather even extremely technical, specialized data on potential customers, at a depth that most CRMs can’t match.

This is especially true in organizations that use some of the most popular CRMs on the market (think Salesforce and HubSpot). These platforms often require significant investments and deep customization to get working just right, but their limited data enrichment capabilities often kickstart that search for dedicated tools. With that kind of investment, you’re not likely to switch CRMs just for better data enrichment. In this situation, adding a data enrichment tool to your stack might make sense.

In some niche industries, data enrichment tools might be the only way to get reliable customer data for your sellers. Healthcare, for instance, has notoriously stringent security requirements—with good reason—and a general-purpose CRM might not be able to build contact lists and enrich deals the way you need it to.

In short, data enrichment tools shouldn’t be seen as the default option for filling the gaps in your customer data. They’re at their best when solving specific, technical problems, rather than just shoring up your CRM’s weaknesses.

Why you might just need a better CRM

You’re likely already using a CRM to support sellers and marketers as they work to make your company grow. But if you’re considering a data enrichment tool, it means there’s essential data your CRM is failing to capture—or your teams are expected to do a significant amount of manual work to benefit from that data. But what if your CRM automatically captured, enriched, and maintained that data without any extra thought or work on your part?

Here’s why a better CRM might be a stronger choice than a dedicated data enrichment tool.

The problems with data enrichment tools

Your monthly subscription cost isn’t all you’ll pay when you get a dedicated data enrichment tool. Adding these tools to your stack comes with some significant hidden costs:

• Time: Having to manage data across disconnected systems eats into your team’s selling time. Every conflict you have to resolve between data sources can cost anywhere from five minutes to an hour in lost productivity.
• Focus: It can take more than 25 minutes to get back to task after switching between tools. By the time you've gathered all the information you need for a call, you barely have enough time to have a great conversation.
• Accuracy: Relying on multiple data sources inevitably creates conflicts. When Clearbit says someone is a Director and ZoomInfo says they're a VP, which do you trust? Most teams don't have clear resolution processes, so they end up with inconsistent data scattered across their CRM.
• Onboarding complexity: The more tools you add to your stack, the steeper the learning curve gets. New hires aren’t just learning how your CRM works. They need to know their way around your data enrichment tool, too.
• Opportunity cost: Every dollar spent on a data enrichment tool is a dollar not spent on growing your sales team or improving your product, which can easily have more impact on your bottom line.

While data enrichment tools bring issues and costs that sticking with your CRM doesn’t, some teams are stuck with CRMs that aren’t pulling their weight.

Where your current CRM falls short

Most traditional CRMs were built for a time when contact data began and ended at a few phone numbers and a role. But as your selling process becomes more data-driven, you need that data to be robust, accessible, and, above all, correct. Here’s how you can tell if your CRM is getting in the way of doing more with your data:

• Every call creates admin work: Modern CRMs automate much of the follow-up work that comes with sales calls, like automatically logging them, updating contact information, and moving deals along your pipeline. If you’re doing all of this manually, your CRM might be holding you back.
• You’re not selling: Too many sellers spend most of their days checking on contact information, updating deals, and managing other follow-up tasks. If using a CRM creates more of than work than it saves, it might be time for a change.
• Conversations are overly tactical instead of strategic: When leaders don’t get proper visibility on their pipeline, it’s hard to make the right strategic decision. Getting bogged down in minutiae instead of seeing the big picture is a good sign that your CRM isn’t giving you the data you need.
• You’re spending too much on integrations: If a potential data enrichment tool is just the latest in a long line of extra tools you need to integrate with your CRM, you’re likely not getting enough bang for your CRM buck.

How autonomous CRMs handle enrichment better

An autonomous CRM like Clarify is AI-native, meaning it’s not just a traditional CRM with AI features bolted on. It updates contacts, automates pipeline creation, manages meeting admin work, and more, all with AI. When you rely on an autonomous CRM, you get advanced data enrichment without a dedicated, separate tool. Here’s why:

• It capitalizes on every enrichment opportunity: Every contact update generates data. When a prospect fills out a form, gets merged with an existing contact, etc. an autonomous CRM uses that activity as a trigger for enrichment and uses that data to enrich contacts and deals.
• Waterfall enrichment is built right in: This is the same approach that data enrichment tools use, minus the extra subscription cost. Instead of managing data providers manually, autonomous CRMs find the data you need for you.
• Pricing is more aligned with value: Per-seat pricing is a dated pricing structure that charges you more as your team grows. Most autonomous CRMs charge you based on the AI features you use, which makes them more suitable for teams of all sizes. The good news? Clarify, specifically, doesn’t charge extra for enrichment.
• Built-in AI eliminates tool sprawl: Using autonomous CRMs built around AI, rather than having AI features tacked on later, means you don’t need separate tools for lead scoring, contact enrichment, next-steps recommendations, or pipeline analytics.

What to look for in an autonomous CRM

So now that you know why autonomous CRMs with enrichment built in can be a better choice, here’s what you should look for in one.

• Automatic activity capture: Your CRM should log calls, emails, meetings, and website visits with little to no manual input. If you’re still manually updating records after every interaction, it’s not truly autonomous.
• “Free” enrichment: Tools like Clay charge for every row enriched. Clarify does not.
• Event-driven workflows: Whether it’s new leads, stage changes, or spikes in engagement, these events should trigger enrichment, scoring, and task assignment automatically.
• Intelligent data maintenance: An autonomous CRM actively monitors data quality and updates records as information changes. You shouldn’t need to schedule any data cleanup projects.
• Built-in intelligence and pricing: Most CRMs only make AI features available as an add-on, or make you pay extra for the credits those features need. Look for credit-based models that align costs with actual usage. That makes your price more predictable as you scale.
• Minimal integration complexity: Software integrations are inevitable, but core enrichment and intelligence capabilities should be native to the CRM you choose.

Close the gap: Try Clarify

Most companies don’t need a dedicated data enrichment tool, and shouldn’t have to choose between repetitive manual work or a hefty price tag to get better data. That false choice is a symptom of CRMs that were never designed to handle data intelligently.

Autonomous CRMs offer a different path by automatically capturing, enriching, and maintaining data as a natural byproduct of your sellers doing what they do best. No manual enrichment workflows, no integration nightmares, and no choosing between data quality and velocity.

Clarify is the autonomous CRM of choice for founders who want a CRM that can keep up with them. Close more deals, close faster, and get high-quality data along the way.

Start using Clarify for free and never manually update your contacts again.

Frequently asked questions: Using Clarify for data enrichment

Can I use Clarify with my existing enrichment tools?

Yes, Clarify integrates with major enrichment providers via Zapier if you have specific data needs. However, most teams find they can eliminate 2-3 enrichment subscriptions once they're using Clarify's built-in capabilities for contact enrichment, company data, and activity capture.

How does credit-based pricing compare to per-seat CRM costs?

For a 10-person team, traditional CRMs can cost anywhere from $90 to $750 a month. Many charge additional costs for AI-assisted enrichment features, adding $50-$900 to your monthly cost. Clarify's credit-based model starts at $20 a month, with unlimited seats, and enrichment costs are baked in.

What happens to my existing enrichment data if I switch?

You can import your current contact data into Clarify, including any enriched fields from previous tools. Clarify will then maintain and update that data going forward, so you don't lose your investment in prior enrichment efforts.

Do autonomous CRMs work for enterprise teams?

While autonomous CRMs like Clarify are particularly powerful for early-stage companies, the core principles—automatic capture, intelligent enrichment, unified data model—benefit teams of any size. Significant migration efforts are one of the few limitations larger teams should consider, since they can be expensive no matter what tool you’re switching to.

How accurate is built-in enrichment compared to specialized tools?

Clarify pulls from multiple data sources for enrichment, similar to how waterfall enrichment works in Clay. Accuracy rates are comparable to standalone tools (85-95% depending on data type and market), but with the advantage of automatic updates and maintenance over time.

What if I need data that Clarify doesn't provide?

Clarify covers the core data most B2B teams need: contact info, company firmographics, technographics, and engagement data. For highly specialized data (detailed tech stack analysis, alternative data sources), you can use Zapier integrations to pull from specialized providers while keeping Clarify as your system of record.

How long does it take to get value from an autonomous CRM?

Most teams start seeing value within 48 hours of setup—automatic call capture, contact enrichment, and deal intelligence work immediately. The full value compounds over time as the system learns your patterns and the automatic data maintenance prevents decay.