CRM Enrichment and Cleaning in Clay 2025 (Example)
About This Video
Dirty CRM data is one of the silent killers of sales productivity, and Samuel Roa Cardenas shows exactly how to solve it using Clay's enrichment and cleaning capabilities. This 2025 example walks through a complete workflow: pulling records from your CRM, enriching them with firmographic and contact data from multiple providers, standardizing fields, flagging duplicates, and pushing clean data back into the system. Cardenas demonstrates how Clay's waterfall enrichment approach lets you query multiple data sources in sequence, falling back to alternatives when your primary source comes up empty --- which dramatically improves match rates. The video is hands-on and practical, showing the actual Clay interface and configuration steps. For revenue operations professionals and sales leaders tired of manual data cleanup, this session offers a repeatable automation blueprint.
What You'll Learn
- •How to build a complete CRM enrichment and cleaning workflow in Clay
- •The waterfall enrichment technique for maximizing data match rates across multiple providers
- •How to standardize and normalize CRM fields programmatically to eliminate inconsistencies
- •Methods for detecting and flagging duplicate records before they pollute your pipeline
- •Which data enrichment providers to use for different types of information (firmographics, contact details, technographics)
- •How to push cleaned and enriched data back into your CRM automatically
- •Real-world tips for maintaining data quality at scale without manual spreadsheet work
