"CRM enrichment with AI: cheap, useful, and easy to get wrong"
LLMs have made CRM enrichment almost free, which means it is now almost free to fill your CRM with confident nonsense. The rules that keep it useful: dedup first, record provenance on every field, and never overwrite what a human typed.
A CRM is usually a graveyard of good intentions: half the records missing a company size, a quarter with no industry, job titles from three years ago, and duplicates of the same person under two spellings of their name. It is not even the team's fault — Dun and Bradstreet have long put B2B data decay at around thirty per cent a year, because people change jobs, companies merge, and titles shift whether or not anyone updates the record. Everyone agrees it should be cleaned up, nobody wants to do it by hand, and the honest ROI of paying someone to do it has never quite stacked up. LLMs have changed that arithmetic — enrichment is now close to free — but they have also made it close to free to fill your CRM with confident nonsense. The difference between those outcomes is a handful of unglamorous rules.
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The gap — reliability, evals, cost control, the plumbing that keeps it running unattended — is exactly the work I do. If that sounds familiar, a short conversation is usually enough to point you the right way.
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