One outbound engine, several ICP segments, continuously enriched

The problem

The play

1. 1
   One engine, segment-specific lanes

   Built continuous enrichment with automated CRM imports feeding sequencing campaigns, run separately for each ICP segment, so list logic and messaging stay distinct per segment instead of collapsing into one generic blast.

2. 2
   Tier accounts and validate the score

   Added account tiering and lead-score validation so reps work the top of each segment first, and so the score is checked against reality rather than trusted because it exists.

3. 3
   Health checks on the seams between systems

   Ran recurring health checks on the pipe between the enrichment tool, the CRM and the sequencer, the failure that starves campaigns silently is a broken import, not a bad email.

4. 4
   Attack the enrichment cost line deliberately

   Evaluated enrichment-provider alternatives and prototyped a model-driven scraping waterfall as a lower-cost substitute for part of the paid enrichment spend, delivered as a written migration recommendation rather than a surprise swap mid-campaign.

What it moved

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