Workflow 04 / RevOps
Lead Enrichment Workflow
Enriches incoming or sourced leads and routes structured information into the CRM without manual handling.
The Lead Enrichment Workflow is a seven-step RevOps process that enriches inbound and sourced leads, normalises and deduplicates the data, scores every record for fit and routes it into the CRM by rule — with an exception queue for records that fail. Once built, it runs continuously without manual handling.
Why It Exists
Enrichment is usually bolted on after the fact, so records disagree and reps do manual research the system should have done. This workflow makes enrichment a condition of entry rather than a cleanup task.
Tools
Inputs
- Inbound form submissions
- Sourced lists
- Existing CRM records
The Workflow
Run it in order.
- 01
Define the required fields
Decide what must be present for a record to be actionable. Enrich to that standard, not to whatever the vendor returns.
- 02
Normalise on entry
Standardise company names, domains, titles and geography before anything is written to the CRM.
- 03
Enrich and verify
Append firmographic and contact data, then verify deliverability before the record is usable.
- 04
Deduplicate against existing
Match on domain and contact to avoid creating a second record for an account already in play.
- 05
Score for fit
Apply ICP criteria so routing reflects fit rather than arrival order.
- 06
Route by rule
Assign by segment, territory or owner using explicit rules, and log why the decision was made.
- 07
Handle failure explicitly
Records that cannot be enriched go to a defined queue instead of silently entering the database.
Outputs
What it produces.
- Enriched, verified, deduplicated records
- Fit score on every record
- Rule-based routing with an audit trail
- An exception queue for failures
Run It With Your AI
Install this workflow as an agent skill.
The same steps, packaged so your AI agent can run them with you: it asks for the inputs above, works through each step and produces the outputs in one document.
- Claude (web or desktop): download the .zip, then open Settings → Capabilities → Skills and upload it.
- Claude Code: unzip it into
~/.claude/skills/(or a project's.claude/skills/). - ChatGPT Codex: unzip it into
~/.agents/skills/(or a repository's.agents/skills/). - Cursor, GitHub Copilot, Gemini CLI and others: add the folder to that tool's skills directory (see agentskills.io (opens in a new tab)).
- Then just ask. For example: “Clean, score and route this lead export before it goes into our CRM”. The agent loads the skill when the task matches.
Related Service
RevOps
Build the systems, workflows and infrastructure that keep marketing, sales and data connected.
See the serviceRun It For You
This workflow is part of how we deliver RevOps.
Use it yourself, or have us operate it as a system.
Make It Yours
Want this built around your stack?
This version is general on purpose. Ours get adapted to your CRM, data, ICP and team, and connected to the other workflows your GTM needs.
Full enquiry form