How to Trust and Handle CRM Data: Identity Resolution, Enrichment, and Duplicate Prevention Strategies

Clay should enrich. Your architecture should decide. Most CRM data problems don't start with bad enrichment. They start with bad identity resolution. A lead comes in from an unknown domain. Clay finds a company match. The question isn't: "Can Clay enrich it?" The question is: "Can you trust the match?" Curious how other teams handle: • Unknown domains • Parent/subsidiary resolution • Duplicate prevention • CRM writeback What's your approach?