CRM Migration Enrichment
Most companies migrate their CRM and bring all the bad data with them. Here's how to use a migration as the opportunity to fix your data, not just move it.
The problem with most CRM migrations
When a company moves from one CRM to another, the focus is usually on the technical migration. Map the fields, move the records, test the integrations, go live. And that's fine as far as it goes.
But here's what usually happens: the team spends months planning and executing the migration, goes live on the new CRM, and realizes the data is just as bad as it was before. Same gaps. Same outdated job titles. Same missing emails and phone numbers. They moved the mess from one system to another.
The migration is actually the best possible time to fix the data. You're already touching every record. You're already mapping fields. Adding an enrichment step at this point costs almost nothing in extra effort compared to doing it later.
The enrichment-during-migration approach
Instead of migrating first and enriching later, we add enrichment as a step in the migration pipeline. Records come out of the old CRM, flow through the enrichment waterfall, get validated and deduplicated, and then write to the new CRM with clean, complete data.
The enrichment waterfall runs 10+ data sources in sequence. Each source fills what the previous one missed. Contact emails, direct dials, current job titles, company firmographics, technographics, and seniority mapping. By the time records land in the new CRM, they're enriched to 70%+ fill rates on key fields.
This approach also catches the records that shouldn't migrate at all. Duplicates, outdated contacts who've changed companies, companies that no longer exist. Instead of importing 100,000 records and hoping someone cleans them up later, you import 80,000 clean records that your team can actually use.
What changes with enriched migration
| Standard migration | Enriched migration | |
|---|---|---|
| Data quality | Same gaps in new CRM | 70%+ fill rates on key fields |
| Duplicates | Migrated as-is | Caught and merged before import |
| Stale contacts | Imported regardless | Flagged or removed |
| Missing emails | Still missing | Filled from 10+ sources |
| Time to pipeline | Weeks of post-migration cleanup | Day one readiness |
| Sales team impact | Frustrated by bad data | Working with enriched records immediately |
The timeline
The enrichment step adds about 1-2 weeks to a typical migration timeline. For most companies, the migration itself takes 4-8 weeks. Adding enrichment brings that to 5-10 weeks total.
But here's the math that matters: without enrichment, you'll spend 2-4 months after migration doing manual cleanup. Data vendors, outsourced research, SDR time spent verifying contacts. That post-migration cleanup typically costs $30,000-$60,000 in labor and tools.
Enrichment during migration costs a fraction of that and delivers better results because you're enriching before the data gets fragmented across a new system's workflows and automations.
Works with any CRM combination
The enrichment waterfall sits between your old CRM and your new one. It doesn't matter whether you're going from Salesforce to HubSpot, HubSpot to Dynamics 365, or any other combination. The enrichment step is CRM-agnostic.
We export from whatever system you're leaving, run the records through the waterfall, validate and deduplicate, and then write to the new CRM through its API. Direct write-back, no CSV imports on the destination side.
If you're mid-migration and realizing the data quality isn't where it needs to be, it's not too late. The enrichment can happen during migration or immediately after. The sooner it happens, the less time your team spends working with bad data in the new system.
Planning a CRM migration?
Free audit. 30 minutes. We'll look at your current data quality and show you how enrichment during migration saves months of cleanup on the other side.