GTM Glossary · Motions & Plays
Waterfall Enrichment
Querying data providers in sequence until one returns a verified result, instead of relying on a single source.
[01]What It Means
Each provider is called in priority order and you pay only when a match is returned. Coverage improves because no single vendor holds complete European data, particularly for mobile numbers and mid-market companies.
[02]Why It Matters
Contact accuracy decides the cost of every downstream conversation. Waterfall logic typically lifts coverage well beyond a single-provider baseline, which is why serious outbound teams treat data as an architecture decision, not a subscription.
[03]Where It Goes Wrong
Enriching without verification, so quantity rises and accuracy does not.Ignoring provenance, which matters when a data subject asks where their data came from.Paying for enrichment on accounts that were never in the ICP.
[04]Related Terms