# What should we enrich on an inbound lead, and when?

Enrich on entry, before routing and scoring, and only the fields your rules actually consume — company size, industry, domain-to-account match, and whatever your segment boundary is defined on. Enriching fields no rule reads is spend with no decision attached.

Enrichment as a category reaches about 70% of high-growth GTM stacks, so the question is rarely whether but what and when. Build an explicit enrich-status field and a fallback path: records the provider can't resolve need a queue with an owner rather than silently failing the routing rules.

## Sources

- **Measurement** — [GTM Tech Stack study — enrichment reaches 70%](https://www.leanscale.team/knowledge/research/customer-tool-stack-study/)
- **Method** — [Lead Routing playbook — Enrichment timing](https://www.leanscale.team/knowledge/playbooks/lead-routing-playbook/)

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Cluster: Inbound · https://www.leanscale.team/knowledge/answers/inbound-enrichment-what-to-enrich/