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Modern go-to-market teams are swimming in data – firmographics, technographics, intent signals, engagement scores, and countless enrichment sources.

But here’s the truth: more data doesn’t automatically make your business smarter. It often just makes it messier.

When multiple data vendors, enrichment tools, and APIs are all trying to update the same record, the result is chaos – inconsistent fields, conflicting values, duplicates, and manual clean-up that never ends.

That’s where waterfall logic becomes a game-changer.