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Better contact data helps teams move campaigns faster and achieve better results. But poorly governed data slows everything down. Here, auto-enrichment seems appealing, but it also has some consequences. People skip fields, forms capture a limited context, job titles are vague, and company details change over time. As a result, teams work with incomplete profiles and make assumptions that affect targeting, personalization, and follow-ups. Auto-enrichment promises to close those gaps automatically. But when enrichment is implemented without structure, it introduces a different problem: loss of control. Fields get overwritten. Data sources conflict. Trust in the CRM slowly erodes. This is where most teams get stuck! The goal is not to enrich everything, but to enrich the right data, in the right way, without losing control. Let’s break down how teams are using HubSpot with Clay to automate enrichment while keeping data governance intact. Why Auto-Enrichment Often Creates More Problems Than It Solves Auto-enrichment usually breaks for one reason: it’s implemented without guardrails. Common issues we see: Standard HubSpot fields overwritten without visibility Different tools updating the same property No clarity on where a data point came from Sales teams questioning accuracy Marketing teams are losing confidence in segmentation The result is predictable. Teams stop trusting the CRM, and enrichment becomes something to “fix later.” Here’s where this matters. Once trust in contact data drops, everything downstream suffers: Personalization becomes risky Lead routing becomes unreliable Reporting becomes questionable This isn’t a tooling issue; it’s a design issue. What Data Governance Actually Means in HubSpot Data governance sounds heavy, but in practice, it’s simple. Data governance does not mean documentation, approvals, or slowing things down. In a practical HubSpot setup, governance is about decision-making embedded into the system. It answers a few critical...