Every sales and marketing professional knows the frustration: your CRM is full of names, email addresses, and maybe a company URL, but little else. For all the investment in tools, data providers, and enrichment services, CRM records often remain limited and incomplete.
That thin data problem creates a chain reaction:
- Reps spend hours bouncing between LinkedIn, Google, and Slack threads just to prepare for a single call.
- Campaigns get launched with broad, generic messaging that fails to resonate.
- Critical buying signals, funding announcements, leadership changes, strategic initiatives, slip by unnoticed.
The result? Missed opportunities, wasted time, and a pipeline full of guesswork.
Why Limited CRM Data Hurts Growth
Sales and marketing teams don’t fail because they can’t find prospects. They fail because they lack context. The difference between a closed-won deal and a lost one often comes down to timing and relevance.
But here’s the catch: context is hard to capture at scale. Manual research takes hours, and even the most diligent rep can’t keep up with dozens of active accounts, let alone hundreds or thousands. Enrichment tools fill in some gaps, but most only provide surface-level data: revenue, headcount, job titles. Helpful, but not actionable.
That leaves GTM teams caught in the middle: either spend endless hours on research, or settle for fragmented CRM records that don’t move deals forward.
The Shift: Deep Research Inside Your CRM
This is exactly why Personize was built. It’s the first and only deep researcher designed to live inside HubSpot. Unlike enrichment tools, Personize runs AI-powered research across every contact and account, continuously pulling in context that actually drives conversations forward.
Think about it: instead of skimming LinkedIn for an executive’s latest post or digging through news for a funding round, Personize does it for you, at a massive scale. It analyzes:
- Company websites
- LinkedIn profiles
- News and funding updates
- Your own deal notes and CRM history
And then delivers insights directly into your CRM, ready for use in sales calls, marketing campaigns, and follow-ups.
The result isn’t a cluttered data dump. It’s tailored, contextual intelligence, exactly the kind of information that helps your reps ask smarter questions, your campaigns land with precision, and your deals move faster.
The Payoff for GTM Teams
Imagine a world where:
- Every rep starts a call already knowing the prospect’s latest initiatives.
- Marketing campaigns are tailored to the strategic priorities of each account.
- Sales managers stop worrying about deals slipping because reps “didn’t know.”
This isn’t hypothetical, it’s the daily reality for teams using Personize. By automating research, you free your people to focus on what they do best: building relationships and closing deals.
From Guesswork to Growth
Incomplete CRM data is one of the biggest hidden costs in modern go-to-market. It drains productivity, erodes confidence, and makes every campaign harder than it needs to be.
Deep context changes that equation. It turns your CRM from a static database into an active teammate, one that constantly works in the background to keep you ahead of every account change and buying signal.
If you’re running HubSpot, you don’t need another enrichment tool. You need a solution that resolves this research problem once and for all.
Interested to dive deeper?
