Do not audit the sales deck—inspect the record
Broad claims about coverage and accuracy are difficult to evaluate without record-level evidence. Ask for a representative workflow that begins with a source, shows transformations and ends with the exact CRM or outreach decision.
The six-question evaluation
1. Can I inspect field-level provenance?
Ask whether each important value can expose its provider, source record or URL, retrieval time and verification method.
2. How is freshness represented?
A database-wide refresh claim is not enough. Look for field-level observation times, refresh policies and stale-state behavior.
3. What exactly counts as intent?
Require a definition that separates explicit first-party action from directory presence, technology signals or inferred need.
4. Can I explain the score?
A useful score identifies contributing evidence, missing gates, model version and the effect of uncertainty.
5. What happens when data is wrong?
Correction should update the field, evidence state and downstream decisions without erasing the audit history.
6. Can automation be stopped?
Confirm that CRM progression and outreach can be blocked by evidence, consent, suppression or reviewer requirements.
Run a controlled sample
Choose records across industries, regions and business ages. Independently verify a defined set of fields, record ambiguous matches, and measure how the provider exposes uncertainty. Do not discard uncertain results from the evaluation; they reveal the workflow’s real behavior.
Evaluate fit—not only scale
Established databases may optimize for breadth, enrichment volume or engagement workflows. An evidence-first system optimizes for inspectability and controlled progression. The right choice depends on whether your team values volume, source transparency, integration depth, human governance—or a combination.
Buyer decision rule
If a provider cannot show where a consequential field came from, when it was observed, what it proves and how to stop its downstream use, treat that limitation as part of the product—not as a footnote.