Your CRM is only as useful as the data in it - incomplete records, empty fields, and duplicates slow everyone down. Clarify keeps your data complete and clean with automatic enrichment, custom and AI fields, CSV import, and duplicate merging. This playbook shows when to reach for each.
Enrichment fills in the basics automatically
Clarify enriches person and company records with data from external sources in the background - and enrichment doesn't use your credits. It runs automatically whenever a record is created or updated, as long as Clarify has something to match on:
People - an email address or LinkedIn handle
Companies - a domain name
Free accounts enrich from one data source; paid accounts draw on multiple sources to find the most complete data. On paid plans, advanced enrichment draws on a monthly allowance that's separate from your credits.
Track what matters with custom fields
Clarify's standard fields cover common CRM data, but every team tracks something different - lead score, contract tier, renewal date. Add custom fields to People, Companies, and Deals from the Fields button in any list toolbar. Creating, editing, or deleting a field applies workspace-wide; showing, hiding, or reordering fields is per-view.
Fill fields with AI
When the data you need isn't a simple lookup - "which competitors came up in recent calls," "is this an ICP fit" - use an AI field. You describe what the field should contain, and Clarify populates it from the record and any related meetings or emails you point it to.
Unlike enrichment, AI fields use credits:
3 credits per record without internet research (analyzing data already in Clarify)
30 credits per record with internet research (looking up public info like funding or headcount)
Test on the first 10 rows before running a field across every record.
Bring in what you already have
Moving from another CRM or a spreadsheet? Import your existing contacts, companies and deals from CSV files. Open Companies, People or Deals, click the ⋯ menu next to the list name, and select Import CSV. Import companies first, then people, then deals, because a deal links only to a company that already exists.
Adding to records you already have? Check Unique next to a field like Email during mapping so matching records update instead of being created again. Merge any duplicates that still get through using the steps in the next section.
Clean up duplicates
Duplicate records split your history across two entries. Clarify surfaces likely duplicates in the built-in Duplicate people and Duplicate companies lists. To merge, select two or more records in a list, click the merge icon, and choose a primary record - its values win any conflicts. You can also ask Rep to merge duplicates for you.
Merges are permanent - there's no undo, so check which record you've chosen as primary before you confirm.
Good to know
Enrichment is automatic and free; AI fields use credits. Merging duplicates - whether you do it yourself or ask Rep - doesn't.
AI fields read the 10 most recent related records and meeting summaries - not full transcripts, and not comments.
Deleting a custom field and merging records are both permanent.