A new contact fills in a form with just a name and an email address, and by the time anyone gets around to following up, all that's known about them is the bare minimum they bothered to type in. Enrich CRM fills in the gaps in real time, adding company and contact detail that the original form never captured in the first place.

That richer detail is what a later step in the same Zap can use before anything reaches a customer's phone. A text sent through Mobile Message, or a new contact created in Mobile Message's own list, can carry a properly spelled name and company context attached, rather than whatever fragment a customer happened to type into a short form. Enrich CRM doesn't send the text itself. It just makes sure Mobile Message has something worth sending, so the message that lands feels personalised rather than generic.