One provider was returning a verified contact about two thirds of the time. The waterfall changed the arithmetic.
Three contact vendors ran in parallel, each billed separately, each returning different values for the same person with no way to adjudicate.
Providers are now queried in cost and accuracy order and the waterfall stops at the first verified result. Values are cross-checked against a second source before anything is written back.
A 94% match rate on target contacts, two vendor contracts retired, and no unverified record reaching the CRM.
One provider was returning a verified contact about two thirds of the time. The waterfall changed the arithmetic.
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