What is Data Orchestration?

The average B2B sales tech stack contains 12 tools, according to Salesforce State of Sales data. Each tool generates and consumes data, but few integrate natively with each other. The result is data silos: CRM data does not flow to the enrichment tool, enrichment data does not reach the email platform, and engagement data from outreach does not update the CRM.

Manual data movement is the default workaround, and it is expensive. RevOps teams report spending 30-40% of their time on data wrangling — exporting CSVs, cleaning data in spreadsheets, and uploading to different systems. According to Gartner, this manual work costs the average organization $1.2 million per year in labor and opportunity cost.

Data orchestration automates these flows, creating a unified data fabric across the GTM stack. When a new lead enters the CRM, orchestration automatically triggers enrichment, routes the lead based on enriched attributes, updates the scoring model, and notifies the assigned rep — all without manual intervention. The speed and reliability of automated orchestration far exceeds what human operators can achieve.

Data orchestration platforms provide workflow automation that connects data sources, transformation logic, and destination systems.

**Trigger-based workflows** fire when specific events occur: a new record is created in the CRM, an enrichment field is updated, a prospect visits a high-intent page, or a deal stage changes. Triggers initiate the orchestration sequence and determine which data needs to move and where.

**Data transformation and normalization** standardizes data as it moves between systems. Different tools use different field names, formats, and conventions. Orchestration layers handle the translation: converting "Annual Revenue" in one system to "revenue_range" in another, mapping industry codes between taxonomies, and normalizing company names across records.

**Conditional routing** applies business logic to determine data flow. If a lead scores above 80, route to an AE. If below 50, route to nurture. If the company is in the target account list, trigger ABM workflows. If the contact's title contains "VP" or "Director," flag as a decision-maker. This logic replaces manual triage with automated, consistent routing.

**Multi-step sequences** chain operations together. A typical orchestration workflow might: (1) detect a new lead → (2) enrich with Provider A → (3) if email is missing, enrich with Provider B → (4) score the lead → (5) route to the appropriate rep → (6) trigger a personalized email sequence → (7) update the CRM record with all enriched data. Each step builds on the previous one.

**Monitoring and error handling** tracks workflow execution, flags failures, and provides retry logic. If an enrichment API is temporarily unavailable, the orchestration system queues the record and retries. If data quality checks fail (email is invalid, company does not match), records are routed to a quarantine queue for manual review.

Popular orchestration platforms in B2B include Clay, Tray.io, Workato, Hightouch, and Census.

Autobound functions as both a component within data orchestration workflows and an orchestration endpoint. The Generate Insights API is designed to slot into automated workflows — when a new prospect enters your system, the API returns signal-enriched intelligence that can be routed to any downstream tool. For platforms building their own data orchestration, Autobound provides the signal intelligence layer that enriches the data flowing through the pipeline.