Waterfall enrichment is calling several data providers in sequence for the same field, stopping at the first that returns an acceptable answer. It raises coverage above what any single vendor reaches while keeping cost down, because the expensive provider is only called when the cheap one fails.
The order is the design. Putting the cheapest adequate source first and the most expensive last is what makes the economics work, and the ordering should differ by field: the best provider for a work email is rarely the best for firmographics.
The common mistake is treating it as a coverage tactic only. Without a rule for what counts as an acceptable answer, a waterfall stops at the first provider that returns anything, including something wrong.
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