End-to-End GTM Automation System

The problem

The company had the modern GTM stack — enrichment tools, outbound platform, CRM — but as disconnected subscriptions held together by CSV exports. Signals like job changes and website intent arrived but nobody acted on them systematically; enrichment spend was untracked; attribution was argued rather than measured.

The solution

We engineered the stack into a system: Clay enrichment waterfalls with cost controls, signal-based triggers launching the right sequence automatically, AI personalization grounded in enrichment data, and bidirectional CRM sync making the pipeline the single source of truth. As long-term engineering partners, we iterate the system continuously as the GTM motion evolves.

Architecture

• Clay tables with waterfall enrichment and AI columns for qualification
• Make scenarios orchestrating triggers, sequencing and error handling
• Custom API integrations where native connectors didn't exist
• Attribution layer tying pipeline back to source signal and motion

Technologies

Business outcome & ROI

Enrichment spend reduced through waterfall logic while acted-on signal volume increased — pipeline per dollar of tooling materially improved.

Services used