Clay enriches account and contact records from multiple data providers and writes them back to the CRM automatically — so the data stays current without anyone touching it. Reps trust the data; no more manual updates after every trade show.
Go to market
The right accounts, the right moment.
Signal-led GTM data engineering for complex industrial and financial-services B2B — CRM enrichment, account scoring, account research and signal-based outbound, built into the CRM you already run. No RevOps function required.
Running a commercial motion on data nobody trusts.
CRM data nobody trusts
Account and contact records decay at roughly 30% a year. Reps check LinkedIn before a call because the CRM gave them the wrong contact last time.
Building lists by hand
The trade-show list arrives and someone in sales ops spends three weeks cleaning, matching and de-duplicating it in a spreadsheet. Then the next campaign starts the cycle again.
Flying blind on who to call
Without a reliable priority signal, outreach runs on gut feel, seniority rotation or the calendar. A director change at a target account isn't a trigger — nobody is watching for it.
The fix — four scoped plays, wired into the CRM you already run.
Account & lead scoring
Prioritise your best leads.
Clay builds and automates a priority-account score on fit and signal — firmographic fit, intent activity and trigger events together, visible to reps directly in the CRM. A priority list that's a system, not a spreadsheet that ages the moment it's exported.
Account research
Know the account before you call.
Clay assembles automated account intelligence per account — firmographics, organisational structure and the context a rep needs, ready before the conversation starts. The research burden disappears without a single hour of manual lookup.
Signal-based outbound
Reach the right account at the right moment.
Clay surfaces buying signals as CRM tasks or alerts that trigger outreach — director changes, funding announcements, tenders, regulatory filings, capex signals. Outbound fires on a reason to call, not a date in the diary.
What commercial leaders ask before a build.
What is GTM data engineering for complex B2B?
It's the practice of building and running the data infrastructure that tells a commercial team which accounts to pursue and when — CRM enrichment, account and lead scoring, account research, and signal-based outbound. For industrial and financial-services teams without RevOps, it replaces manual spreadsheet prioritisation and stale CRM records with a system that surfaces the right accounts at the right moment, built on top of the CRM the team already uses.
Can we move off manual CRM firefighting without RevOps?
Yes — use case by use case, not as a wholesale transformation. Each play is engineered as a scoped, standalone build on top of your existing CRM using Clay as the orchestration and enrichment layer. No RevOps function is required. A single use case can go from scoping to production in weeks.
Does this require replacing our CRM?
No. Graph builds GTM data use cases on top of the CRM your team already runs — D365, HubSpot or Salesforce. Clay writes enriched data and priority signals back into your existing views. Graph does not configure, migrate or own the CRM: IT owns CRM config and security; Graph owns the Clay tables, enrichment logic and signal workflows.
How does account scoring work for our teams?
A priority-account score combines firmographic fit (sector, size, structure) with buying signals — intent activity and trigger events such as director changes, funding announcements or capex signals — and writes the score directly into the CRM view reps already use. The score runs automatically; reps see a ranked account list, not a spreadsheet that ages the moment it's exported.
How quickly can a use case be deployed?
A scoped, single-use-case build typically goes live within weeks, not months. The engagement starts with one tangible use case, wired to your existing CRM, producing a result the team can feel before any further build.