Phase 1
How we work
Forty solutions, delivered three ways.
Written for whoever has been asked to check us out. It explains the two terms we use, then how an engagement runs from the first 20-minute call.
Two definitions
The terms, in plain words.
GTM engineering
What is GTM engineering?
Running go-to-market as one system. Account data and live buying signals decide which companies your team contacts, and when. Your sellers decide what to say. In most companies that work is split between sales, marketing and revenue operations, and nobody owns all of it.
Forward-deployed engineering
What is forward-deployed engineering?
The engineer who builds that system works inside your business: in your tools, next to the sellers who will use it, and judged on your pipeline. When the engagement ends, what they built stays in your CRM.
Compared
Outside your business, or inside it.
Where the work happens changes what you get from it.
| Question | A conventional agency | Forward-deployed GTM engineering |
|---|---|---|
| Where the work happens | Outside, in the agency's tools | Inside your CRM, alongside your sellers |
| How it learns | From campaign metrics | From your sellers, who say which signals were worth acting on |
The engine
Forty solutions, built around the CRM you already run.
Your CRM and the tools you already pay for sit at the centre. Six areas surround them, and every solution reads from your stack and writes its results back.
Firmographic
Who they are
Industry, headcount, funding rounds, revenue band, geography and subsidiaries.
Technographic
What they use
Tech stack, current vendors, recent migrations, integrations and website infrastructure.
Intent and signals
Why now
Hiring, news, job changes, strategic priorities, recent incidents and expansion markets.
Personal and engagement
How to reach them
Role and seniority, tenure, LinkedIn activity, posts and comments, languages and time zone.
Clay sits at the core, with more than 20 partner tools we have tested in production. See all forty solutions →
Most pipeline problems are coordination problems. The tools are bought and the people are hired. Nobody has joined them up.
How an engagement runs
From the first call to a running engine.
Every engagement starts with a 20-minute call. If we all agree, the 60-minute workshop follows. Timings are set in the statement of work.
Phase 2
Build the engine
Phase 3
Run side by side
Phase 4
Transfer and scale
Questions
What your leadership will ask you.
Do you do lead generation and appointment setting?
Yes. Lead generation is one of our three service lines: we build the target account list, run the email, LinkedIn and calling, and book meetings for your sales team. GTM engineering is how we do it: one system inside your CRM, from the account data to the follow-up.
Are you a Clay agency?
Yes. Clay sits at the core of how we build and run pipeline, with more than 20 vetted partner tools around it. Our Co-Founder Charles Tidswell hosts Clay Club Singapore.
Do we need all three service lines?
Not usually. Most teams start with one or two, and the workshop shows which pays back first.
Does this replace our team?
No. The engine takes the research and the chasing, and your sellers keep the conversations.
Which CRMs do you work with?
Any of them. We publish integration guides for HubSpot and Salesforce. We work inside the CRM you already run, with Clay alongside as the data and signal layer.
Start here
Start with a 20-minute call, then decide together.
Tell us where your pipeline stands, and a Co-Founder will say what we would do first. If we all agree after the call, the next step is a 60-minute workshop, and you leave it with a written plan.
Length
20 minutes
Where
Zoom or Teams
Who
You and a Co-Founder
Cost
Complimentary
Hosted bySteve DawsonandCharles Tidswell, Co-Founders
If we all agree it fits, the next step is a 60-minute workshop.