Hey everyone,
Any help?
looking for advice from people who have built Clay/GTM systems in practice.
I’m working on a 90-day GTM Engineering plan for my first client. The ambition is pretty broad — they want to automate research, identify buying signals, improve outbound personalisation, automate CRM workflows, improve qualification, build dashboards, reduce sales admin, and even optimise the website for AI search/SEO.
My challenge is around scope and sequencing. I think there is a lot of value we can create in 90 days, but some of the requests feel like they depend on foundations that may not exist yet (CRM data, ICP clarity, processes, adoption, etc.).
My current thinking:
Clay for enrichment, research workflows and signal detection
Automate repetitive sales admin
AI-assisted account briefs and outreach support
Improve Apollo/Sales Nav workflows
HubSpot optimisation and reporting
Train the team and document what works
Where I’m unsure is how to push back on things like website strategy / AI SEO optimisation. It feels more like a Marketing/SEO workstream than GTM Engineering, and potentially a much longer initiative.
For those who have implemented Clay/GTM systems:
How do you manage stakeholder expectations when they want the end state immediately?
How do you decide what belongs in the first 90 days vs a later phase?
What are the highest ROI Clay workflows you would prioritise first?
Any help would be greatful.
Thank you!
