Prepared by Maja Voje
GTM teams usually know what should happen on every account. It doesn’t happen because each fix is one small decision repeated a few thousand times a month, and nobody has those hours.
You know which accounts matter. You know inbound should get answered faster. You know the named account list from January is stale.
*Clay’s new mode - Workflows - is where you can build these decisions once, and then keep them happening. The rule you agreed on in a meeting becomes the rule that fires on every account, and nobody has to remember to apply it.*
In this guide, you will find 7 proven Workflows you can run immediately.
| # | Workflow | What it gets you |
|---|---|---|
| 1 | Inbound routing | Every inbound lead enriched, qualified, routed to a named owner, and answered while it’s still warm |
| 2 | Signal-based outbound | Reps reach out when several signals stack into one intent picture, with the message built from that context |
| 3 | Post-call deal update | Every finished call updates the deal record and drafts the follow-up, both waiting on one approval |
| 4 | Account scoring and rep assignment | A monthly pass re-scores the target list on fit plus intent and hands the strongest accounts to the right rep |
| 5 | ABM orchestration | A named-account list that re-stages itself weekly, with each tier drawing its own treatment |
| 6 | Champion tracking and the quarterly CRM refresh | A departure reaches the account owner in days, and the slower decay gets sorted into owned work once a quarter |
| 7 | Closed-lost and parked-lead reactivation | Lost deals and parked leads come back when the blocker they were held on changes for real |
A Clay table couples two things: the data and the logic running on top of it. That holds up until the logic starts branching. Kareem Amin, Clay’s CEO, said:
“Tables are great and they’re not going anywhere, but they’re linear. Row by row, column by column. GTM isn’t linear, it branches.”
Workflows moves the logic onto its own surface. You wire the trigger, the conditions, the enrichment, the agents and the writes in the order you would draw them on a whiteboard. Tables keep doing what they are best at, which is getting data, running waterfall enrichment and sourcing contacts, while Audiences holds the account record that a play reads and writes back to.
What you build on that surface is a play: “Plays, the way we think about them, are outcome based workflows.” That is also why workflows are safe to leave running. The rules run the same way every time, and agents handle only the judgment calls.
How to use this guide
Paste the prompts below into Sculptor, Clay’s AI copilot in the workflow editor, which builds the play for you. Each prompt ends by asking Sculptor to read your existing data and state what it assumed, which is the step where you catch the two or three things it guessed wrong.
The companies in this guide are fictional, to keep real ones out of a public document.
What you get: every inbound lead enriched, qualified, routed to a named owner and answered while it’s still warm.
Inbound volume grows faster than anyone’s ability to qualify it. At ten forms a week, one person can look each one up, decide, and hand it over. At 50 forms a week, the looking-up is the bottleneck, and the leads that would have closed sit in the queue beside the ones that never would.