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Signal:a data event that tells you a prospect is in-market before they raise their hand: a pricing page visit, a funding round, a job change, a replyEnrichment waterfall:querying data sources in sequence until you get a value: Clay tries source A, then B, then C. Better coverage than any single providerGTM Engineering:treating your go-to-market motion as a software system: ICP as filter, signals as triggers, sequences as logic branches, Slack as the delivery layerIntent:behavioral evidence that an account is actively researching a problem you solve, before they contact sales or fill a formOutbound infra:the sending domains, mailboxes, DNS records, and warm-up cadence that keep your email out of spam and your main domain cleanICP filter:the exact definition of which companies and personas belong in your pipeline, expressed precisely enough that a machine can execute itWarm lead:a prospect who has taken a signal action (pricing page, reply, meeting request) that moves them ahead of every cold contact in your sequenceClay waterfall:a Clay table that pulls from LinkedIn, Apollo, and 50+ sources simultaneously, scoring and filtering prospects in real time before they reach a repEnrichment cost:the per-row credit spend of running a Clay workflow: easy to burn through budget fast when calling Clay from an AI agent without guardrails; controlling this requires knowing which enrichments to run, in what order, and when to stopSignal:a data event that tells you a prospect is in-market before they raise their hand: a pricing page visit, a funding round, a job change, a replyEnrichment waterfall:querying data sources in sequence until you get a value: Clay tries source A, then B, then C. Better coverage than any single providerGTM Engineering:treating your go-to-market motion as a software system: ICP as filter, signals as triggers, sequences as logic branches, Slack as the delivery layerIntent:behavioral evidence that an account is actively researching a problem you solve, before they contact sales or fill a formOutbound infra:the sending domains, mailboxes, DNS records, and warm-up cadence that keep your email out of spam and your main domain cleanICP filter:the exact definition of which companies and personas belong in your pipeline, expressed precisely enough that a machine can execute itWarm lead:a prospect who has taken a signal action (pricing page, reply, meeting request) that moves them ahead of every cold contact in your sequenceClay waterfall:a Clay table that pulls from LinkedIn, Apollo, and 50+ sources simultaneously, scoring and filtering prospects in real time before they reach a repEnrichment cost:the per-row credit spend of running a Clay workflow: easy to burn through budget fast when calling Clay from an AI agent without guardrails; controlling this requires knowing which enrichments to run, in what order, and when to stop
SORTED.
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Playbook Library

GTM Plays.

Each play is a complete outbound system: what needs to be in place before you start, how to build the enrichment waterfall, what to send, and — the part most playbooks skip — exactly what happens after a reply comes in. Every step, no gatekeeping.

Prerequisites

Infrastructure and tools needed before a single email goes out.

Signal detection

What triggers the play and how each signal is identified.

Enrichment waterfall

Step-by-step Clay workflow from raw list to sequence-ready contacts.

After a reply

Slack routing, Attio auto-create, qualification, and the feedback loop.

cold email · Pre-Series A / Seed / Series A

Founder About to Make Their First Sales Hire

Target: Founder / CEO8–35 employees8 enrichment steps3 touches
outboundfoundertiming-playfirst-sales-hire

Expected reply

6-12%

Expected meetings

2-4%

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cold email · Series A / Series B

New Head of Sales, Broken Pipeline, Wrong Tools for the Stage

Target: Head of Sales / VP Sales / CRO35–150 employees7 enrichment steps3 touches
outboundhead-of-salesvp-salesseries-a

Expected reply

4-8%

Expected meetings

1-2%

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cold email · Series A / Series B / Bootstrapped

Hiring for RevOps or GTM, JD Open 45+ Days

Target: VP Marketing / CRO / CEO / Founder25–150 employees7 enrichment steps3 touches
outboundrevopshiring-signalwarm-signal

Expected reply

6-12%

Expected meetings

2-4%

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cold email · Seed / Series A / Series B

Two Outbound Tools, No One Running Them Properly

Target: VP Marketing / Head of Marketing / Head of Revenue / Founder20–80 employees8 enrichment steps3 touches
outboundstack-signalovertooledcold-email

Expected reply

5-9%

Expected meetings

1-3%

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cold email · Post-Series A (0–90 days)

Series A Raised, No GTM Infrastructure Built Yet

Target: CEO / Founder / VP Marketing (if recently hired)15–75 employees7 enrichment steps3 touches
outboundpost-series-atiming-playfounder

Expected reply

8-15%

Expected meetings

2-5%

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cold email · Seed / Series A / Series B

New VP Marketing, Inherited Stack, No Results Yet

Target: VP Marketing / Head of Marketing20–100 employees7 enrichment steps3 touches
outboundvp-marketingseries-ainherited-stack

Expected reply

5-10%

Expected meetings

1-3%

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Want us to run one of these for you?

We start with a stack assessment to confirm which play fits your situation and what infrastructure is already in place. Usually free, usually 30 minutes.

Book a Stack Assessment