You have Clay tables. Which of them move revenue?
Clay is strong at enrichment and research. It goes wrong when it becomes the place your GTM data lives. We make it feed everything else, for plays that have earned it.
What you're after
Coverage that converts
The right contacts and numbers for your actual account list, with providers tested on it first.
Research reused everywhere
The work behind a good list also feeds your CRM, your agents and your reporting.
Credits that pay back
Every column changes who gets worked or what they hear, or it gets turned off.
Why Clay setups stall
- Tables multiply, and nobody knows which one is current
- One data provider assumed best, credits spent everywhere
- Research stuck inside Clay, measured in meetings booked
- Clay as a step in a pipeline, not a destination
- Providers tested side by side on your own accounts
- Results land in your warehouse and CRM, read against a comparison
Illustrative: one Clay credit audit
Illustrative. Companies, people and numbers are fictional. Northwind sells route-planning software to logistics companies, and its Clay workspace spends 18,000 credits a month.
| Clay table | Credits a month | What it feeds | Decision |
|---|---|---|---|
| New VP Operations alert | 2,400 | The peak-season play. 3.1× the baseline meeting rate on past deals, and it held on unseen accounts | Keep in Clay |
| Phone waterfall, 4 providers | 3,300 | Dialer coverage for the same play | Keep. Drop the provider that adds the fewest new numbers |
| Account history lookups | 2,900 | Fields the CRM already holds, pulled again | Move to the warehouse and read them there |
| Fleet-size research prompt | 2,100 | Account tiering, rerun every week on every account | Move to a smaller model on warehouse rows, run monthly |
| Third-party intent surge | 5,600 | Nothing. 1.1× on past deals, and it failed on unseen accounts | Stop the run |
| Tech-stack lookup | 1,700 | A column no play reads | Stop the run |
The rule behind each decision
A table stays in Clay when it changes who gets worked or what they hear, and nothing cheaper gives the same answer. Lookups your CRM or warehouse already holds move to the warehouse. Repeated classification moves to a smaller model. Anything no play reads stops.
In this audit, Northwind's Clay spend falls from 18,000 to 5,700 credits a month before the weakest phone provider comes out, and the play that reaches buyers keeps every column it uses.
Where Clay fits in each step
- Step 011
Connect your data
Clay's enrichment and research land in your warehouse next to CRM, sequencer, dialer and call data. The warehouse is the record, and Clay is a research step.
- Step 022
Prioritize by revenue impact
Quick Clay pulls test a segment or signal before anything ships. Signals are back-tested on past deals and on accounts the analysis never saw.
- Step 033
Ship into the tools your team uses
Once the play works by hand, a Clay workflow takes over the steps that earned it and feeds drafts to your sequencer and dialer for approval.
- Step 044
Keep improving
We rerun the audit whenever a play changes, so a table that stopped changing who gets worked stops spending credits.
GTM AI Bootcamp
In a bootcamp we find your costliest buyer decision first, then decide which Clay tables the play needs and which can stop.
Before you book
We already build in Clay. What would you change?
We'd start with an audit like the one above, then read the play those tables feed against comparison accounts. What we add for in-house builders.
We have an agency's Clay setup. Do we start over?
Rarely. We keep what feeds a working play, connect it to your warehouse, and turn off what doesn't.
Is Clay your system of record?
No. That's your CRM and your warehouse. Clay does research and enrichment that lands in both.
Do you have a relationship with Clay?
We use Clay in client work and buy credits we bill through at cost. If we join any vendor's partner program, we'll say so on this page. How we recommend tools.
Find out which tables earn their credits
Bring your Clay workspace and the number you answer for. We'll walk the audit with you in 30 minutes.
Book a call