---
type: "Service"
title: "GTM engineering and Clay"
description: "We turn the research, enrichment and prioritization your sales team does by hand into automated workflows."
url: "https://www.roicool.com/en/services/gtm-engineering"
lang: "en"
dateModified: "2026-10-21"
expert: "Semih Bayındır"
resource: "https://www.roicool.com/en/services/gtm-engineering"
alternates:
  tr: "https://www.roicool.com/hizmetler/gtm-engineering.md"
generated: { by: "process:roicool-cms", at: "2026-10-21T19:11:05.617Z" }
related:
  - { title: "Serkan Hezar", resource: "https://www.roicool.com/en/projects/serkan-hezar.md" }
  - { title: "All projects", resource: "https://www.roicool.com/en/case-studies.md" }
  - { title: "Lead generation that turns into customers, not just clicks", resource: "https://www.roicool.com/en/services/lead-generation-agency.md" }
  - { title: "Apollo.io consulting", resource: "https://www.roicool.com/en/services/apollo-consulting.md" }
  - { title: "Email deliverability", resource: "https://www.roicool.com/en/services/email-deliverability.md" }
  - { title: "Call tracking and WhatsApp integration", resource: "https://www.roicool.com/en/services/call-tracking-whatsapp.md" }
---

# GTM engineering and Clay

GTM engineering (go-to-market engineering) is the discipline of turning sales and marketing work such as finding target accounts, data enrichment, scoring, personalization and routing into automated workflows with Clay, the CRM, outbound and automation tools. Roicool builds these workflows together with your ICP definition and CRM.

- Your sales team spends hours every week building lists and doing research.
- A single data source can't find a large part of your target audience.
- Which accounts get priority is decided by gut feel.
- You want to use signals such as website visits and job postings.

### Data and enrichment

Sequential enrichment from several providers with Clay; verification of company and contact data.

### Signals and scoring

Prioritizing accounts with signals such as growth, hiring and technology use.

### Personalization

Account- and contact-level inputs for messages; templates your team checks.

### Routing

Automatic transfer and assignment to the CRM, [Apollo](https://www.roicool.com/en/services/apollo-consulting) or other outbound tools.

### Documentation

Inputs, outputs, cost and maintenance notes for each workflow.

1. **ICP and workflow discovery**
2. **Data sources and cost plan**
3. **Building and testing the workflows**
4. **CRM and outbound connections**
5. **Handover and training**

- Workflow map and documentation
- Clay tables and automations, set up
- Scoring model
- Training

## Work we did in this area

- [Serkan Hezar](https://www.roicool.com/en/projects/serkan-hezar)
- [All projects](https://www.roicool.com/en/case-studies)

## More services in Lead generation that turns into customers, not just clicks

- [Lead generation that turns into customers, not just clicks](https://www.roicool.com/en/services/lead-generation-agency)
- [Apollo.io consulting](https://www.roicool.com/en/services/apollo-consulting)
- [Email deliverability](https://www.roicool.com/en/services/email-deliverability)
- [Call tracking and WhatsApp integration](https://www.roicool.com/en/services/call-tracking-whatsapp)

## FAQ

### What is GTM engineering?

Go-to-market engineering is the discipline of building automated workflows for the data collection, enrichment, scoring and routing work in sales and marketing. It uses Clay, the CRM, outbound tools and automation platforms together.

### What does Clay do?

Clay is a data and workflow tool that enriches company and contact data by querying several sources in sequence, then uses that data for scoring and personalization.

### Does it have anything to do with Google Tag Manager?

No. GTM here stands for go-to-market; it should not be confused with Google Tag Manager.

### Which automation tools do you work with?

Clay, Apollo, CRMs and automation platforms such as Make, n8n or Zapier. We choose the tool based on how complex the workflow is and on your budget.

### Does a small sales team need this?

If the team is small and the target list is limited, manual research may be enough. When volume grows and the same tasks keep repeating, automation saves time.

Breadcrumb: [Home](https://www.roicool.com/en) › [Services](https://www.roicool.com/en/services) › [Lead generation that turns into customers, not just clicks](https://www.roicool.com/en/services/lead-generation-agency) › GTM engineering and Clay

Source: https://www.roicool.com/en/services/gtm-engineering · Last updated: 2026-10-21