Competitive Displacement Research Automation

Clay Salesforce AI Automation Enrichment Data Pipeline CRM
2025

Built and implemented by me as part of the GTM Operations team. Project design and direction from the Director of GTM Operations.

Objective

The team was paying $60K/year for a contractor to manually research 2,000 accounts over six months. The output: a spreadsheet with yes/no answers across 15 compliance services. Not actionable. Reps couldn't do anything with "yes, they do SOC 2" — they needed to know who was providing it and why the company needed it. The goal was to replace that with automated research that actually helped reps sell.

About the build

Built a Clay workflow that researched 2,000 accounts across 15 compliance services. For each service, the workflow captured three things: whether the company used it, the reason they needed it, and which competitor was currently providing it. That three-part structure turned binary data into displacement intelligence. The results were pushed directly into Salesforce where reps work.

Timeline: deployed 20/03/2025, fully live in Salesforce by 22/05/2025. The Clay contract also cost $10K less than the manual research contract it replaced.

Results

1M+ data points returned across 2,000 accounts (vs ~30K with manual research)
15x more useful data points per account
83% reduction in research costs
6x faster research timeline
$6.8M total pipeline generated or identified (Mar–Dec 2025)
$3.3M closed revenue attributed
Read the Clay customer case study → Also featured in: AI-Enabled GTM for Private Equity →