Inbound lead enrichment & routing

GTM Excellence · Initiative playbook
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GTM Excellence

Inbound lead enrichment & routing

SDRs spend ~15 min per MQL stitching firmographics, fit scoring, and territory routing by hand.

The problem

SDRs spend ~15 min per MQL stitching firmographics, fit scoring, and territory routing by hand.

The play

Clay waterfall enriches every new HubSpot lead, Claude scores ICP fit against win patterns, and the lead is auto-routed to the right AE with a pre-drafted opener.

Headline KPI

Triage time per MQL
~15 min<1 min
BAU owner
RevOps

Tools in the stack

ClayClaudeHubSpotSlack

Rollout plan

  1. 1
    Discover
    Audit the current process, instrument baseline metrics, and confirm the bottleneck with the BAU owner.
  2. 2
    Design
    Clay waterfall enriches every new HubSpot lead, Claude scores ICP fit against win patterns, and the lead is auto-routed to the right AE with a pre-drafted opener.
  3. 3
    Pilot
    Run with ANZ SMB pod. Measure against the success criteria below; iterate weekly.
  4. 4
    Evaluate
    Review against: ≥95% routing accuracy over 2 weeks. Decide go / no-go with RevOps.
  5. 5
    Embed in BAU
    Hand over to RevOps with runbook, dashboards, and on-call rotation. Schedule 60-day ROI check.

Success criteria

Pilot scope
ANZ SMB pod
Definition of done
≥95% routing accuracy over 2 weeks
BAU owner
RevOps