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Free Lesson
GTM Data Architecture: Foundation, Enrichment, & Action
Part of GTM Engineering
45 min
Sep 10, 2025 12:00 PM
Virtual (Zoom)
In this video
What you'll learn
How to Architect the Foundation
Set up data to flow cleanly across platforms, use custom objects for signals and intent, and build systems that scale
How to Build the Enrichment Layer
Use enrichment to fill in data gaps, score prospects and customers, & build re-enrichment automations to keep data fresh
Why Data Quality is Crucial for GTM Success
Clean data informs downstream workflows like orchestrating outreach to warm prospects or ranking top accounts to engage
Why this topic matters
Most operators live in reactive mode, patching workflows and fixing data gaps. A scalable GTM architecture changes that by ensuring clean data, systematic enrichment, and actionable signals. With reliable data, operators can scale their impact, power downstream plays, surface key data to stakeholders, and drive better GTM execution across their org.
You'll learn from
Manny Adelstein
GTM Engineering Internally at Clay