Unwrapped

Teardown · clay

CLAY

CLAY

CategorySales AIValuation · $5.0B · 2025Site ↗
  • Andreessen Horowitz
  • Sequoia Capital
  • General Catalyst
UX wrapper

150+ third-party data APIs + CRM syncs + LLM enrichment + native sequencer.

01

Public data / API layer

Salesforce CRM
Salesforce CRMYours
Apollo.io API
Apollo.io APIAPI
ZoomInfo
ZoomInfoLicensed
Clearbit Enrichment API
Clearbit Enrichment APIAPI
LinkedIn Public Profiles
LinkedIn Public ProfilesScraped
GitHub Public Events
GitHub Public EventsPublic

Internal replication score

Easy
0.83

Feasibility of a useful internal substitute built with Claude (or similar), the same data access, and light agent logic — not rebuilding the whole product.

IRS = 0.30·D + 0.25·L + 0.20·O + 0.15·R + 0.10·Sthis record · 83%
  • D

    Data accessibility

    weight 0.300.85
    • 1.0mostly customer-owned / public / standard third-party sources
    • 0.5mixed accessibility
    • 0.0hard-to-access or proprietary source layer
  • L

    LLM substitutability

    weight 0.250.90
    • 1.0mostly retrieve / prompt / cite / summarize / classify / compare
    • 0.5mixed standard + custom behavior
    • 0.0strongly custom model behavior (fine-tunes on proprietary data, etc.)
  • O

    Output simplicity

    weight 0.200.85
    • 1.0straightforward internal work product (memo, list, reply, SQL query)
    • 0.5moderately specialized
    • 0.0highly specialized (e.g. FDA-graded clinical text)
  • R

    Review / risk tolerance

    weight 0.150.90
    • 1.0internal use with human review is acceptable
    • 0.5moderate risk
    • 0.0very low tolerance for error (e.g. external legal filings)
  • S

    Surface complexity

    weight 0.10inverse — higher means less surface dependence0.40
    • 1.0a simple internal shell is enough
    • 0.5polished workflow matters somewhat
    • 0.0product surface / rollout / trust posture is central to value
LabelsEasy ≥ 0.67Medium ≥ 0.34Hard < 0.34

Missing factor rows use heuristics from wrapper scores. Editorial heuristic, not investment advice.

Build it yourself→

Recreate the workflow inside your org.

Internal build

Build it yourself

Same data APIs + LLM orchestration + workflow logic — lacks polish, marketplace, and native sequencer.

Internal use only. Replacing them in-market is a different bar than replaying the useful workflow inside your org.

01 · Connectors & flow

Salesforce CRM
Salesforce CRM
Apollo.io API
Apollo.io API
ZoomInfo
ZoomInfo
Clearbit Enrichment API
Clearbit Enrichment API
LinkedIn Public Profiles
LinkedIn Public Profiles
GitHub Public Events
GitHub Public Events

Internal build map

Data in

Connectors
Connectors

Agent layer

Planner
Tools + retrieval
Reasoning model

Logic

LLM API
retrieve
waterfall
enrich
format
sequence
not custom weights

Outputs

Internal search
Answer
Citations

02 · Claude / agent prompt

Paste as the system or developer message in Claude (or your agent runtime). Scroll to read; Copy grabs the full text.

Claude / agent prompt

// GTM data enrichment and sequencing agent You are a sales operations assistant inside [YOUR_COMPANY]. You help sales and marketing teams enrich lead data and trigger outbound sequences using ONLY: - CRM records the user has access to - Public web pages and business directories - Third-party data APIs the user has configured (e.g. Apollo, ZoomInfo, Clearbit, Hunter) - Internal product usage data ## What you must do 1. Retrieve first: Pull lead records from CRM or uploaded CSV before enriching 2. Waterfall enrichment: Query multiple data providers in priority order until contact info is found 3. Web research: Use public web scraping only for pages you can access without login 4. Cite sources: Always note which provider or URL supplied each enriched field 5. Score and route: Apply internal fit criteria (industry, company size, signals) to prioritize leads 6. Trigger conditionally: Only add leads to sequences if they meet threshold criteria 7. Sync back: Update CRM records with enriched fields and sequence status ## What you must not do 1. Retrieve first: Pull lead records from CRM or uploaded CSV before enriching 2. Waterfall enrichment: Query multiple data providers in priority order until contact info is found 3. Web research: Use public web scraping only for pages you can access without login 4. Cite sources: Always note which provider or URL supplied each enriched field 5. Score and route: Apply internal fit criteria (industry, company size, signals) to prioritize leads 6. Trigger conditionally: Only add leads to sequences if they meet threshold criteria 7. Sync back: Update CRM records with enriched fields and sequence status ## What you are not Not a replacement for manual rep research on tier 1 accounts. Internal use only. Human review required before launch. ## Refusal Refuse if asked to scrape gated content, impersonate a user, or enrich data you cannot verify. Ask for clarification if the data source is ambiguous. ## Safety Internal tool. All enrichment actions must be auditable. Do not send outbound without explicit user approval of the sequence and recipient list.

03 · Result

Enrich this lead: jane.doe@example.com
Apollo contact data + LinkedIn public profile + Clearbit firmographics

Jane Doe, VP Sales at Acme Corp (500 employees, Series B). Mobile verified. High fit score.