GTM:METRICS/Modules

Where your next clients come from, and how you find more like them

List building, enrichment waterfalls, suppression, dedupe and fit scoring. The module most people come for, because a company at launch needs clients before it needs anything else.

First result A scored list you can send toRuns Weeks 2 to 5Built in Clay, HubSpot

What this actually is

Every company has a lead source. Almost nobody can name which one produced their last ten customers. This module answers that question and then builds the machinery to produce more of whatever the answer was.

It splits into two halves. The first is archaeology: reading what already closed and working backwards to where those people came from. The second is construction: a repeatable way to find more of them, enrich them enough to be worth contacting, and score them so the good ones get attention first.

What gets built

  • Source attribution on what you already have. Every record in the CRM tagged with where it came from, in a field nothing else is allowed to overwrite. Without this the rest is guesswork.
  • An ICP list build. Built from the fit definition, not from a saved search somebody made once. Deduped against your existing customers, partners and open opportunities before it is used.
  • An enrichment waterfall. Multiple providers in a fallback chain rather than one vendor, because no single source covers a whole list. Usually Clay orchestrating three to five sources, with a cost ceiling per record.
  • Fit scoring. A score that means something operationally, so a sequence can branch on it and a person can trust it.
  • Suppression. Existing customers, open deals, opted out, recently contacted, in flight elsewhere. Checked before enrolment rather than apologised for afterwards.
  • One record per person, permanently. Dedupe rules that survive the next import, not a one-off cleanup that decays in six weeks.

The part that saves the most money

Enrichment is priced per record, so the cheapest enrichment is the record you never enrich. Filtering hard before enrichment rather than after routinely cuts spend by more than half on a first build, because most lists arrive with a large tail that was never going to be contacted.

A number worth knowing. On a typical first build, somewhere between a fifth and a third of an imported list turns out to be already in the CRM, already a customer, or already opted out. Suppression before enrichment is not tidiness, it is the single biggest cost line you control.

How it runs

WhenWhat happens
Week 2Source attribution on existing records, and the archaeology on what closed.
Week 3First ICP list built, deduped and suppressed. This is the deliverable people can see.
Weeks 4 to 5The enrichment waterfall and fit scoring, built to run on every new record rather than as a one-off.

What you keep

The list, the scoring model, and the Clay tables that produce them. All of it runs in your account under your licence, so it keeps working whether or not the engagement continues.

When this is not the right module

If you have plenty of leads and they are not converting, this is the wrong end of the problem. Start with pipeline and conversion. More top of funnel poured into a leaking pipeline makes the leak more expensive, not less.

Where this connects

AnswerWhat to suppress before you sendModule 03Outbound and campaignsModule 05Pipeline and conversion
WHERE THIS STARTS

You get the map first.

The first two weeks produce a status map of your own stack. Every piece named, colour coded by how proven it is, gaps included. You keep it whether or not we work together.

Get the map See the six modules