CRM Hygiene with Clay: Stop Cleaning Your CRM by Hand
Michael Slawson
GTM practitioner across 50 b2b companies
Stop cleaning your CRM by hand and get your Fridays back
No head of RevOps wants to spend Fridays merging duplicates, chasing missing titles, and fixing lead routing that broke again. Yet most teams still clean their CRM by hand, in bursts, usually after a bad board report.
It doesn't have to work that way anymore. With Clay you can audit, enrich, route and re-check your CRM continuously, inside a fixed credit budget. Clean data makes routing, scoring, forecasting and reporting work, and teams that automate this move faster than teams still doing it manually.
In five live sessions you will build an always-on hygiene and inbound routing system. You start by hand in a Clay table so you understand every step and its cost, then automate it with Clay Workflows.
Moving into GTM engineering? You don't need a company CRM. Every student gets a sample dataset and demo CRM, and your final build doubles as your Clay inbound certification project and a portfolio piece you can show employers.
What you’ll learn
Go from cleaning your CRM in painful bursts to an always-on system that enriches, routes and re-checks data on its own.
Pull Salesforce, HubSpot or the provided demo CRM into Clay Audiences and score fill rates, duplicates and stale records
Focus only on the fields that drive routing, scoring and reporting
Build waterfall enrichment with clear overwrite rules and CRM field mapping
Know your cost per filled field so reps trust the data and finance trusts the spend
Build each enrichment by hand in a Clay table first, so you know how it works before you automate it
Turn every form fill into a Clay Workflow that enriches, scores and assigns an owner
Alert reps in Slack and write results back to the CRM automatically
Schedule re-enrichment and job-change tracking as Clay Workflows
Set Workflow Budgets so automated spend stays inside a number you can defend
Tie cleaner data to pipeline with Audiences reporting, not vanity fill rates
Present a before/after scorecard your CRO and board will understand
Submit it as your Clay inbound certification project and defend it in a live hot seat
Learn directly from Michael
Michael Slawson
Built and sold a 7-figure agency, GTM @ Clipboard Health, Hum Capital, Deloitte
Who this course is for
Heads of RevOps at PE-backed or growth-stage B2B companies who own the CRM and are new to Clay
Ops leaders who lose hours every week to manual data cleanup and broken lead routing
SDRs, AEs and ops pros pivoting into GTM engineering who want a certification-ready portfolio project
What's included
Live sessions
Learn directly from Michael Slawson in a real-time, interactive format.
Lifetime access
Go back to course content and recordings whenever you need to.
Community of peers
Stay accountable and share insights with like-minded professionals.
Certificate of completion
Share your new skills with your employer or on LinkedIn.
Maven Guarantee
Your purchase is backed by the Maven Guarantee.
Course syllabus
Live sessions
3 hrs / week
Two 90-minute live build sessions per week. Recordings available.
Capstone project and office hours
2 hrs / week
Build on your own CRM or the provided sample dataset and demo CRM. Bring blockers to weekly office hours.
Week 1
Dec
3
Session 1: Audit before you enrich
Week 2
Dec
8
Session 2: Foundations - enrichment by hand
Dec
10
Session 3: Inbound speed and routing
Frequently asked questions
Maven for Teams
Reimbursement
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Everything L&D needs: email template, receipts, and certificate of completion.
Get reimbursedTeam discount
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