Course

GTM Engineering with Clay: Build Your Data, Inbound and Outbound Systems

Michael Slawson

GTM practitioner across 50 b2b companies

Build the data, inbound and outbound systems your pipeline runs on

Most GTM teams still run on a stale target list, a messy CRM and inbound leads that sit for days. The best teams now treat all three as one system: a market sourced from evidence, a CRM that cleans itself, and inbound and outbound that run automatically.

Clay's newest features, Audiences, Workflows and agents, make that system practical for one operator to build and run. The RevOps leader or GTM engineer who ships it becomes the person sales leadership trusts.

In ten live sessions from Dec 1 to Jan 14, you will build that system on your own CRM or a HubSpot demo CRM. You start by hand in a Clay table so you understand every step and its cost, then automate it. There is a holiday break from Dec 21 to Jan 1.

You present your inbound system on demo day 1 and your full system on demo day 2. Those builds are your Clay inbound and outbound certification projects, and a portfolio piece you can show employers.

What you’ll learn

Go from cleaning lists and CRMs by hand to running automated data, inbound and outbound systems in Clay, ready for both certifications.

  • Define your ICP from closed-won evidence, starting with a Clay table built by hand

  • Audit your CRM in Clay Audiences and fix it with waterfall enrichment and clear overwrite rules

  • Work on your own CRM or a HubSpot demo CRM, so you can join without company data

  • Pull every ICP-fit account into Audiences with Sculptor and TAM sourcing, deduplicated against your CRM

  • Add custom attributes with Claygent and know your cost per account before you spend credits

  • Score and tier accounts into 1:1, 1:few and 1:many plays for AEs, SDRs and no-touch

  • Enrich, score and route every form fill to the right owner, with Slack alerts and CRM write-back

  • Keep your CRM clean on autopilot with scheduled re-enrichment, job-change tracking and Workflow Budgets

  • Present it on demo day 1 as your Clay inbound certification project

  • Turn your TAM into a scheduled Workflow and chain research agents for sharper qualification

  • Launch tiered outbound with Clay Sequencer, modeled on a live build booking about 50 positive replies a month

  • Alert reps on buying signals and give them an AI deal brief in Claude or ChatGPT

  • Present your full system on demo day 2 as your Clay outbound certification project and portfolio piece

  • Get hot-seat feedback, like a hiring interview, plus a 1:1 review of your build

  • Leave with a 30-day plan to pass both Clay certifications

Learn directly from Michael

Michael Slawson

Michael Slawson

Contact

Built and sold a 7-figure agency, GTM @ Clipboard Health, Hum Capital, Deloitte

See all products from Michael

Who this course is for

  • Heads of RevOps at PE- or growth-equity-backed B2B companies who know their business and CRM but are new to Clay

  • GTM agencies and operators who still build in Clay tables and want to move to Audiences, Workflows and agents

  • SDRs, AEs and ops pros pivoting into GTM engineering who want a certification-ready portfolio project

What's included

Michael Slawson

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 data or the provided sample dataset and demo CRM. Bring blockers to weekly office hours.

Week 1

Dec 1—Dec 6

    Dec

    1

    Session 1: Foundations - ICP from evidence

    Tue 12/11:00 PM—2:30 PM (EST)

    Dec

    3

    Session 2: Sourcing the market

    Thu 12/31:00 PM—2:30 PM (EST)

Week 2

Dec 7—Dec 13

    Dec

    8

    Session 3: Finding what databases can't

    Tue 12/81:00 PM—2:30 PM (EST)

    Dec

    10

    Session 4: Scoring and tiering

    Thu 12/101:00 PM—2:30 PM (EST)

Frequently asked questions

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Team discount

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Private cohort

Run a cohort for your org

A dedicated cohort with a custom schedule and curriculum, tailored to your team.

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$2,000

USD

Dec 1—Jan 14
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