Clay for private equity · Engineered GTM

The opening

Clay created the demand. It can't fulfil it in the UK.

Clay is going direct to sponsors with workshops and a maturity framework, and it's working. But Clay sells the platform, not the build, and almost every serious implementation partner is US-based. Board-level mandate, no one local to engineer it into a working system.

#1 UKClay Cup 2025

0UK PE Clay partners

Clay

Creates the demand

Workshops and a maturity framework, direct to sponsors. It's working.

→

The gap

No one local to build it

Clay sells the platform, not the build. Serious partners are US-based.

→

Engineered GTM

We engineer it, owned

An owned engine in each portco, on its own data. The gain survives exit.

01 / What we install

Found in the portco's wins. Engineered in Clay. Owned at exit.

One engine per company, on its own data. Owned by the company, kept at exit. How we do Clay →

Per portco compounds

Portco closed-won analysis

38 deals analysed / 5 patterns found

Manufacturing 200-500 emp34%

ERP migration signal28%

VP Ops as buyer22%

ICP fingerprint

Ready to build

01 / Find the edge

Find

We dig into the portco's closed-won to find why their best customers actually bought.

Clay table · portco build

Company Title ICP score Signal Claygent Email

Enrichment sources5 wired

Scoring formulalive

CRM syncbi-directional

7 tables engineered

02 / Build in Clay

Engineer

We build Clay tables, enrichment, scoring and CRM sync in the portco's own account.

Clay production · portco nightly

Records enriched2,847

ICP matches found312

Synced to CRM312 / 312

Sequences triggered48

Pipeline generated

Proven

03 / Run it live

Operate

We run it on portco data until it produces. Proven before a bigger commitment.

Portco workspace

Clay admin accessTransferred

7 production tablesDocumented

CRM integrationTheirs

Runbook + playbookDelivered

The portco owns it. Survives exit.

04 / Hand over the keys

Own

Tables, workflows and the runbook belong to the portco. The gain survives exit.

Per portco, every time. Find it · build it · run it · hand over the keys.

Why it matters in a hold

The difference at exit.

Code, workflows, scoring model and the runbook. Transferred, not rented.

Rented motion

Agency runs the motionvendor seat

Capability lives in their teamleaves

At exit, buyer seesa discount

Diligence findingvendor risk

Owned engine

Built on portco's dataowned

Code, data, runbook transferredstays

At exit, buyer seesan asset

Diligence findingdurable value

02 / Proof

PE-grade work, on real revenue.

Both engines still run today, owned by the client. All proof →

Fintech · AI-powered disputes

The challenge: Messy spreadsheets, manual enrichment, HubSpot chaos. Sales wasted hours researching instead of selling.

What we built: Automated enrichment pipelines, HubSpot-Clay two-way sync, deduplication, persona scoring. No more research chaos.

"They understood it immediately, echoed it back clearly, and executed. We now have clean enrichment, strong infrastructure, and real confidence in our account data."

Tim BulensDirector of Growth

Full TAMEnriched

ZeroManual research

NightlyData refresh

DevTools · Data Infrastructure

The challenge: Static CRM, no context on contacts, no way to know which accounts deserved attention. Intelligence lived in spreadsheets.

What we built: 7 revenue-grade workflows: enrichment, job-change detection, bi-directional sync. Their CRM keeps itself accurate 24/7.

"They worked out exactly what workflows we needed and gave them to us in a scalable way. Now we have enriched data flowing through, and a partner who gets what a scale-up needs."

Hugo LuCEO

End-to-endData engine

24/7Auto-enrichment

100%They own it

"The team built a solution that keeps our database up to date with the details we need, and lets us maximise the return on our pipeline generation."

Greg MersonHead of RevOps

"They re-architected the entire system from the ground up. Advanced workbooks, four distinct use cases, smart conditional routing. All with clear thinking and fast execution."

Ariel LevinHead of Sales & Marketing

04 / The next move

Put a number on the
leak in a portco.

Send us a portfolio company and we'll hand back a blueprint of exactly where its revenue motion leaks, with the public signals behind it, before anyone signs anything. Then we build the Clay engine the company owns.

Talk to us about your portfolio → Our PE practice →

Every phase ships against a system spec we both sign.

Pipeline Blueprint report showing 3 revenue leaks found

03 / Straight answers

Clay for PE, answered.

For sponsors and operating partners evaluating Clay across a portfolio.

Why use Clay across a PE portfolio?

Clay lets a portfolio company build a pipeline engine on its own first-party data instead of buying the same lists as everyone else. Deployed well it lifts pipeline and rep productivity quickly. The catch is that Clay is a blank canvas: it needs engineering to become a working system, and Clay's own implementation partners are almost all US-based.

Doesn't Clay work with PE firms directly?

Clay sells the platform and runs workshops, which creates implementation demand it does not fulfil as a service, especially in the UK and Europe. We are the build: the #1 UK Clay Cup team, engineering Clay into an owned engine each portco keeps.

Does the portco own the Clay build?

Yes. The Clay tables, workflows, enrichment logic, scoring and the runbook are the portco's. The value-creation gain is a durable owned asset that survives the hold and the exit, not a vendor dependency.

What does it cost?

We price the engine against what it replaces in-house, and you see the number after a Pipeline Blueprint shows exactly where that portco's pipeline leaks. We scope it before you commit, and you never pay for a phase until it is met and verified.