<aside> 📖

Table of Contents

</aside>

Context — what are we solving for?

• Reps know that deep account and contact research, with a lens towards unique attributes and fit with Forma’s ICP, are key to breaking into accounts and establishing initial deal momentum
• The research process carries a high admin burden / time cost, and reduces overall selling time, driving down LTV/CAC
• We leverage the power of our existing GTM tech stack (Clay, Apollo, SalesNav, Zoom, Salesforce, Slack, etc.) to materially increase efficiency and accuracy

What we built

• A seamless Slack-based workflow leveraging Clay for deep AI-driven research & enrichment
• Key outcomes
  • Improved Efficiency – save time, sell more
  • Deeper Insights – uncover hidden data that’s actually meaningful
  • Better Prospecting – higher success breaking into top target accounts

Workflow overview

• Rep submits 15 second form
• 30+ enrichments kick off in Clay to research and summarize key account and contact level information
• Response is provided back in Slack, Apollo, Salesforce

Research results — what insights are gathered?

Account level

• Research, scrape, and summarize current benefits
• Summarize the company’s position in the industry and competitive landscape