Understory's GTM Engineering Services

GTM engineering is part outbound and part RevOps and systems. It's signal-based outbound built on top of Clay, Instantly, HeyReach, and custom Claude Code workflows. A traditional SDR agency rents you reps who send the same template to the same scraped list. GTM engineering builds a system: enrichment, signal detection, AI-personalized copy, deliverability infrastructure, and CRM attribution, all running as one workflow. Humans set the strategy. The system handles the throughput. GTM engineering is a series of workflows and systems designed to enhance all things revenue.

We're an Allbound agency, and Clay is a large component of what we do. We're an Enterprise Clay Partner and one of the first five Clay Experts certified. Every prospect is enriched through a custom waterfall (multiple data sources stacked for accuracy), every email is double-validated before sending, and Claude/AI-driven personalization runs against custom variables we build for your ICP. You don't need your own Clay license; we run it on our table.

Roughly three to four weeks. Month one is almost entirely setup: domain registration, DNS, warm-up, ICP intake, list building, copy, sequencing, and inbox configuration. Sending starts in the back half of month one or the start of month two. The reason isn't slowness, it's deliverability. Sending too fast on cold domains is how you land in spam and burn the channel.

Instead of blasting the same list every week, we send when something specific happens: a job change, a new funding round, a product launch, a competitor switch, a website visit, a LinkedIn engagement with your content, a job posting that signals hiring direction, a new tool added to a company's stack, an executive podcast or conference appearance, or a press mention. Signal sources span website deanonymization, social listening, custom scrapers built in Claude Code, and Clay enrichment that ties them all together. The right message hits the right person at the moment they're actually in-market.

We register and configure dedicated sending domains separate from your primary domain (so a deliverability issue never threatens your real email). Each inbox runs through premium private AI-powered warm-up, mimicking human sending patterns until reputation is established. We rotate inboxes monthly, run regular inbox-placement tests against major providers, and never trust in-platform spam scores alone.

Both, orchestrated as one channel. We run LinkedIn outreach through HeyReach (we're a HeyReach Expert partner), coordinated with email sequences so a prospect doesn't get hit on both surfaces in the same hour. Connection requests, follow-ups, and DM sequences are scoped to the same ICP and copy framework as email, with replies routed into a unified inbox.

Through OutboundSync, which is the cleanest pipe between sequencers like Instantly and your CRM. We're an OutboundSync Gold Agency Partner. Every outbound send, open, reply, and meeting lands on the contact record with source attribution. Replies route into Slack instantly, and your sales team picks them up natively in HubSpot or Salesforce without a separate inbox.

We build them. Most engagements start with us building from scratch using Clay as well as many custom scrapers built in Claude Code when off-the-shelf tools miss. If you have an existing list, we audit it, dedupe, re-enrich, and validate before any sending. Lookalike modeling against your closed-won customers is part of the standard process.

We write it. Every email, LinkedIn message, and follow-up is written by our team, then run through 2-3 AI-generated variants tested in the first 40% of the campaign. The winning variant gets weighted up. You review and approve all copy before launch and can edit anything that doesn't match your voice.

You get a live client-facing dashboard tracking opens, replies, positive replies, meetings booked, opportunities created, and pipeline sourced. On top of that, biweekly working sessions where we review what's working, what's not, and what's shipping next. Monthly reports tie outbound activity to CRM pipeline so you can see channel ROI without unpacking spreadsheets.