Infrastructure
The four layers of GTM infrastructure
Data, orchestration, execution, then agents. Campaigns don’t compound. Systems do.
The loop
- 01Put TAM in a durable data layerNot a 50k-row sheet. Audiences: CRM + warehouse, no row cap.
- 02Treat every state change as a triggerSignup, job change, usage spike — orchestration decides the play.
- 03Keep execution channels dumbEmail, ads, CRM send what orchestration already decided.
- 04Add agents lastAlways-on research on clean records. They pick accounts, copy, timing.
- 05Compound, don’t campaignKlaviyo: >900k Salesforce/Snowflake records, job-change alerts on a loop.
Everett Berry’s framing is infrastructure, not campaigns. Three layers used to be table stakes — a data layer that can hold TAM, orchestration that turns state changes into plays, execution channels that send what was already decided. The teams pulling away add a fourth: agents that keep researching while the team sleeps, and get better at the goal they were given.
Specialty tools assume they can capture the uniqueness of your motion. Clay’s bet is they cannot. Audiences is the data layer that everything else plugs into — CRM, warehouse, unlimited people/company search instead of a 50k-row sheet. Klaviyo’s example in the piece: >900k Salesforce and Snowflake records enriched continuously, job-change signals into rep alerts. Individual tools save time. A system with agents on top compounds.
