GTM Engineering's new home

Welcome to the rebrand of claymation. Here's why

Hey GTM Engineers,

It’s been awhile since my last post.

Going from 1 to 2 kids is no joke.

Good news is I’m back at it and starting with a rebrand of Claymation.io.

I’m going from this…

To this: GTM/Engineering

There’s still plenty of tweaks and polish to be applied, so let me know if you see anything out of place.

This will be more than a newsletter and have bunch of additions that’ll be coming, too:

• Prompt library to share what I’ve developed over the last 2 years at Clay

• Automation & workflow guides from my builds

• Claude skill repo to maximize your productivity

• Job board to help you find the next gig

• Resources to help you with your career, AI transformation, and bringing GTM Engineering into your company

So, why the change?

A project earlier this year changed how I think about GTM Engineering.

Now it wasn’t a workflow or new GTM play.

I built a territory command application on top of Clay, which aggregated 1st and 3rd party data, sync’d to Supabase and then used Lovable to vibe code the front-end app.

I then build all sorts of ‘skills’ and workflows on top of the data:

• 1 click ABM landing pages

• 1 click value pyramid generation

• 1 click messaging generation for each level of seniority

• Org chart builder

• Trip planner that suggests who to see when I visit a city

• Prospecting email generation

• Views and insights of all users at my accounts

• and the list goes on…

That’s when it clicked: Clay isn’t a tool anymore.

Clay has become an infrastructure layer for GTM.

And if that was true, then claymation.io, a newsletter about how to build workflows in Clay, was the wrong newsletter for the world I’m living in and hoping to shape.

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How we got here

When I started claymation.io, my goal was to show practitioners how to build GTM systems with Clay, step by step.

But my stack kept evolving and I also started to realize I was falling behind with other tools. So the last 4-5 months, I’ve been spending all of my free time learning, tinkering, and discovering what’s possible.

Claude replaced ChatGPT for most of my reasoning work. I started integrating Claude directly into Clay workflows instead of treating AI as a separate layer. I picked up Lovable for front-end builds. Learned Supbase. Claude Design. And, started building agents and workflows with Clay in the backend for infrastructure and building apps on top..

The Clay-centric newsletter got too tight. And the deeper problem was that I wasn’t really posting only about Clay anymore on the newsletter and on LinkedIn — I was writing about GTM Engineering as a practice. Org design. Hiring. The evolution of the role itself. How to combine tools into systems that actually compound.

Meanwhile, the “claymation” branding had started to feel like a cartoon and it not representing vibes of a newsletter that a CRO forwards to their team.

So: claymation.io is gone. This is GTM/Engineering: gtmengineering.ai.

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What “GTM infrastructure” actually means

Clay as GTM Infrastructure is the growing mental model of what Clay is and where its going.

For most teams, Clay is still thought of as an enrichment tool. You use it to enrich the CRM, build outbound lists, score inbound leads. Those are real use cases. Unfortunately, it’s also the ceiling of what most people build.

But when you start treating Clay as GTM infrastructure (the data and automation layer that other things plug into) the surface area of what you can build expands dramatically. Territory management apps. Account health dashboards. Signal-triggered workflows that route leads before a human ever touches them. Qualification logic that talks to your CRM and your data warehouse simultaneously.

GTM Engineering job postings grew 5,205% year-over-year in 2025 (stat from the State of GTM Engineering). That’s not because more companies need better enrichment tables. It’s because companies are starting to understand revenue teams need their own engineering department.

GTM needs to be thought of as a product, or set of products, that are engineered.

Engineering requires the right building blocks.

Clay is the infrastructure that provides the later.

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On the roadmap

There’s more coming that’ll make this more than just a newsletter.

My goal is this becomes the ultimate resource for GTM Engineering and those that want to build a career around it.

Where are you in the GTM Engineering evolution?

Ask your team to describe what your GTM Engineer does in one sentence.

“Manages our Clay instance and outbound sequences” is workflow thinking.

“Owns the data layer our revenue motion runs on” is infrastructure thinking. Same person, same tools, completely different ceiling.

Most teams are thinking in workflows.

The need to be thinking more like a product team using a new set of infrastructure primitives.

Let’s close that gap and inspire a new era of GTM.

GTM Engineering is still being defined. I’m one of the people trying to define it.

What you’ll find here: how these tools work as a system, how GTM Engineering teams get built, what AI in GTM looks like operationally, and the technical skills that are starting to matter.

Written for the people building it and the leaders deciding what to bet on.

Welcome to GTM/Engineering.

— Alex

p.s. I’d love to share insights and builds from all of you. Just hit me up and throw me a pitch.