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Guide / How it all fits

The four-layer GTM stack

Arrange your go-to-market tools in four layers: name the layers before you name a tool, stand up the memory, and send every reply and outcome back to the router with a ledger someone reads.

Motion
Systems
Steps
8
Tools
Freckle, Clay, Postgres
Where it stands
This is the layout our own pipeline runs on.
The play, drawnRead in order. The lit step is where the play ends.

  1. 01

    Name your four layers

  2. 02

    Stand up the memory first

    Postgres

  3. 03

    Build one router

  4. 04

    Put the rules in files

  5. 05

    Score in two numbers

  6. 06

    Build the queue as a view

  7. 07

    One sender per channel

  8. 08

    Send every reply back

In order: Name your four layers, then Stand up the memory first, then Build one router, then Put the rules in files, then Score in two numbers, then Build the queue as a view, then One sender per channel, and finally Send every reply back.

The steps.

  1. 01

    Name your four layers before you name a tool.

    Write one line each: what decides, what remembers, what records, what touches. If one tool is doing two of these, write down which copy wins.

  2. 02

    Stand up the memory first.

    One database you own, with three tables to start: companies keyed on domain, people keyed on profile address or work email, and signals you only ever add to.

    Tool Postgres

  3. 03

    Build one router.

    Every source posts to it. It looks the company and the person up, fills in what is missing, and writes one event in one shape.

  4. 04

    Put the rules in files.

    Segments, triggers, title lists and weights live under version control. The workflow builder reads them. This is what lets you change builders later.

  5. 05

    Score in two numbers.

    Store both on the account: fit, and timing with its decay.

  6. 06

    Build the queue as a view of the database.

    Then show it in the CRM as a list with the score and the reason. Keep it short enough to finish.

  7. 07

    Give each channel one sender and the blocklist one writer.

    Before you add a second writer to any field, decide which one is being retired.

  8. 08

    Send every reply and outcome back to the router.

    As a signal. And give the whole thing a reader: one ledger of what ran, what it decided and what it spent.

Tools used.

The full guide has the board, the reasoning behind each choice and a spec to copy. Read the full guide

Plays that sit next to this one.

  • Systems

    The ICP map

    A raw company list becomes a segmented, tiered map in four passes, with the sources that cost no provider credits going first.

  • Inbound

    The inbound-led outbound engine

    Content creates the demand, capture turns it into signals, qualification and suppression decide who is touched, and three tiers route each one to a rep or a sequence.

  • Systems

    HubSpot Contact Sync

    Ensures all new contacts, replies, and campaign activity from Clay, Smartlead, and HeyReach are synced into HubSpot. Reduces manual CRM entry and supports attribution, lead handoff, and reporting.

All 28 plays

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