Unified TAM Scoring System to Align Sales & Marketing

Create a single master spreadsheet/table of all companies that could buy from you

Start by compiling every company in your addressable market into one Clay table. Pull from existing CRM data, LinkedIn Sales Navigator exports, and industry databases. This becomes the single source of truth — no more separate sales and marketing lists. Include basic identifiers: company name, website, industry, and LinkedIn URL.

Enrich each account with headcount, revenue, industry, and geography

Within Clay, run each account through FullEnrich to populate key firmographic fields: employee headcount, estimated annual revenue, industry vertical, headquarters location, and company type (public/private). These fields form the baseline of your ICP fit scoring and help segment accounts before layering in deeper signals.

Pull the tech stack each company currently uses

Use Clay's BuiltWith integration to identify which technologies each account has installed — CRM, marketing automation, e-commerce platforms, analytics tools, etc. This reveals integration compatibility, budget signals, and competitive displacement opportunities. Accounts running complementary or competing tools can be scored accordingly.

Identify additional software and infrastructure tools in use

Layer in TheirStack data to capture software signals BuiltWith may miss, particularly developer tools, cloud infrastructure, and SaaS products. This gives a fuller picture of the company's tech sophistication and spending patterns. Combine both technographic sources in Clay columns for a comprehensive stack profile per account.

Pull recent funding rounds, investor data, and company growth stage

Connect Clay to Crunchbase to enrich each account with funding history, latest round size, investors, and founding date. Funded companies — especially those with recent Series A/B — often have active budgets and hiring mandates. Flag accounts with funding in the last 6-12 months as elevated-priority intent signals.

Identify job postings, technology adoption events, and growth triggers

Use PredictLeads within Clay to surface real-time signals: new job postings in relevant departments (e.g., sales ops, marketing, RevOps), technology adoption or removal events, and company expansion signals. A company hiring 5 SDRs is a warm signal for sales tooling. These behavioral signals are among the strongest intent indicators in the model.

Identify key decision-makers and buying committee members at each account

Cross-reference each account against LinkedIn Sales Navigator to identify the right contacts — VP Sales, CMO, RevOps leads, etc. — depending on your ICP. Export contact-level data into Clay columns alongside account data. This ensures that when an account is tiered and handed to sales, the rep already knows who to contact, not just which company to target.

Create a weighted scoring formula based on closed-won and churned account attributes

In Clay, build a formula column that scores each account using weighted attributes derived from your historical closed-won data. High-weight positive signals: matches ICP firmographics, uses complementary tech, recently funded, actively hiring in relevant roles. Negative signals: firmographics matching churned accounts, no recent growth signals. Normalize the score to a 0–100 scale.

Segment accounts into Tier 1, 2, and 3 based on ICP score

Apply a tiering rule in Clay: Tier 1 (score 75–100) receives full resources — personalized multi-channel outreach, dedicated SDR sequences, and account-based marketing campaigns. Tier 2 (score 40–74) gets semi-personalized outreach and targeted ads. Tier 3 (score 0–39) enters long-term nurture sequences. Export tier assignments back to your CRM so sales reps see the tier before the first touchpoint.

Push enriched, scored, and tiered account data into the CRM for both sales and marketing use

Sync the final Clay table — with all enrichment fields, scores, tiers, and key contacts — to your CRM via native integration or Zapier. Create custom CRM fields for ICP Score and Account Tier. Marketing uses this list to build campaign audiences. Sales uses it for outreach prioritization. Both teams now reference identical account data, eliminating list fragmentation.

Run paid, email, and ABM campaigns filtered by account tier

Marketing builds campaign audiences directly from the CRM tier segments rather than uploading separate lists. Tier 1 accounts get ABM-level investment: LinkedIn ads, personalized landing pages, direct mail. Tier 2 gets scaled campaigns. Tier 3 gets low-cost nurture content. Attribution is measured at the account level against pipeline created from target accounts, not MQL volume.

Report on pipeline generated from Tier 1 and Tier 2 target accounts

Create CRM dashboards that track pipeline and revenue by account tier, replacing the MQL-volume metric. Marketing is measured on how much pipeline is sourced from Tier 1 target accounts. Sales is measured on conversion rates within those same tiers. This shared accountability model eliminates the blame game because both teams are judged on the same downstream outcomes from the same account universe.