Episode Details

Clay generated 6 million LinkedIn impressions in three months without running a single ad. Here's what they actually did and why it works.

Most B2B companies spend 70 to 80% of their GTM budget chasing demand. Clay flipped that. I've seen this playbook before. I ran it at Terminus ten years ago when we built the ABM category from zero, and watching Clay do it now with the GTM engineer role is the same pattern at a different moment in time. In this episode I break down the two moves that drove Clay's results, how they connect to Pillar 3 of the GTM Operating System (Brand and Demand), and what your business can steal from this week.

⏱ TIMESTAMPS
(00:00) The Clay story most people are missing
(01:30) Why 70-80% of your GTM budget is going to the wrong place
(03:00) What Sangram did at Terminus that mirrors Clay's playbook
(04:30) Lesson 1: Category creation as a brand engine
(05:45) Lesson 2: The role you champion becomes the demand you own
(07:00) GTM OS Pillar 3: Brand and Demand
(07:45) What to do with this this week

📌 See where your GTM stands: runongtmos.com/move