Understanding GTM Alpha: Gaining Competitive Insight for Success

What GTM Alpha really is A use case from the practice Real signals come from a deep understanding of your market, combined with reverse-engineering your internal data (inbound, page visits, engagement, etc.) and/or open data. This is what the Clay team calls GTM Alpha: having an information and execution advantage over the competition, so you can focus your GTM investments on the leads or accounts with the highest probability of conversion. Let me give a practical example. A client of mine is a video sales engagement platform. By studying SQLs and wins, we figured out that to close a client, they must already believe in video prospecting or at least in an omnichannel approach. So MQL to SQL conversion is higher. So there would be more revenue generated per rep. That’s the real market insight. Now we have to reverse-engineer it. How can we find whether a company has an omnichannel approach, or even better, is about to execute one (maybe with new tech)? I had the idea of scraping open SDR profiles of target companies (with more than 100 employees) where they explicitly mention video sales, sales prospecting, or an omnichannel approach. A couple of seconds later... BINGO. A flow of very qualified leads, ready to be engaged automatically (marketing) or manually by AEs (if named accounts or/and with an open opp)