There are many ways to talk about go-to-market, but what we care about most is execution. Many teams can come up with great ideas. The real challenge lies in following through on those ideas with clean, consistent execution. The gap between strategy and action is where things break, and that's where our processes come in.

We don’t chase tools just because they’re new. Instead, we focus on systems that help us move faster, stay organized, and scale outcomes across the entire sales motion. If a tool adds complexity without providing value, we cut it. If it helps us hit outcomes more efficiently, we go all in.

The mistake most teams make is letting tools lead the strategy. Our belief is the opposite: Strategy leads. Tools follow. We define the outcomes we want first, then select, configure, and connect the tools that support that workflow. Tools aren’t there to impress, they’re there to serve.

‍

How We Actually Choose Tools

Here’s our internal rubric: every time we bring in a new tool, it needs to check the majority of these five boxes:

• Does it accelerate the sales motion without sacrificing quality?
• Does it make every step of the funnel, from lead generation to conversion, more precise?
• Does it enhance our ability to track and optimize the customer journey across all stages?
• Does it provide better outcomes for our partners?
• Is it repeatable and scalable across all revenue-generating activities?

That last point matters more than most realize. Tools may look great in isolation, but when you’re running multiple client campaigns across different ICPs, repeatability and speed are essential. So if a tool doesn’t fit cleanly into our existing flow, we walk away, even if the feature set looks good.

‍

One Example: HeyReach

Everyone wants to automate LinkedIn outreach, but the wrong setup can wreck your credibility. One reason we use HeyReach is because it integrates well with Clay, which together can help act on thread-level engagement. This allows us to scale connection-first campaigns without resorting to spammy behavior.

When we set it up, we didn’t just plug in a list and start sending. We mapped messaging logic, tested copy variants, and reviewed how its connection sequencing aligned with our email cadences. This tool works for us not just because of what it does, but because of how we’ve fit it into a broader sequence across platforms.

‍

Another One: G Suite

Seems basic, but this is where the real campaign brain lives. Every piece of messaging we write, every lead list we QA, every asset we review with a client, it all flows through Google Docs and Sheets. We’ve templated naming conventions to instantly link leads to campaigns, campaigns to status, and status to client delivery. We can tap into Drive as source for RAG as our corpus of client GTM data grows.

If a tool can’t help us scale precision in this way, it doesn’t make the stack.

‍

Real Stack, Real Use

Here’s the full list of tools we use—and more importantly, how they tie together:

• Clay: Our enrichment engine. The root layer where signals, variables, and contact data are pulled and transformed before anything gets activated.
  
  
• HeyReach: LinkedIn outreach. After Clay/Apollo does the enrichment, we inject variables into HeyReach to drive connection-first campaigns.
  
  
• Instantly: Email sequences that work alongside HeyReach to continue conversations across channels. Personalized variables from Clay feed into email copy just like they do on LinkedIn.
  
  
• Slack: The ops and performance sync layer. Every time a lead replies, books, or moves through a funnel, Slack channels update the team so we can act fast.
  
  
• G Suite: The source of truth for all copy iterations, campaign planning, and client-facing assets. Sheets act as mini-CRMs to track lead status, response types, and enrichment status.
  
  
• ClickUp: This is how we manage execution. Every campaign is broken into steps: list pull, QA, copy draft, client review, build, launch, report.
  
  
• Databox: The performance lens. Pulls live data from HeyReach, Instantly, and Sheets to show real-time outcomes and tells us what to scale, pause, or test next.
  
  
• ChatGPT / AI tools: Used internally to draft messaging variations, enhance clarity, or reduce time-to-launch. Always human-led, AI-optimized.
  
  
• n8n.Make: Higher powered automations that keep communication flowing between systems and workflows.
  
  
• Attio/HubSpot: CRM integration, setup, and training. We plug directly into clients' CRMs, streamlining lead tracking, data enrichment, and pipeline management.
  
  
• Apollo: Provides air cover by offering quality data enrichment, allowing us to gain deeper insights into our ICP.
  
  
• Sumble: Helps us detect signals that indicate whether a company or persona is using a specific tool, giving us the ability to identify more relevant prospects and engage them at the right moment.
  
  
• ReoDev: Identifies users of our client’s product, providing higher-intent leads to reach out to.
  
  
• LeadMagic/NeverBounce: Essential for email verification and lead enrichment, ensuring emails are valid, not landing in spam, and reaching the right contacts with clean data.
  
  

‍

Each of these tools is useful on its own, but the value compounds when they’re part of one connected workflow. Data flows in one direction: enrich, personalize, activate, track, report. The feedback loop makes every next campaign stronger. The point isn’t just that we use Slack or ClickUp or Databox. It’s how we use them together.

‍

ClickUp doesn’t just manage tasks. It reflects our actual workflow logic: copy drafts due by X, list QA by Y, message tests launched by Z. Slack isn’t just a chat thread; it’s where we route live campaign notifications so the whole team is synced without toggling dashboards.

‍

Databox pulls from HeyReach and Instantly through custom APIs to show real-time conversion trends by persona, channel, and message type. It’s not just numbers—it’s narrative. And we act on it weekly.

‍

The Stack Only Works Because It’s Not Static

We revisit how our tools are used every quarter. What was essential six months ago might be slowing us down today. We evaluate tools not on hype, but on throughput.

‍

Final Thought

If you’re building a go-to-market engine, the stack doesn’t need to be fancy. It needs to be functional. Start with a core outcome: fast execution with no loss of control. Then ask which tools will make that happen and which will actually drive results. That’s how you build a tech stack that truly works.

‍