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TAM Sourcing & List Building
Build your total addressable market from scratch in Clay. I source accounts and contacts from firmographic, technographic, and intent signals, then enrich and dedupe them into one clean list your team can work day one.
Expertise
- Account-Based Marketing
- Signals & Intent
- GTM Copilot
- AI Outbound
- Inbound Lead Enrichment
ICPs
- Early stage startups (seed-Series A)
- Growth stage startups (Series B-C)
- Mid-Market / Enterprise
Industry
- Growth or RevOps agencies
- Design or development agencies
- SaaS
- B2B
- Industry agnostic
Language
- English
- Spanish
Pricing
- any budget
Minimum Engagement
- 1 month
Support
The GTM Factory
Complimentary 1-hour Clay buildout for any new customer who connects through this profile.
Most GTM teams are sitting on messy data, disconnected tools, and one-off campaigns that don't scale. The GTM Factory builds the layer underneath, so pipeline comes from a system your team can run, not from manual work that breaks the moment someone stops pushing it.
The problem I fix 😵💫
Your data is scattered across tools and half of it is already stale. Your reps waste hours on research and list-building. Your campaigns get personalized by hand, so they never scale past a few accounts. The fix is not another tool. It is the engine that connects the ones you have.
What I build 🏗️
- AI-powered account research and scoring workflows
- Multi-channel outbound with Clay-native personalization
- TAM sourcing and lead enrichment pipelines
- Signal-based GTM triggers and buying-group targeting
- CRM enrichment and hygiene (HubSpot and Salesforce)
I use Clay as the core engine, wired into your ICP, your data, and your current stack. You get one documented system your team can run and scale without me. No black boxes. You get the playbook.
How I know it works (what I've shipped and results) ✅ 👍🏼
- Enriched and validated 7,255 companies at 96.7% coverage, and found that 86% of the client's CRM data was already out of date.
- Enriched 5,000+ contacts with verified job titles at 93% coverage, on a cost-disciplined waterfall.
- Sourced multi-thousand-account TAM lists from public data, then deduped, scored, and territory-assigned them.
- Automated call outcomes from Gong into Salesforce so calls and pipeline stay in sync.
- Beyond Clay: stood up cold email infrastructure from scratch and sourced top-of-funnel pipeline worth millions of dollars over my GTM career, the outbound engine enterprise sales teams depend on.
Who's behind it 👨🏻💻
I'm Willy Hernandez, a GTM Engineer with 11 years in sales and 3 years building AI-powered GTM systems. I'm Clay-certified and a Teaching Assistant for Clay's cohorts and bootcamp, and I document the work publicly in the GTME Learning Journal on LinkedIn.
Best fit: B2B startups and growth-stage companies, Seed to Series C, that want the infrastructure built right, once.
"Willy is an absolute powerhouse... He is able to work backwards from the end result you want with a GTM tool like Clay and engineer state of the art GTM workflows that make your wildest dream come true. What’s so unique about working with Willy is that he will not just engineer for you but he will explain GTM workflows patiently to you. If you want someone who doesn’t just “get the job done” but “get the job done so well and can explain back to you well what he’s done for you”, Willy’s your guy."
Izzy Kim
Clay Cohorts Fairy at Clay
Use Cases
Multi-Channel Outbound with Clay Personalization
Turn a static list into personalized outreach across email and LinkedIn. Every message is built from real account data, not mail-merge tokens, so it reads like you did the homework.
Signal-Based GTM Triggers
Catch buyers when they are in-market. I set up Clay to watch hiring, funding, tech-stack, and intent signals, then fire the right play to the right buying group automatically.
CRM Enrichment & Hygiene
Fix the data layer under your CRM. I enrich and clean your HubSpot or Salesforce records in Clay, fill the gaps, and keep them current so reps stop working off stale data.
AI Account Research & Scoring
Score and prioritize accounts with AI. Clay researches each account, summarizes the fit, and ranks your list so your team works the best opportunities first.
Inbound Lead Enrichment & Routing
Enrich inbound leads the moment they arrive. Forms connect to Clay to append firmographics, score fit, and route hot leads to the right rep in seconds.