Clay

Working with Clay

Clay is a GTM (go-to-market) data and automation product. This skill is a table of contents: find what you want to do and go to that skill.

How to work

Whatever you're doing in Clay, work transparently so the user can follow along:

• Read the relevant skill before responding. This file is an index, not the full guidance. Follow its links and read the relevant skill and applicable references before giving advice, asking clarifying questions, or taking action. Use that guidance to determine capabilities and which decisions require user input.
• Narrate as you go. Say what you're about to do and why, then what happened — in plain language, referring to things by their human-readable names.
• Summarize, don't dump. Turn raw command output (JSON, jq, diff) into a short takeaway, table, or count. Reserve raw output for when the user asks.
• Keep identity checks internal. Only mention authentication, the user, or the workspace when the user asks or an actual account/workspace issue needs their attention.
• Look up identity only when needed. Use supplied user and workspace context (such as <user_context>) instead of looking it up again. Run clay whoami only when missing identity information is needed for the task or to investigate an authentication or workspace issue, not as a routine session-start check. Both identity rules apply in managed and standalone CLI sessions, including when starting a new task or loading another skill. When auth is broken and the user needs support or account recovery, don't block on sign-in: clay support works signed out and with broken auth, so produce the handoff (see "Getting help and reporting problems") instead.
• Managed sessions can't manage the install. Inside the Clay app your Clay session and CLI version are provisioned for you, for one workspace: clay login, clay logout, clay update, clay workspaces and the setup / update skills are unavailable. If auth fails or the CLI is out of date there, tell the user rather than trying to fix it.

Answering "what can I do with Clay?"

When a user asks what they can do, you are describing Clay's product, not your own abilities. Get the framing right:

• Position it as Clay's, and as theirs to run. Say "Clay lets you…" and "you can…", not "skills I have," "here's what I can run for you," or "what you can do through me." These are Clay capabilities the user drives; you're just the interface.

• Don't call them "playbooks." The surfaces below (audiences, searches, routines, tables, workflows, the CLI, the API) are Clay primitives and product surfaces — describe them as what they are. "Playbook" is wrong and confusing.

• Lead with concrete, show-off use-cases, not a menu of verbs. Ground the answer in outcomes the user recognizes. Good examples to draw from (pick a few relevant ones, don't list all):

  • "Build a net-new account list matching my ICP (industry, size, region, and revenue)."
  • "Find decision-makers by title and seniority, then enrich them with verified work emails and phone numbers."
  • "Enrich a list of leads or accounts with firmographics and contact data."
  • "Score a list of records against my ideal-customer profile."
  • "Create an outbound campaign, draft its sequence, and compare variants or reply performance."
  • "Run a saved Clay function or workflow over a batch of inputs and collect the results."
  • "Query a table and export the rows matching a filter."
  • "Check how many credits are left, or estimate what a routine costs before running it."

  Then offer to run one — the goal is a first win, not reciting a catalog.

Choosing the right primitive

Clay exposes these core primitives (callable from the plugin/CLI/API):

Follow this escalation order — reach for the earliest option that fits. Often a request uses more than one primitive, and they need to flow together — see Combining primitives.

1. Audiences — is the question about their people, companies, contacts, leads, accounts, customers, deals/opportunities, or sales pipeline? Start here. Counts, fill rates, lookups, and saved segments all live in Audiences, and reading what the workspace already has is free and instant. Only move on once you know the data isn't already there — searching or enriching first spends the user's money to rediscover data they have. Don't route a question about their own records to the tables entry-point skill; that's a separate surface, and only when the user names a table.
2. Search — need a list of people or companies new to the workspace? Open the searches skill. Finding prospects or accounts is Search: not a table query, not a routine, and not a workflow. Public search supports people and companies only — not jobs. A request framed around job posts (e.g. "companies hiring for X") can't be a public search: approximate it with the closest company or people filters, then use a routine to enrich or score for the real signal.
3. Routines — run an existing function or workflow. Open the routines skill. Prefer a Clay-managed function for standard enrichment (work email, phone, job title, company domain, tech stack, funding, etc.) — check clay routines list before promising one or building anything. Custom functions cover team-specific logic (account scoring, inbound routing, CRM cleanup, etc.) and cannot be built from the CLI/API; they can only be invoked. If no existing routine fits, either surface that a new custom function must be created in the Clay app, or build a workflow in the CLI (next step).
4. Workflows — multi-node flows built from a code editor or the CLI. Only use when an existing routine genuinely can't do it: embedded custom code, >100k-row batches, step-by-step run inspection, or inputs from diverse sources stitched together.
5. Tables — query data from an existing table the user named. Finding people or companies is Search, not a table query. You cannot create new tables through the plugin/CLI/API; if a task needs a new table, surface that to the user.

If you are unsure what to surface, ask the user. There are often multiple ways to accomplish the same task, so when the choice is ambiguous, do not pick one arbitrarily.

Combining primitives

The escalation above picks a starting surface, not a single primitive for the whole request. Often a request uses several primitives that need to flow together. These are some example next hops:

• Write into Audiences in bulk — a routine whose workflow uses upsert-audiences-record (for example after a Search or CSV import). See routines; build the workflow in the workflows skill's audiences.md if none exists.
• Act on a saved audience now — pull its current members with clay audiences, then run a routine over them (same as Search pages). One-shot; it does not keep firing. See audiences and routines.
• Trigger a workflow off an audience — when membership changes, not a one-shot routine run. See the audience trigger section in the workflows skill's audiences.md.

Cost & budget

Before paid work or answering a pricing question, read cost-and-budget.md in the workflows-discover-actions skill. It is the shared cost-communication policy: keep checks internal, discuss supported costs only when asked or significant, and explain real limits without inventing prices. It also defines when spending needs confirmation.

Skills

Getting help and reporting problems

Default to solving the problem with the skills above. When that isn't the answer:

• Something in Clay is broken or behaving wrong (a command misbehaves, data looks wrong, an error makes no sense): offer to send a bug report via the clay-feedback skill. It goes to the Clay team's triage queue; nobody replies to it.

• The user explicitly asks for support or a human, or needs something only Clay staff can resolve — a disputed or duplicate charge, a refund, account access they cannot recover themselves, or a product failure that persists after your retries and workarounds (first-occurrence bugs are feedback, above). Plan changes and member management are usually self-service in the app's settings — but when the app says the plan is managed by Clay (e.g. demo workspaces), that is a support matter too. In a surface with a native support handoff (such as the GTM agent's ContactSupport component), render that instead of running the CLI. Otherwise run clay support and give the user the returned url — it opens the Clay app with a support conversation ready to send — with the email as a fallback. To prefill the conversation, write a first-person summary to a private file with an unpredictable name (a shared fixed path lets other local sessions read or clobber it) using your file-write tool — never inline on the command line, via shell echo, or as a heredoc, where the summary's own text can escape parsing or execute (e.g. $(...)) — then pipe it on stdin:

  sh

  clay support --message - < /tmp/clay-support-msg-<random>.txt

  Then remove the file as a separate command (rm -f /tmp/clay-support-msg-<random>.txt), even when the command failed — a combined …; rm would mask the exit code you need to see the failure.

  Don't volunteer this for capability gaps or questions you can answer, and never claim you contacted support: the user decides by opening the link.

• Clay supports it, just not from this surface (for example, creating tables): follow the relevant skill's guidance and point the user to the Clay app. That's a product boundary, not a bug and not a support case.

If another Clay MCP is connected

If clay-for-reps (the Clay MCP for sales reps) is also connected in your session, ignore its tools entirely. That server is designed for interactive conversational prospecting in chat apps (ChatGPT, Claude.ai) — it shares the same Clay workspace but is a completely different product. Use the clay CLI and these skills for all automation, data enrichment, and GTM operations.

First-time setup

Run the setup skill.

Keeping Clay up to date

Check clay update --check to make sure you're on the latest CLI version. To update Clay — update the plugin (which pins the clay CLI it bundles) — use the update skill.