Clay Reinvented GTM. Then, it Reimagined Contract Review.

In 2023, Clay coined an entirely new role: the GTM Engineer, or "GTME," a hybrid of revops, data automation, and growth execution that build repeatable revenue systems on Clay's platform.

The bet was simple: turn GTM tasks (enrichment, lead scoring, segmentation, personalization, tooling workflows) into scalable, reusable infrastructure under one single role. Two years later, 400+ open GTME positions are open at companies like Cursor, Webflow, Notion, and Lovable, with seven bootcamps teaching it, and 108 agencies built on its expertise.

Clay didn't just preach this new strategy for its clients. It pioneered it internally and, in the process, unlocked its own growth story.

Clay took a fresh set of eyes to every aspect of its revenue strategy. Rather than a traditional sales org with SDRs, AE's and SE's, it assembled a team of dynamic GTMEs.

As a result, campaigns that used to take weeks could launch in hours; prospect research dropped from 30 minutes to seconds; data coverage expanded from ~40% to 80%+; response and open rates doubled from industry averages.

Revenue stopped being an art practiced by hero reps with a "magic touch" and became a system to engineer—repeatable, scalable, and continuously improving.

As Clay increased deals at unprecedented speed – and as it moved upmarket to more sophisticated enterprise clients—they hit the same constraint that every hypergrowth company does: legal review takes days or even weeks, and kills deal velocity.

Clay's GTM leadership had already pioneered a radical approach to growth. Rather than treating contract review as a legal issue, it applied the same first principles mindset to the tedious process of redlining.

In early 2025, Everett Berry, Clay's Head of GTM Engineering, piloted Crosby to streamline contract review. After just a few weeks, and coordinating closely with a fractional GC, Clay rolled Crosby out across its entire GTME organization.

It's continued to scale with Crosby, tripling revenue in 2025 alone.

Crosby is the agentic law firm of the future that provides fast, transparently priced, quality legal work. It specializes in commercial contracts (MSAs, DPAs and NDAs) to help hyper-scaling companies close revenue faster. Deals should never be stuck in redlines.

Crosby's team of ex-big law attorneys use proprietary tech & tools to review all documents in <4 hours. Its building the world's first taxonomy of contract clauses so that our clients always reach the best possible terms.

It's backed by Sequoia, Bain Capital Ventures, Index and Cooley.

Clay adopted Crosby for the same reason Clay wins everywhere else: infrastructure beats heroics. When GTM runs like software, legal can't be a bottleneck—it has to be a system: consistent, trackable, and built to scale.

Crosby became the layer that makes legal operate like the rest of Clay's engine—structured intake, automated triage, AI-assisted redlines grounded in precedent, and U.S.-barred attorneys in the loop everywhere that judgment matters.

Instead of contracts bouncing between inboxes, follow-ups, and one-off exceptions, Crosby turns review into a reliable pipeline that clears deals while momentum is still high.

In practice, Clay completed ~1,000 legal requests even as volume scaled, grew monthly contract volume ~5× since onboarding, and brought median turnaround down to under two hours from intake to redlined output.

The result wasn't "legal, but faster." It was legal, but engineered—so Clay's GTM machine didn't have to slow down at the finish line.

What Clay did for GTM, Crosby does for legal: remove coordination overhead, turn best practices into systems, and make expertise reusable. Clay unified 150+ data sources to automate GTM work; Crosby unifies contract history and company knowledge to make legal review fast and consistent—capturing the reasoning behind decisions, not just the outcome.

If you've made GTM run in hours, don't let legal run in days. Crosby brings contract review down to GTM speed so deals keep moving while momentum is hot—and legal stays focused on truly novel, high-judgment work. Clay proved GTM can be engineered. Crosby proves legal can, too.