Clay

Editorial Review

Clay has carved out a strong position as the go-to data enrichment platform for modern GTM teams. Its waterfall enrichment approach, which checks multiple data providers sequentially until a match is found, consistently delivers higher coverage rates than single-provider alternatives. The spreadsheet-like interface makes it accessible for non-technical users to build complex enrichment and outreach workflows. The credit-based pricing system can be difficult to forecast. While individual enrichment costs dropped 50-90%, credits add up quickly at scale, and many teams struggle to predict monthly spend. The learning curve is real; technical users who invest time learning the platform tend to get strong results, but teams expecting plug-and-play simplicity often find it overwhelming. Clay is best suited for revenue operations and sales teams that need deep data enrichment and are willing to invest in learning the platform. For teams already committed to outbound at scale, Clay provides genuine competitive advantages in data coverage and workflow flexibility.