Tarka
Back to Drills
Outbound

Champion Profiling

Identify and profile potential internal champions at target accounts using enrichment signals and AI scoring

ClayAttioAnthropic
$npx gtm-skills add drill/champion-profiling

What this drill teaches

Champion Profiling

This drill identifies the best potential champion candidates at each target account by combining firmographic data, behavioral signals, and AI-powered scoring. The output is a ranked list of champion candidates in Attio, ready for recruitment outreach.

Input

  • Target account list in Attio (companies already in pipeline, stage = Connected or later)
  • Defined champion persona: titles, departments, seniority levels where champions typically sit
  • Clay account with enrichment credits

Steps

1. Export Target Accounts to Clay

Pull active deals from Attio where stage >= Connected:

POST https://api.attio.com/v2/objects/deals/records/query
{
  "filter": {
    "stage": {"in": ["Connected", "Qualified", "Proposed"]}
  }
}

For each deal, extract the linked company domain. Push the company list to a Clay table using the clay-table-setup fundamental. Include columns: company_name, company_domain, deal_id, deal_stage.

2. Find Champion Candidates

Run the clay-champion-signal-search fundamental against the company list. For each company, search for 3-5 contacts matching the champion profile:

  • Title patterns: "Head of {department}", "Senior Manager", "Lead {role}", "Director of {function}" — one level below the economic buyer
  • Department match: Must be in the department that uses your product
  • Seniority: Manager to Director level
  • Tenure: 6 months to 3 years at current company

3. Enrich with Behavioral Signals

For each candidate, run the Claygent behavioral enrichment from clay-champion-signal-search:

  • Frustration signals (public posts about pain points)
  • Competitor engagement (interacting with competitor content)
  • Learning signals (attending webinars, sharing industry content)
  • Job change signals (recently promoted or hired)

4. Score and Rank

Apply the champion scoring formula from clay-scoring:

  • Job change signal: +25 points
  • Frustration signals: +20 per signal (max 40)
  • Competitor engagement: +15
  • Learning signals: +10 per signal (max 20)
  • Title match: +10
  • Tenure in range: +5

Filter to Hot (75+) and Warm (50-74) candidates only.

5. Push to Attio

For each qualified candidate:

  1. Create or update the Person record in Attio using attio-contacts
  2. Set champion_status = "Candidate" using attio-champion-tracking
  3. Set champion_score to the computed score
  4. Store champion_signals as JSON in the signals field
  5. Link the Person to the relevant Deal record

6. Create Champion Briefings

For each Hot candidate (75+), generate a one-paragraph champion briefing using Claude:

"Based on these signals: {signals_json}, write a 3-sentence briefing for a sales rep about why this person ({name}, {title} at {company}) is a strong champion candidate. Include: what pain they likely feel, why they'd advocate for change, and the best conversation opener."

Store the briefing as an Attio note on the Person record using attio-notes.

Output

  • Attio "Champion Candidates" list populated with scored, enriched contacts
  • Each candidate has: champion_score, champion_signals, champion_status = "Candidate"
  • Hot candidates have AI-generated briefings attached as notes
  • All candidates are linked to their respective Deal records

Triggers

Run this drill:

  • When a new deal enters the "Connected" stage
  • Weekly refresh for all active deals without an active champion
  • On demand when a champion is lost (status changed to "Disengaged" or "Lost")

Related Fundamentals