The engine
This is the whole system, not a diagram of one
Every box below is something that runs without a person in it. This is the map we walk clients through on a call, rebuilt as a page so you can read it at your own pace. Pick a stage, or zoom out and look at the shape of it.
- 18
- Triggers across four signal groups
- 5
- Stages, from first signal to first invoice
- 6
- Reply paths, each with an automated next step
- 1
- Loop, so a closed-lost account is never finished
Written walkthrough
60%
TriggerEnrichmentSystem stateDecisionPositive pathNegative pathTime marker
Tool families
The engine, stage by stage
The same system as the map, written out in order. Every step below runs without a person in it, and every branch has somewhere to go.
Outbound Sales
Eighteen triggers in four groups, enriched into one record, worked across email and LinkedIn, then routed on how the prospect replies.
Competitor signals
Custom-builtScraper-led. The six signals most agencies cannot detect.
- Follows a competitor pageAnchor, Firecrawl, Apify, n8n
- Commented on their postAnchor, Firecrawl, Apify, n8n
- New connection of their repAnchor, Firecrawl, Apify, RapidAPI
- Competitor testimonial postedAnchor, Firecrawl, Apify, Clay
- Named on a competitor siteAnchor, Firecrawl, Apify, Clay
- Competitor repriced or acquiredAnchor, Firecrawl, Apify, n8n
Account signals
What the target company did.
- Hiring for rolesClay, RapidAPI, n8n
- New decision-maker hiredClay, LinkedIn, BlitzAPI
- Funding raisedClay, BlitzAPI, n8n
- Tech stack changeClay, n8n
- Product or pricing changeAnchor, Firecrawl, Apify, n8n
- Headcount growth by departmentClay, LinkedIn, RapidAPI
- Compliance milestoneClay, Anchor, Firecrawl, Apify
Buyer signals
What a specific person did.
- Engaged with your postRapidAPI, n8n
- Champion changed jobsClay, LinkedIn, BlitzAPI
- Attending an eventClay, Anchor, Firecrawl, Apify
- Deanonymized site visitClay, MoltSets, n8n
Fit signals
Not an event. A scored resemblance to your best customers.
- Lookalike to best customersClay, Prospeo, DiscoLike
- 01Enrichment
Data Captured and Enriched
Clay
LinkedIn
BlitzAPI
MoltSets
RapidAPI
Prospeo
Findymail
Icypeas
ZeroBounce
GPT-5.4 Nano
GLM 5.2
DeepSeek V4 FlashThen Prospect Contacted
- 02System state
Prospect Contacted
Clay
HeyReach (LinkedIn)
Smartlead (email)
Instantly (email)
VapiGPT-5.4 Mini
Claude Sonnet 5
Kimi K3GLM 5.2DeepSeek V4 ProThen Prospect Responds
- 03Trigger
Prospect Responds
GPT-5.4 NanoGLM 5.2DeepSeek V4 FlashThen Lead Status Changed
- 04System state
Lead Status Changed
ClayHeyReach (LinkedIn)Smartlead (email)Instantly (email)- InterestedGoes to Message Replied To
- Information requestGoes to Message Replied To
- Out of officeGoes to Days Between Today and Return Date Calculated
- Not nowGoes to Days Between Today and Reactivation Date Calculated
- UnqualifiedGoes to Prospect Marked as Unqualified
- Do not contactGoes to Prospect Marked as Do Not Contact
- 05Positive path
Message Replied To
ClayHeyReach (LinkedIn)Smartlead (email)Instantly (email)Then Send Booking Link
- 06System state
Message Replied To
ClayHeyReach (LinkedIn)Smartlead (email)Instantly (email)One-pager, case studies, deckThen Send Booking Link
- 07System state
Days Between Today and Return Date Calculated
ClayGPT-5.4 NanoDeepSeek V4 FlashfxDaysThen Prospect Re-enrolled in Campaign
- 08System state
Days Between Today and Reactivation Date Calculated
ClayGPT-5.4 NanoDeepSeek V4 FlashfxDaysThen Prospect Enrolled in Reactivation Campaign
- 09Negative path
Prospect Marked as Unqualified
ClayHeyReach (LinkedIn)Smartlead (email)Instantly (email)Then Removed from Campaign
- 10Negative path
Prospect Marked as Do Not Contact
ClayHeyReach (LinkedIn)Smartlead (email)Instantly (email)Then Removed from Campaign
- 11Positive path
Send Booking Link
Default
Calendly
Cal.comThen Contact, Company, Deal Created in CRM
- 12System state
Prospect Re-enrolled in Campaign
ClayHeyReach (LinkedIn)Smartlead (email)Instantly (email) - 13System state
Prospect Enrolled in Reactivation Campaign
ClayHeyReach (LinkedIn)Smartlead (email)Instantly (email)Also the re-entry point for closed-lost accounts
- 14Negative path
Removed from Campaign
- 15Positive path
Contact, Company, Deal Created in CRM
Clay
Zero
Attio
HubSpotThen Team Updated
- 16Positive path
Team Updated
Clay
SlackThen Reminders Sent in Discovery Call
Discovery Call
Reminders on a schedule, then two gates. Whether the call happened, and whether it qualified. Everything after either gate writes itself into the CRM.
- 01Time marker
Day before call
Then Reminders Sent
- 02Trigger
Reminders Sent
DefaultCalendlyCal.comHeyReach (LinkedIn)Smartlead (email)Instantly (email)Then Reminders Sent
- 03Time marker
Day of call
Then Reminders Sent
- 04Trigger
Reminders Sent
DefaultCalendlyCal.comHeyReach (LinkedIn)Smartlead (email)Instantly (email)Then Did the call happen?
- 05Decision
Did the call happen?
- YesGoes to Was the call qualified?
- NoGoes to Was it rescheduled?
- 06Decision
Was the call qualified?
- YesGoes to Marked as Qualified in CRM
- NoGoes to Transcript and Notes Added to CRM in Closed Lost
- 07Decision
Was it rescheduled?
- YesGoes to Reminders Sent
- NoGoes to Auto-Reactivation Sequence
- 08System state
Auto-Reactivation Sequence
ClayHeyReach (LinkedIn)Smartlead (email)Instantly (email)Re-enters outbound
- 09Positive path
Marked as Qualified in CRM
ClayZeroAttioHubSpotThen Transcript and Notes Added to CRM
- 10Positive path
Transcript and Notes Added to CRM
ClayZeroAttioHubSpot
Fireflies
Granola
FathomThen Closed Won Likelihood Added to CRM
- 11Positive path
Closed Won Likelihood Added to CRM
ClayZeroAttioHubSpotFirefliesGranolaFathomThen Estimated Deal Date Auto-Calculated
- 12Positive path
Estimated Deal Date Auto-Calculated
ClayZeroAttioHubSpotFirefliesGranolaFathomThen Follow-Up Email Drafted and Sent
- 13Positive path
Follow-Up Email Drafted and Sent
ClaySmartlead (email)Instantly (email)GPT-5.4 MiniClaude Sonnet 5Kimi K3GLM 5.2DeepSeek V4 ProFirefliesGranolaFathomOne-pager, deckThen Was the demo booked? in Demo
Demo
The same two-gate shape as discovery, one stage further along. A qualified demo moves the deal and updates the forecast without anyone typing.
- 01Decision
Was the demo booked?
- YesGoes to Was it qualified?
- NoGoes to Was it rescheduled?
- 02Decision
Was it rescheduled?
- YesGoes to Was it qualified?
- NoGoes to Auto-Reactivation Sequence
- 03System state
Auto-Reactivation Sequence
ClayHeyReach (LinkedIn)Smartlead (email)Instantly (email)Re-enters outbound
- 04Decision
Was it qualified?
- YesGoes to Moved to Demo Complete Stage
- NoGoes to Transcript and Notes Added to CRM in Closed Lost
- 05Positive path
Moved to Demo Complete Stage
ClayZeroAttioHubSpotThen New Transcript and Notes Added to CRM
- 06Positive path
New Transcript and Notes Added to CRM
ClayZeroAttioHubSpotFirefliesGranolaFathomThen Increased Closed Won Likelihood in CRM
- 07Positive path
Increased Closed Won Likelihood in CRM
ClayZeroAttioHubSpotFirefliesGranolaFathomThen Estimated Deal Date Auto-Calculated
- 08Positive path
Estimated Deal Date Auto-Calculated
ClayZeroAttioHubSpotFirefliesGranolaFathomThen Follow-Up Email Drafted and Sent
- 09Positive path
Follow-Up Email Drafted and Sent
ClaySmartlead (email)Instantly (email)GPT-5.4 MiniClaude Sonnet 5Kimi K3GLM 5.2DeepSeek V4 ProFirefliesGranolaFathomThen Collect Billing Details in Closed Won
Closed Won
Billing, contract, signature chase, then the first invoice. The only lane where nobody has to remember to follow up.
- 01Positive path
Collect Billing Details
ClaySmartlead (email)Instantly (email)DeepSeek V4 FlashThen Generate Contracts
- 02Positive path
Generate Contracts
Clay
PandaDoc
DocusignThen Contract signed?
- 03Decision
Contract signed?
- YesGoes to Store Contract in CRM
- NoGoes to Send Reminders
- 04System state
Send Reminders
ClayHeyReach (LinkedIn)Smartlead (email)Instantly (email)Then Contract signed?
- 05Positive path
Store Contract in CRM
ClayPandaDocDocusignThen Move to Closed Won
- 06Positive path
Move to Closed Won
ClayZeroAttioHubSpotThen Generate First Invoice
- 07Positive path
Generate First Invoice
Clay
StripeThen Send First Invoice
- 08Positive path
Send First Invoice
ClayStripe
Closed Lost
Every loss lands here, and the reason is the pivot. It picks which live trigger reopens the account, so the map is a loop rather than a funnel.
- 01Negative path
Transcript and Notes Added to CRM
ClayZeroAttioHubSpotFirefliesGranolaFathomThen Closed Lost Reason Added
- 02Negative path
Closed Lost Reason Added
ClayZeroAttioHubSpotFirefliesGranolaFathomThen Follow-Up Email Drafted and Sent
- 03Negative path
Follow-Up Email Drafted and Sent
ClayHeyReach (LinkedIn)Smartlead (email)Instantly (email)GPT-5.4 MiniClaude Sonnet 5Kimi K3GLM 5.2DeepSeek V4 ProThen Marked as Closed Lost in CRM
- 04Negative path
Marked as Closed Lost in CRM
ClayZeroAttioHubSpotThen Loss reason picks the trigger that reopens it
- 05Decision
Loss reason picks the trigger that reopens it
- BudgetFunding raised
- Champion leftNew decision-maker hired
- Lost to a competitorCompetitor repriced or acquired
- Missing featureTech stack change
- Too earlyHeadcount growth by department
- TimingThe date already calculated
Then Reactivation Trigger Armed
- 06System state
Reactivation Trigger Armed
Clay
n8n
Anchor
Firecrawl
ApifyThen Prospect Enrolled in Reactivation Campaign in Outbound Sales. The loss reason arms a live trigger and the account re-enters outbound
Shaking the tree, not burning the bridge
Most pipelines end at closed lost. The reason gets typed into a field and never read again. Here nothing is finished, it is only dormant, and two things bring an account back. Neither of them is a follow-up asking whether now is a better time.
They never replied
No reason on record, because they never gave one. The account is not retired, it goes back into the pool all eighteen triggers watch. When one fires, what lands is a new reason to be there rather than a nudge on a dead thread.
They gave you a reason
Budget, a champion who left, a competitor, a missing feature, too early. Every one of those has an expiry date, and the prospect will never write to tell you it passed. So the reason is stored as a condition and the engine watches for it to break. A named date is the easy case: that one is already calculated.
None of that needs new detection. Every event in the ledger is a trigger already running in the outbound stage, and the reactivation campaign already exists for out-of-office and not-now replies. The loop is a routing rule, not a new system.
Each record carries the prospect's LinkedIn profile, their company's LinkedIn page and the company website.
Closed-lost ledgerWatching
- Priya Raman, VP Revenue Operations at Verimark Health. Reason on record. Lost reason: Budget cut for the quarter. New signal 02 Aug: Raised $10M Series A. Action: Enroll in funding campaign.
- Daniel Osei, Head of Growth at Northbeam Logistics. No reason on record. Lost reason: Four touches, nothing back. New signal 29 Jul: Visited your site, checked out pricing page. Action: Enroll in pricing-page visit campaign.
- Sofia Lindqvist, Chief Revenue Officer at Halden Robotics. Reason on record. Lost reason: Champion left mid-cycle. New signal 11 Aug: Hired a new VP Sales from Stripe. Action: Enroll in new decision-maker campaign.
- Tomas Vieira, Director of Demand Generation at Cindermill Analytics. No reason on record. Lost reason: Six touches across email and LinkedIn. New signal 18 Aug: Liked and commented on your post about outbound. Action: Enroll in post-engagement campaign.
- Aisha Nakamura, VP Sales at Larkspur Freight. Reason on record. Lost reason: Went with a competitor. New signal 03 Aug: Competitor raised mid-tier pricing 18%. Action: Enroll in competitor campaign.
- Elias Brandt, Head of Revenue Operations at Steelyard Interactive. No reason on record. Lost reason: Sequence completed, no reply. New signal 21 Aug: Hiring for CISO; JD cites SOC-2. Action: Enroll in hiring campaign.
- Marta Kowalczyk, Director of Sales Operations at Ravenna Bioworks. Reason on record. Lost reason: Missing a feature they needed. New signal 09 Aug: Switched from HubSpot to Salesforce last week. Action: Enroll in tech-stack change campaign.
- Owen Achebe, VP Marketing at Pinecrest Labs. Reason on record. Lost reason: Too early for them. New signal 16 Aug: RevOps team grew from 4 to 11 in six months. Action: Enroll in headcount-growth campaign.
- Hannah Iversen, Chief Operating Officer at Wexford Systems. Reason on record. Lost reason: Not now, revisit after the migration. New signal 01 Sep: Revisit date hit: migration marked complete in their CRM. Action: Enroll in reactivation campaign.
Illustrative records. People and companies are fictional.
Show us your current outbound and we will mark up this map with what is missing
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