Spara Case Study: Building a Scalable GTM Engine With FullFunnel + Clay.com

When Spara’s team began building their go-to-market engine, three critical gaps stood in the way:

1. Unreliable CRM Data

Spara lacked a single source of truth for accounts and contacts. Clean, enriched data was essential for accurate ICP definition, routing, reporting, and downstream workflows.

2. An Inbound Funnel That Needed Automation

Because inbound is core to Spara’s business and product, they needed a fully automated inbound pipeline—one that enriched new leads instantly, routed them correctly, and equipped sales reps with complete context.

3. No Dynamic ICP Prioritization

Outbound has become increasingly difficult. Spara needed a way to identify which accounts were actually showing intent—so they could prioritize outreach to the right companies at the right time, instead of relying on static ICP lists or generic outbound volume.

They knew Clay.com could power this infrastructure, but building it correctly required deep experience. Bringing that expertise in-house would be costly, slow, and risky.

Spara partnered with FullFunnel to design and build their Clay-powered GTM infrastructure. The partnership gave Spara access to top-tier Clay expertise while allowing their internal team to stay focused on product, customers, and GTM strategy.

What FullFunnel Delivered

A Golden Enrichment Engine

A centralized Clay table that cleans, enriches, and scores every company and contact—ensuring HubSpot consistently receives complete, accurate, and trustworthy data. This became the backbone of Spara’s ICP model and GTM reporting.

Automated Inbound Lead Enrichment

Every inbound lead is now enriched instantly with company details, behavioral insights, transcript data from Spara’s platform, and custom scoring. Reps enter conversations with full context—no research required, no redundant questions for buyers.

Dynamic ICP & Intent Tracking

FullFunnel built dynamic Clay tables that monitor website traffic trends and key intent signals. Spara can now see which accounts are “heating up,” continuously re-rank their ICP tiers, and time outbound outreach with precision.

Additional GTM Automation

FullFunnel also implemented workflows for:

• Seamless sales → CX handoff
• Closed-won lookalike targeting
• Personalized pitch decks
• Pipeline and call intelligence
• Social listening
• Website visitor de-anonymization

All powered through Clay as the central GTM operating system.

In just a few months, Spara transformed its GTM foundation—and became fully self-sufficient in operating and expanding its Clay infrastructure.

With FullFunnel, Spara now has:

• A clean, reliable CRM enriched continuously through Clay
• A fully automated inbound flow where reps receive instant, actionable context
• A dynamic ICP engine that prioritizes accounts based on real intent
• A scalable GTM architecture that allows a small team to operate like a much larger one
• The internal knowledge to maintain and expand the system long after implementation

Jeremy’s Perspective

“FullFunnel built the foundation for what has allowed us to be successful. They taught us how to use Clay the right way so that in a few months, we didn’t have to solely rely on them. Most agencies don’t teach you their methods — but FullFunnel did.”

— Jeremy Gurwitch, Director of Business Operations, Spara

The Bottom Line

Spara knew what they wanted their GTM engine to look like—but partnering with FullFunnel helped them get there faster, safer, and smarter. With a fully built Data Engine powering all GTM operations, Spara is now equipped to scale with confidence and precision.