About Clarifeye

Clarifeye is a B2B software company building AI governance and compliance tools for non-tech, regulated enterprises. Their platform helps large organizations manage AI risk and trust - targeting industries like healthcare, pharma, manufacturing, and insurance where AI adoption is accelerating but compliance requirements are significant. Their go-to-market is enterprise-style: long sales cycles, founder-led, and relationship-driven. Like many early-stage B2B companies selling into regulated industries, they needed a GTM infrastructure that could make founder-led selling scalable without requiring a full sales team.

The Challenge

Clarifeye already had Attio in use, but the CRM was functioning as a passive system of record rather than an active GTM engine. Pre-SQL activity was largely manual, and the outbound motion they needed to build simply didn't exist yet.

Three problems needed solving simultaneously:

• CRM not built for outbound: The Attio CRM setup had no structured lifecycle, no lead scoring, no attribution logic, and no pipeline aligned to an outbound motion. The team was using ad-hoc tags (Cold / Warm / Hot) with no governance.

• No outbound infrastructure: Clarifeye had no Clay setup, no Lemlist account, no ZapMail configuration, and no scoring engine. Prospecting was event-driven, CSV-based, and founder-led, with no link between outreach activity and the CRM.

• ICP not operationalized: The team had a strong intuition about who to target - regulated enterprises with 500+ employees, specific AI governance pain points - but this had never been translated into Clay-ready lead scoring logic or a structured B2B targeting framework.

The goal was to move from manual, event-driven outreach to a structured, repeatable outbound sales system - without over-engineering.

Our Approach

Novlini delivered the full Attio CRM setup and outbound stack build in 6 days across three phases.

Phase 1 - Attio CRM Rebuild and Pipeline Setup

Full audit and rebuild of the Attio workspace. We formalized the lead lifecycle from scratch: Lead, MQL, SAL, Meeting Booked, Active Deal, Customer - with score-based transitions and calendar-interaction triggers.

Custom attributes added to People: origin, contact stage, Clay score, engagement score, intent signals, and product usage fields (warehouses, conversations, ontologies edited, reasoning workflows) to track Clarifeye's own product engagement directly in the CRM.

Deals were rebuilt with enterprise-specific attributes: use case description, ICP fit rating, IT signoff, vendor/legal signoff, decision criteria, decision process, procurement process, contract type, expected close date, and weighted deal value.

Five Attio automations configured: account type and contact stage updates on deal activity, automatic meeting booked detection via calendar interaction, deal activity warning tasks (inactive 1W / inactive 2W), and weighted deal value calculation on stage and value changes.

N8N workflow for deal activity tracking also set up to monitor pipeline health automatically.

Phase 2 - ICP Definition and Lead Scoring with Clay

ICP definition formalized across company and persona dimensions, then translated into Clay-ready scoring logic - one of the most critical steps in any B2B outbound setup for enterprise sales.

Composite lead scoring model built: Account Score (up to 100 points) combining industry fit, company size, and technographic signals, plus Account Intent signals (AI hiring activity, document-based automation initiatives). Contact Score (up to 100 points) combining seniority, role family, profile keywords, event attendance, and LinkedIn engagement signals via Trigify.

Intent signal sources: Sumble for company-level technographic intent, Trigify for people-level signals, and Clay-native enrichment for the rest.

Phase 3 - Outbound Stack Integration: Clay, Lemlist, and Attio

Full Clay setup with Attio integration. Automated enrichment workflows: when a lead is added to the Outbound People list with "Clay Enrichment Status: To Do", a webhook fires to N8N, which sends the record to Clay for scoring and enrichment, and pushes it back to Attio with the score and status updated.

Leads scoring above 50 are automatically tagged MQL. Leads from Clay sourcing or manual import both flow through the same scoring logic.

Lemlist setup with 10 email addresses configured across ZapMail domains, plus 2 LinkedIn accounts connected. Campaign activation controlled directly from Attio: a Campaign dropdown on each People record triggers routing to the corresponding Lemlist sequence via N8N. Outbound statuses (email and LinkedIn) sync back to Attio automatically.

5 top-of-funnel dashboards built in Attio covering outbound activity, plus a deal analytics section with pipeline visibility and weighted revenue by stage.

Full documentation and team enablement delivered at close. Video walkthroughs for Attio, manual outbound sourcing, Clay list sourcing, and scoring updates.

Technology Stack

• Attio - CRM, lifecycle pipeline, scoring, dashboards (source of truth)

• Clay - ICP scoring, lead enrichment, automated list building

• Lemlist - outbound sequencing (email + LinkedIn), 10 mailboxes + 2 LinkedIn accounts

• N8N - automation layer (Clay enrichment, Attio to Lemlist push, status sync)

• Sumble + Trigify - intent signal providers (technographic and LinkedIn engagement)

The Results

Clarifeye went from a passive CRM and zero outbound infrastructure to a fully operational scoring and sequencing engine - with ICP logic, automated enrichment, and live campaigns - in 6 days of work.

• CRM rebuilt with a structured lifecycle, deal attributes for enterprise sales, and 5 automations live

• ICP operationalized with a composite scoring model (account + contact, up to 200 points total)

• Outbound stack live - Clay enrichment flowing into Attio, Lemlist connected, first campaigns launched

• Automated enrichment - leads added to the outbound list trigger Clay scoring automatically

• Full team enabled - documentation, video walkthroughs, and scoring governance process delivered

"Novlini provided a strong custom GTM infrastructure in a few weeks. They remained proactive and reactive when needed through the entire iteration process. Highly recommended."

Xavier Menchez - Founding GTM, Clarifeye ★★★★★

Why It Matters

Enterprise AI governance is a new category. The buyers are not in typical SaaS databases. They're Ops leads and Regulatory managers in pharma plants and insurance groups who don't call themselves "AI buyers" - they just have a problem with unreliable AI output. Finding them requires intent-based outbound targeting, not volume. Getting this right means building a lead scoring system that goes beyond job title and company size, layering in technographic signals and behavioral data to surface the handful of accounts where the timing is actually right.

For any early-stage B2B company selling into regulated enterprises with a long sales cycle, this is the outbound architecture - Attio as CRM backbone, Clay for enrichment and scoring, Lemlist for sequencing, N8N as the automation layer - that makes founder-led selling scalable.