The new era of customer segmentation and data capture with Osman Sheikhnureldin, Head of GTM Ops at Clay

the gtm engineer

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The new era of customer segmentation and data capture with Osman Sheikhnureldin, Head of GTM Ops at Clay

From capturing competitor intel to creating automated battle cards, we talk about how Clay is redefining GTM data capture and customer segmentation with LLMs, JSON schemas and more

Noah Adelstein

Jun 17, 2025

Transcript

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Osman Sheikhnureldin runs GTM operations at Clay, and he's redefining the role of sales and marketing ops within tech.

He was the first GTM operations hire at Clay and has built the GTM ops function while Clay has grown from 25 to ~150 people. In this conversation, Osman shares his view on the modern GTM operations org, and we talk about the cutting edge data capture and automations his team has built to support Clay’s growth.

In this podcast, we discuss:

Why modern GTM operations should start with data architecture, not CRM admin
How to automate the most painful parts of sales workflows using LLMs
How to extract nuanced competitor intelligence from sales calls and the value of JSON schemas
How to build and track your own custom data points and use them to create self-improving LLM-generated battle cards
Marketing’s role in the new world of GTM Engineering
How to evaluate and hire your first GTM engineer

Episode highlights:

Osman and his team automated closed won hand offs between sales and customer success team to reduce manual work and speed up the post-deal transition.
Osman uses large language models to automatically extract competitor mentions, renewal dates, and buyer pain points.
Clay has built their own custom data points to get more granular about their ICP. They track sales org maturity, who their prospects sell to, where their prospects sell, and much more.
The GTM Ops team at Clay is working to build battle cards that write themselves — closed-won (and lost) patterns are fed back into Clay’s system, allowing automated generation of pre-call prep and objection handling guides.
Marketers at Clay have built personalized landing pages to target their top enterprise prospects.
We cover how to evaluate GTM engineering candidates by testing them for curiosity and digging into how they think about creative intent signals.

Where to find Osman: