Sam Holding, a go-to-market strategist in the education tech sector, transformed his work by mastering CRM integration through the Clay Coaching Program. He built a powerful data pipeline, enriched his CRM automatically, and created a repeatable product offering that brought value to his current role and opened a new business opportunity.

Sam works across go-to-market operations in higher education, helping SaaS and EdTech companies scale. Before the program, Sam already had traction—but was looking for ways to deliver more value, reduce busywork, and build repeatable systems for outreach and enrichment.

"The interesting thing with all of this stuff is that it literally is infinite... I ended up going down a wormhole and building a product that’s just a database of every single contact in higher ed."

He wanted to go from fragmented tooling to streamlined systems.

Sam’s biggest challenges were:

• Enriching the CRM with useful, structured, and dynamic data.
• Reducing dependency on manual prospecting.
• Launching and documenting a reusable client-facing system.

"What I do is not just outbound motion. It's like: how do you collect contract expiry dates, enrich the CRM, and then send notifications to Slack."

He needed a setup that worked for his clients—and one he could pitch as a new service.