The Spreadsheet Era of GTM Is Over

Much of the GTM workflow tooling is getting poofed by Claude Code.

We saw this coming back in September last year.

You don't need a spreadsheet with integrations anymore. The genie is out.

Every company that exposes an API can be trivially consumed by Claude Code to build any workflow. And most enrichment tools are BYOK anyway - you're already managing the vendor relationships yourself.

The tool is just an orchestration layer on top of your own API keys.

So what's left? A spreadsheet UI with some waterfall logic. That's it.

Now some of these tools are trying to go "UI-less" on top of their spreadsheet UI - which kind of defeats the whole purpose?

But the question is - does gtm have anything beyond enrichment and basic step by step enrichment/filtering workflows?

Don't treat "signals" as something different - it's just a cron-based enrichment if you start with a list.

New tech won't help if GTM is still thinking in terms of list-based enrichment chained to integration providers.

GTM industry as a whole has overindexed on what Clay does.

Enrichment became the entire playbook. And now that enrichment is trivially replicable with code - there's no original thought left to fall back on.