A GTM agent is an AI agent that runs one go-to-market job on its own when a trigger fires: a schedule, a new CRM record or a buying signal. GTM agents build prospect lists, enrich and verify contacts, research accounts, score and route leads, run sequences, clean the CRM and write account briefs and pipeline reports. A run costs the records it touches times the price of each step, from $0.10 a standard action on Salesforce Agentforce to $1 a lead on HubSpot's Prospecting Agent, and the safe way to start is one job tested on a small sample.
AI GTM (also written GTM AI) is the wider term: AI anywhere in go-to-market, from a copilot that drafts one email to an agent that runs the whole job. This guide covers both, with the 8 jobs, vendor prices read on October 16, 2026, Clu's 12 ready-made agents and 5 steps to start.
Disclosure: Clu publishes this page and sells GTM agents. It is second of the GTM agent tools to buy, labeled as our product, with its full entry after the list. Its plans are on the Clu pricing page. Competitor prices come from each vendor's own page, with the date read.
What is a GTM agent?
A GTM agent is software that takes a go-to-market goal, decides the steps, calls the tools it needs and finishes the job without a person pressing each button. "GTM" (go-to-market) covers everything between a target market and revenue: marketing, sales development, sales, RevOps and customer success. A GTM agent works inside one of those jobs.
Three parts define every GTM agent. A trigger decides when it runs: a schedule ("every Monday at 8:00"), an event ("a new lead lands in Salesforce") or a signal ("an account visits the pricing page"). Skills are the actions it can take: search a people database, enrich a record, read a website, score a fit, write an email, update the CRM. An output is what it hands back: records in a list or CRM, a draft for approval, a sequence enrollment, a message in Slack.
The category is young, and vendors that sold data, sequences or CRMs a year ago now sell agents. Apollo calls itself "the GTM agentic system that unifies your data." ZoomInfo sells GTM AI as "The Context Graph for your GTM AI," with Context Agents on top. Clay's homepage offers to "run agentic workflows, and launch GTM plays." HubSpot sells a Prospecting Agent and a Data Agent inside its CRM.
What is AI GTM?
AI GTM, also written GTM AI, is the use of AI across a company's go-to-market work: marketing, sales development, sales, RevOps and customer success. In practice it covers five kinds of work: deciding who to target, spotting when to reach out, doing the outreach and data work, forecasting the pipeline, and reading unstructured text such as call transcripts, free-text form answers and job titles.
It shows up in three forms. Each one needs a different amount of trust, because each one acts with less supervision than the last.
| Form | What it does | Who starts it | Examples (vendor pages, Oct 16, 2026) |
|---|---|---|---|
| AI features inside a tool | Drafts an email, summarizes a call, suggests a field value | A person, inside one tool | HubSpot's Breeze Assistant, Apollo's AI Assistant |
| Copilots | Does multi-step work on request, across tools | A person, each time | Claude with MCP connectors, Clu |
| GTM agents | Runs one job end to end, with limits and a run log | A schedule, a CRM event or a signal | HubSpot Prospecting Agent, Clay Account Agents, Clu agents |
Two other meanings share the phrase. GTM AI is also the name of ZoomInfo's developer product at gtm.ai: company, contact and signal data through an API, MCP or CLI, pay-as-you-go from $20. And AI GTM sometimes means the go-to-market strategy for an AI product: positioning, pricing and channels for a company that sells AI. This guide covers the first meaning. For every tool a GTM team runs, layer by layer and priced by team size, see the GTM tech stack guide. For the plain definition of go-to-market, see the go-to-market glossary entry.
The 8 jobs GTM agents run
Eight jobs make up most GTM agent work in 2026. Each has a clear trigger, a short list of skills and an output someone can check. Under each job is the Clu agent that runs it, so you can see a working example with its trigger and cost.
1. Build lists
Find new people and accounts that match the ideal customer profile, on a schedule or when a signal fires. Example: every Monday, search for heads of RevOps at 50 to 300 person SaaS companies in the US who are not already in the CRM, and save them to a list. Artisan's Ava starts with "finding and enriching B2B leads," and Regie.ai says its agents handle "sourcing, ranking, call prep, and follow-ups."
In Clu: Weekly ICP leads runs a people search every Monday and skips anyone it has sent you before. Lookalikes of best customers starts from up to 25 customer domains. New hires at target accounts checks every morning for sales and marketing leaders who started in the last 90 days. Champions who changed jobs finds a champion's new work email when a move is confirmed and tells the old owner.
2. Enrich and verify contact data
Fill each record with a verified work email and a phone number, usually by trying several data providers in turn until one returns a deliverable result. Example: when a list lands, run every row through a waterfall and drop anyone whose email fails verification. Clay says it can "Find and enrich data from 150+ providers," and Apollo's waterfall uses "20+ data partners, or bring your own vendor."
In Clu: Enrich new CRM contacts checks Salesforce or HubSpot every 30 minutes for contacts with no email or no phone, runs a 25+ provider waterfall and fills only blank fields. Fill missing emails does the same for emails every night. A verified work email is 1 credit, a phone number 10, and a miss costs nothing.
3. Research accounts
Read the company's site, news, job posts and CRM history and write the answer to a specific question. Example: for 500 accounts, answer "Do they sell to hospitals?" with a source on each answer. Clay describes Claygents as "agents in Clay that perform tasks on your behalf," on every plan, and lists "Account research & meeting prep" as a use. Our Claygent review tests it.
In Clu: Account briefs writes a short, sourced brief on each new target account every Monday (what they do, recent news, the contacts already in your CRM) and sends it to the account owner.
4. Qualify and score
Score each account or lead against the ICP and write down why. Example: score every new inbound lead 0 to 100 and post the top 10 to the sales channel each morning. HubSpot's Prospecting Agent "scores accounts against your ideal customer profile."
In Clu: Qualify inbound leads researches each new inbound lead and its company with sources, scores the fit from 0 to 100 and posts who to call first in Slack. AI qualification is 5 credits a lead. See how the score works on ICP scoring.
5. Write and run sequences
Write the first touch and enroll the lead in a multi-step sequence, or draft it for a rep to approve. Example: add every new 80+ score to a sequence that sends from the rep's inbox. HubSpot's Prospecting Agent drafts emails "in each rep's voice" and has a "fully autonomous mode, which sends emails without requiring review first." Amplemarket's agents "find buyers, research prospects, and personalize outreach."
In Clu: any agent can end with Add to sequence. Sequences send email from each rep's own Gmail or Outlook, plus call tasks, and a missing or unverified email, an unsubscribe or another active sequence keeps a lead out. You write each email once and variables fill in the lead's name, title and company.
6. Route leads
Assign each new lead to the right owner by territory, segment or account ownership, with context attached. Example: when a form fill matches an existing customer, route it to the account manager and skip the SDR queue. Clay lists "Inbound and signal routing" as an Account Agents use, and ZoomInfo says GTM Studio's "Specialized AI agents take care of enrichment, scoring, routing, and message creation." The lead routing software guide compares the tools built only for this job.
In Clu: Route inbound to owners matches each new lead to its account by company domain and name, makes the account owner the lead owner and sends that rep a Slack DM. It uses no credits.
7. Keep the CRM clean
Find duplicates, fill missing fields, flag people who left and keep records current. Example: every night, re-enrich contacts whose email bounced and update the record. HubSpot says its Data Agent "keeps your CRM current by tracking the signals that matter."
In Clu: CRM duplicate cleanup scans Salesforce or HubSpot quarterly by default (weekly or monthly if you choose, never daily), groups likely duplicates with the reason they matched and merges only the groups a person approves, at 0 credits. Fill missing emails covers the blank email fields.
8. Write account briefs and pipeline reports
Pull CRM history, recent calls and public news into one page before a meeting, or summarize what changed in the pipeline. Example: an hour before every first meeting, post a brief to the AE in Slack. LangChain's own GTM agent "gathers context (including meeting history)" before it drafts anything.
In Clu: Weekly pipeline summary reads Salesforce or HubSpot every Friday and posts what moved, closed and is at risk in Slack. Deal review prep sends each rep their open deals with no logged activity in 14 days before Monday's review. Neither uses credits.
GTM agents by team
The same eight jobs land on different desks. This is who usually owns each agent, and an example you can open.
| Team | Jobs agents take on | Example agents |
|---|---|---|
| SDRs and BDRs | Build lists, enrich and verify, research, sequences | Weekly ICP leads, New hires at target accounts |
| Account executives | Account briefs, champion moves, follow-ups | Account briefs, Champions who changed jobs |
| Sales managers | Stalled deals, weekly pipeline review | Deal review prep, Weekly pipeline summary |
| RevOps | Routing, enrichment, duplicates, empty fields | Route inbound to owners, Enrich new CRM contacts, CRM duplicate cleanup, Fill missing emails |
| Marketing | Inbound scoring, lookalike accounts | Qualify inbound leads, Lookalikes of best customers |
| Enablement | Which content and training drive deals | Highspot's GTM Agent, which "helps marketing and enablement quickly pinpoint what's working" |
| Customer success | Champions who move, expansion signals | Champions who changed jobs |
All 12 Clu agents, with what starts each one and where results land, are in the agent library.
How a GTM agent works: trigger, skills, output
Every GTM agent, built or bought, can be described in the same five fields. Writing them down before you build or buy is the fastest way to see whether an agent is safe to run.
| Field | What to define | Example |
|---|---|---|
| Trigger | When it runs | Every Monday at 8:00, or when a lead is created in Salesforce |
| Input | What it starts from | The ICP definition, or the new lead record |
| Skills | Which tools it may call | People search, enrichment, verification, web research, scoring, sequence enrollment |
| Limits | What it may spend and touch | 500 records a run, a credit or dollar cap, no writes to closed-won accounts |
| Output | Where results go and who reviews them | A list synced to the CRM, a sequence enrollment, a Slack post with every record |
LangChain's published GTM agent is a clean example of all five. It "triggers on new Salesforce leads, checks whether we should reach out," gathers context including meeting history, and sends the rep a Slack draft to approve. It is connected to Salesforce, Gong, BigQuery and Gmail, and its research subagent uses Apollo and Exa. LangChain reports lead-to-qualified-opportunity conversion "up 250% from December 2025 to March 2026," and says reps "reclaimed 40 hours per month each."
Clu publishes these fields for each of its 12 agents in one table: every agent at a glance.
Types of GTM agents
AI textbooks sort agents into five types by how they decide. The same types map cleanly onto GTM work, and the type tells you how much review an agent needs.
| Type | How it decides | GTM example | Review it needs |
|---|---|---|---|
| Simple reflex | A fixed rule on what it sees right now | A form fill matches an account, so assign the account owner | Spot checks |
| Model-based reflex | Rules plus a memory of what it has already seen | A weekly list that skips anyone it sent before | Spot checks |
| Goal-based | Plans its own steps toward a goal | "Book 10 first meetings with RevOps leaders this month" | Approval before it spends or sends |
| Utility-based | Scores the options and picks the best | Score every inbound lead 0 to 100 and route the top 10 | A weekly sample |
| Learning | Changes its behavior from outcomes | Reweights the lead score from which leads became opportunities | A weekly sample and a named owner |
Most agents in this guide are model-based or utility-based: a trigger, fixed steps, a memory of past runs and a score. Goal-based agents that plan their own steps are the newest and need the tightest limits.
GTM agents vs workflow automation, copilots and AI SDRs
The four terms overlap in vendor copy. They differ in who starts the work, who decides the steps and how wide the job is.
| Workflow automation | Copilot | GTM agent | AI SDR | |
|---|---|---|---|---|
| Who starts it | A trigger | A person, each time | A trigger: schedule, CRM event, signal | A trigger or a campaign |
| Who decides the steps | Fixed if-this-then-that rules | The person, step by step | The agent, inside the limits you set | The agent, for who to contact and what to say |
| Scope | One step or a fixed chain | Answers and drafts in the moment | One GTM job end to end | Outbound prospecting, sending and replies |
| Output | A field update, a task, a message | An answer or a draft | Records, enrollments, briefs, CRM updates | Meetings booked |
| Examples | n8n workflows, CRM workflow rules | Apollo's AI Assistant, HubSpot's Breeze Assistant, Claude | Clay Account Agents, HubSpot Data Agent, LangChain's GTM agent, Clu agents | AiSDR, Artisan's Ava, 11x's Alice |
Workflow automation is where most teams start, and the GTM automation guide shows three builds for the outbound chain. An AI SDR is a GTM agent specialized on one job: the AI SDR tools guide defines the term and compares those products, the AI BDR guide sorts them by BDR job, and the AI sales agents explainer covers agents across the rest of the sales cycle. Building GTM agents is a large part of what the GTM engineer role now does.
How to spot agent-washing
Some products sold as agents are copilots or rule-based workflows with a new label. Four questions sort them:
- Does it start without a person? If someone has to open it and ask every time, it is a copilot.
- Does it choose any steps? If every step is a fixed rule you wrote, it is workflow automation.
- Can you cap what it spends and touches? A real agent has limits per run and per period, and scoped write access.
- Does every run leave a log you can audit? Records in, records written, messages sent, failures and cost.
How to start with GTM agents: 5 steps
- Pick one job. Choose the job with the clearest trigger and the easiest output to check. List building and enrichment are the usual first agents, because a person can read the result in ten minutes.
- Write the five fields. Trigger, input, skills, limits and output, as in the table above. If you cannot fill in Limits, the agent is not ready.
- Clean the inputs. Write the ICP as filters, load the do-not-contact rules (open deals, customers, unsubscribes, competitors) and deduplicate against the CRM so the agent never pays twice for a person you have.
- Test on a small sample. Run it on 5 to 50 records, read every one and fix the steps before it touches the CRM or a prospect.
- Turn it on with a named owner. One person reviews a sample of each week's output and can switch it off. Run it for four weeks before adding the next job.
In Clu, step 1 is one sentence that describes the job, or a pick from the agent library. Clu reads your company profile and connected tools, asks at most four questions and proposes the play: a trigger and the steps that follow. Nothing is saved until you click Accept. A free test shows which records would enter, or you can test on 5 records for real results, and Clu turns the agent on only after you say yes. Every workspace starts with 14 days of Pro (up to 3 seats, 250 credits) to build and review agents; testing and turning one on need Pro or Enterprise.
Build your own: LangChain, n8n, Clay, Claude Code
Building fits teams with a GTM engineer, data that lives in their own systems, and logic no vendor sells. Four routes cover most builds.
LangChain
LangChain and LangGraph are open-source frameworks for writing agents in code; LangSmith adds tracing and evaluation. LangSmith's Developer plan is free for one seat with up to 5,000 base traces a month, and Plus is $39 per seat a month with 10,000. LangChain built its own GTM agent on its Deep Agents library because "this is a long-running, multi-step process that has to orchestrate multiple tools and large amounts of data reliably."
Best for: engineering-led teams that want full control of the agent's logic and data.
n8n
n8n is a workflow builder with "Agents, MCP and AI nodes" from its Starter plan. Starter is €20 a month billed annually for 2,500 workflow executions; Pro is €50 for 10,000. A standard self-hosted version is on GitHub. A typical GTM build: a CRM webhook triggers a workflow that calls an enrichment API, asks a model to score the lead and posts the result to Slack.
Best for: RevOps teams that already automate with workflows and want agents in the same tool.
Clay
Clay is a table where each column can call a data provider or an AI model. Claygent and "Customize agents with Claygent builder" are on every plan. Account Agents, "(in beta)" on Launch, Growth and Enterprise, reason over an account, "decide the next best action" and "remember what they learned," at "1 action per record processed by the agent." Launch is $185 a month ($167 billed annually) and Growth $495 ($446).
Best for: RevOps teams that want to build data-heavy agents without writing code.
Claude Code
Claude Code is Anthropic's coding agent, included in Claude Pro at $20 a month, or $17 billed annually. Connected to data vendors' MCP servers (Apollo's works on any Apollo plan; Clay's runs on Launch and up), it can search, enrich and write in one session, and it can write the scripts that run the agent on a schedule. The Claude for sales guide walks through the connectors. Our MCP servers for sales and GTM hub compares what each server can do.
Best for: technical founders and GTM engineers who want to prototype an agent in an afternoon.
Buy one: the GTM agent tools in 2026
Buying fits teams that want a standard job (lists, enrichment, research, sequences) running this week, with the data, limits and audit trail built in. Clu, second in the table and the list, is our product.
| Tool | GTM agents it sells | Price (vendor page, Oct 16, 2026) |
|---|---|---|
| Clay | Claygent on every plan; Account Agents (beta) on Launch and up | Free; Launch $185/mo ($167 annual); Growth $495 ($446) |
| Clu (ours) | From one sentence, Clu builds agents that find, enrich, verify and sequence, on a schedule or CRM trigger | Starter $49 a seat/mo; agents from Pro at $89 a seat/mo, with 5 active agents |
| Unify | AI outbound and agentic chat on every plan; plays on Business | Free (up to 3 seats); Base $20/seat/mo; Pro $60/seat/mo; Business custom |
| Regie.ai | AI Agents ("Prompt to do anything"), Power Dialer, RegieGO | Free plan includes agents; Pro $49/mo ($41 annual); Team $150/seat ($125 annual), 2-seat minimum |
| Amplemarket | AI agents, Duo Copilot, Duo Inbox, Duo Voice | Startup $600/mo, annual term, 2 users |
| Apollo | Agents on the GTM Harness, AI Assistant | Basic $49 and Professional $99 per seat a month, monthly billing; Apollo's page does not say which plan includes agents |
| HubSpot | Prospecting Agent, Data Agent, Breeze Assistant | Prospecting Agent $1 per lead; Starter seats $20/mo; 500 HubSpot Credits a month on Starter |
| Salesforce Agentforce | Sales agents for prospecting, inbound lead outreach and coaching | Flex Credits $500 per 100K (20 a standard action); add-ons $125/user/mo |
| ZoomInfo | GTM Studio agents for enrichment, scoring, routing and messages; GTM AI for builders | GTM Studio in early access, pricing "tailored"; GTM AI pay-as-you-go from $20 |
| Highspot | GTM Agent and Deal Agent for marketing, enablement and sellers | Price on request |
| Gumloop | General agents with GTM templates | Pro from $37/mo with 20,000 credits a month; unlimited seats |
| HG Insights | HG Agents: Account Research Brief, Buying Committee Mapper, Trigger Analyst, Account List Builder, Campaign Account Scorer, Campaign Contact Finder, Outreach Drafter; HG Superagent routes requests to the right agent | Starter from $95K a year (190,000 to 500,000 Intelligence Credits at $0.50 each, up to 10 users); Scale from $250K a year; Enterprise custom (HG Insights, Oct 28, 2026) |
| LeanData | LeanData AI Assistant and AI Inference Node in FlowBuilder; AI SDR routing that applies your routing rules to any AI SDR's handoffs over Scheduling APIs or MCP | Price on request; packages priced on features, objects and Salesforce users or queues (LeanData, Oct 29, 2026) |
| Breakout | Inbound AI SDR, Outbound AI SDR and a 1:1 Account Agent | Signals from $500/mo; Growth, with the Inbound AI SDR, from $2k/mo; Enterprise custom (Breakout, Oct 29, 2026) |
- Clay. Agents that live in the data table, with 150+ providers behind them. Best for: RevOps teams that want to design each step.
- Clu (our product). Disclosure. We make Clu, and this entry is our own description of our product. Clu gives you AI agents that run your GTM, ready-made for lists, enrichment, research, scoring, routing and CRM cleanup. Clu, our GTM agent, finds buyers across 1B+ profiles, gets verified emails and direct dials from 25+ providers, adds them to sequences that send from each rep's own inbox, and syncs to HubSpot or Salesforce. Starter is $49 a seat a month, and always-on agents and CRM sync start on Pro at $89. It has no built-in dialer and sells no intent data, so teams that call at volume or buy on intent pair it with a dialer or a signal vendor. Best for: lean teams that want the list, the verification and the send running as agents this week, without building them.
- Unify. Outbound agents, sequencing and a click-to-call dialer with a free plan and seat prices from $20. Best for: small outbound teams that want agents running before procurement.
- Regie.ai. One prompt runs "sourcing, ranking, call prep, and follow-ups," with a parallel dialer. Best for: SDR teams that live on the phone.
- Amplemarket. Agents and copilots on top of contact data and multichannel sequences. Best for: teams of 2 to 10 reps buying one annual contract.
- Apollo. Agents with "Autonomy levels that expand as your confidence builds," on 240M+ contacts and 30M+ accounts. Best for: teams already prospecting in Apollo.
- HubSpot. Agents inside the CRM, paid with HubSpot Credits (500 a month on Starter, 3,000 on Professional, 5,000 on Enterprise; unused credits do not roll over). Best for: HubSpot customers who want agents without a new vendor.
- Salesforce Agentforce. Agents grounded in Salesforce data, billed per action, per conversation or per user. Best for: Salesforce customers with an admin team.
- ZoomInfo. Agents on ZoomInfo's data, and a pay-as-you-go API, MCP and CLI for builders. Best for: enterprise teams that already buy ZoomInfo.
- Highspot. A GTM Agent that "helps marketing and enablement quickly pinpoint what's working," and a Deal Agent for sellers. Best for: enablement teams already on Highspot.
- Gumloop. A general agent builder with unlimited seats and agent-scoped "Connector Policies & Guardrails." Best for: operators who want one agent platform across sales, marketing and support.
- HG Insights. HG Agents are pre-built agents that run on HG Fabric data on 60M+ companies and return source-cited account briefs, buying committee maps and target lists to Slack, Microsoft Teams or your own app, with HG Superagent routing each request to the right agent. Best for: enterprise revenue teams that want agents grounded in proprietary technology, spend and intent data instead of enrichment they source themselves.
- LeanData. LeanData sits between your AI SDR and your Salesforce calendar and enforces territory rules, round-robin, SLAs and lead-to-account matching on every agent handoff, with an AI Assistant that explains why a record was routed the way it was. Best for: Salesforce teams adding AI SDRs that need RevOps routing rules kept in one place.
- Breakout. Breakout identifies website visitors at person and account level, and its Inbound AI SDR qualifies them and books meetings before they leave, while its Outbound agent watches 700+ third-party signals and sends researched outreach. Best for: teams with website traffic that want an agent working inbound visitors.
Our product: Clu and its agents
You talk to Clu in the app (press ⌘J on any page) and, on Pro and Enterprise, in Slack. Each standing job Clu sets up for you is an agent. Describe the job in one sentence and Clu drafts the whole agent, credit limit included; you test it on real data, then turn it on.
Agents start on a schedule, a Salesforce or HubSpot change, or a webhook such as a form fill. CRM, list and schedule triggers are checked every 30 minutes, and a webhook agent runs within seconds. Each agent has two limits you set: records per run, and a credit limit counted across its runs in a period. Every run ends with a recap (records in, records written, messages sent, failures and credits) posted to Slack or email, and research answers cite a source on every line.
The skills cover the jobs above, and agents also research accounts, score leads from 0 to 100 against the ICP and push verified leads to Salesloft and Lemlist. Search, CRM reads and writes, routing and Slack posts cost nothing. The same search and enrichment work from Claude through Clu's MCP server, from the Starter plan. See how agents work and Clu.
| Agent | Starts when | Credits |
|---|---|---|
| Weekly ICP leads | Every Monday | 1 per work email found, 0.5 per check; search is free |
| Lookalikes of best customers | Weekly or monthly | 1 per work email found; company search is free |
| New hires at target accounts | Every morning | 1 per work email, 10 per phone number found |
| Champions who changed jobs | A CRM contact starts at a new company | 5 per confirmed move (10 on the two-week check), plus 1 per new work email |
| Enrich new CRM contacts | A new contact has no email or no phone | 1 per email, 10 per phone number found; 0 for a miss |
| Fill missing emails | Every night | 1 per email found; 0 for a miss |
| Account briefs | An account is marked as a target | Research credits per account; the CRM lookup and the DM are free |
| Qualify inbound leads | A lead joins your inbound list, or a form webhook | Research and scoring credits per lead (qualification is 5); the Slack post is free |
| Route inbound to owners | A new lead or contact, or a form webhook | 0 |
| CRM duplicate cleanup | Quarterly by default | 0 |
| Weekly pipeline summary | Fridays at 4:00 PM | 0 |
| Deal review prep | Mondays, before the review | 0 |
Pro is $67 a seat a month billed annually, and Enterprise runs unlimited agents. Every workspace starts with 14 days of Pro (up to 3 seats, 250 credits) to build and review agents; turning one on needs Pro or Enterprise.
Our product
Clu
Best for: lean GTM teams that want one platform in place of 3 to 5 tools: AI agents that find buyers, get verified emails and phone numbers from 25+ providers and send the sequences.
Clu publishes this page. Accuracy figures are from our own benchmark, not a third-party test.
Clu runs waterfall enrichment across 25+ data providers in sequence and stops at the first deliverable result, at 1 credit per verified work email and 10 per phone number. A missed email or phone number costs nothing. It returns 98% verified work emails and 85% phone numbers on the Clu 500-Lead Enrichment Benchmark, which is our own test run on a 500-lead sample. Plans start at $49 per seat a month.
Clu, our GTM agent, turns one sentence into an agent that searches 1B+ profiles, enriches and verifies every person it finds, adds them to a sequence and posts each run to Slack, every week or on a CRM trigger.
- Product
- Plans
Free plan 50 credits a month. Starter $49 and Pro $89 per seat a month, and every seat adds its credits to one shared balance. Enterprise is custom. 25% off on annual billing.
- Credits
- Verified work email1
- Phone number10
- Both on one row11
- Validation0.5
- AI qualification5
- Trial
14 days of Pro, free: 250 credits, 3 seats, agents, Sequences and Clu in Slack.
- Fits when
- You want agents for lists, enrichment, research, scoring, routing and CRM cleanup without building them
- You want every run posted to Slack with its records, its cost and a review
- You want to test an agent on real records before it goes live
- Pairs with
- A dedicated routing tool, if territory assignment across many teams is the main job
- Your existing sequencer, if you already run one. Clu pushes verified leads to Salesloft and Lemlist
- Claude, through Clu's MCP server, for ad hoc work outside a scheduled agent
What a GTM agent costs to run
A GTM agent's cost is records times the price of each skill it uses on a record, plus the platform. In the published prices below, data costs more per record than AI does. Per-unit prices, read October 16, 2026:
| Platform | Unit | List price |
|---|---|---|
| HubSpot Prospecting Agent | Lead it recommends outreach for | $1 |
| Clu (ours) | Verified work email / phone number | 1 credit / 10 credits; 0 for a miss; top-ups from 1,000 credits for $49 |
| Salesforce Agentforce | Standard action (20 Flex Credits) | $0.10; voice actions 30 credits, $0.15 |
| Salesforce Agentforce | Conversation | $2 |
| Clay | Record an Account Agent processes | 1 action, plus data credits from $0.05 each; Clay puts a fully enriched record at 6 to 20 data credits |
| GTM AI by ZoomInfo | Data credit (one record enriched or exported) / AI credit | $0.38 at the $1,000 spend tier / $0.05 flat |
| n8n | Workflow execution | 2,500 executions in €20 a month (Starter, billed annually) |
| Gumloop | Credit | 20,000 a month in Pro, from $37 |
A weekly agent that researches and writes for 500 leads costs up to $500 a week in HubSpot's Prospecting Agent at $1 a lead. In Clay, 500 fully enriched records run 3,000 to 10,000 data credits, or $150 to $500 at the $0.05 floor, plus 500 actions. In Clu, 500 verified work emails are 500 credits, and a lookup that finds nothing costs 0. Five ways to cap the bill:
- Set a hard limit per run in records and in credits or dollars, and let the run stop when it hits it.
- Pay for results only. Prefer skills that charge nothing when a lookup misses; Clay says "If an enrichment returns no result, you're not charged Data Credits or Actions."
- Deduplicate against the CRM first, so the agent never pays twice for a person you already have.
- Order the skills cheap to expensive. Score and filter before you pay for phone numbers and deep research.
- Run a test on a small sample and read every record before the agent goes live.
Approvals, credit limits and other guardrails
An agent that can spend money and email prospects needs the same controls a new hire gets in week one. Seven guardrails cover most of the risk:
- Approval before send. Drafts go to a rep before they go to a prospect, at least for a new segment. HubSpot's Prospecting Agent has a review mode; LangChain's agent sends "a Slack draft" for the rep to approve.
- Spend limits. A cap per run and per month. Clay's MCP ships with "credit budgets."
- Scoped access. The agent may read the CRM but write only to specific fields or objects. Gumloop sells "Connector Policies & Guardrails."
- Do-not-contact rules the agent cannot override: customers in open deals, unsubscribes, competitors.
- Test runs on a small sample, read in full, before the agent writes to the CRM or emails anyone.
- A run log with every record, every action and the cost, posted where a person reads it.
- A named owner for each agent who reviews a sample of its output every week and can switch it off.
Build or buy: the verdict
- Build when the agent's value comes from your own data and logic: product usage in a warehouse, call transcripts, a scoring model only your team understands. LangChain's agent reads Salesforce, Gong and BigQuery. Budget a GTM engineer's time and LangSmith or n8n.
- Buy when the job is standard (build the list, verify the data, research, score, sequence, update the CRM) and you want it running this week with limits and logs included.
- Start with one job. Pick the job with the clearest trigger and the easiest output to check, usually list building or enrichment, and run it for four weeks before adding the next.
Teams buying agents for lists, verified data, research and sequences in one workspace can start from the agent library and compare plans on the Clu pricing page.
FAQ
What is a GTM agent?
A GTM agent is an AI agent that runs one go-to-market job on its own when a trigger fires, such as a schedule, a new CRM record or a buying signal. It uses skills like people search, enrichment, research, scoring and sequence enrollment, and delivers an output a person can check: a list, a scored lead, a draft or a CRM update.
What is AI GTM?
AI GTM, also written GTM AI, is AI applied to go-to-market work: marketing, sales development, sales, RevOps and customer success. It comes in three forms: AI features inside the tools you already use, copilots that do multi-step work when a person asks, and GTM agents that run one job end to end on a trigger. GTM AI is also the name of ZoomInfo's developer product at gtm.ai.
What do GTM agents do?
GTM agents run eight common jobs: building prospect lists, enriching and verifying contact data, researching accounts, qualifying and scoring leads, writing and running sequences, routing leads to owners, keeping the CRM clean, and writing account briefs and pipeline reports. Each job has a trigger, a short list of skills and an output a person can review.
What are the top 10 GTM tools?
For GTM agents, ten tools cover most teams in 2026: Clay, Clu (our product), Apollo, HubSpot, Salesforce Agentforce, ZoomInfo, Unify, Amplemarket, Regie.ai and Gumloop, with n8n, LangChain and Claude Code for teams that build their own. Clu sells agents for lists, enrichment, research, scoring, routing and CRM cleanup. For the full go-to-market stack, including the CRM, sequencing, call recording and analytics, see the GTM tech stack guide.
What are the best AI GTM tools?
For buying GTM agents in 2026: Clay for data-heavy agents (Launch $185 a month), Clu, our product, for agents that find, enrich, verify and sequence (Starter $49 a seat a month, agents from Pro at $89), Unify for outbound agents with a free plan (Base $20 a seat), Apollo for agents on a contact database (Professional $99 a seat a month), HubSpot and Salesforce Agentforce for agents inside the CRM, and Amplemarket for agents with data and sequences in one contract. For building: LangChain, n8n, Clay and Claude Code. Prices were read on October 16, 2026.
What is agentic GTM?
Agentic GTM is a go-to-market motion where AI agents run repeatable jobs (list building, enrichment, research, scoring, sequencing, routing and CRM updates) on triggers, while people own strategy, conversations and approvals. Each agent has a trigger, a set of skills, limits on what it can spend and touch, and an output a person reviews.
How much does a GTM agent cost to run?
A GTM agent costs the number of records it touches times the price of each skill per record, plus the platform. Published unit prices include $1 per lead for HubSpot's Prospecting Agent, $0.10 per standard action on Salesforce Agentforce, 1 action plus 6 to 20 data credits per fully enriched record on Clay with data credits from $0.05 each, and 1 credit per verified work email in Clu with nothing charged for a miss.
How do you start with GTM agents?
Start with one job that has a clear trigger and an output you can check in minutes, usually list building or enrichment. Write down its trigger, input, skills, limits and output, clean the inputs and the do-not-contact rules, test it on 5 to 50 records and read every one, then turn it on with a named owner who reviews a sample each week. Add the next job after four weeks.
What is the GTM strategy model?
A GTM strategy model is the plan for how a product reaches buyers: the target market and ideal customer profile, the value proposition, pricing, channels and the sales motion, such as product-led, sales-led or partner-led. GTM agents work inside that plan once it is set. They run the repeatable jobs, such as building the list for the chosen ICP, while choosing the market and the message stays with people.
What is a model-based reflex agent, and is a GTM agent one?
A model-based reflex agent acts on condition-action rules, using an internal record of things it cannot see directly at that moment. Many GTM agents work this way: a weekly list agent that remembers who it already sent you and skips them is a model-based reflex agent. Agents that plan their own steps toward a goal, such as booking a number of meetings, are goal-based agents and need tighter limits.
What is the difference between a GTM agent and an AI SDR?
A GTM agent runs any one go-to-market job: list building, enrichment, research, scoring, routing, CRM hygiene or account briefs. An AI SDR is a GTM agent specialized on outbound prospecting: it finds prospects, writes and sends outreach, handles replies and books meetings.
Do you need a GTM engineer to run GTM agents?
To build GTM agents on LangChain, n8n or Claude Code, yes, or someone with the same skills. To buy them, no: tools like Clay, Unify, Apollo and HubSpot sell agents set up from a form or a sentence. A named owner who reviews each agent's output weekly is needed either way.
Is Clu an AI SDR?
No. Clu builds and runs agents under your direction: they find the people, enrich and verify them, research, score and keep the CRM tidy. Your team decides who to contact, approves what spends credits and takes the calls.
Sources
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Omni
Decagon
Distyl
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