Account Sourcing Playbook

January 27, 2026

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A workflow that maps the market, qualifies accounts and contacts, and activates them inside the CRM.

Lorenzo Amadei

How it works

Step 1: Create broad TAM Map

Use multiple databases to maximize coverage:

Clay, LinkedIn, and AI Ark to create a list of filtered companies.
Use DiscoLike and Ocean.io to find lookalike companies based your ICP.
If your industry is more traditional, use Serper to scrape Google results.

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Step 2: Qualify companies with AI

Filter the TAM before sourcing contacts.

Use Clay to evaluate each company
Run AI checks to validate:
- What the company does
- Whether the company matches the ICP
Label companies as:
- Qualified
- Not qualified
Remove not qualified companies from the list

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Step 3: Source contacts

Create one master Clay table for accounts.
Use Clay, AI Ark to find contacts across the first-pass list of companies.
Create smaller Clay tables for each contact type:
- Decision makers
- Champions
- Influencers or end users
Contact tables can also be structured by job title.

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Step 4: Enrich and clean the data

Validate: Check whether the company still exists or has been acquired
Normalize: Use formulas so enriched fields are usable in emails and workflows
Qualify: Use ‘Use AI’ in Clay to assess true ICP fit of contacts
Score: Assign Tier 1, Tier 2, or Tier 3 based on ICP criteria
Segment: Group by vertical, company size, region, or any relevant dimension

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Step 5: Sync with the CRM

Look up each company and contact in the CRM.

If the record exists:
- Update it with new data
If the record does not exist:
- Create a new record
Create the correct company to contact associations.
- Push enriched properties and scores back into the CRM

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