Meeting Form Orchestration Playbook

March 20, 2026

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This workflow capture meeting form submissions, enrich and qualify contacts, sync them with the CRM, and automatically route qualified prospects to the right sales rep for outreach.

Martin Blanchard Melelli

How it works

Step 1: Capture form submissions

Start by routing meeting request submissions into Clay.

Add a webhook to the website form using Tally.
Configure the webhook to send all submissions directly into Clay.
Extract the following fields from the webhook payload:
- Full name
- Email
- Company name
- Company domain

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Step 2: Enrich missing data

Standardize and enrich incomplete records before validation.

Use Clay enrichment to fill missing fields.
Populate additional company and contact attributes such as:
- Company domain
- LinkedIn profile URL
- Job title
- Company firmographic data

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Step 3: Lookup company and contact in CRM

Verify whether the lead already exists in the CRM.

Perform a company lookup in HubSpot using the company domain.
Perform a contact lookup using the email address.
Determine whether:
- The company already exists
- The contact already exists
- Both need to be created

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Step 4: Route existing companies

If the company already exists in HubSpot, validate the contact persona.

Run persona qualification to confirm the lead matches ICP.
Evaluate attributes such as:
- Job title
- Department
- Seniority level

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Step 5: Handle new companies

If the company does not exist in the CRM, validate company fit first.

Run ICP qualification using Clay AI.
Evaluate whether the company fits based on:
- Industry
- Company size
- Technology stack
- Target market alignment

Only qualified companies move forward.

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Step 6: Enrich and create company

Create CRM records for qualified new companies.

Enrich the company using Clay enrichment.
Populate attributes such as:
- Company size
- Industry
- Website
- LinkedIn profile
Create the company record in HubSpot.
Create the associated contact record.

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Step 7: Assign account ownership

Route the lead to the correct sales rep.

Check whether the company already has an assigned account owner.
If an owner exists:
- Notify the rep via Slack.
If no owner exists:
- Assign a new account owner.
- Send a Slack notification to the assigned rep.

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Step 8: Perform outreach

Trigger follow-up outreach once ownership is assigned.

Launch email outreach via Instantly.
Launch LinkedIn outreach via HeyReach.

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