What is GTM Alpha?

In finance, alpha means achieving outsized returns by acting on information others don't have. In GTM, alpha is about acting on relevant timely information before anyone else does.

The faster and more precisely you can match your outreach to actual company context, the more alpha you generate. Fewer wasted messages, faster deals, and a real unfair advantage.

 

Signals vs Attributes

We break data into two buckets

Temporal Signals

These are time sensitive triggers like funding rounds, exec hires, job postings, product launches. If you're not first to act on these, someone else is.

When Orange Slice got into YC, Brex reached out immediately. To this day, we still use them. Were there better products? Maybe. But they acted fast and were relevant.

Firmographic Attributes

These are relatively static facts like industry, company size, tech stack, hiring patterns. Use these to qualify leads before wasting cycles.

Say you're selling to law firms. Is your product better for medical malpractice shops? Ones with younger partners? With in-house ops teams? These are all filters you can act on.

 

The GTM Alpha Playbook (For Free)

Clay is powerful but expensive. And 100 percent DIY.

Here's how my cofounder and I drove over 12 million dollars in sales using nothing but Google Sheets and some light code

Step 1: Pick the Right Signals

Start by asking what facts actually matter for your sale

For example, we worked with a healthtech startup selling scheduling software. Instead of guessing which practices were understaffed, we scraped real appointment availability from Zocdoc. High open slots? Instant outbound target.

That's GTM gold.

Step 2: Scrape and Enrich with Google Sheets

Use Google Sheets as your free CRM. Create columns for websites, LinkedIn, IG, and your chosen signals.

Then write a lightweight script (Python, Node, whatever you like) that pulls firmographic or scraped data straight into your sheet. For example, num_apts.

No need for Clay. Just sheets plus a scraping agent equals totally free and infinitely flexible.

 

Or Use Our Free Clay Killer

We built a free tool that layers on top of Google Sheets. It lets you:

• Call any API
• Enrich leads automatically
• Add AI powered columns
• Skip the setup headache

Plug it into your existing GTM motion and go
👉 Try it here

 

We built this for ourselves. Then turned it into a free tool. If you're scaling outbound, it'll save you hours and help you find real signals that move the needle.

Want help operationalizing it for your company? That's what we do. Hit us up.