Claude across the GTM funnel
One map of the whole motion: every Claude play, organized by the funnel stage it belongs to. The place to start if you run go-to-market.
By Vikash Koushik, Head of AI GTM Systems at Docket · Updated Aug 23, 2026
Most AI-for-GTM advice is a pile of disconnected tricks. This page is the opposite: the whole funnel in one view, with the Claude plays that fit each stage, so you can see where the work actually lives instead of chasing one clever prompt at a time. If you run go-to-market, start here and follow the stage you are trying to move.
The funnel has four stages, and Claude shows up differently in each. Discover is research and targeting. Engage and Convert is outreach and creative. Close and Expand is the deal work. And Cross-Stage is the connective tissue and the systems that run underneath all of it. Below, each stage has its own plays: the step-by-step use cases, the reusable skills, and the copy-paste prompts.
Discover
Discover is finding and understanding the right accounts and people before you ever reach out. It is the stage that decides whether everything downstream lands on the right target, and it is the one that quietly eats the most time, because good research is slow by hand.
This is where Claude has the clearest early win: building the ICP, researching an account from a URL, enriching thin records, and turning a visitor or a signal into a reason to reach out. The plays here turn hours of tab-juggling into a brief you can act on.
Use cases
Account Research: Turn Any Company URL Into a First-Call Brief
Run the account research for a first call from a single company URL: a structured, cited, talking-point-ready brief before every first call, in minutes instead of an hour.
The Ideal Customer Profile (ICP) Template, AI-Scored in Clay
Turn an ideal customer profile template into a live scoring rubric: pull a target account list, enrich it with the signals an AI can read, then score every account against your ICP with a reason and a risk you can audit.
How to Identify Website Visitors and Trigger Same-Day Outreach
Identify the anonymous website visitors on your site, filter to ICP fits, and trigger a personalized touch the same day, while the intent is still warm.
Skills
- Account Brief and Account Plan Template for First Calls →Turns a single company URL into a tight, source-grounded first-call account brief a rep can read in two minutes before dialing, and gives you an account plan template to expand it into a plan for your named accounts.
Prompts
- Turn a Company URL Into a First-Call Brief →Turn a company URL into a sourced, opinionated first-call brief that maps your offer to your buyer's real pressures and earns the next meeting.
- Define Your ICP and Buyer Personas →Distill real win/loss evidence into an ICP, a buying-committee map, and a scoring model your whole team can act on, built on disqualifiers, not aspiration.
Engage & Convert
Engage and Convert is the reach: the outreach, the ads, the creative, the first real touch that turns a target into a conversation. The tension here is always volume versus quality, personalizing at scale without sounding like a mail merge.
Claude is built for exactly that tension. It drafts outreach grounded in real research, generates ad creative and copy variations to test, and produces video and assets at a volume one person could never hit by hand, while keeping each piece specific enough to earn a reply.
Use cases
Cold Email Personalization at Scale, From Real Research
Cold email personalization at volume: research each prospect automatically and generate one genuinely personalized email per person, then send at scale without sounding like a mail merge.
Generate LinkedIn Ad Angles, Hooks, and Creative Concepts
Turn your positioning and real customer language into a slate of genuinely distinct LinkedIn ad angles, hooks, and creative concepts ready to test.
Video Prospecting at Scale Without Capping at 20 a Day
Scale video prospecting past the 20-a-day ceiling: record one base video and have AI personalize the opening and on-screen details per prospect, so each recipient gets a video that feels made for them.
Automate LinkedIn Ads Management with AI
Most LinkedIn ad accounts run on a human reading a dashboard, then clicking. Wire yours to a Claude agent on a weekly routine instead: every Monday it ranks the changes worth making, and executes the ones you approve, bids, budgets, pauses, launches, and audience edits, the same day you approve them, not days later.
Skills
- B2B Cold Email Templates in Your Brand Voice →Writes short, relevance-first B2B cold emails in your voice and gives you the cold email templates to start from. Opens with a real observation, not a generic compliment, and refuses to invent personalization.
- LinkedIn Ads Optimization Skill for Claude →Reads a LinkedIn ad account by layer and format, flags what moved week over week, and returns a ranked, evidence-backed list of changes to approve. It classifies before it counts and proposes, never executes.
Prompts
- Write a Cold Email That Earns a Reply →Produce a tight, relevance-first cold email with one clear ask, built around the prospect's trigger not your pitch, sub-90 words, no fluff, no fabrication.
- Cold Email Sequence Template (Multi-Touch) →A cold email sequence template as a prompt: generate a value-led, multi-touch cadence where each touch adds a new angle, not a nag, with personalization tags and a test plan baked in.
- LinkedIn Post Generator: Turn a Point of View Into a Post →A LinkedIn post generator that turns a raw opinion or experience into a post with a real hook, one sharp idea, and a concrete moment, in your voice, with the cringe stripped out.
- Generate Ad Copy Variations for a Campaign →Produce genuinely distinct ad variations across testable angles, on-brand and within character limits, plus a test plan and visual ideas for the top angles.
Close & Expand
Close and Expand is the deal work: the discovery, the follow-up, the mutual action plans, the security questionnaires, the objection handling, and the expansion once someone is a customer. It is where deals stall when the surrounding admin does not get done.
Claude takes the work around the room so you can be sharper in it: prepping the call, drafting the follow-up while it is fresh, assembling the deal-support assets, and keeping the CRM honest. The plays here are the ones that keep momentum from leaking between conversations.
Use cases
Sales Follow-Up Email Templates, Auto-Drafted From Every Call
The sales follow-up email is the highest-return touch in the cycle and the one reps most reliably botch, written three hours late from fading memory. Steal the templates below, then let a Claude agent draft each one from the actual call transcript in the rep's voice and write clean CRM notes to HubSpot over MCP. A human still reads every send. Same-day follow-ups, and RevOps finally gets comparable deal data across the team.
Turn Discovery Into a Business Case and Mutual Action Plan Template
Turn raw discovery notes into a tailored business case and a mutual action plan template your champion can use to sell internally without you in the room.
Security Questionnaire Template and AI First-Draft Answers
Start from a security questionnaire template, then use AI over your own approved documents to first-draft the answers, turning a multi-day deal-blocking slog into a few hours of focused human review.
Skills
- Discovery Call Questions, Generated for Every Account →Generates the discovery call questions for a specific account, plus an account refresh and a why-now hypothesis, each question mapped to your qualification framework.
Prompts
- Sales Discovery Questions, Tailored to the Deal →Build deal-specific, open-ended sales discovery questions mapped to pain, quantified impact, process, and competition, with the must-answer for each.
- Objection Handling Script for Tough Objections →Turn a specific objection into an objection handling script: the clarifying question to ask first, the likely root causes, and three honest, non-defensive responses that advance the deal.
- Turn Call Notes Into a Follow-Up and Action Plan →Convert raw call notes into a tight recap email, a mutual action plan with owners and dates, and the risk flags that predict whether the deal will drift.
Cross-Stage
Cross-Stage is everything that spans the funnel: the competitive intelligence, the content repurposing, the lead routing, the reporting, and the automation infrastructure that runs the whole motion, MCP connections, Routines, and skills.
This is where GTM stops being a set of tasks and becomes a system. The plays here are the recurring, systemic ones, the weekly digest, the enrichment pipeline, the agents that run on a schedule, that make the rest of the funnel repeatable instead of heroic.
Use cases
Weekly Competitor Intel Digest, Run by a Claude Routine
You know the competitive-intel chore: someone is supposed to track what competitors shipped this week, and that someone is slammed. This hands the whole job to a Claude Routine that researches with web search, keeps only the moves that change a deal, and drops a cited digest in Slack every week. Nobody owns the chore, and there is no glue to keep alive.
Turn One Webinar Into 15+ Content Assets
Turn a single webinar transcript into 15+ ready-to-edit assets: a blog post, social posts, emails, clip scripts, and a FAQ, from one reviewed outline.
Lead Enrichment and Routing with a Claude Agent
Lead enrichment is the other half of speed-to-lead, and most teams lose it in a queue. Fire every form fill into a Claude agent that enriches the lead with web research, scores it against your ICP, writes the record to HubSpot over MCP, and pings the right rep in Slack, in seconds. No n8n workflow, no Zapier, no human triaging a queue.
Run Your GTM Automations as Claude Agents with MCP
Most GTM automations are a pile of Zapier zaps and n8n flows nobody maintains. Move the logic onto one Claude agent with MCP connectors to your stack: it reads the context, reasons, decides, and writes, all in a brief you can actually read.
Put Recurring GTM Work on Autopilot with Claude Routines
Every GTM team has a list of recurring chores that quietly slip: the Monday pipeline-risk read, the competitor check, the CRM-hygiene sweep. A Claude Routine runs each one on a schedule as a cloud agent, so the work shows up whether or not anyone remembered it.
Turn Your Best GTM Plays into Claude Skills the Whole Team Runs
Your best account brief, battlecard, and follow-up live in one person's head and one clever prompt nobody else can reproduce. Package them as Claude Skills: the play, the format, and the guardrails, versioned and shared, so every rep runs it at the same quality.
Skills
- Sales Battlecard Template, Built From Live Competitor Intel →Fills an honest, rep-ready sales battlecard template against a named competitor: positioning, where they win, discovery traps, objection handling, and landmines to avoid.
Prompts
- Battlecard: Build a Rep-Ready One vs Any Competitor →A prompt that builds a rep-ready, no-spin battlecard against a named competitor: where you win, where you honestly lose, the traps to set, and the landmines to avoid.
- AI Content Repurposing: One Transcript Into a Content Engine →AI content repurposing that turns one transcript into a blog post, social posts, an email, pull-quotes, and clip ideas, keeping the original point of view and grounded in the source.
- Reply Fast to an Inbound Lead →Draft a fast, intent-matched reply to an inbound lead that keeps momentum, qualifies with one smart question, and makes the next step one click.
Prefer the view for your seat?
Every play above is also organized by role, filtered to what your seat actually uses.
Frequently asked questions
Where should I start if I run GTM?
Start at the stage you are trying to move right now. If pipeline is thin, start in Discover and Engage. If deals are stalling, start in Close & Expand. If the work is repetitive, look at Cross-Stage for the systems that make it run on its own.
What is the difference between a use case, a skill, and a prompt?
A use case is a full step-by-step play. A skill is a reusable procedure Claude loads to do one task the same way every time. A prompt is a copy-paste starting point for a one-off. Most stages have all three; use the one that matches how repeatable the work is.
Do I need Claude Code and the API for this, or just the app?
Most of the Discover, Engage, and Close plays work in the Claude app. The Cross-Stage systems, the automation, the pipelines, the scheduled agents, are where Claude Code, Routines, and the API come in. Start in the app and graduate a play when it becomes repetitive.
How do I find the plays for my specific role?
Every play here is also organized by role. If you want the SDR, AE, RevOps, demand gen, marketing, sales leadership, CS, or founder view, use the by-role hubs, which pull the same plays filtered to your seat.