Route Product-Qualified Leads from Sign-Ups to Sales

Part 1: Before you start

1. 1.Install the Clay CLI

   Use version 1.3.1 or later, installed from Clay's own instructions. This page does not include an install command because the CLI reference it was written from does not list one. You also need jq, which the script uses to read the JSON the CLI prints.

2. 2.Log in to your workspace

   Browser login is the default. Use the device flow on a headless machine. A static key in the CLAY_API_KEY environment variable also works. Workflow commands need the terracotta:cli scope, so an auth error that names it means your login cannot manage workflows.

   Log in with a browser

   $ clay loginCopy

   Log in on a headless machine

   $ clay login --deviceCopy

   Confirm who you are logged in as

   $ clay whoamiCopy

3. 3.Pick the workspace to build in

   The workflow is created in your active workspace. Switch first if you belong to more than one.

   List workspaces

   $ clay workspaces listCopy

   Show the active workspace

   $ clay workspaces currentCopy

   Switch workspace

   $ clay workspaces switch <workspaceId>Copy

4. 4.Find your action keys

   Action package ids and keys are specific to your workspace. Save the catalog, search it for person and company enrichment, an AI text action, your CRM create or update action, and Slack, then paste their ids into the top of the script. Skip "clay workflows actions test": it spends credits.

   Save the action catalog

   $ clay workflows actions list > catalog.jsonCopy

   Search the catalog

   $ grep -Eio '"[^"]*(enrich|apollo|use ai|generate|hubspot|salesforce|slack)[^"]*"' catalog.json | sort -uCopy

   See an action's inputs and outputs

   $ clay workflows actions schema <packageId> <actionKey>Copy

5. 5.Pick the milestone and the sender

   Choose the activation milestone from your own conversion data, then decide what will POST to the webhook when a sign-up hits it: your product backend, a Segment webhook destination, or a cohort sync from Amplitude or Mixpanel. Send only sign-ups who reached the milestone, and filter out personal email domains before sending if you can.

6. 6.Add the CRM fields and connect Slack

   Create contact properties for PQL, fit tier, PQL reason, milestone, and workspace ID in HubSpot or Salesforce, connect the CRM and Slack inside Clay, and set the CRM assignment rules that read the PQL flag.

Part 2: Workflow spec

What the script builds: PQL sign-ups to sales.

1. 1

   Enrich the person and company

   action

   Adds title, seniority, headcount, industry, and country from the work email.

   Reads

   email

   Writes

   titlesenioritycompanyheadcountindustrycountry
2. 2

   Score fit and PQL status

   action

   An AI text action combines ICP fit with the usage you sent and returns a tier, a PQL flag, and a reason a rep can read.

   Reads

   titleseniorityheadcountindustrycountrymilestoneplanactive_days_7dteammates_invited

   Writes

   fit_tieris_pqlreason

   Prompt

   Copy

   Decide whether this product sign-up is a product-qualified lead. ICP: {{your_icp_description}} Person: {{title}} ({{seniority}}) at a {{headcount}}-person {{industry}} company in {{country}}. Product usage: hit the "{{milestone}}" milestone on plan {{plan}}, {{active_days_7d}} active days in the last 7, {{teammates_invited}} teammates invited. Return JSON with fit_tier (A, B, or C), is_pql (true when fit_tier is A or B), and reason (one sentence a rep can read). Do not guess missing fields. Treat a blank title or company as C.

   Verify in your workspace: A formula works as well as an AI step if your fit rules are simple. Keep the same three outputs either way.
3. 3

   Write the PQL to the CRM

   action

   Creates or updates the contact and company with PQL, fit tier, reason, milestone, and workspace ID, leaving any existing owner unchanged.

   Reads

   emailfirst_namelast_namecompanyworkspace_idfit_tieris_pqlreasonmilestone

   Writes

   ownerCRM record

   Verify in your workspace: Owner assignment usually works best in the CRM itself (Salesforce assignment rules, or a HubSpot workflow that sets owners by property). This step writes the fields those rules read.
4. 4

   Alert the owner in Slack

   action

   Tells the owner who signed up, what they did in the product, and why they fit. Runs only for PQLs.

   Reads

   ownerfirst_namelast_nametitlecompanymilestonereason

   Writes

   Slack message

   Verify in your workspace: The PQL-only rule needs a run condition, which the CLI help does not document. Set it in the Clay UI.

Part 3: Build script

Creates the workflow, the webhook trigger, and four steps, then pauses so you can map step inputs and the PQL-only condition. It validates the graph, offers one test run, and asks before publishing.

Save it as build-pql-routing.sh, fill in the 8 action ids at the top, then run bash build-pql-routing.sh.

1#!/usr/bin/env bash2# Builds the "PQL sign-ups to sales" Clay workflow3# in YOUR Clay workspace, using YOUR Clay CLI login.4# Written against Clay CLI v1.3.1. Not run or tested by GTM Playbooks.5# Lines tagged VERIFY use a shape the CLI help does not document.6set -euo pipefail7 8# Copy these from catalog.json (see "Find your action keys").9ENRICH_PACKAGE_ID="" # Person and company enrichment from email10ENRICH_ACTION_KEY=""11SCORER_PACKAGE_ID="" # Use AI or another AI text action12SCORER_ACTION_KEY=""13CRM_PACKAGE_ID=""    # HubSpot or Salesforce: create or update14CRM_ACTION_KEY=""15SLACK_PACKAGE_ID=""  # Slack: send message16SLACK_ACTION_KEY=""17 18# One input to test before real traffic. Use yourself or a teammate.19TEST_ROW='{"email":"","first_name":"","last_name":"","workspace_id":"","plan":"","signup_date":"","milestone":"","active_days_7d":"","teammates_invited":""}'20 21for v in ENRICH_PACKAGE_ID ENRICH_ACTION_KEY SCORER_PACKAGE_ID SCORER_ACTION_KEY CRM_PACKAGE_ID CRM_ACTION_KEY SLACK_PACKAGE_ID SLACK_ACTION_KEY; do22  [[ -n "${!v}" ]] || { echo "Set $v at the top of this script." >&2; exit 1; }23done24command -v clay > /dev/null || { echo "Clay CLI not found on PATH." >&2; exit 1; }25command -v jq > /dev/null || { echo "jq is required to read CLI output." >&2; exit 1; }26clay whoami > /dev/null || { echo "Not logged in. Run: clay login" >&2; exit 1; }27 28# VERIFY: only "workflows create" documents an "id" field in its output.29read_id() {30  local id31  id=$(jq -r '.id // empty' "$1")32  [[ -n "$id" ]] || { echo "No id found in $1. Open it and adjust read_id." >&2; exit 1; }33  echo "$id"34}35 36mkdir -p clay-pql-routing37cd clay-pql-routing38 39echo "1/8 Create the workflow"40clay workflows create --name "PQL sign-ups to sales" > workflow.json41WF_ID=$(read_id workflow.json)42WF_URL=$(jq -r '.url // empty' workflow.json)43 44echo "2/8 Add the webhook trigger"45clay workflows triggers create "$WF_ID" --input '{"triggerType":"webhook","inputSchema":{"type":"object"}}' > trigger.json46TRG_ID=$(read_id trigger.json)47 48echo "3/8 Step 1: enrich the person and company"49# VERIFY: help shows nodeType and name only; actionPackageId and actionKey are a guess.50STEP1=$(jq -nc --arg p "$ENRICH_PACKAGE_ID" --arg k "$ENRICH_ACTION_KEY" '{nodeType: "tool", name: "Enrich the person and company", actionPackageId: $p, actionKey: $k}')51clay workflows nodes create "$WF_ID" --input "$STEP1" > step1.json52STEP1_ID=$(read_id step1.json)53 54echo "4/8 Step 2: score fit and pql status"55# VERIFY: action fields inside "step" are inferred from the documented utility example.56STEP2=$(jq -nc --arg n "$STEP1_ID" --arg p "$SCORER_PACKAGE_ID" --arg k "$SCORER_ACTION_KEY" '{target: {type: "after-node", nodeId: $n}, step: {kind: "action", actionPackageId: $p, actionKey: $k}}')57clay workflows nodes insert "$WF_ID" --input "$STEP2" > step2.json58STEP2_ID=$(read_id step2.json)59 60echo "5/8 Step 3: write the pql to the crm"61# VERIFY: same inferred insert shape as step 2.62STEP3=$(jq -nc --arg n "$STEP2_ID" --arg p "$CRM_PACKAGE_ID" --arg k "$CRM_ACTION_KEY" '{target: {type: "after-node", nodeId: $n}, step: {kind: "action", actionPackageId: $p, actionKey: $k}}')63clay workflows nodes insert "$WF_ID" --input "$STEP3" > step3.json64STEP3_ID=$(read_id step3.json)65 66echo "6/8 Step 4: alert the owner in slack"67# VERIFY: same inferred insert shape as step 2.68STEP4=$(jq -nc --arg n "$STEP3_ID" --arg p "$SLACK_PACKAGE_ID" --arg k "$SLACK_ACTION_KEY" '{target: {type: "after-node", nodeId: $n}, step: {kind: "action", actionPackageId: $p, actionKey: $k}}')69clay workflows nodes insert "$WF_ID" --input "$STEP4" > step4.json70clay workflows graph get "$WF_ID" --mode full > graph.json71 72echo "7/8 Map step inputs"73cat <<EOF74 75Step inputs are specific to your workspace. Map them before validating:76  Step 1 enrich: email from the payload77  Step 2 score:  title, seniority, headcount, industry, country, milestone,78                 plan, active_days_7d, teammates_invited, and the prompt79                 with your ICP written in80  Step 3 CRM:    email, name, company, workspace_id, fit_tier, is_pql,81                 reason, milestone; do not change an existing owner82  Step 4 Slack:  owner, name, title, company, milestone, reason; add a83                 run condition so it only runs when is_pql is true84Map them in the Clay UI${WF_URL:+ at $WF_URL}, or per node with:85  clay workflows nodes get $WF_ID <nodeId>86  clay workflows nodes update $WF_ID <nodeId> --input node.json87graph.json in this folder shows the current nodes and edges.88 89EOF90read -r -p "Press Enter when inputs are mapped. "91 92echo "8/8 Validate, test once, publish"93clay workflows graph validate "$WF_ID"94clay workflows diagram "$WF_ID"95 96if jq -e 'all(.[]; . != "")' <<< "$TEST_ROW" > /dev/null; then97  read -r -p "Run TEST_ROW once? It can spend Clay credits, write to your CRM, and post to Slack. [y/N] " answer98  if [[ "$answer" == [yY] ]]; then99    clay workflows runs test "$WF_ID" --inputs "$TEST_ROW" > test-run.json100    echo "Saved test-run.json. Check each step with: clay workflows runs steps $WF_ID <runId>"101  fi102else103  echo "TEST_ROW is empty, skipping the test run."104fi105 106read -r -p "Publish the workflow now? [y/N] " answer107if [[ "$answer" == [yY] ]]; then108  clay workflows publish "$WF_ID" --name v1109fi110 111echo "Workflow $WF_ID, webhook trigger $TRG_ID. All responses are saved in $(pwd)."

Part 4: Sample milestone payload

Save this as clay-pql-routing/sample-signup.json. Whatever sends the webhook should send the same fields for every sign-up that hits the milestone.

1{2  "email": "jane@example.com",3  "first_name": "Jane",4  "last_name": "Doe",5  "workspace_id": "ws_12345",6  "plan": "free",7  "signup_date": "2026-10-09",8  "milestone": "connected_integration",9  "active_days_7d": "4",10  "teammates_invited": "2"11}

Part 5: Send it a sign-up

After publishing, read the webhook URL and send the sample payload once. Each POST is one run.

Verify in your workspace

The Clay CLI help does not document these details. Check each one before you rely on the build.

• The webhook trigger shape comes from the CLI help, but the help does not say how "triggers get" orders its arguments. If the run commands fail, copy the webhook URL from the Clay UI instead.
• The help documents "nodes create" with nodeType and name only. If it rejects actionPackageId and actionKey, create the node with a name only and pick the action in the Clay UI.
• The reference says action steps take actionPackageId and actionKey but shows only a utility example for "nodes insert", so the placement of those fields inside "step" is inferred.
• Only "workflows create" documents an id field in its response. The script reads .id from trigger and node responses too and stops if it is missing.
• Package ids and action keys differ by workspace and depend on which integrations you have connected. Copy them from your catalog; this page does not guess them.
• Step input mapping is dynamic per workspace. The CLI path is "nodes get" then "nodes update", where incomingEdges is a full replacement. The argument order for "nodes get" is inferred from "nodes update".
• The help does not say whether step 1 connects to the trigger automatically. "clay workflows graph validate" reports a disconnected graph.
• "runs test" without --live is assumed to run the draft. The reference lists --live without describing it.
• Workflow runs can spend Clay credits and write to connected tools. Exit code 3 means re-run clay login, and exit code 4 means you are rate limited (wait for details.retryAfter).