An AI-generated, unbranded executive brief the buyer's champion can circulate internally

The problem

The play

1. 1
   Trigger it from the CRM record, not from a new toolSalesforce

   Reps never touch the AI platform. A checkbox on the Salesforce opportunity is the trigger; flipping it drops the record into a saved list view that the Clay workflow runs against. The generated document's URL is written back to a field on the same opportunity, alongside a review status and a sent date.

2. 2
   A four-stage prompt chain, not one large prompt

   Stage one runs a research agent over the prospect's own public material to extract their language: the metrics they publish, the vocabulary they use, what they say they care about. Stage two analyses the recorded sales calls on that deal, pulling a headline plus the specifics behind it.

3. 3
   Reuse a grounding set already proven in production
4. 4
   Design the output so it does not sound like the vendor wrote it

   The customer locked a five-section structure (this problem exists here / it is worth solving now / here is what happens if we do nothing / independent evidence / path forward) and one hard rule: nothing about the vendor appears in the body. The document is unbranded by design and written in the voice of a champion making an internal case.

5. 5
   Read the supporting evidence live rather than from a stale copy

   The brief closes on independent, publicly available evidence. The first plan was to download and pre-categorise that source so the model could ingest it. Because it is publicly hosted, the research agent instead reads it live at its address, so when a refreshed version is published at the same address the generated briefs pick it up with no rebuild.

6. 6
   Point it at the deals that actually need it

   A saved list view isolates the target cohort: opportunities sitting in the sales-qualified stage past the organisation's own days-in-stage red threshold, with renewals excluded. Generation is manual and rep-initiated by design, because the seller is best placed to judge whether a brief will move that specific deal.

7. 7
   The hard part was delivery, not generation

   Producing the copy was straightforward. Producing a formatted Word document that lives at a durable web address a CRM field can link to was not.

What it moved

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