← All templates Get into new deals · /competitive_activity

Reach the buyer your competitor just did.

A buyer at one of your named accounts accepted a reachout from a competitor. This template turns that activity into a sent, on-message email — surfaced, written, and routed the same day.

Request Access → See the docs
Where it fits

From a competitor's move to a sent email.

Deal Intelligence is the source; Clay is where the row becomes an action.

Deal Intelligence
The data
A buyer at your named account accepted a reachout from a competitor — daily, 0.95+.
→
Clay table
The row
One enriched, qualified row per activity — 30 columns.
→
In Clay
The play
Surface · find email · write · route · launch.
→
Your sequencer
The send
Out to the buyer — same day.
Follow one activityGong reaches Jordan Reyes (VP RevOps, Northwind) → row scored priority 82 · qualified ✓ → AI writes "northwind's forecast stack" → routed to Sam Carroll → sent.
What's in the table

Thirty columns, flat and ready.

Each row is one verified reachout — a buyer at one of your accounts accepted a reachout from a named competitor executive, daily, at 0.95+ confidence — flattened into Clay columns, already matched to your CRM and qualified. Set your default sort to priority_score descending and your filter to overall_qualified = true.

DI flagship · /competitive_activity 36 columns 2 sample rows 0.95+ confidence
demoTevent_idTevent_typesourced_date#recency_days#confidence#priority_scoremulti_competitorTcompetitorTbuyer_nameTbuyer_titlebuyer_emailTaccount_nameaccount_domainTaccount_statusTaccount_owneroverall_qualifiedTqualified_reasonWork Emailai_emailfxroute
1evt_sample_ANew BusinessJun 6, 202630.9682GongJordan ReyesVP Revenue Operationsjordan.reyes@northwind.comNorthwind Logisticsnorthwind.comProspectSam CarrollVP-level RevOps at a named prospect; no open opp.jordan.reyes@northwind.comnorthwind's forecast stackOWNER: Sam Carroll
2evt_sample_BNew BusinessJun 8, 202610.9791ClariPriya AnandDirector, Sales Enablement—Vertex Healthvertexhealth.comProspect—Reached by 2+ competitors within the window.p.anand@vertexhealth.comvertex enablement timingREGION: AMER

The table as it looks in Clay — 30 activity columns plus the play-spine columns (Work Email waterfall, AI email, route). Scroll for the rest; real activities replace the sample rows once you connect your key.

The play

Five steps, left to right.

Step 01 · Surface
The activity arrives qualified. The table filters to the rows worth a touch and shows you why each one made the cut — no recomputing a verdict that already exists.
Step 02 · Find the email
When the buyer's work email is missing, a waterfall fills it from the buyer's name and the account domain — Clay's finder, then Prospeo, then Findymail. Swap providers on fork.
Step 03 · Write the note
An AI column writes a short, peer-level email off the competitor and the buyer's role — subject and body. It never names how you know they're in motion, and never names us.
Step 04 · Route
In-CRM accounts go to their owner; everything else routes by region. The send address is whichever email resolved — the buyer's own, or the one the waterfall found.
Step 05 · Launch
A launch column hands the row to your sequencer — Instantly, Smartlead, Outreach, or Ads. It ships disabled; add your key and the play sends itself.
Cadence
New activities land daily. Sort by priority, work the top of the list, and the queue stays current without anyone refreshing it.
AI copywriting

The note it writes.

Peer-to-peer, in the register of Resend, Stripe, or Linear: plain, declarative, specific. One low-friction ask. It writes off the buyer's role and the category in motion — and never reveals the reachout, the activity, or the source. A sample, right.

# Sample — generated for a demo row
To:      Jordan Reyes · VP RevOps, Northwind Logistics
Subject: northwind's forecast stack

Jordan — most RevOps teams your size hit the same
wall when the forecast moves off the AE's gut and
into the system: the pipeline data is clean enough
to report on, not clean enough to trust.

We built the layer that closes that gap without
another migration. Worth fifteen minutes to see if
it maps to how Northwind runs its reviews?

Sample row. Real activities arrive aggregate until you connect your key — named buyers, named accounts, never a named competitor executive.

How the data arrives

Two ways into your table.

Via your CRM · recommended
CRM sync writes competitive-activity fields onto your Salesforce or HubSpot records. Clay reads those objects natively, so the data shows up as columns in any table sourced from your CRM — no extra key to manage.
Via webhook · event-driven
Point a Clay table's Webhook source at the per-table URL, add it as a destination in your Deal Intelligence settings, and each new competitive activity posts a row — where the steps above run automatically.

Connect your Deal Intelligence API key to populate real activities. Read the Clay guide →

Deal Intelligence

Subscribe to your competition.

Know what your competitors are doing inside your accounts.

Request Access → See the docs