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A column

The Content Machine

Startups and scaleups that run content as a system, with the evidence that it moves the business. One company per instalment: what it makes, how often, how it reuses it, where it goes, who makes it, how it is measured, and what it does for the business. Every figure attributed, the company's own numbers labelled as such.

The Content Machine: how Clay gets more than half its pipeline from marketing, and sells the content to its own sales team first

No. 1 · 15 Oct 2026

The Content Machine: how Clay gets more than half its pipeline from marketing, and sells the content to its own sales team first

Clay's users make most of the content. Its executives post to a plan. A growth team runs a livestream series that has to pay for itself, hands sellers a list every Monday, and…