Clay + Openprise: How Rubrik gets GTM data right at scale

Most GTM teams have a data problem they haven't fully named yet. Reps hunting for contacts instead of generating pipeline. Salesforce records no one trusts. Enriched data that doesn't map to anything the business actually cares about: no persona, no product line, no buying group.

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Clay changed how teams do enrichment. But new data coming in is only half the job. What happens after it lands in the CRM? Which product line? What persona? What's the routing logic? That's where most prospecting motions stall, and where most teams realize one tool isn't enough.

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Solution: Clay for acquisition and enrichment. Openprise for the business logic — rules, mapping, routing, governance. The teams getting this right use both. Without either one, you're either enriching without governing, or governing without enriching. Neither gets you pipeline.

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In this session, RevOps community host Matt Volm sits down with Zach Hoogerland from Rubrik and Chaz La Salle from Openprise to break down how these two tools work together, and why you need both.

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🔑 Key Takeaways

• Where Clay ends and Openprise begins — and how to bridge the gap between them
• How Rubrik built a centralized enrichment motion with three waterfalls and got Sales to trust Salesforce again
• Why enrichment without governance creates operational breakdowns inside the CRM
• Practical lessons around routing, persona mapping, deduplication, and business logic
• Practical steps to fix your data governance layer so your AI agents work the way they’re supposed it

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