The Stars motion you started now has an engine behind it.
This is a fifteen-minute preread before the live walkthrough. It covers what GTM engineering is, the two systems it runs on, the Star Ratings and back office motions in flight, and how the whole thing fits together, so the software makes sense the moment you see it running.
Everything on this page describes work that exists today, in the system, not a proposal. Where a number is an estimate it is labeled as one. Nothing has been sent to a prospect; that is the approval gate doing its job, and the gate is where your judgment enters the system.
What GTM engineering is
Pipeline stops being a sales activity and becomes a system output. What that means in practice.
Enter →How we use Clay
A living account list that scores, enriches, and drafts at scale, instead of a spreadsheet that dies in a week.
Enter →How we use Claude
Encoded workflows, a daily signal scan, and a critic that checks every claim before a human ever approves a send.
Enter →The Star Ratings motion
The cliff-edge play at the Medicare Advantage quality bonus line, from CMS data all the way to a send-ready five-seat Centene sequence.
Enter →The back office motion
Sourcing the contacts our front office champions cannot hand us, ahead of the Back Office Optimizer launch.
Enter →The system, end to end
Nine layers from raw source to rep worklist, with five gates that keep quality and control ahead of volume.
Enter →What GTM engineering is
One sentence: pipeline stops being a sales activity and becomes a system output. The research, list building, enrichment, and first-draft writing that consume seller hours move into a system that runs continuously. People keep the two things machines are bad at: judgment and conversations.
The old motion
Reps research accounts by hand, craft messages one at a time, and work static lists that age the moment they are exported. Volume is capped by human bandwidth, so the whole floor moves at the pace of its busiest thread.
The engineered motion
Accounts are sourced, scored, and enriched automatically. Messages are drafted with full context and held for human approval. Reps start at the second conversation, and throughput scales without headcount.
Side by side
Why it matters now
Our current new-logo motion runs through a small number of hands, and the craft in it is real. The constraint is arithmetic: one calendar sets the pace for the whole motion. GTM engineering does not replace that craft. It moves the judgment into an approval gate and lets the mechanical work run at machine speed, so the same team ships a full wave every week instead of one thread's worth.
The rest of this preread is the concrete version: the two systems it runs on, and the two motions it is pointed at.
How we use Clay
Clay is where the account universe lives. Not a spreadsheet: a set of native tables wired into each other, so the list scores itself, enriches itself, and stays current as the market moves. We have 5,000 credits allocated to the motion, security review is cleared, and the initial infrastructure is standing.
The golden list idea
Every motion runs off one live account intelligence layer. All target accounts scored by fit and intent, key contacts attached with enriched profiles, signals layered in as they fire, and every campaign drawing from the same source of truth. Slice it by vertical, size, or signal; it feeds outreach directly.
Enrich
Waterfall enrichment across 75+ data sources: firmographics, technographics, and intent. Runs only when a field is empty, so credits never re-buy what we already know.
Score
Native formulas grade every account live. When new committee contacts land against an account, its grade recomputes on screen. Scoring reacts to data; it is not a report.
Draft
Message generation reads the account's why-now, the persona, and a table of approved claims, then writes a contextual first draft per contact. No copy-paste templates.
Credit discipline
Every enrichment run is pre-estimated and logged before it fires, in an append-only ledger, one line per action. The whole build to date, universe import, full committee pull across all eligible parents, and email validation included, has cost about 204 credits of the 5,000 allocated.
Full Stars motion projected at or under 1,700 credits including spend to date. Ratified worst case for the quarter's main motion, back office pull included, is about 3,000. The ledger file is available any time.
How the pieces divide
Native tables · the engine
The living motion. Tables write into tables on conditional runs and scheduled refreshes. This is where the day-to-day work happens.
Claude · the complement
Ad-hoc research, one-off pulls, briefs, and dashboards. It reads and reasons over the engine; it does not replace it.
CSV · the bridge only
A one-time seed. After that the native table owns the data. Re-exported CSVs are snapshots that die when the market moves, the exact thing this engine exists to beat.
How we use Claude
Most teams use AI as a chat window. We run it as an operating layer: workflows encoded once and executed the same way every time, systems connected so one question can read live data, and interactive tools built in hours instead of decks built in days. This preread is itself one of those builds.
Encoded workflows, not prompts
Each repeatable GTM job is written down once as a skill, a standing procedure Claude executes on demand. The skill carries the rules, the tone, the approved claims, and the checks. The output is consistent whether it runs today or in October, and the same whoever invokes it: sellers run the drafting, objection, and prep plays themselves, so throughput never routes through one person's keyboard.
Daily war room
Every business morning, a sweep across the target universe: CMS releases, filings and earnings language, quality leadership changes, hiring clusters, tech-stack moves. Ranked by priority, mapped to a play.
Drafting chain
A first-draft engine writes like a person, then a sharpener applies the C-suite quality bar, word by word. Two passes, every message, before a human ever sees it for approval.
Competitive and objection plays
A competitor named on a call, or a prospect's pushback, triggers a structured counter-brief or a calm three-sentence reframe in the rep's own voice.
Business case builder
Once an economic buyer is identified, call notes become a one-page impact statement: current state, projected impact, cost of inaction, timeline.
The critic gate
Before any message can reach the approval queue, an automated critic checks it: is the email validated, is the account in scope for the motion, is every claim traceable to a verified source, is the length right. Any number we cannot trace to a verified Intradiem source does not ship. The critic holds the line at machine speed; a human still makes the final call.
Tools instead of decks
Connected to the engine, Claude reads live tables and builds interactive artifacts: dashboards that show the real state of the motion, calculators instead of static spreadsheets, walkthroughs like this page. Most of this is new ground for how we work day to day, and the live session shows it running, because the gap between a chat window and an operating layer is the same gap as a spreadsheet and an engine.
Clay finds and enriches. Claude reasons and drafts. People approve and sell. Every layer does the one thing it is best at.
The Star Ratings motion
The cliff-edge play into Medicare Advantage plans sitting just under the four-star quality bonus line. The thesis was set at the top of the revenue org; this build gives it a full-time engine, from CMS data to gated, contextual outreach.
The window, validated against the final rule
CMS 4208-F3, April 2026: eleven measures are removed, and the call center measures, the ones Intradiem credibly moves, drop first. The attribution window is real and finite, which is exactly what makes the motion urgent.
2028 Stars · live window
Foreign Language Interpreter and TTY, Part C and D, still count for 2028 Stars across the 2026 and 2027 measurement years. The cleanest attribution window we will get.
2029 Stars
Customer Service, Complaints, and Appeals come out a cycle later. Useful context, but the near-term play anchors to the call center measures and the 2028 window.
What is already built
Three personas pulled: Stars and Quality leaders, Medicare-segment finance including Chief Actuaries, and contact-center and member-services operations leaders. Existing customers are held out of the new-logo motion by design, per the July 8 decision, so it can never collide with the install base. The stakes are nine figures at the top of the list: on the 2026 cycle we estimate Centene alone at $165.8M in forgone quality bonus dollars across 21 cliff-edge contracts, roughly $52.5M of it in customer-service measures an operations team can still move this cycle, and Medica at $61.2M across 3. Estimates from public CMS data and enrollment, KFF and MedPAC methodology; each plan knows its exact picture better than we do, and that label travels with every number.
What an enriched record looks like
Drafted by the engine from the enriched record. No manual research, no copywriting, and it does not send until a person approves it.
The signal library
Tier 1 · act immediately
- The October CMS release
- Stars language in SEC filings
- Earnings call mentions
Tier 2 · prioritize this week
- New quality leadership
- Quality hiring clusters
- Contracts just under 4.0
Tier 3 · supporting context
- Context that lifts an account's priority but does not fire outreach on its own
The engine finds the accounts and starts the conversation. We win on how fast and how well we work the replies.
The output, end to end: the Centene strike room
What everything above produces for one account. Centene is a confirmed non-customer with one of the largest eligible cliff-edge books in the universe. The engine pulled and validated a five-seat buying committee, and every seat runs the same five-touch, multi-channel cadence with a distinct angle, so if two of these leaders compare notes they see five different views of the same problem, not one template. Entry is staggered across two days so a consistent half-star narrative surfaces inside Centene ops within one week without looking like a blast.
| Seat | Title | Angle the engine assigned |
|---|---|---|
| Corey Taliaferro Tier A | VP, Health Plan Operations (Carolina Complete Health) | The half star is won on the floor, not in the scorecard |
| Cyrus Hoseini Tier B | VP, Operations | The last stretch of the Stars climb is the expensive part |
| Justin Hedrick Tier B | VP, Operations and System Integration | The gap opens between systems and staffing |
| Matthew Tran Tier B | Sr Director, Member Experience and Innovation | Experience measures slip first under load |
| Jesse Lewis Tier B | Sr Director, Medicare Operations | The one seat cleared for contract-specific messaging |
Messaging level is deliberate: enterprise narrative for the ops seats, contract-specific copy only where naming the Wellcare cliff directly is defensible. Work emails validated in Clay; withheld here by design.
One seat, all five touches. Jesse Lewis owns Medicare operations, the seat cleared for naming contracts. Click a touch to read it. {{sender}} is the sending rep's merge field.
Jesse, since you own Medicare operations I will be specific. By our estimate from public CMS data, the Wellcare book carries roughly $165.8M in forgone Quality Bonus Payments across 21 contracts sitting at 3.5 stars, half a star from the bonus, and roughly $52.5M of it is in customer-service measures still movable this cycle. The largest single sub-4.0 block is Wellcare by Fidelis Care, around 69,000 members at 3.0 overall, a bigger climb but the biggest prize. You will know the exact picture better than I will.
On the contracts closest to the line, the gap is largely execution: whether service and back-office turnaround hold during peak weeks. Intradiem orchestrates the contact center and back office off real-time conditions so they do. Twenty minutes on the specific Wellcare contracts nearest the line and which measures still move them?
Jesse, reached out on the Wellcare contracts closest to the 4.0 line. Would value connecting here too.
Jesse, this is {{sender}} with Intradiem. I sent a note on the Wellcare contracts closest to the 4.0 line, the 3.5 set that is the fastest bonus money, plus Fidelis as the largest block, and how much of it comes down to execution holding during peak weeks. Twenty minutes on the ones nearest the line? I am at [number]. Thanks Jesse.
LinkedIn: Jesse, left you a voicemail too. Short version: the half star on the Wellcare contracts nearest 4.0 is an execution question, and closing that gap in real time is what Intradiem does. Twenty minutes on the ones nearest the line?
Jesse, one point on timing for the Medicare book specifically. The measurement that sets the next rating is running across this year, so the Wellcare contracts nearest 4.0 are being decided right now, in the peak weeks between now and year end, not on the October release. Every week execution holds is a week toward clearing the line; every week it slips is priced into the next cliff.
Intradiem makes that execution consistent under load. Twenty minutes and I will walk the Medicare-operations view on the contracts nearest the line.
Jesse, I will stop for now. One parting thought: the 3.5 contracts are the cheapest half star on the Wellcare book to buy back, and Fidelis is the biggest single prize behind them, both decided in the peak weeks happening now. When protecting them becomes a priority, the workforce-execution angle is where I would start. Glad to help whenever the timing is right.
Claims discipline in this copy: every dollar figure is an estimate from public CMS 2026 data and labeled as one, Centene's trajectory and the Fidelis figure come from public releases, and no Intradiem ROI, lift, or customer-outcome number appears anywhere, because none is verified yet. The full five-seat file, including objection handles per reply type, is ready to run. All of it sits behind the approval gate; nothing has been sent.
The back office motion
Back Office Optimizer targets a September 2026 launch, and the go-to-market problem is specific: our front office champions cannot hand us leads into their own back offices. Different buyers, different org charts, different pain. So we source them ourselves.
The play
Back office contacts to map this quarter, inside the companies we already serve, sourced through Clay rather than waiting on referrals that structurally cannot come.
Who they are
Claims operations, shared services, document processing, and payment operations leaders. The people who own backlogs, cost per transaction, and structured teams doing high-volume work.
Why they buy
The same orchestration thesis, aimed at queues instead of calls: idle capacity found and redirected in real time, backlogs rebalanced before they become escalations.
Sequenced deliberately
The ICP here is a working hypothesis, built to be pressure-tested with business readiness before the pull runs at scale. That is deliberate: the Stars motion proves the machinery on a defined, high-stakes segment first, and the back office motion inherits an engine that already works, with its own personas, signals, and message frames layered on. Same golden list, same gates, second lane.
Once the contacts are mapped, targeted campaigns run inside our own customer base, expansion territory where the brand is already trusted and the proof lives one floor away.
The system, end to end
Nine layers, each a real set of wired tables, from raw source to a rep's worklist. Every hop is gated so credits only spend on rows that are in-window, in-ICP, and not already filled. Click a layer to open it. The single point of egress, the approval gate, is marked in orange.
The CMS Star Ratings file and the Salesforce install base land here. A conditional filter pushes only in-window, non-customer rows forward. Existing customers are excluded at the front door, not remembered at the end.
The hub. Firmographic and technographic enrichment, a fit score, an intent score, a grade, and the account's top signal. Enrichment runs only if a field is empty; stale rows refresh on schedule.
Per-account intent monitoring. Tier 1 triggers fire outreach, Tier 2 raises priority, and every signal writes the why-now line back onto the account it belongs to.
People linked to accounts, ICP-filtered and persona-matched. The email waterfall runs only when empty, and invalid emails are rejected before they can cost a send.
Personalized variants per contact, keyed to the account's why-now and product angle. The generator looks up approved stats and the persona rubric, so claims stay inside what is verified.
Nothing sends from the system directly. The critic checks validity, scope, claims, and length; then a person approves or holds. All 137 contact rows read HOLD today. That is the design working, not the engine waiting.
Approved copy and validated email hand off to the sequencer with source tags attached. Sending is skipped entirely unless deliverability is green.
The moment a prospect replies or a rep claims a contact, the engine stands down on that person and their company, automatically, same-company included. From then on the contact belongs to a human. No double-touches, by construction.
Every contact carries its source motion and sourced date from creation. Surfaced opportunity reports separately from realized, never blended, so any number that reaches a forecast can be walked back to the row that produced it.
The operating posture
Measurement before volume. ICP before sourcing. Human before send. Every stage fails closed: an error stops the run rather than letting anything slip out quietly. The build so far has optimized for control and receipts first, because a motion you can trust at ten rows is a motion you can scale to a thousand.
For the revenue org
Why this matters for the org you run: the Stars play you started gets a full-time engine, the team's throughput scales without adding headcount, and every number that reaches your forecast carries provenance you can audit. Where the engine points next is yours to shape.
Revenue
One push becomes a weekly motion. Every contact carries a provenance stamp, and surfaced pipeline is never blended into realized, so what reaches the forecast can be audited back to its source row.
Marketing
One account signal produces three synchronized outputs: a campaign brief, a seller alert, and a gated outreach draft. Marketing and sales act on the same trigger at the same moment. Additive to the team, not a replacement for it.
Sales
Meetings arrive pre-scored, with the account grade, the estimated Stars dollars at stake, and the committee members already engaged. The first call starts at the second conversation.
The frame under all of it
We run GTM the way our product runs operations: real-time signals, automated action, and a human gate before anything irreversible.
The engine is a proof point of our own thesis, running inside our own walls. It is a head start, not a finished system; the ongoing engineering is the job, and where it points next is the conversation worth having in the room.
In the live session
Three things worth seeing on screen rather than on a slide: an account re-grading itself as committee contacts land against it, the send gate refusing every row a human has not approved, and collision control standing the engine down the moment a rep claims a contact.