Clay is in about 44% of high-growth GTM stacks as a customer-owned tool, and closer to two-thirds once partner-run instances are counted — the fastest adoption curve in the category. It is used as an orchestration layer over multiple data providers, not as a single enrichment source.
No enrichment incumbent comes close on trajectory: ZoomInfo sits around 35% and Apollo 26% in the same panel. The practical pattern is Clay for coverage and waterfall logic, with scoring rules kept inside Clay so the enrichment and the qualification logic stay in one place.
Every claim above comes from work LeanScale published. These are the sources.