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Via for GTM engineers

Half the accounts in your pipeline are reachable through referrals.

Your system cannot tell you which half, so it spends the same effort on all of them.

A GTM engineer uses Via to turn relationship data into a field the rest of the system can act on. Via reads every relationship your company already holds, resolves the warmest route into each account, and returns it as something your lists, routing rules, and reports can read. Warm-first stops being a habit you hope reps remember and becomes a property of the system itself.

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The problem

You are paying the same acquisition cost for accounts with wildly different odds.

You have already built the enrichment, the scoring, and the routing. Firmographics, technographics, intent, job changes: all of it flows. The one input none of it carries is whether anyone at your company can actually get into the account, so the sequence treats a total stranger exactly like a former colleague.

That gap shows up directly in the number. Effort gets spread evenly across accounts that were never equal, and the accounts where a real relationship already existed get worked at the same volume and the same tone as the ones where nobody has ever met anyone. The pipeline you generate is thinner than it should be, and nothing in the stack tells you why.

Three plays

What you build with it.

Each one slots into a job you already run, rather than adding a tool somebody has to remember to open.

Play 01  ·  Account scoring

You will know which accounts your team can already get into, before anyone writes a sequence.

Take the list you were going to hand out anyway, a territory, an ICP slice, or a quarterly push, and score every account by how strong your team's warm paths into it are. The warm slice goes to reps to work by hand, and the cold-only slice goes into a different motion at a different volume with different expectations.

How it runs
  1. Push the account list to Via by domain, or point Via at the CRM view you already maintain.
  2. Via resolves every route from your team, customers, advisors, and investors into each account.
  3. Each account comes back with a path-strength score, the named connector, and the evidence behind the connection.
  4. Route on the score: warm accounts to reps by hand, cold-only accounts to volume.
Play 02  ·  List building

Every list you build ships with the warm paths already attached.

Instead of building a list and then asking around about who knows whom, you pull the prospects, resolve the warmest path to each one, and push the prioritized result into the CRM in a single pass. The rep opens their queue and the connector is already named.

How it runs
  1. Build the list the way you build every list today, in Clay, in a notebook, or straight from the CRM.
  2. Call Via on the resolved contacts as one more enrichment step in the same run.
  3. Sort the output by path strength before it ever reaches a rep queue.
  4. Ship the list with the connector name and the evidence in the record.
Play 03  ·  CRM enrichment

Warm-path context lands on the record instead of in someone's head.

Via returns who the connector is, how they know the account, and how strong the relationship looks, so the intelligence lives where your team already works. Route on it, report on it, and build views on it. Once it is a field, it behaves like every other field you already trust.

How it runs
  1. Decide the fields: connector name, relationship basis, path strength, last refreshed.
  2. Write them onto the account and contact records on whatever schedule you set.
  3. Build the views and the routing rules on top, the same way you would with any other field.
  4. Refresh on a cadence, because networks change every time someone changes jobs.
How you reach it

Two ways in. Everything else is built on top of them.

Via is an API and an MCP server. CRM writeback, list enrichment, and agent lookups are not separate products, they are things you build with one of these two.

API

Call Via directly from the jobs you already run. Send accounts or contacts, get back scored paths with the connector and the evidence, and keep the whole thing inside your own orchestration.

What teams build with it
  • CRM writeback: connector, relationship basis, and path strength as fields on the account and contact records
  • One more enrichment step inside the list run you already have, in Clay or in your own notebook
  • A scheduled refresh, so paths do not go stale as people change jobs
  • Routing rules and reporting views built on path strength like any other field

MCP

Expose warm-path lookups to the agents you are building. An agent can ask who can get us into this account by name and act on the answer inside the same conversation, with no glue code between the question and the result.

What teams build with it
  • Research agents that resolve the path and draft the ask in one pass
  • Rep-side lookups inside Claude or ChatGPT, with no new interface to learn
  • Account planning runs where the agent reasons over paths alongside everything else it knows
  • Anything you would otherwise have written a wrapper around the API to do
What Via moves

The metrics you already report on.

Nothing new to instrument. These are the numbers on your dashboard today, and the warm slice is what moves them.

Account coverageThe share of your target list where somebody at the company holds a credible route in. Most teams have never measured this, and the first number is usually higher than they expected.
Reply rateSplit the same list into accounts with a path and accounts without, run both in the same week, and compare. That gap is the entire case for routing on path strength.
Meetings bookedThe output that actually matters. Warm-first should raise it without raising activity, which is the only version of this that survives a headcount conversation.
Pipeline createdTrack how much of it carries a named connector. That share is the read on whether warm-first has taken hold in the system or is still living in a slide.
Where Via stops

What it will not do for you.

  • Via does not send anything. It resolves the path and drafts the ask, and a person decides whether to use it.
  • Via will not invent a relationship that is not there. Accounts with no credible route come back marked as such.
  • Via is not built to be your enrichment layer, though it covers more of that job than you would expect.
Questions

Straight answers.

Does Via replace our enrichment provider?

That is not what Via is built for. Enrichment tells you who the buyer is and what the company looks like, and Via answers a different question: whether anyone in your orbit can get you in front of them and who that person is. Most teams run both, usually in the same job.

That said, Via does not stop at the path. Depending on your volume and what you actually need from enrichment, it can cover enough of that ground that the second vendor stops earning its line item. Worth testing against your own run rather than assuming.

How does Via decide that a path is strong?

Via weighs everything it can corroborate, not one signal. Shared work history and how long two people overlapped, how close their roles sat, and how recent it is. Social signals and the shape of the connection between them. Engagement history, meaning whether these two people actually interact rather than merely appearing near each other. Anything else that independently supports the same conclusion.

The principle is corroboration. A connection backed by three unrelated pieces of evidence scores far above one backed by a single mutual connection and nothing else.

Can our own agents call Via?

Yes. Via is available over MCP, so an agent can request warm paths by name inside a single conversation, and over the API for anything you orchestrate yourself.

What happens to accounts where no path exists?

We will tell you. Route those into a volume motion and spend the manual effort on the slice where a relationship already exists.

Also built for

Other people who run this.

Sales leaderOwns the number the team carries AE, SDR or BDRProspects into target accounts AgencyRuns GTM for other companies
Keep reading
Via MCPVia APIScore accounts by warm-path strengthBuild a warm outbound listThe agentic GTM stackVia vs ClayPath strength

The way in is already there.

Via reads the relationships your team, your customers, your advisors, and your investors already have, then shows you who can open the account you are chasing and why they can.

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