In today's episode, I chat with Nik K., GTM Engineer at Postindustria, a custom software development company, about building an event-based outbound machine that booked 75 on-site meetings in a single month across multiple conferences.

We explore his full pre-event workflow: segmenting attendees by industry and business model using ChatGPT before touching Clay, scraping deep company profiles with a 700-800 word output per company, running a matching prompt that compares each company against Postindustria's full portfolio and case studies to score them as high match, medium match, or disqualified, then generating three custom service offers per company based on what they'd actually benefit from—all before a single word of copy is written. Nik also shares his copywriting philosophy: give LLMs a strict structure with mandatory sentences, bullet point formats, word limits, and reading level constraints, then let AI fill only the creative variables—because too much freedom produces robotic output, while tight structure produces something that sounds human. He also shares an earlier campaign for a Martech client targeting US home builders, where he scraped the names of housing projects currently under development and opened outreach with "we were driving by and saw your project"—a hyper-local personalization angle that got genuinely interesting replies. Nik shares his path from zero outbound experience landing an SDR role at LitLink after applying on a Ukrainian job board on a whim, to discovering Clay at a small agency where he was the third hire, learning waterfalls, enrichment, and API-based personalization from scratch.

Enjoy 🙂

(00:00) Introduction to Outbound Wizards
(00:21) What Postindustria Does: Custom Software Development Across Multiple Domains
(02:00) 75 On-Site Meetings in One Month: How the Event Strategy Was Born
(04:05) Pre-Event Workflow: Segmenting Attendees Before Touching Clay
(06:30) Deep Company Research: 700-Word Profiles, Portfolio Matching, and ICP Scoring
(09:15) Generating Three Custom Service Offers Per Company Based on Their Stack
(12:00) Copywriting Philosophy: Strict Structure Plus AI Creativity Within Constraints
(15:16) Home Builder Campaign: Scraping Project Names to Fake a Drive-By
(18:28) Nik's Journey: Zero Outbound Experience to SDR at LitLink to Clay Agency
(20:15) Discovering Clay and Learning Waterfalls, Enrichment, and API Personalization

🔗 CONNECT WITH NIK

👥 LinkedIn

🔗 CONNECT WITH SAURAV

🎥 YouTube Channel

🐦 X (Twitter)

📸 Instagram

💻 Website

👥 LinkedIn
📧 Email - saurabh@salesrobot.co

🙏 LEAVE A REVIEW If you enjoyed listening to the podcast, we'd love for you to leave a 5-star review on Apple Podcasts to help others discover the show :)

👋🏼 GET IN TOUCH You can also reach out with any feedback, ideas or thoughts about the lessons you've learned from the episodes.

In today's episode, I chat with Sahil, fractional GTM engineer working with companies that have small TAMs—sometimes as tight as 1,500 accounts—where mass cold email doesn't make sense and the real value comes from building smart in-house GTM systems.

We explore his highest-ROI win: not more pipeline, but faster lead routing—building an automated system that pushed positive replies straight to Slack with full enrichment context, so the SDR could call within 10 seconds instead of hours later when the lead had gone cold, taking meeting conversion from 1-in-4 replies to 20-30%. He also shares his approach for a client with only 1-2K accounts: year-round air cover across the decision maker ecosystem so cold outreach never lands out of the blue, automated job change signals triggering enriched SDR briefings with full company context and a draft email, and a dormant lead reactivation sequence pulling from call transcripts that brought back 20% of ghosted leads. His prediction: every SaaS company builds outbound in-house within two to three years, and deliverability skills become the quiet differentiator nobody talks about enough. Sahil shares his path from entrepreneur-with-no-sales-skills to B2B SaaS sales roles, to discovering Clay when there was barely any content about it, spending six months studying during his wife's pregnancy, and landing his first inbound client right after his daughter was born. His advice: don't get intimidated by the top 1%—focus on low-hanging fruit like lead routing first, and build from there.

Enjoy 🙂

(00:00) Introduction to Outbound Wizards
(00:21) What a Fractional GTM Engineer Does for Small TAM Clients
(02:00) Highest ROI Win: Automated Lead Routing Cutting Response Time to 10 Seconds
(03:45) 1-2K TAM Strategy: Year-Round Air Cover, Job Change Signals, SDR Briefings
(06:33) Dormant Lead Reactivation From Call Transcripts: 20% Came Back
(09:23) Sahil's Journey: Entrepreneur Bug to B2B Sales to Discovering Clay With No Content About It
(11:05) Six Months Studying During Wife's Pregnancy, First Client After Daughter Was Born
(13:18) Future Predictions: Every SaaS Company Builds Outbound In-House Within 2-3 Years
(14:19) Advice: Don't Aim at the Top 1%, Focus on Low-Hanging Fruit Like Lead Routing First

🔗 CONNECT WITH SAHIL

👥 LinkedIn

🔗 CONNECT WITH SAURAV

🎥 YouTube Channel

🐦 X (Twitter)

📸 Instagram

💻 Website

👥 LinkedIn
📧 Email - saurabh@salesrobot.co

🙏 LEAVE A REVIEW If you enjoyed listening to the podcast, we'd love for you to leave a 5-star review on Apple Podcasts to help others discover the show :)

👋🏼 GET IN TOUCH You can also reach out with any feedback, ideas or thoughts about the lessons you've learned from the episodes.

In today's episode, I chat with Terhile, fractional GTM engineer working across two clients in the UK and US, about doing GTM work across verticals most engineers never touch—e-commerce wholesalers, boutique shops, and brick-and-mortar businesses.

We explore his campaign for a seasonal product supplier targeting boutique shops, where paid social wasn't viable because the audience skews older and offline—so he scraped businesses using OpenMart (his first time), ran a Clay agent to compare each prospect's inventory against his client's catalog, identified the gaps, and built outreach around "we can get these missing products to you in seven days"—hitting 8% reply rate on 400 emails. He also shares a bad story: forgetting to turn off Clay's auto-update after an enrichment run and watching a thousand credits disappear overnight. His prediction: GTM engineering splits into strategists and executioners, and the differentiator won't be tool knowledge but social listening and domain depth—because everyone has the same Clay table, it's what you do with it that matters. Terhile shares his path from a decade in tech project leadership, to discovering Clay via a lemlist-to-ColdIQ-to-Clay rabbit hole, building tables every day since. His advice: figure out if you're a strategist or executioner first, learn scraping and enrichment principles before tools, and don't skip copywriting.

Enjoy 🙂

(00:00) Introduction to Outbound Wizards
(00:21) What a Fractional GTM Engineer Does and How the Project-Based Model Works
(01:33) E-Commerce Wholesale Campaign: OpenMart Scraping and Gap Analysis for Boutique Shops
(04:29) Why OpenMart Beats Apollo for Niche Brick-and-Mortar Audiences
(05:26) The Bad Story: Forgetting to Turn Off Clay Auto-Update and Burning 1000 Credits
(07:23) Terhile's Journey: Decade in Tech Project Leadership to Discovering Clay via a Rabbit Hole
(09:00) Completing the ColdIQ Application Task and Knowing This Was the Right Path
(10:02) Future Predictions: GTM Splits into Strategists and Executioners
(11:00) Social Listening Will Separate Great GTM Engineers From Good Ones
(12:16) Same Basketball, Different Hands: Why Strategy Beats Tooling Every Time
(12:56) Advice: Know Your Strength First, Learn Principles Before Tools, Don't Skip Copywriting

🔗 CONNECT WITH TERHILE

👥 LinkedIn

🔗 CONNECT WITH SAURAV

🎥 YouTube Channel

🐦 X (Twitter)

📸 Instagram

💻 Website

👥 LinkedIn
📧 Email - saurabh@salesrobot.co

🙏 LEAVE A REVIEW If you enjoyed listening to the podcast, we'd love for you to leave a 5-star review on Apple Podcasts to help others discover the show :)

👋🏼 GET IN TOUCH You can also reach out with any feedback, ideas or thoughts about the lessons you've learned from the episodes.

In today's episode, I chat with Lucas Paiva, GTM Engineer at Scient, about building Brazil's GTM engineering ecosystem from the inside—Scient is a go-to-market consulting firm founded by Silicon Valley alumni who brought frameworks like Winning by Design to Brazilian companies doing 50M+ ARR, and Lucas sits at the intersection of their education arm, running a six-week GTM Engineer Certification program and growing the community of practitioners in a country where they've mapped only 20 people with the actual GTM engineer title and around 150 doing similar work without the name.

We explore Lucas's first real GTM engineering win: launching an AI SDR for Scient's new certification course, hitting 70 sales against a target of 50 in the first week—learning lead enrichment, lead scoring, and ICP segmentation on the fly, and applying everything he was going to teach before he'd even written the curriculum. He also shares how he manually mapped the entire GTM engineer landscape in Brazil to get precise data on how fast the role is growing, and what their projections look like for the next few years. His prediction: the role will grow very fast in Brazil and become standard at startups—one person who can sit between sales, marketing, and customer success and say "we can automate this, and here's what that frees you up to focus on" is going to be indispensable. Lucas shares his path from Link School of Business entrepreneurship program, to community and content manager at Scient translating GTM newsletters into Portuguese, to spending four weeks of university vacation studying n8n every day, to his founder-teacher Giovanni coming back from Bali, seeing the transformation, and immediately asking him to become their GTM engineer. His advice: understand which AI is best for which task—Gemini, OpenAI, Anthropic all have different strengths—study automation to build workflows that do many jobs repeatedly rather than one at a time, and keep a close eye on how established platforms like HubSpot are integrating AI into their core products, because they have to ship something genuinely good for small businesses to adopt it without a consultant army.

Enjoy 🙂

(00:00) Introduction to Outbound Wizards
(00:21) What Scient Does: Go-to-Market Consulting and Revenue Architecture for 50M+ ARR Companies
(01:33) First 30-60-90 Days: Getting Marketing, Sales, and CS Speaking the Same Language
(03:17) Lucas's Role: Growing the GTM Engineer Community and Running the Certification Program
(04:01) Lucas's Journey: Business Student to Community Manager to GTM Engineer
(05:32) Four Weeks of Studying n8n Every Day During University Vacation
(06:03) First GTM Engineering Win: 70 Certification Sales Against a Target of 50
(07:54) Manually Mapping Brazil's GTM Engineer Landscape: 20 With the Title, 150 Doing the Work
(09:11) Future Predictions: The Role Will Become Standard at Brazilian Startups
(10:01) Advice: Match the Right AI to the Right Task, Build Repeatable Workflows, Watch HubSpot

🔗 CONNECT WITH LUCAS

👥 LinkedIn

🔗 CONNECT WITH SAURAV

🎥 YouTube Channel

🐦 X (Twitter)

📸 Instagram

💻 Website

👥 LinkedIn
📧 Email - saurabh@salesrobot.co

🙏 LEAVE A REVIEW If you enjoyed listening to the podcast, we'd love for you to leave a 5-star review on Apple Podcasts to help others discover the show :)

👋🏼 GET IN TOUCH You can also reach out with any feedback, ideas or thoughts about the lessons you've learned from the episodes.

In today's episode, I chat with Jessica Aires, Growth and Marketing Lead at Abstra, about running B2B sales-led growth for a Brazilian finance automation SaaS targeting CFOs and finance managers—covering revenue operations, performance ads, outbound automation, and co-founder-led content all at once.

We explore her core insight on list quality: Sales Navigator data is roughly 30% wrong at any given time, and no matter how good your message is, sending it to the wrong person wastes your BDR's time, your LinkedIn connection quota, and sometimes produces meetings with completely the wrong person—so she now runs every Sales Nav list through Clay to clean and verify before it ever reaches an SDR. She also shares what's working in Brazil specifically: LinkedIn and WhatsApp outperform cold email for booking meetings, co-founder-led content from their CEO (an AI specialist) is growing fast and generating inbound interest, and email is used more as a soft nurture channel for people who aren't ready to engage yet. Her honest challenge with the space: there are so many tools and so many possibilities that the hardest skill is staying focused on the actual problem rather than building something because it's cool—the discipline to say not right now is as important as the creativity to imagine what's possible. Her prediction: every department will have its GTM engineer equivalent—a finance engineer, a marketing engineer—as AI tools get accessible enough that even finance managers can build their own automations, and the line between technical and non-technical roles dissolves. Jessica shares her path from engineering degree to sales ops and marketing analytics since 2018, using Python for reporting, discovering Clay earlier this year, and realizing that combining analytical thinking with business curiosity is exactly what this new role rewards.

Enjoy 🙂

(00:00) Introduction to Outbound Wizards
(00:21) What Abstra Does: Finance Automation SaaS for CFOs and Finance Managers in Brazil
(01:06) Running Marketing, RevOps, Outbound, and Co-Founder Content Simultaneously
(01:30) The 30% Problem: Why Sales Nav Lists Need Clay to Be Trustable
(03:50) The Real Cost of Talking to the Wrong Person: Wasted Quota, Time, and Meetings
(05:02) Channel Mix in Brazil: LinkedIn and WhatsApp Beat Cold Email for Meetings
(06:04) Jessica's Journey: Engineering Degree to Sales Ops to GTM Engineering
(07:44) The Hardest Skill in GTM: Staying Focused on the Problem, Not the Shiny Tool
(09:39) Future Predictions: Every Department Gets Its Own Engineer, AI Becomes Everyone's Tool
(13:42) Don't Forget the Basics: Run the Reports, Listen to Your Community, Stay Grounded

🔗 CONNECT WITH JESSICA

👥 LinkedIn

🔗 CONNECT WITH SAURAV

🎥 YouTube Channel

🐦 X (Twitter)

📸 Instagram

💻 Website

👥 LinkedIn
📧 Email - saurabh@salesrobot.co

🙏 LEAVE A REVIEW If you enjoyed listening to the podcast, we'd love for you to leave a 5-star review on Apple Podcasts to help others discover the show :)

👋🏼 GET IN TOUCH You can also reach out with any feedback, ideas or thoughts about the lessons you've learned from the episodes.

In today's episode, I chat with Dario Dean, GTM Engineer at Reach, about being the first GTM engineer hired at a merchant of record company helping SaaS and e-commerce businesses expand globally—and what it looks like to build GTM strategy from scratch in-house versus the rinse-and-repeat agency world he came from.

We explore his favorite campaign: a LinkedIn content agency client targeting business authors releasing books, where Dario got the agency's internal content playbook, turned it into a Clay prompt, scraped Penguin Publishing to find authors with upcoming releases, pulled chapter-level detail about each book, and generated two personalized LinkedIn content samples per prospect—sending them in the outreach email as a free preview of what working together would look like. Proof of work at scale, made to feel handcrafted. He also shares his Eventbrite scraping campaign for a printing franchise, pulling companies hosting events, enriching them in Clay, and running outbound sequences that drove 60-80 leads per month and deals worth $200K a year per location. Dario's take on where the space is going: it's somewhere between the LinkedIn crowd claiming they replaced 100-person SDR teams in two days and the people dismissing cold outreach entirely—the real answer is automating the research and prep layer while keeping humans close to the actual outreach, with GTM engineering eventually bleeding into RevOps and dark funnel marketing to build a complete picture of who's engaging and when. Dario shares his path from social content and newsletters at marketing agencies, to discovering Apollo during COVID while running virtual team-building events, to joining a cold outbound agency, to landing his current role at Reach. His advice: just get in and do it—he learned Facebook ads by selling dog portraits, learned outbound by running his own campaigns during COVID, and reckons no course or tutorial replaces the feeling of actually spending real money or sending real emails and seeing what happens.

Enjoy 🙂

(00:00) Introduction to Outbound Wizards
(00:20) What Reach Does and Dario's Role as First GTM Engineer Hired
(01:27) Agency vs In-House GTM Engineering: Rinse-and-Repeat vs Constant Strategy Innovation
(03:12) Printing Franchise Campaign: Eventbrite Scraping to 60-80 Leads Per Month
(04:30) LinkedIn Content Agency Campaign: Playbook-to-Prompt to Personalized Lead Magnet at Scale
(06:10) Proof of Work in Cold Outreach: Making Automated Feel Handcrafted
(07:07) Future Predictions: Volume Still Wins But Can't Stand Alone Anymore
(08:31) Conference Prep Workflow: Enriching Attendee Lists Before the Event
(09:55) GTM Engineering Bleeding Into RevOps and Dark Funnel Marketing
(11:16) Dario's Journey: Social Content to Newsletters to Apollo During COVID
(12:03) Advice: Just Get In and Do It—Learn Facebook Ads by Selling Dog Portraits

🔗 CONNECT WITH DARIO

👥 LinkedIn

🔗 CONNECT WITH SAURAV

🎥 YouTube Channel

🐦 X (Twitter)

📸 Instagram

💻 Website

👥 LinkedIn
📧 Email - saurabh@salesrobot.co

🙏 LEAVE A REVIEW If you enjoyed listening to the podcast, we'd love for you to leave a 5-star review on Apple Podcasts to help others discover the show :)

👋🏼 GET IN TOUCH You can also reach out with any feedback, ideas or thoughts about the lessons you've learned from the episodes.

In today's episode, I chat with Dave Wilkins, founder of SDR Leaders of EMEA (and USA and APAC), about his mission to define what the sales development function should look like in 2030—giving leaders from first-time managers to VPs running 250-plus person SDR orgs the roadmaps they need to evolve the role into the revenue-critical function it should be.

We explore what Dave is seeing across the market: a back-to-the-future moment where the pile-on of tools actually reduced prospecting time rather than increasing it, and the best SDR teams are now differentiating themselves by getting back on the phone to qualify and disqualify faster. He shares a real example of a US company where a GTM-engineer-led team of seven was generating more pipeline than a traditional SDR team of 47 at the same company—and the leader kept refusing to add headcount because the system was already winning. Dave also breaks down his take on the GTM engineer versus RevOps debate: it's not just a rebrand, it's an expansion of scope with a more practical, sales-practitioner lens rather than a purely data-driven one—and the C-suite pushing for it is giving the role a much bigger charter. His prediction: SDR headcounts will come down but productivity per rep will rise sharply as AI removes the 90 minutes of daily admin currently eating into selling time, tenures will get longer, pay will go up, and the role will finally become a profession rather than a stepping stone people sprint away from. And on the blunt question of whether the SDR is dead—his survey data says 55% of EMEA companies hired more SDRs in the last 12 months, and the companies cutting the function are the ones calling back six months later asking where the pipeline went. Dave shares his path from BDR in 2013 with just a phone and Salesforce, through global sales development leadership roles, to running Snowflake's EMEA sales development org, to founding SDR Leaders of EMEA after noticing the space for developing SDR leaders was almost entirely missing—now running 30-plus meetups globally in a year and scaling to 50-plus next year.

Enjoy 🙂

(00:00) Introduction to Outbound Wizards
(00:20) What SDR Leaders of EMEA Does: Roadmaps for Sales Development Leaders Globally
(01:05) Back to the Future: Why the Best SDR Teams Are Getting Back on the Phone
(02:44) GTM Engineer Adoption: 13.7% of EMEA Companies Already Employing One
(04:22) GTM Engineer vs RevOps: Same Role or Expanded Scope?
(06:48) Real Example: Team of 7 Outgenerating a Team of 47 with GTM Engineering Motion
(08:09) First Mover Advantage: Why Late Adopters Will Struggle to Catch Up
(09:04) Dave's Journey: BDR in 2013 to Snowflake EMEA Sales Development Leader
(09:36) Founding SDR Leaders of EMEA: 30-Plus Meetups Globally in Year One
(10:31) Future Predictions: Fewer SDRs, Longer Tenures, Higher Pay, More Pipeline Per Rep
(11:40) Is the SDR Dead? 55% of EMEA Companies Hired More SDRs in the Last 12 Months

🔗 CONNECT WITH DAVE

👥 LinkedIn

🔗 CONNECT WITH SAURAV

🎥 YouTube Channel

🐦 X (Twitter)

📸 Instagram

💻 Website

👥 LinkedIn
📧 Email - saurabh@salesrobot.co

🙏 LEAVE A REVIEW If you enjoyed listening to the podcast, we'd love for you to leave a 5-star review on Apple Podcasts to help others discover the show :)

👋🏼 GET IN TOUCH You can also reach out with any feedback, ideas or thoughts about the lessons you've learned from the episodes.

In today's episode, I chat with Clark Hess, GTM Engineer at Supio, about building the entire go-to-market data infrastructure from the ground up at a legal AI startup—handling Clay, Gong, CRM architecture, and database-building for a very specific TAM: plaintiff personal injury attorneys in the United States, roughly 60,000 total.

We explore two initiatives: first, building custom scrapers to pull every personal injury firm in the country (since ZoomInfo coverage for this niche is thin), then running agents against each firm to identify the right contacts—giving Supio a complete picture of their TAM from nearly day one; and second, a cohort reporting project where Clark is piping Gong transcripts into Clay via webhooks, converting them into field values, creating custom CRM objects per call, and making it possible to analyze patterns across hundreds of calls at once—competitors mentioned, objections raised, deal signals—rather than reviewing transcripts one by one. His insight: combining first-party data from calls with first-party data scraped from prospect websites means you're building a picture of your market according to your own company, not a third-party data broker. His prediction: GTM engineering will become a household name as a career field, Clay is positioned to threaten CRM incumbents, and computer use agents getting good enough to operate Clay autonomously is the genuinely wild card nobody has a confident answer for—but right now the role creates undeniable impact and is only growing. Clark shares his path from political science major to SDR at legal marketing company Avvo, to startup OfferUp where he taught himself web scraping to outprosect his peers, to pivoting into RevOps after realizing he enjoyed finding people who wanted to say yes more than closing them, to getting laid off from his first RevOps role, to a year and a half of contracting in what is now called GTM engineering before Supio brought him on full-time. His advice: learn Clay, get operationally solid with CRM, and work for cheap or free in the beginning just to get reps—because once the numbers are behind you, the opportunities follow.

Enjoy 🙂

(00:00) Introduction to Outbound Wizards
(00:21) What Clark Does at Supio: GTM Engineering for a Legal AI Startup
(01:31) Cohort Reporting from Gong Transcripts: Webhooks, Clay, and Custom CRM Objects
(03:30) Building a Complete TAM Database for 60K Personal Injury Attorneys Across the US
(05:23) Why First-Party Data Beats Third-Party Brokers for Niche Local TAMs
(06:52) Clark's Journey: Political Science to SDR to Teaching Himself Web Scraping
(07:50) Pivoting from Sales to RevOps After Realizing He Liked Finding Yeses More Than Closing
(08:50) Getting Laid Off, Going Independent, and Accidentally Becoming a GTM Engineer
(09:35) Future Predictions: GTM Engineering as a Career Field, Clay Threatening CRM Incumbents
(11:18) Computer Use Agents Operating Clay Autonomously: The Wild Card Nobody Can Predict
(12:32) Advice: Learn Clay, Get Solid on CRM, Work Cheap to Get Reps Early

🔗 CONNECT WITH CLARK

👥 LinkedIn

🔗 CONNECT WITH SAURAV

🎥 YouTube Channel

🐦 X (Twitter)

📸 Instagram

💻 Website

👥 LinkedIn
📧 Email - saurabh@salesrobot.co

🙏 LEAVE A REVIEW If you enjoyed listening to the podcast, we'd love for you to leave a 5-star review on Apple Podcasts to help others discover the show :)

👋🏼 GET IN TOUCH You can also reach out with any feedback, ideas or thoughts about the lessons you've learned from the episodes.