GTM Hackers

In this RevOps strategy podcast episode, we dive deep into how large, global SaaS companies operationalize AI, structure revenue operations, and build scalable GTM systems. If you want to understand how world-class RevOps teams think, this conversation with Shir Guterman (AppsFlyer) is packed with frameworks, playbooks, and real-world examples.Shir leads Revenue Operations across EMEA & LATAM at AppsFlyer — one of the biggest, most data-driven SaaS companies in mobile marketing analytics. In this episode, she breaks down how to design global go-to-market alignment, unify qualification frameworks (like MEDDPICC), implement AI responsibly, and build a well-oiled GTM engine inside a 1,500-person company.⸻🔍 What You’ll Learn in This EpisodeThis episode is a masterclass in modern RevOps, GTM engineering, and AI-driven go-to-market strategy, including:• How enterprise GTM teams structure RevOps organizations across global regions• The biggest mistakes companies make when adopting AI in sales, SDR workflows, and pipeline management• Why strategy, process, and data foundations matter more than tools• How AppsFlyer uses account planning, unified qualification (MEDDPICC), forecasting, and Gong analytics• What an effective AI task force looks like inside a global revenue org• The evolving concept of “source of truth” (Salesforce vs. Gong vs. BI tools vs. LLM interfaces)• How to operationalize personalization at scale for enterprise outbound• Why RevOps needs both business architects and technical operators• How global teams cascade strategy top-down and bottom-upThis is the episode for anyone searching for:revops strategy podcast, GTM strategy, AI in RevOps, revenue operations frameworks, GTM engineering, B2B SaaS operations, MEDDPICC training, SDR AI workflows, account planning with AI, pipeline accuracy, forecasting AI tools, AppsFlyer GTM.⭐ Key Highlights• The RevOps role is evolving into a hybrid of systems architect, strategist, and data operator.• AI should enhance a strong GTM strategy — not define it.• Global SaaS companies need a mix of top-down direction and bottom-up GTM innovation.• Tools matter less than process clarity, alignment, and data integrity.• SDRs are moving toward hyper-personalization powered by AI, not volume.• AppsFlyer’s RevOps team uses custom GPTs to unify data from Salesforce, Gong, platform data, and web sources.👤 Guest: Shir Guterman (AppsFlyer)Revenue Operations leader covering EMEA & LATAM at AppsFlyer. Formerly led GTM & operations at DataGen, with deep expertise in RevOps architecture, GTM systems, AI enablement, and enterprise sales operations.🎙️ Host: Charles BrunSaaS founder, GTM strategist, and longtime leader of revenue teams across venture-backed startups. Creator of GTM Hackers, the podcast exploring how the best GTM engineers build systems that scale.⸻🔗 Connect & ResourcesLinkedIn — Shir Guterman:   / shir-guterman-ramot-4467a058  LinkedIn — Charles Brun:   / charlesbrun  Show sponsored by Wizardly: https://trywizardly.com/⸻🔥 Hashtags#RevOps #GTMStrategy #B2BSaaS

GTM Hackers Ep. 3 – How GTM Engineers Build Automated, Inbound-Led Outbound Systems (with Clay) | with Nathan Van de RidderIn this episode, host Charles Brun sits down with GTM engineer Nathan Van de Ridder to break down how the best B2B teams are actually building modern go-to-market systems — not theory, but real Clay tables, ICP qualification flows, CRM enrichment, and inbound-led outbound playbooks that run on autopilot.Nathan shows how he goes from:→ social engagement (LinkedIn reactions)→ to scraping profiles + enriching them→ to qualifying for ICP automatically→ to generating fully personalized outreach emails with AI→ to pushing it all into tools like Lemlist / Smartlead.⸻🔍 What you’ll learn • What a GTM Engineer is and how it’s different from sales ops / growth / SDR • The 3 core GTM playbooks every B2B startup should build first: 1. Outbound playbook (TAM → enrichment → sequencer) 2. Inbound-led outbound playbook (reactors, website visitors, ad clickers → fast follow-up) 3. CRM enrichment playbook (not just emails and phones, but bios, company info, value props) • How to use Clay as the central GTM automation layer • How to scrape LinkedIn influencers’ post reactions to build a warm prospect list • How to use OpenAI inside Clay to extract job title, company, ICP, value prop and even reasoning • How to make sure only true ICPs go to your sequencer (and filter out devs, data folks, non-buyers) • How to connect it all to HubSpot / Salesforce / Pipedrive / Attio • Why inbound-led outbound is way more powerful than pure cold outbound • How to generate programmatic custom landing pages in Webflow for ultra-personalized outreach🛠 Tools mentioned in the episode • Clay – GTM automation, scraping, enrichment, AI agents • LinkedIn Sales Navigator – sourcing companies & people • HubSpot / Salesforce / Attio / Pipedrive – CRM destinations • Lemlist, Instantly, Smartlead, La Growth Machine, HeyReach – sequencers & multichannel outreach • OpenAI (GPT-4o / 4o mini) – for enrichment, ICP validation, email generation • HeyGen – AI video for outbound • Webflow – programmatic, personalized landing pages • Reveal / Clearbit / website visitor tools (like RB2B) – for inbound signals⸻🏗 Why this episode mattersA lot of teams are still doing “static” outbound — exporting a list from Sales Nav and dumping it into a sequencer. Nathan’s point is: that’s the weakest version of outbound.The strong version is: 1. Start from intent/signal (LinkedIn reactions, website visitors, ad clickers) 2. Enrich + qualify automatically 3. Personalize with company value props 4. Auto-sync to CRM and sequencer 5. Keep the table auto-updating so new engaged people constantly flow into the campaign.🧠 Key Takeaways • What a GTM Engineer actually does and how this role is reshaping B2B sales • How to connect tools like Clay, HubSpot, and OpenAI into one automated pipeline • How to build inbound-led outbound workflows that start from real signals • Why CRM enrichment and context matter more than volume • How to generate hyper-personalized outreach and pages programmatically⸻🧩 Who this video is for • GTM / growth / RevOps people who want to automate prospecting • Founders of B2B / SaaS startups who don’t have a full sales team yet • Agencies doing outbound for clients and want to look like magicians 😎 • SDR/BDR leaders who want higher reply rates via better targeting • Marketers who want to connect engagement → outreach automatically____Connect with us:🔗 Connect • Nathan Van de Ridder –   / nathan-van-de-ridder   • Charles Brun –   / charlesbrun   • Subscribe to GTM Hackers for more episodes on automation, ops engineering & growth systems. • Sponsor – Wizardly: https://trywizardly.com

What does it take to build world-class GTM systems that scale? In this episode of GTM Hackers, host Charles Brun sits down with Jomar Ebalida — AI consultant, author, and GTM systems engineer — to explore the future of AI-driven workflows, go-to-market architecture, and agentic systems that deliver real business outcomes. Whether you’re a RevOps leader, GTM engineer, SaaS founder, or product marketer, this conversation breaks down the tools, strategies, and frameworks you need to master.👉 If you’ve ever wondered how to design scalable GTM workflows, integrate AI agents into sales and marketing processes, or architect systems that actually drive revenue, this episode is packed with answers.⸻🎙️ Episode OverviewIn this deep-dive conversation, we cover:• The role of GTM Engineers and why this function is exploding in SaaS and enterprise companies.• Agentic workflows: how AI agents are being deployed to automate complex GTM processes.• The intersection of AI, RevOps, and Sales Engineering.• Why combining tools, processes, and systems thinking is the new superpower in go-to-market strategy.• Real-world examples of scalable workflows that accelerate pipeline and revenue.• Insights from Jomar’s upcoming book on agentic systems and the future of GTM automation.⸻⏱️ Timestamps00:00 – Introduction & what GTM Hackers is about01:20 – Meet Jomar Ebalida: AI consultant & GTM systems engineer05:15 – The evolution of the GTM Engineer role10:45 – What are “agentic workflows” and why they matter18:30 – Designing scalable RevOps systems with AI27:50 – Tools & frameworks for GTM engineers in SaaS35:40 – Common mistakes teams make when scaling GTM processes42:00 – The future of AI-driven GTM systems49:15 – Key takeaways and advice for GTM leaders⸻🔑 Key Highlights & Takeaways• Why GTM Engineers are becoming as critical as product engineers.• How to use AI agents to reduce bottlenecks in sales, marketing, and customer success.• Practical workflows you can implement today to save time and scale operations.• The difference between ad-hoc automation vs. agentic systems designed for growth.• Predictions for the next wave of AI-powered GTM tools and platforms.⸻👤 About the Guest: Jomar Ebalida• AI Consultant & GTM Systems Engineer • Author of "Dare to Orchestrate: How AI Agents Are Disrupting the Customer Journey" (forthcoming)• Expert in designing revenue architecture for high-growth SaaS companies🎙️ About the Host: Charles Brun• SaaS founder with 12+ years scaling GTM teams• Founder of Wizardly (‪@WizardlyAI‬), the AI screen recorder that instantly creates engaging product videos for employees and customers (https://trywizardly.com)• Host of GTM Hackers podcast — exploring the future of GTM engineering⸻📌 Why Watch This Episode?If you are asking yourself questions like:• What does a GTM Engineer do and why is it important?• How can I leverage AI to scale my go-to-market workflows?• What tools and processes separate top GTM teams from the rest?…then this episode is for you.You’ll walk away with proven strategies, actionable workflows, and a roadmap for adopting AI in your GTM stack.⸻👍 Like this episode if you learned something new.🔔 Subscribe to GTM Hackers for more conversations with GTM engineers, RevOps leaders, and SaaS innovators.💬 Comment below: What GTM workflow are you most interested in automating with AI?⸻🌐 Connect & Resources• Follow Charles Brun→ LinkedIn:   / charlesbrun  → X (Twitter): https://x.com/_charlesbrun• Follow Jomar Ebalida on Linkedin →   / jomarebalida  • Sponsor: https://trywizardly.com/⸻#GTMEngineer #RevOps #AIWorkflows #SaaS #GoToMarket

🔑 Key Discussion Points

• How Amazon engineered AI-driven email prioritization to reduce unsubscribes and boost engagement

• The importance of “human in the loop” systems and balancing behavioral psychology with automation

• Building GTM workflows with tools like Marketo, Snowflake, Gong, and LLMs for translation and conversational intelligence

• Lessons from enterprise vs. startup approaches: scalable processes at Amazon vs. rapid experimentation at Taro

• The evolving role of CRMs and GTM stacks, from Salesforce to AI-native tools like Attio, Clay, and n8n

📖 Detailed Summary

Charles introduces Go To Market Hackers as a podcast dedicated to the practitioners—the engineers and architects building GTM systems that drive results. His guest, Raj Jain, shares his journey from sales into GTM systems engineering, with experiences spanning Dynamic Yield, WeWork, MongoDB, Amazon, and Tarro.

Raj explains how Amazon tackled the challenge of sending millions of marketing emails without overwhelming customers. By creating an Email Prioritization Service (EPS) that ranked campaigns based on engagement likelihood, his team reduced unsubscribes and improved conversion outcomes. He emphasizes that technology alone isn’t enough—training marketers, creating preference centers, and peer review processes were just as critical.

At Tarro, Raj pivoted to LLM-powered translation and conversational intelligence, helping sales teams better understand Mandarin-language calls. By comparing Gong’s native trackers with custom-built LLM pipelines, his team learned when to rely on existing platform features and when to innovate. The conversation wraps with a forward-looking discussion on how data warehouses, APIs, and AI-native CRMs are reshaping the GTM stack, offering speed, flexibility, and automation that legacy tools often can’t match.

🕒 Timestamps

0:00 – Introduction to Go To Market Hackers

1:30 – Raj’s background and GTM career journey

5:00 – The role of “human in the loop” in AI systems

7:00 – Amazon’s Email Prioritization Service (EPS)

15:00 – Impact on engagement and unsubscribe rates

17:00 – Transition to Taro: LLMs, Gong, and translations

23:00 – Smart trackers, pain points, and sales insights

28:00 – The future of CRMs and AI-native GTM stacks

📢 Tell Us What You Think!

What GTM tools or workflows are you experimenting with right now? Drop your thoughts in the comments - we’d love to hear how you’re innovating!

👉 Don’t forget to like, subscribe, and hit the bell to catch future episodes of Go To Market Hackers.

👉 Explore more on GTM systems and AI-driven growth in our related videos.

🔎 Hashtags

#GoToMarket #SalesOps #AIinSales #GTMSystems #crmsolutions 

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🌐 Connect & Resources

• Follow Raj Jain

→ LinkedIn: /b2braj

• Follow Charles Brun

→ LinkedIn:  / charlesbrun  

→ X (Twitter): https://x.com/_charlesbrun
→ Wizardly: https://trywizardly.com