📈 The Ultimate Guide to GTM Engineering, RevOps Systems & AI Workflows (with Oriol Serra)GTM engineering is transforming how modern revenue teams operate — and in this episode of GTM Hackers, we break down exactly how top companies are using systems thinking, automation, and AI to streamline their go-to-market motion. Whether you’re a founder, RevOps leader, or early-stage builder, this deep-dive will help you understand how GTM systems actually work, how to inject AI into your sales and marketing engine, and how to eliminate the operational bottlenecks slowing your team down. 🚀In this conversation, Oriol Serra (Founder of The Conversion Architects) reveals a practical, real-world view of GTM engineering, including: modern RevOps design, Clay workflows, data automation, deduplication systems, ICP mapping, outbound list building, AI validation workflows, CRM best practices, and how to think like a systems engineer — even if you’re not technical.⸻⏱️ Chapters & Timestamps00:00 — Intro: Who is Oriol Serra?01:00 — From customer service → sales → RevOps → GTM engineering02:30 — What is a GTM engineer? The real definition04:00 — Why revenue teams (marketing, sales, CS) are disconnected05:30 — Systems thinking vs. tool-thinking08:00 — How AI changes GTM orgs09:00 — Oriol’s process for mapping GTM systems12:00 — Defining terminology, handoffs & team workflows15:00 — Systems design before touching tools16:00 — Thinking like a programmer → GTM engineering framework18:00 — When AI shouldn’t replace humans in outbound20:00 — Building system SOPs & documentation24:00 — Why organization matters more than automation26:00 — Live Clay demo: ICP filtering, data enrichment, routing32:00 — How to score leads with AI models36:00 — CRM choices: HubSpot vs. Salesforce vs. Attio40:00 — Clay vs. N8N vs. Zapier vs. Make44:00 — Advanced Clay deduplication workflow49:00 — Why “boring automation” makes the most revenue50:00 — Who The Conversion Architects works with⸻⭐ Key Highlights — What You’ll Learn• What GTM engineering actually is (beyond buzzwords)• How to map your entire GTM system from marketing → sales → CS• Why system design must come before tools or AI automations• How to eliminate misalignment between teams using data flows• The step-by-step process Oriol uses to audit and rebuild GTM systems• How to automate outbound list building using Clay + AI• Why startups should avoid over-automating outbound messaging• How to build reliable ICP validation workflows with AI models• The exact approach to deduping CRM data at scale (HubSpot example)• How documentation & SOPs make GTM systems sustainable• Which tools matter most for early-stage teams (Clay, HubSpot, N8N)• How AI will reshape GTM operators into true systems engineers⸻👤 About the Guest — Oriol SerraOriol Serra is the founder of The Conversion Architects, a GTM engineering & RevOps consultancy helping tech companies automate systems, clean their data, and scale revenue operations with AI. He specializes in Clay automations, CRM architecture, and designing end-to-end GTM systems for SaaS companies.👉 LinkedIn: Oriol Serra -   / oriol-serra-tca  👉 Website: theconversionarchitects.com🎙️ About the Host — Charles BrunCharles is the creator of GTM Hackers, a podcast for founders, GTM leaders, RevOps operators, and anyone obsessed with scaling revenue through better systems and smarter workflows. He interviews the people building the future of GTM.👉 LinkedIn: Charles Brun -   / charlesbrun  👉 LinkedIn: GTMHackers -   / gtm-hackers  👉 Our Sponsor Wizardly: https://trywizardly.com/⸻🔔 Enjoyed the episode? Do this next:👍 Like the podcast💬 Comment your favorite insight📩 Share it with your RevOps or GTM team▶️ Subscribe for weekly deep dives on GTM, AI, and revenue automation#GTMEngineering #RevOps #GoToMarket