Hi There, Question: what are signals and intent? And why does it matter? Answer: I've been seeing these used as buzzwords a lot lately. So, I'm going to break down how I think you should think about and use them. Here’s how I define them: Signals estimate a prospect’s problem awareness: Do they have a problem? Intent estimates a prospect’s solution awareness: Are they looking for a solution? Let's break this down further: Signals tell you there’s a need, and intent tells you they’re ready to...
5 months ago • 2 min read
Hi There, Question: Where is the future of tech in GTM going? Answer: customer data platforms (CDP) with AI agents built on top. As you can see in the video in this email, I'm very excited about this, I think the future of tech is building an internal CDP and training AI agents on your own data from there. I'll keep the text here short so you can just watch the video 😉. Tool of the week n8n I was a Zapier user for years before switching to make and now switching to n8n. n8n is amazing for...
5 months ago • 1 min read
Hi There, Question: What is an ICP really? Answer: I know, that you know, it's an ideal customer profile, but what does that mean? When is a customer ideal? Here's what I think it is, it's the customer who: Costs the least to acquire Brings in the most amount of revenue (or profit) Gets the biggest impact possible from your product So when we're defining an ICP we're building a predictive model on who that will be. I think that's a better framework to use when defining the ICP than the...
5 months ago • 1 min read
Hi There, Question: what's signal-based outbound? Answer: the future of outbound 😉 The old way of doing outbound goes something like: Get a list of TAM (total addressable market) Filter out ICP (ideal customer profile Find your buyer persona Send an email/ cold call The result is a very static list that's hard to prioritize. So what more and more companies are doing now is using Clay to go more granular on that list and enrich/ use AI agents to do some sort of lead-scoring and adjust...
6 months ago • 2 min read
Hi There, Let's clear the record on what a go to market engineer actually is. Last week I saw a few different posts coining the term and relating it to the death of SDRs, suggesting SDRs are evolving to GTM engineers by learning tools like Clay. And I'm here to tell you, that's not what a GTM engineer is. So let's define GTM engineer once and for all. Here's the breakdown: Go to market (gtm): the process or strategy a company uses to acquire, activate, retain and expand customers. Engineer: a...
6 months ago • 1 min read
Hi there, Question: What's all this buzz about AI replacing sales jobs? Answer: I think it's BS. (Or it'll be on a longer time horizon) Here's why I say that and how I think AI will evolve in sales. The assumptions I base my argument on: - AI's main job is to add leverage to sales by increasing output for the same amount of sales reps. - Most companies are running a tight ship from start to scale-up and are looking to become more efficient and save costs in the short term. So here's how I see...
6 months ago • 1 min read
Hi there, Question: What actually is a GTM engineer? Answer: It's someone that engineers go to market systems to be better (more output) and more efficient. A GTM engineer will use tools (software, AI...) to create new go to market motions, streamline current motions, reduce manual labor (workflow below is a great example of this), and look at go to market as a system to engineer. To do this they'll be skilled in AI prompting, understanding API and how tools can work together, email...
6 months ago • 1 min read