Ashley Artrip
Enterprise GTM Engineering @ Clay | Engineering Revenue Newsletter | Host of Career Advice You Never Got Podcast | Auth… · 3w ago
Had the wonderful opportunity to share a stage at Dreamforce with Caitlin Dezzani Taylor on Salesforce's work with Clay: prospect optimization across 30,000 EMEA SMB accounts in 3 weeks, turned into $13M of pipeline in under 2 months. Caitlin's work at Salesforce is proof that GTM engineering means the way a company sells is something the company can deliberately design, test, and improve. What that looks like in practice: - Your best rep's judgment should become your GTM north star. You must capture the decisions behind good selling: which account, which signal, which message, which moment (not just the output). There's a reason why the best seller is at the top. - Your revenue motion deserves the same discipline as your product: dedicated ownership, sprints, iteration. No strong GTM play lasts forever. Adaptability is the only way to win over time. - Trust determines how much of the business you get to change. Start with smaller motions, earn the core one. Caitlin was trusted by her team to think at a massive scale under a tight turnaround. The question I left San Francisco with: what should a seller never have to do manually again? Thanks to Caitlin for sharing the stage and for the opportunity that Clay allows me to nerd out on all things GTM :)
