Co-Founder & CTO TwinsAI - Using Voice AI to Accelerate Sales
2 GTM Eng posts · 469 engagement
Niraj Shah
Co-Founder & CTO TwinsAI - Using Voice AI to Accelerate Sales · 7w ago
I'm going to annoy some GTM Engineers with this. If your job is: Clay → enrichment → prompt → email → HubSpot you're not really doing GTM engineering. You're automating a campaign. The interesting GTM engineering starts when the system can decide: Why this account? Why now? What do we already know? What should happen next? Did it work? Connecting APIs is getting ridiculously easy. Knowing what to build isn't.
Niraj Shah
Co-Founder & CTO TwinsAI - Using Voice AI to Accelerate Sales · 3w ago
brendan short's piece on how XBOW built its own GTM system is one of the best things I've read on where revenue orgs are heading. (link in the comments go read it). It got me thinking about why more companies will go down this path, and a few things I'd add. When most GTM teams buy the same intent data and scoring tools, they all see the same signals at the same time. Dozens of companies get alerted that an account is "in market" in the same week and send similar messages. The real edge comes from combining that data with things only you have, like your own call history, meeting transcript, product usage and what your best customers did before they expanded. No vendor can sell you that. Your GTM motion is also changing faster than it used to. Pricing is moving from seats to usage, teams are shifting upmarket, and some buyers now evaluate you through an AI agent before talking to anyone. SaaS platforms are built around the typical customer and ship on their own roadmap. When you own the logic, you can change it the same week your strategy changes. Building in-house does come with a cost. Many internal GTM tools are built by one or two people and fall apart when those people move on. Teams that go this route need to run it like a product, with clear ownership and a plan for who maintains it long term. This also changes what strong GTM leadership looks like. The people doing this well understand customers, positioning and unit economics, and they can build and ship tools t…