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Offering overview · Engagements

How I work: a GTM engineering engagement, end to end

I design, build and operate the systems behind your go-to-market: who to reach, why now, what to say, and the automation that runs it on a schedule.

By Garrett Wolfe, founder of OneGTM. Updated .

Hi, I'm Garrett Wolfe, founder of OneGTM, a GTM engineering and RevOps advisory firm. At Unify I was employee #9, helped build outbound and GTM infrastructure from the ground up, and led growth from $400K to $6M+ ARR. I know Clay, Claude Code, n8n, Cursor, RB2B, email infrastructure and the wider signal-driven GTM stack well.

Today I help early and growth-stage B2B companies design and run durable, signal-driven revenue systems across outbound, inbound, RevOps and sales enablement. The work is hands-on. I build inside your accounts with a small team, run the system day to day, and improve it as results come in.

Key takeaways

  • A typical build runs from one unified account list through enrichment, scoring, CRM, signals and outbound, then replies, meetings and dashboards.
  • Week one is an audit. From week two the systems go live in your own accounts, one at a time.
  • Engagements are a monthly retainer, or build and operate: a build period first, then an operate rate.
  • You own your domains, mailboxes, CRM and accounts, and you approve audiences, copy and spend before anything goes live.

01 Team

Who builds it

Garrett Wolfe

Garrett Wolfe

Founder and GTM engineer

Employee #9 at Unify, where he led growth from $400K to $6M+ ARR. Author of the State of GTM Engineering report.

LinkedIn Substack

Sahil Valecha

Sahil Valecha

GTM engineer

Runs day-to-day builds and client systems: data pipelines, scoring and reply handling. Co-author of the Coastal Recruiting case study.

LinkedIn

GTM engineers join as the work needs it, and the person who scopes the system is the person who builds it.

Clay Artisan Solutions Partner 2025 OutboundSync Agency Partner

02 Thesis

Build your edge. Buy your ops.

Buy

Ops software

Your CRM, sequencer, data providers and call recorder. Everyone in your market runs the same ones, so buy them and keep them boring.

Build

Edge software

Your scoring model, your signals, your lists and your reply flow. These are built around how you sell, and nobody can sell them to you off the shelf.

“Buying Gong or Clay will never get you fired, but it probably won’t make a category winner.”

Garrett Wolfe
From You can't "buy" your competitive edge

Once an edge gets packaged and sold to everyone, it turns into ops. AI coding tools change the math on the build side: you get the speed of no-code with the ceiling of real software, so the parts that make you different are finally cheap to own. More on this on my Substack.

03 Proof

What this looks like when it runs

For Coastal Recruiting, a recruiting firm, Sahil Valecha and I built a version of the flow below for candidate outbound. Recruiter-accepted candidate intros went from 72 a month in April to 340 in August 2026.

4.7x

accepted candidate intros a month for Coastal Recruiting (72 in April, 340 in August)

~1M

candidate profiles in one database, kept fresh and scored

15

role scorecards calibrated on 1,880 recruiter decisions, feeding email and LinkedIn outbound

Read the full Coastal Recruiting case study for how it was built and measured. Other recent builds: an end-to-end systems build with inbound for Antimetal, inbound and outbound with email infrastructure for SuperDial, and intent signal aggregation for Patlytics. The full customer list is on the homepage, and every measured result lives on the case studies page.

04 The build

The end-to-end flow I usually build

Every engagement is bespoke, and not every phase applies. But most builds follow this shape: six phases that get the right accounts and people into outreach, then a loop that runs every day once it is live.

Build

  1. 01Account listOne unified list from many sources
  2. 02EnrichmentData waterfalls across providers
  3. 03ScoringAttribute scores roll up to one account score
  4. 04CRMFields added, data synced back
  5. 05SignalsDaily and weekly monitors
  6. 06OutboundWarm on a signal, cold otherwise

Run, every day

  1. 07RepliesInto Slack, AI-drafted, your team approves
  2. 08MeetingsBooked and routed to the right rep
  3. 09ReviewDashboards, daily and weekly readouts
A typical OneGTM build: six build phases, then a daily loop of replies, meetings and review.

Phase 01 · Modules 1, 2

Account list building

Define the ICP and personas from your won and lost history, then pull companies from many sources into one unified account list, deduplicated against your CRM, current customers and open conversations.

Phase 02 · Module 3

Enrichment

Data waterfalls fill in firmographics, technographics, contacts and social profiles: LeadMagic, People Data Labs, PhantomBuster for LinkedIn data, Firecrawl for website data, Clay, Apollo, Apify and Blitz. Emails are validated before anything sends.

Phase 03 · Module 4

Qualification and scoring

Each attribute (headcount, country, whatever predicts a win for you) gets its own score, and those roll up into one overall account score, tested against your historical outcomes. Fit and timing stay separate.

Phase 04 · Module 8

CRM architecture

Company and contact fields get added to HubSpot, Salesforce or Attio, and enrichment, scores and signals sync back so reps see the same picture the system does.

Phase 05 · Module 5

Signal monitoring

Recurring daily and weekly monitors on first-party data (website visitors via RB2B, LinkedIn followers and engagement) and third-party data (new hires, promotions, job changes, job postings, funding, news). Customers, live opportunities and partners are excluded.

Phase 06 · Module 6

Outbound

Warm outreach when a signal fires, cold outreach to the top of the scored list otherwise. Email runs on Instantly and LinkedIn on HeyReach, with mailboxes on ScaledMail, Google or Microsoft, plus the warmup, deliverability and suppression rules that keep it healthy.

Run · Module 7

Reply management

Replies are webhooked into Slack with an AI-drafted response. Your team approves or declines, the reply sends, and the conversation syncs back to the CRM.

Run · Modules 7, 10

Meetings and reporting

Booked meetings route through Default to the right rep. Dashboards cover pipeline, campaigns, deliverability and data spend, with daily Slack readouts and a weekly review of what changes next.

Under all of it sits a database that holds the working GTM record, with scheduled jobs that run sourcing, enrichment, scoring and sending without manual steps, and alerts when something breaks (Module 9). Everything is documented so your team can run it (Module 11). More detail on each system is on what I build.

05 What I build

Four areas most engagements touch

Revenue infrastructure

CRM enrichment and lead scoring, target account list creation, custom object and RevOps architecture, and lightweight dashboards and reporting.

Signal-driven GTM

Website visitor identification, hiring and promotion signals, job posting monitoring, LinkedIn engagement, competitor audiences, news and AI-powered search monitoring, with intent sent to reps in real time.

Outbound systems

Cold email infrastructure and mailbox health, email and LinkedIn outbound, pre- and post-event campaigns, and BDR enablement with rep-specific CRM views.

Inbound and sales enablement

Form fill, scheduling and routing via Default, call recording sync and summaries, sales cycle decks, and custom workflows that cut manual sales work.

06 Scope

The 12 work modules

This is the menu an engagement draws from. Not every module applies; we set priorities at kickoff and adjust them as results come in, in whatever order moves your pipeline.

  1. Market and audience definition. ICP, personas and messaging angles from your won and lost history and customer conversations, kept in a shared knowledge base.
  2. Sourcing and list building. Account and contact lists, or other audiences such as candidates or investors, from multiple sources, deduplicated against your CRM.
  3. Enrichment and contact data. Company data, contact details and social profiles across providers, validated before anything is sent.
  4. Scoring and prioritization. Fit-scoring models tested against your historical outcomes, used to tier the audience.
  5. Signal monitoring. Hiring, job changes, funding, news, website visits, events, social activity and public records, routed into outreach, alerts or the CRM.
  6. Outbound programs. Email and LinkedIn copy, personalization, sequencing and testing, plus domains, mailboxes, warmup, deliverability and suppression rules.
  7. Reply handling and handoff. Replies classified and routed, responses drafted for approval, meetings booked, qualified conversations handed to your team.
  8. Inbound and CRM operations. Inbound routing, enrichment and scoring, plus CRM structure, field hygiene, lifecycle stages and syncs.
  9. Data infrastructure and automation. A database for GTM data and scheduled jobs that run the system, with monitoring and alerts.
  10. Reporting and dashboards. Pipeline, campaign performance, deliverability and data spend, with regular readouts on what changes next.
  11. Enablement and documentation. Runbooks, documentation and training so your team can operate the system.
  12. Additional GTM projects. Other work that comes up along the way, agreed together.

07 Working together

How an engagement runs

  1. Week 1AuditYour CRM, tools, data and how pipeline gets created today, written up as what to build first and why
  2. Weeks 2 to 6Build liveSystems go live in your own accounts, one at a time
  3. OngoingOperate or hand offI keep running and improving it, or hand it to your team with documentation and support
The usual shape of an engagement, from audit to a system that runs on its own schedule.
  • Communication. A shared Slack channel for day-to-day work, and a recurring check-in at a cadence we agree on.
  • Approvals. You approve target audiences, outbound copy and any spend above agreed limits before they go live. A thumbs-up in Slack or an email is enough.
  • What I need from you. Access to your CRM and tools, historical customer and pipeline data, sending domains or approval to buy them, one point of contact, and timely feedback.

08 Structure

Two ways to set it up

Monthly retainer

One monthly fee for building and running the system, month after month. Good when the work is steady and spread across several modules.

Build and operate

A build rate for the first months while most of the system gets stood up, then an operate rate once it runs. The build period can be extended by email if there is more to build.

Data and AI usage
Usage-based costs (data sourcing, enrichment, contact finding, email validation, AI) are either included up to an agreed monthly cap, or paid by you directly on a company card with a limit you set.
Your infrastructure
You pay for and own your sending domains, mailboxes, sending platforms, database and CRM. My own tools and workspace are on me.
Ownership
Domains, mailboxes, LinkedIn profiles, your CRM and every platform account stay under your ownership and admin control. The work built for you is yours.
Pricing
Every engagement is scoped on a call, around what you need built and run.

09 Stack

Tools and platforms

I pick tools around your needs and your existing stack, and the list changes as the tools do. A typical engagement uses some of these:

AI models and agents
Claude and Claude Code, OpenAI, Gemini
Data and enrichment
Deepline, Clay, LeadMagic, Blitz, QuickEnrich, Apify, Serper, Exa, email validation
Outreach
Instantly, HeyReach, ScaledMail
Signals
RB2B for website visitors, PhantomBuster, job, funding and news sources
Data and automation
Supabase, GitHub for version control and scheduled jobs, Railway or Vercel for dashboards and services
CRM and workspace
HubSpot, Salesforce or Attio, Slack, Notion, Default or RevenueHero for inbound routing

10 AI

How I use AI

AI runs through most of the work: research, sourcing and classifying data, enrichment, scoring, drafting and personalizing outreach, handling replies, and writing the code and workflows that run the system. I use Claude and Claude Code most, plus OpenAI and Gemini models. Where they are available I use business or API plans whose terms don't let the provider train on your data.

AI output can be wrong, so it gets reviewed, and outbound copy goes through your approval like everything else. AI usage counts as a usage-based data cost. For more on this side of the work, see Claude Code for GTM.

Engagement FAQ

How does an engagement with OneGTM start?
With a call about how you sell today and what you want pipeline to look like. If it's a fit, week one is an audit of your CRM, tools and data, and I write down what to build first and why. Building starts in week two, inside your own accounts.
What is the difference between a monthly retainer and build and operate?
A monthly retainer is one steady monthly fee for building and running the system. Build and operate has a build rate for the first months, while most of the system gets stood up, then an operate rate once it is running. Which fits depends on how much there is to build, and we scope it together on a call.
Who owns the accounts and the data?
You do. Sending domains, mailboxes, LinkedIn profiles, your CRM and every third-party platform account stay under your ownership and admin control. The work built specifically for you, such as scoring models, workflows and documentation, is yours as well.
What do you need from my team?
Access to your CRM and the relevant tools, historical customer and pipeline data, sending domains or approval to buy them, one primary point of contact, and timely feedback. Your team also approves target audiences, outbound copy and any spend above agreed limits before they go live.
How do you use AI in the work?
Throughout. Claude, Claude Code, OpenAI and Gemini models help with research, classifying and enriching data, scoring, drafting outreach, handling replies and writing the code that runs it all. Where available I use business or API plans whose terms do not let the provider train on your data. AI output gets reviewed, and outbound copy goes through your approval before it sends.
How long until outbound is live?
Systems go live one at a time during weeks two to six, starting with whatever puts the right accounts in front of your team fastest. New mailboxes need warming up before they send at full volume, so cold email ramps over the first few weeks while lists, scoring and signals are built alongside it.

Get in touch

My goal is a GTM system built around how you actually sell, one your team understands and can run, and one that keeps getting better the longer it runs. If that sounds useful, book a call below, or reach me on LinkedIn, through my Substack, or by email at gw@getaob.com.

Want to see what this flow would look like on your data?

Related

Talk to OneGTM

Tell me what you're building. I reply the same day.

Transmission

Takes about 20 seconds. You pick a time on the next screen, and the call is with Garrett directly.

Systems we've built for

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