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OneGTM

Customer story · Data migration software

Rubie and OneGTM: weekly GTM advisory for a founding growth lead

Richard Balistreri runs growth at Rubie and does his own GTM engineering. I meet with him every week, help him think through what to run next, and build the occasional piece myself.

By Garrett Wolfe, OneGTM. Published .

Apr 2026

when the advisory started; it is still running

Weekly

working sessions with Richard

/book-demo

Rubie's inbound booking page, built by OneGTM and live on rubiehq.com

“the man who taught me everything about automated outbound.”

Richard Balistreri Richard Balistreri
Founding Growth, Rubie

Key takeaways

  • OneGTM has advised Rubie since April 2026, mostly through weekly sessions with Richard Balistreri.
  • I built Rubie's demo booking page and a first inbound routing workflow in October 2026.
  • Richard built most of Rubie's GTM automation himself. Other partners ran paid, SEO and parts of outbound.

At a glance

Company
Rubie, which helps software companies rip and replace competitors with repeatable data migration and integration workflows
Type of work
Advisory, plus a few builds
Started
April 2026, still running
OneGTM team
Garrett Wolfe
Disclosure
Garrett is an angel investor in Rubie

The people on this work

Richard Balistreri, Founding Growth, Rubie
Richard Balistreri
Founding Growth, Rubie
LinkedIn
Garrett Wolfe, Founder, OneGTM
Garrett Wolfe
Founder, OneGTM
LinkedIn

01 The setup

A growth lead who builds his own systems

Richard is hands on. He writes the workflows, runs the tools and owns the numbers. What he wanted from an advisor was someone to pressure test decisions with, who has built these systems before.

So most of this engagement is a weekly conversation about what to run, what to cut and what to measure.

02 What I advise on

What we actually work through each week

Most of the value is in the weekly session. Richard brings what is running and what is stuck, and we decide what to change, cut or measure. These are the topics that came up most since May.

01

A fixed order for debugging outbound

When replies dipped in May, we walked the funnel in order: send volume first, then inbox placement, then replies split into overall, out of office and positive. The point was to treat deliverability and copy as ongoing maintenance and get faster at finding the problem.

02

Fewer numbers on the dashboard

I pushed the dashboards down to what the business acts on: pipeline, meetings, emails and calls per week, then qualified pipeline and closed revenue. Every chart shares one time frame.

03

A CRM structure reps can keep clean

We replaced a single status field with company type and lifecycle stage, and organized activity by channel, event type and classification. That makes a number like positive reply rate something you can filter for.

04

Attribution on the deal

Each deal gets stamped with the last email and campaign sent to its champion. Automated outbound and SDRs roll up to one pipeline target, and an email touch before a call shows as influence, not a hard split.

05

Working a TAM without burning it

When Richard worried about running through the best accounts, my advice was to loop back with different messaging across email, LinkedIn and calls, and to get everyone at Rubie describing the company the same way.

06

Enrichment that costs less

We went through the email waterfall step by step: try an inferred address first, and require validation before anything comes back. We also talked through which workflows stay in Clay for auditability and which move to a CLI.

07

Simplifying what got too bespoke

By August Richard had built a system that took a lot of work off the reps, but only he could maintain it. I pushed to cut the enrollment chain, block bad contacts at the point of entry, and free up his time for inbound, LinkedIn and brand.

08

What to own and what to hire

We used a simple test for hiring: when an area is big enough that Richard being 10% good at it is a worse use of his time than a full owner, build the case and hire.

03 What I built

A few things I built or shared

Here is the work I can point to, separated from the work Richard and other partners did.

01

Demo booking page

I built /book-demo in Rubie's brand in October 2026. Rubie reviewed and merged the work, and Richard pointed the site's calls to action at it.

02

First inbound routing workflow

I set up a first version on Default in October 2026, starting from a template Default's team supplied. Richard reworked the router after that.

03

Outbound tracking

I shared a tracking repo in May 2026. Richard adapted it and ran it himself.

04

Persona and title sheet

A sheet of who to target by title, which Richard used in his outbound work.

05

Tool decisions

I helped Richard review terms and negotiate when Rubie chose an outbound sequencing tool in October 2026.

04 Rubie's own work

What Richard and other partners did

Richard built the outbound tracking worker, the SDR enrichment and follow-up workflows, the SDR to AE handoff and the reworked router, and installed the site pixel. Rubie's paid ads, SEO, site redesign and much of its email program came from Rubie's team and other partners.

Rubie case study FAQ

What does OneGTM do for Rubie?
OneGTM advises Richard Balistreri, who runs growth at Rubie, mostly through weekly working sessions. Garrett Wolfe also built Rubie's demo booking page and a first inbound routing workflow in October 2026.
When did the Rubie engagement start?
April 2026. It is still running.
Did OneGTM build Rubie's GTM automation?
Mostly no. Richard built most of it himself, including the SDR workflows and the outbound tracking worker. Other partners handled paid ads, SEO and parts of outbound.
Does Garrett Wolfe have a stake in Rubie?
Yes. Garrett is an angel investor in Rubie, and this case study discloses that.

How this was sourced: dates and scope come from the engagement agreement, meeting notes, email and the pull requests on Rubie's site, reviewed November 5, 2026.

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