GTM Engineering
The revenue infrastructure for B2B teams in the geospatial ecosystem.
CRM architecture, marketing automation, attribution, lead scoring, outbound engineering, ABM workflow execution, and partner-marketing infrastructure for the Esri ecosystem. The plumbing that turns demand into closed revenue.
Funnel position
Middle of Funnel
GTM Engineering
Capture demand
Bottom of Funnel
GTM Engineering
Convert demand
Growth Engineering and GTM Engineering combine into our Revenue Engineering practice. Most teams engage one to start, and add the other as the gap shifts.
You run a B2B revenue motion and the plumbing is the bottleneck.
If your pipeline is real but your CRM cannot be trusted, your attribution is a guess, your outbound is a spreadsheet, and your forecast is consistently wrong, you are who we built this practice for. The work compounds best when your sales motion is structured enough to feed the system back its own data.
- You run a B2B revenue motion in the geospatial ecosystem and your CRM is a glorified contact list.
- You are running outbound from a spreadsheet, marketing automation from a free HubSpot, and attribution from gut feel.
- You are an Esri partner and your partner-influenced pipeline is not tracked separately from net-new outbound.
- Your sales team is hitting number but your forecast is consistently wrong, because the data feeding it cannot be trusted.
- You are about to hire a RevOps leader and the next two quarters of pipeline cannot wait on a multi-month search plus a six-month ramp.
Seven disciplines. One revenue operating system.
Each discipline maps to a function B2B revenue teams typically hire full-time before they have the volume to justify the salary. We run them as a unified practice so the system ships results in the quarter rather than the year.
RevTech stack architecture
CRM, marketing automation, and the RevOps tooling around them, designed as one unified system. HubSpot, Salesforce, Marketo, Clay, Apollo, enrichment waterfalls, deliverability infrastructure. We design the architecture, configure the platforms, and document the operating model so your team owns it after we step out.
- CRM architecture with pipeline stages, custom objects, and lifecycle automation
- Marketing automation platform configured to your motion (HubSpot, Marketo, or comparable)
- Integration layer between CRM, marketing automation, enrichment, and outbound tooling
- Data hygiene workflows that keep the stack reliable past day 30
- Operating documentation so your team can extend and maintain the system
Attribution + revenue reporting
Multi-touch attribution, channel ROI, pipeline math, and forecast models that hold up under scrutiny. We deliver both the dashboards your operators read every morning and the narrative reporting senior stakeholders need in board meetings.
- Multi-touch attribution model calibrated to your sales cycle
- Pipeline velocity and channel-ROI dashboards for daily operations
- Board-ready narrative reporting with assumptions and confidence intervals
- Forecast models you can defend
- Revenue reporting that ties marketing investment to closed revenue
Marketing automation + lifecycle workflows
The operational automation built on top of your stack: segmentation, lead routing, scoring updates, lifecycle-stage transitions, data enrichment triggers. The plumbing that keeps the right leads in front of the right people without anyone touching a spreadsheet.
- Lead routing and assignment rules calibrated to territory and segment
- Lifecycle-stage automation with clear entry and exit criteria
- Enrichment triggers that fire when a contact is created or updated
- Segmentation engine for campaign targeting and ABM list management
- Data hygiene workflows running on a defined cadence
ABM workflow execution
The operational side of account-based marketing. Target-account outbound sequences, signal-based plays, ABM platform configuration, and the workflow integration that makes account-targeted marketing actually run. Pairs with the strategy and segmentation work done on the Growth Engineering side.
- Account-targeted outbound sequences with signal-based triggers
- ABM platform configuration (Clay, Apollo, Demandbase, or comparable)
- Signal capture from intent data, hiring activity, and platform changes
- Account engagement tracking across marketing and sales touches
- ABM reporting tied to opportunity creation and pipeline influence
Outbound engineering
Signal-based prospecting, multi-channel sequences across email and LinkedIn, enrichment waterfalls, deliverability infrastructure, reply-rate optimization. We build the outbound machine and the operating discipline around it so it produces meetings on a defined cadence.
- Multi-channel outbound sequences (email + LinkedIn) by segment
- Enrichment waterfall configured across providers for cost efficiency
- Deliverability infrastructure (domain warm-up, DMARC, mailbox provisioning)
- Signal-based prospecting that fires on intent triggers
- Reply-rate optimization with structured A/B testing
Lead scoring
Scoring models calibrated to your closed-won pattern, combining firmographic, behavioral, and intent signals. We build the model, set the tier thresholds, and wire the handoff between marketing and sales so the right leads get the right level of attention.
- Firmographic + behavioral + intent scoring model calibrated to your closed-won data
- Tier thresholds with clear marketing-to-sales handoff criteria
- Score recalculation triggers wired into the CRM
- Behavioral signal capture (email opens, page views, content downloads, demo requests)
- Quarterly recalibration process so the model stays accurate as the business evolves
Partner-marketing infrastructure
For Esri partners and the broader spatial-software ecosystem: co-sell mechanics, partner-influenced pipeline tracking, joint deal architecture, and the operational infrastructure that turns platform partnerships into a measurable revenue channel. Pairs with the partner-marketing campaigns run on the Growth Engineering side.
- Partner-influenced pipeline tracking with attribution to source partner
- Co-sell mechanics: deal registration, joint account planning, opportunity sharing
- Esri-ecosystem integration for partners on the Esri Partner Network
- Partner-sourced opportunity tracking distinct from net-new outbound
- Quarterly partner pipeline reporting that holds up in partner reviews
We are deliberate about the work we take on.
We scope what we do narrowly so it stays excellent. If your situation is on the list below, a different partner is the right call, and we will tell you so on the intro.
- You need a brand or awareness marketer focused on impressions, follower counts, or top-of-funnel reach. That is Growth Engineering.
- You need sales enablement: playbooks, battle cards, discovery scripts, objection-handling training, role-play. We do not do sales work.
- You need help moving live deals faster. That is sales work, not revenue infrastructure.
- You do not run a structured B2B revenue motion. Most government, civic, and program-funded organizations are not the right fit for this practice.
From signed to shipped in 30 days.
Days 0–14
Land + map
We sit inside your CRM, marketing automation, call recordings, and pipeline reports. By day 14 you have a current-state map of your revenue stack, the data quality issues blocking forecast accuracy, and the three highest-leverage gaps to close in the first quarter.
Days 14–30
Ship the first system
One scoring model live, one outbound sequence shipping meetings, and one attribution layer reporting against pipeline before day 30. Working pieces of the revenue infrastructure, ready to operate.
Quarterly
Build, run, measure
Pipeline velocity improving against baseline. Forecast accuracy tightening. Partner-influenced pipeline tracked separately. Board-ready revenue reporting Diana and Elom present alongside your leadership team if you want us to.
Exit
Hand off cleanly
When you hire the full-time RevOps leader, we transition the systems, the playbooks, and the active workstreams. No vendor lock-in. You walk away with a running revenue engine and a team ready to operate it.
Two senior partners. No account managers.
Elom owns the GTM Engineering side. 13 years building revenue infrastructure for B2B SaaS, fintech, and global infrastructure companies. Recent stops include IBM, WorldRemit, Uber, Janus Henderson, AT&T, and Clay. Hands-on with HubSpot, Salesforce, Clay, Apollo, marketing-automation orchestration, ABM workflows, and the CRM plumbing that decides whether a campaign ever produces measurable revenue.
Diana brings the GIS-platform context that makes our work credible to technical buyers in your category. Certified ArcGIS Expert, published author, Esri User Conference speaker. When your account list includes Esri partners, GIS-software vendors, or spatial-infrastructure teams, the work lands inside the technical reality of your buyers.
On every engagement you work directly with both of us. We do not staff junior hands onto client work. The senior team is the entire team.
Things people ask us.
How is this different from a RevOps consultant?
RevOps consultants typically design processes and write requirements; the implementation gets thrown over the wall to your team or a separate agency. We design and build. The output of this engagement is working infrastructure, not a 60-page slide deck of recommendations.
Do you replace our HubSpot or Salesforce admin?
No. We work alongside whoever owns your CRM day-to-day. If you have an admin, we work through them. If you do not, we set up the architecture and document the operating model so you can hire one or extend an existing team member into the role.
Do you do the sales calls?
No. Sales is your job, not ours. We build the infrastructure that puts the right meetings on your sales team's calendar with the right context. Closing those meetings is your team's work.
Can you integrate with our specific stack?
Most likely yes. We work natively across HubSpot, Salesforce, Marketo, Clay, Apollo, Outreach, Salesloft, and the broader B2B RevTech stack. If you run something unusual, tell us on the discovery call and we will tell you honestly whether we can plug in.
How fast can we start?
Two weeks from a signed agreement. The first 14 days are intake and current-state mapping. The first shipped pieces of infrastructure land before day 30.
How is GTM Engineering different from Growth Engineering?
Growth Engineering creates demand at the top of the funnel: content, SEO, paid acquisition, integrated campaigns. GTM Engineering captures and converts that demand: CRM, attribution, lead scoring, outbound, marketing automation, ABM execution, partner-marketing infrastructure. Most B2B teams need both eventually. We sell them as separate engagements so you can start where the gap is biggest.
What about the GIS engineering side?
That is Diana's practice. See the GIS engineering services for ArcGIS Online and Enterprise optimization, geodatabase architecture, spatial analysis, dashboards, and StoryMap development. We can scope a combined engagement if you need both.
Twenty minutes, no pitch deck.
Tell us where the revenue plumbing is failing. We will tell you whether we can help, and which discipline to start with if we can.