I build go-to-market systems that reps actually use, and that get better every quarter.

People, then process, then programs

People are the base. Process sits on top of them, and tools sit on top of that. The best system fails without leadership backing the people and process changes. It won’t be perfect on day one, but people have to follow the process consistently, or there’s no clean data to improve from.

Art and science

Engineers who move into GTM tend to want everything measured. Sellers who move into GTM tend to run on feel. I’ve done both jobs, so I build systems that score and forecast, and still leave the judgment calls with the rep.

Adoption is the first metric

If a tool costs a rep more time than it saves, they route around it, and then the system has nothing to learn from. I build inside the rep’s existing flow and ship the guide and the walkthrough video with it.

Rules first, AI where it earns it

• Rule Same input should give the same output: pricing, routing, approvals, attribution. Auditable and free to run.
• AI + review Messy text at volume, where a mistake is cheap to catch: research, classification, drafts. A person approves until it’s proven.
• Person Relationships, exceptions and anything regulated.

Closed loops, proven patterns, bespoke builds

Every system I build measures its outcome and re-weights from it: signals in, score and route, work the handoff, capture the result, adjust. Part of every engagement is a pattern I’ve already built and debugged, which is why it’s fast. Part of it only fits that company, and that’s where my time goes.