In today's episode, I chat with Lennart, GTM Engineering Lead at Moss, about running fast-moving SMB outbound across Germany, the Netherlands, and the UK. Lennart supports both BDRs, who focus purely on outbound, and SDRs, who handle marketing handoffs.

His strongest SDR play targets funnel drop-offs: when someone enters an email but doesn't finish, his team reverse-enriches the account and contact, then personalizes follow-up around what they entered. He also explains why website visitor de-anonymization is much harder under European privacy rules. By prepping accounts with AI, Moss cut BDR research time by 50%, and some signal-based plays convert at roughly double the usual rate, around 10% vs 5%. Lennart shares his path from sales ops at an HR consultancy to building a data team at Moss, then back to IC as AI reshaped the stack. He predicts companies will need multiple GTM engineers to grow without adding headcount, explains why Moss runs production automations in n8n and GitHub Actions while keeping Clay for experiments, and warns new GTM engineers against blindly trusting AI.

Enjoy 🙂

(0:00) Introduction to The GTM Engineer Podcast
(0:31) What a GTM Engineering Lead Does at Moss: High-Velocity SMB Sales in Germany, the Netherlands, and the UK
(1:35) Two Motions: BDRs on Pure Outbound, SDRs on Marketing Handoffs
(1:55) The Funnel Drop-Off Play: Reverse-Enriching Abandoned Signups for Personalized Follow-Up
(2:26) Website Visitor De-Anonymization in Europe: Company-Level Data and Best-Guess Contacts
(3:21) Results: 50% Less BDR Research Time and Signal Plays Converting at 10% vs 5%
(5:05) Lennart's Journey: From Manual Outbound in Google Sheets to Sales Intelligence to GTM Engineer
(8:11) Predictions: Multiple GTM Engineers per Team, Claude Code, n8n, and the "GTM Brain"
(10:37) Why Moss Uses Clay for Experiments but Runs Production in n8n and GitHub Actions
(11:04) Advice: Don't Blindly Trust AI, Keep Doing Manual Checks, and Stay Creative

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📧 Email - saurabh@salesrobot.co

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