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

🔗 CONNECT WITH LENNART

👥 LinkedIn

🔗 CONNECT WITH SAURAV

🎥 YouTube Channel

🐦 X (Twitter)

📸 Instagram

💻 Website

👥 LinkedIn
📧 Email - saurabh@salesrobot.co

🙏 LEAVE A REVIEW
If you enjoyed listening to The GTM Engineer Podcast, we'd love for you to leave a 5-star review on Apple Podcasts to help others discover the show :)

👋🏼 GET IN TOUCH
You can also reach out with any feedback, ideas or thoughts about the lessons you've learned from the episodes.

In today's episode, I chat with Andrew, Head of GTM at Arda, about the context engineering layer that most outbound stacks completely ignore. Arda is the easiest way to implement Kanban for small and medium-size manufacturers — tying physical Kanban cards to a digital backend connected to supplier ordering so factories never hit a stockout.

Andrew's most valuable build isn't a campaign; it's the authoritative reference layer he's built beneath all of them. Most enrichment tools (Clay, DeepLine, Exa) do a solid job telling your machine everything about a prospect, but almost nothing tells it about you — your brand voice, verified proof points, which accounts to walk away from. Andrew has addressed this with a context graph that agents traverse via a decision tree rather than fetching fresh context every time, running the whole thing headless from the command line for fewer burned tokens and improving answers over time. We also talk about his path from founding AE to full-time GTM engineer, why sales experience matters more than an engineering background in this role, and why humanity and empathy are the one thing an agentic workflow can't afford to lose.

Enjoy 🙂

(0:00) Introduction to The GTM Engineer Podcast
(0:21) What Arda Does: Kanban for Small and Mid-Size Manufacturers
(1:14) Running GTM Like a Product Team: Sprints and Small Sample Sizes
(2:14) The Most Valuable Build: Context and Reference Layers, Not Campaigns
(5:11) Moving Headless: Agents, Decision Trees, and Fewer Burned Tokens
(6:49) Andrew's Journey: Founding AE to Full-Time GTM Engineer
(8:44) Predictions: Headless GTM, Context Engineering, and Keeping the Human Element
(14:13) Advice for New GTM Engineers: Stop Starting, Start Finishing

🔗 CONNECT WITH ANDREW

👥 LinkedIn

🔗 CONNECT WITH SAURAV

🎥 YouTube Channel

🐦 X (Twitter)

📸 Instagram

💻 Website

👥 LinkedIn
📧 Email - saurabh@salesrobot.co

🙏 LEAVE A REVIEW
If you enjoyed listening to The GTM Engineer Podcast, we'd love for you to leave a 5-star review on Apple Podcasts to help others discover the show :)

👋🏼 GET IN TOUCH
You can also reach out with any feedback, ideas or thoughts about the lessons you've learned from the episodes.

In today's episode, I chat with Aamir Massoud, GTM Lead at Numero, about running precise, signal-driven outbound with a lean team inside one of the more complex enterprise sales environments — the office of the CFO.

Numero is a vertical AI platform that deploys agents into finance and accounting workflows without ripping out ERPs or CRMs. Aamir breaks down why he starts every GTM build not with a tool but with a written story — who you're selling to, how they're tiered, and why — and how that document becomes the foundation for everything built on Claude after. He walks through a specific campaign where they scraped data on CFOs who had published podcasts, interviews, or articles in the past 90–180 days (via Floid and their connectors), then used those signals to write personalized emails in the prospect's own language — with a human-in-the-loop review step before anything goes out. He shares his prediction that lean GTM pods will keep getting more powerful by pulling signals from product, support, and CS, and closes with practical advice: define the ICP yourself, write the story before you touch any tooling, then pick one workflow, finish it, and move on.

Enjoy 🙂

(0:00) Introduction to The GTM Engineer Podcast
(0:21) What Numero Does: Vertical AI for the Office of the CFO
(2:33) GTM Strategy: Story-First, Then Tooling
(3:43) Signal-Led Outreach: Triggers, PE Acquisitions, and the Right Timing
(5:44) The CFO Campaign: Scraping Podcasts and Articles for Deep Personalization
(7:07) Aamir's Background: Old-School BD Meets Signal-Driven Outbound
(9:20) 30 Precise Emails vs. 300 Spray-and-Pray
(10:20) Outbound + Events as a Combined GTM Motion
(11:14) Filling the Middle of the Funnel Before Asking for a Meeting
(13:03) Predictions: Lean, Multi-Dimensional GTM Pods Hitting New Heights
(15:49) Advice for Aspiring GTM Engineers: Start With the Story, Not the Stack

🔗 CONNECT WITH AAMIR

👥 LinkedIn

🔗 CONNECT WITH SAURAV

🎥 YouTube Channel

🐦 X (Twitter)

📸 Instagram

💻 Website

👥 LinkedIn
📧 Email - saurabh@salesrobot.co

🙏 LEAVE A REVIEW If you enjoyed listening to The GTM Engineer Podcast, we'd love for you to leave a 5-star review on Apple Podcasts to help others discover the show :)

👋🏼 GET IN TOUCH You can also reach out with any feedback, ideas or thoughts about the lessons you've learned from the episodes.