Insights
Practical guides on GTM engineering, outbound and automation. Written from what we build, including what did not work.
What is a GTM engineer? The role, the skills and the stack
A plain-English guide to GTM engineering: what a GTM engineer does, how the role differs from RevOps and sales ops, the skills and tools involved, and when a team needs one.
Outbound metrics that matter: what to track beyond open rates
Which outbound sales metrics actually tell you what is working: deliverability, positive reply rate, meetings and pipeline by signal and segment, and how to set up reporting you can trust.
How to build an inbound lead routing workflow in n8n
A practical blueprint for routing inbound leads with n8n: capture from a form or webhook, validate, de-duplicate against your CRM, score, assign an owner and alert them in seconds.
GTM engineering in Nigeria and Africa: why it matters and how it differs
Why GTM engineering is still rare across Africa, what makes selling here different, and how Nigerian and African teams can build sales systems that fit WhatsApp-first buyers and tight budgets.
How to set up cold email infrastructure: domains, mailboxes and DNS
A step-by-step guide to cold email infrastructure: why you need secondary domains, how many mailboxes to buy, setting up SPF, DKIM and DMARC, warming up and connecting a sending tool.
Have a sales process that still runs on copy and paste?
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