20+Systems shipped · client, in-house, and advised · 2024 to 2026
2Weeks from signed SOW to live signals
25+Data sources integrated
Every number on this page is measured, dated, and traceable to the run that produced it.
Nothing here is modelled or rounded up.
All 25+ by name +ApolloCrustdataPeople Data LabsHunterLeadMagicProspeoDropleadsApifyExaFirecrawlBounceBanIPQSTrestleTheirStackClayDeepLineClarifyHubSpotSalesforceAttioSupersendInstantlyHeyReachZeroBounceSmartleadSlackClaude
The problem
You bought the tools. Pipeline still depends on reps grinding through manual
research, data rots in the CRM, and every dashboard says everything is fine.
The challenge between owning the tools and building and running them is where I
work. So is helping organizations figure out where AI fits in their GTM.
Pick one to see how it works and what it looked like shipped.
01 · Signal detection
A company in your ICP posts a RevOps job. The engine checks it against your CRM, scores it, attaches the posting and the account history, and drops it in Slack with the rep tagged. For one fintech client, 6 of these were running in production 2 weeks after the SOW was signed.
Shipped · Signal Engine · FinTech#signals · Slack Connect
Signal EngineERP confirmed · Meridian Fabrication
Evidence: 3 sources · confidence high
HubSpot updated → rep pinged
6 buying signals, live in production. Each one scored, with the evidence attached, and posted to the CRM and Slack the moment it fires.
02 · Enrichment pipelines
Every row runs through the providers in order until one hits, so you pay for the first answer, not for all 15. Every result gets checked before it touches your CRM: emails verified, phones checked, names matched on first and last. One run took 7,255 companies to 96.7% coverage.
Employee counts and job titles across 7,255 companies enriched, validated, and written back to HubSpot.
Measured: 96.7% across 7,255 companies
03 · CRM automation and AI agents
A rep types "how many open Q3 deals in Wisconsin" and gets the answer from live Salesforce data, with the weighted value and what closes this month. Behind it, agents keep the records clean: duplicates merged, stages kept honest, lifecycle updated, with nobody clicking.
Shipped · Pipeline GPT · Industrial IoTAsk your pipeline
How many open Q3 deals in Wisconsin?
11 open deals, $410K weighted. Two close this month.
Reps and leaders ask plain-English questions and get live answers from Salesforce. No dashboards.
04 · Multichannel outbound
Day 1 an email, day 3 a LinkedIn connection, day 6 the reply lands with the rep. Sending domains sit apart from your main domain, warmed up and rotated, so one bad week never costs you your inbox.
Email and LinkedIn in one sequence, enriched before the first touch.
05 · Ad audiences from your CRM
Your CRM contacts, resolved to personal emails and mobiles, hashed, and loaded into Meta and LinkedIn as custom audiences. 5,537 records went in and 2,600 to 3,100 matched, read off the platform, not modelled.
Shipped · Matched Ad Audiences · FinTechaudience build
$build audience --source crm
·5,537 records → personal email + mobile
✓2,600 to 3,100 matched · 47 to 56%
CRM contacts enriched to personal emails and mobiles, hashed, and loaded as matched audiences. 5,537 records in, roughly half reachable on platform.
Measured: 2,600 to 3,100 of 5,537 matched, 47 to 56%, Meta match score 7.0
06 · Tools your team runs without me
An MCP server on your own accounts. Your team opens Claude, asks for a campaign, and gets the list audited, the copy drafted, and the preflight run before anything launches. When the engagement ends, the tool stays with you.
A remote MCP server on the client's own accounts. The team builds email and LinkedIn campaigns, audits lists, and reviews copy from Claude, without me in the loop.
Want one of these running on your pipeline?Book a call
In their words
“The GTM Factory completely changed the way our leaders did business, taking us several leaps forward in becoming an AI first company.”
Tyler Patrick · GTM Engineer · AssetWatch
“Willy is an absolute powerhouse in the Clay Community. He works backwards from the end result you want and engineers state of the art GTM workflows that make your wildest dream come true.”
Izzy Kim · Head of Cohorts · Clay
My craft and how I work
Built in the open. Run from a terminal.
email waterfall · pilot then batch
$deepline run email-waterfall --input leads.csv --rows 0:0
✓pilot ok · est. 41 credits · proceeding
$deepline run email-waterfall --input leads.csv --rows 1:250
→prospeo 118 · dropleads 61 · hunter 33
✓212/250 verified emails · validation clean
✓pushed to CRM · run logged · 38 credits spent
How every run goes: pilot on zero rows first, log the spend, then the batch. Providers run cheapest first, so the expensive ones only ever see what is left. That discipline ships with every system.
Or from your favorite apps · same engine
Enrichment Clay Apollo.io DeepLine Waterfalls run inside your tables
CRM HubSpot Salesforce Attio Clarify Records updated in place
Outbound Supersend Smartlead Instantly HeyReach Email and LinkedIn, enrolled automatically
Delivery Slack Google Sheets Signals land where your team lives
Orchestration n8n Make Zapier Workato MuleSoft Plugs into the flows you already run
AI OpenAI Anthropic Gemini Runs on your keys, in your org
Process
How it works.
The plan behind every system I ship: your data in, enriched and scored, delivered where your team already works.
011 to 2 weeks
Strategy
1 to 2 weeks of planning. I work out your ICP from the deals you've already won, the deals you've lost, and the greenfield opportunities you haven't touched yet. We pick the channels and write an offer. You leave with a build plan, not a slide deck. Then I ship quickly.
022 to 4 weeks per system
Build
One system shipped end to end: enrichment, signals, or CRM automation. You watch it run on real data before we scale it.
03Ongoing
Run, iterate and improve
Sequenced outbound, reply routing, monthly iteration. Everything documented, owned by you, and running without me.
Projects start at $6K and ship one scoped project. Quarterly retainers are $25K
and cover as many projects as we can ship together inside the 90 days.
Book a callMore in the FAQ ↓
Certified Clay, ZoomInfo, Apollo, Anthropic, Attio and Clarify partner · Clay Bootcamp teaching assistant · 11 years in B2B sales
About
Built by a seller, for sellers.
I'm Willy Hernandez. I spent 11 years carrying a quota. Cold calls, discovery,
forecasting, the whole loop. I know exactly what it feels like when pipeline
dries up and the tools just sit there looking expensive.
In 2023 I started asking a different question: what if I could build the
system instead of just use it? So I learned to code. Now I ship automations that
run around the clock without me touching them, because that's where sales is going,
and reps deserve tools built for it.
FAQ
Questions, answered.
Should I hire a GTM Engineer or bring you in?+
Hire one, or bring me in as a fractional GTM Engineer. A good GTM Engineer in the seat beats any contractor, including me. The problem is the search takes about 90 days and your pipeline doesn't pause while you run it. Teams in that spot bring me in on the 90-day retainer: I run the function while the search runs in parallel, and everything I build is documented and owned by you, so whoever you hire inherits a working system instead of a blank CRM.
What does our first call actually look like?+
30 minutes. You tell me what's broken in your motion. I ask the kind of questions a senior AE would ask if they were running discovery on your business. By the end we either have a clear scope or we keep working until we do.
How fast can you start?+
Same week if we agree on scope. I take 1 or 2 new builds a quarter so I can stay deep on each one. If I'm full, I'll tell you in the first email.
How is pricing structured?+
2 paths. Projects start at $6K and ship one scoped project end-to-end. Quarterly retainers are $25K and cover as many projects as we can ship together inside the 90 days.
Do you work with our existing CRM?+
HubSpot, Salesforce, Clarify, Attio. If you run it, I integrate to it. If you're shopping for one, I'll tell you which I'd pick for your motion and why.
What kind of results can we expect?+
Depends on what's broken. One fintech client went from a signed SOW to 6 production signals firing in HubSpot and Slack within 2 weeks. An L&D software company got 7,255 companies enriched and validated to 96.7% coverage in a single run. I don't promise numbers I can't back up with a working system.
What happens when the engagement ends?+
Everything I build is documented, owned by you, and runs without me. Video walkthroughs of every system, runbooks for every workflow, full handoff to whoever picks it up.
Something I can forward to my CEO or CFO?+
Yes. The one-page PDF covers what I build, proof, process, and pricing. Send it to whoever signs off. Download the one-pager ↓
Your pipeline should build itself. Let's make that literal.
The GTM Factory™
The GTM Factory™ scored · evidence attached 
HubSpot CRM 
Clay 
Apollo.io 
DeepLine Waterfalls run inside your tables 
Salesforce 
Attio 
Clarify Records updated in place 
Supersend 
Smartlead 
Instantly 
HeyReach Email and LinkedIn, enrolled automatically 
Slack 
Google Sheets Signals land where your team lives 
n8n 
Make 
Zapier 
Workato 
MuleSoft Plugs into the flows you already run 
OpenAI 
Anthropic 
Gemini Runs on your keys, in your org 
Certified Clay, ZoomInfo, Apollo, Anthropic, Attio and Clarify partner · Clay Bootcamp teaching assistant · 11 years in B2B sales