More
Pipeline,
Less
Manual Work
10 years on the sales floor. Now I build the systems reps actually need.
Salesforce
HubSpot
Pipedrive
Dynamics
Clarify
Clay
Apollo
ZoomInfo
Clearbit
Lusha
Outreach
SalesLoft
HeyReach
Instantly
Lemlist
Bombora
6sense
Demandbase
G2
TrustRadius
Marketo
Pardot
Eloqua
ActiveCamp
Claude
OpenAI
Gemini
Perplexity
Mistral
Gong
Chorus
Clari
Drift
FirefliesTrusted By
What Clients Say
Willy is an absolute powerhouse in the Clay Community. He is able to work backwards from the end result you want with a GTM tool like Clay and engineer state of the art GTM workflows that make your wildest dream come true. What's so unique about working with Willy is that he will not just engineer for you but he will explain GTM workflows patiently to you.
The work [The GTM Factory] did for us is/was critical path for success in 2026.
What I Build
Every engagement is different, but these are the building blocks.
List Building
I pull targeted lists from Apollo, LinkedIn, trade shows, whatever the source. Every list gets deduplicated, matched to your ICP, and cleaned before it touches your CRM.
Data Enrichment
One provider never has everything. I build waterfall sequences across multiple enrichment sources so you get maximum coverage on every record.
CRM Integration
HubSpot, Salesforce, Clarify, whatever you run. I push enriched data in clean, map it to your fields, and fix the dirty records that have been piling up.
AI Research Agents
Custom agents that check LinkedIn for buying signals, qualify against your ICP, and generate account intelligence. They run 24/7 so your reps don't have to.
Outbound Automation
Multi-channel sequences across email, LinkedIn, and calls. Personalized with AI, triggered by real buying signals, not batch-and-blast.
Inbound Automation
When a lead comes in, it gets enriched, qualified, and routed instantly. Follow-up sequences fire before a rep even sees the notification.
A Clear Process. Predictable Results.
Three pillars of GTM engineering.
Strategize
Every engagement starts with a discovery call. I learn your motion, your funnel, your gaps. Then I map what actually needs to happen before anything gets built.
- Discovery call to understand your current motion
- Map the full sales funnel and ICP
- Identify signals and triggers worth acting on
- Audit existing tech stack and data sources
Build
Then I build the system. Workflows, enrichment waterfalls, CRM integrations, AI agents. Whatever the motion calls for, designed to run without babysitting.
- GTM workflow architecture and design
- Multi-source data enrichment
- CRM integration and data cleanup
- AI research agents for account intelligence
Execute & Iterate
Ship it, measure it, fix what's not working, kill what's not worth keeping. Every build gets documented so your team can run it without me.
- A/B test messaging and sequences
- Monitor deliverability and engagement
- Cut underperformers fast
- Document everything for your team
Certified Partners
Willy Hernandez
Founder, The GTM Factory
Built by a Seller,
for Sellers
I spent 10 years carrying a quota. Cold calls, discovery decks, forecasting calls, all of it. I know exactly what it feels like when pipeline dries up and the tools just sit there looking expensive.
A few years ago I started asking a different question: what if I could build the system instead of just use it? So I learned to code. Python, JavaScript, systems thinking from scratch. Not to become an engineer, but to understand how the pieces actually fit together.
That led me deep into the modern GTM stack. I'm a certified Clay Artisan Partner, a current Clay bootcamp Teaching Assistant, and I live inside Apollo, Clarify, and HeyReach daily. But the part that actually excites me is what happens when you connect them, with AI doing the orchestration.
I build in Claude Code. I deploy agents. I've shipped automations that run 24/7 without me touching them. Not because it's cool, but because that's where GTM is going and reps deserve tools that actually reflect that.
The GTM Factory is what happens when someone who's lived the sales floor designs the automation. I build pipelines I'd actually want to work a territory with.
See It in Action
I don't just talk about AI-powered GTM. I run my entire business on it.
Frequently Asked Questions
What tools do you use?
Honestly, it depends. I start with process, not tools. Before anything gets built, I map the workflow, identify the gaps, and figure out what the motion actually needs to look like. Then I tool around that.
Clay is at the center of a lot of builds. But sometimes it's Apollo. Sometimes it's Claude Code running a custom agent. Sometimes it's a combination you wouldn't expect. I'm not married to any one platform, I'm married to what works for your team and your motion.
How long does setup take?
It depends on the project scope. Simple enrichment pipelines can be live in hours. Most engagements go from scoping call to running system within 2 weeks. Builds that involve custom AI agents, multi-source waterfalls, or deep CRM integration run closer to 4 weeks.
What I encourage is to not rush the process mapping phase. That's where the real work happens, and skipping it is how you end up with a beautiful build that solves the wrong problem.
What's included in a GTM automation engagement?
Every engagement starts with a working session where I get into the weeds on your current motion. What's working, what's broken, where the gaps are. From there I design the process before I touch a single tool.
Then I build. That means workflows, enrichment logic, sequences, agent automations, whatever the motion calls for. And everything gets documented so your team can actually run it without me.
Do you work with our existing CRM?
Yes, and I meet you where you are. Whether you're on HubSpot, Salesforce, Clarify, or something else, I work inside what you already have. No rip and replace.
I also don't ignore the mess. Dirty data, incomplete records... that stuff gets addressed as part of the build. A clean system isn't a nice-to-have, it's the foundation everything else runs on.
How is pricing structured?
Project-based for defined builds starting at $6k, or a 90-day retainer starting at $25k that typically covers 5-6 projects. Pricing depends on the use case and complexity, so every engagement starts with a scoping call to make sure we're aligned before any work begins.
The goal is always to align price to the value of what gets built, not the time it takes to build it.
What kind of results can we expect?
It varies by use case, but the pattern is consistent. Teams get out of manual research, list building, and sequencing, and into conversations with the right buyers faster.
The metric that matters most is the one you care about. That's what I baseline against and build towards improving.
Ready to Automate Your GTM?
Let's talk about your pipeline, your ICP, and what you want to automate. No pitch decks. Just a conversation about what's possible.
Book a Call