GTM Engineering · Operating map

One map for everything in motion.

What's running, who owns it, and when each piece comes back for a read. Built to shape together before Thursday, then kept current every cadence.

Prepared forNaveen Thilagan
ByDallas Andrews
DateAugust 26, 2026
CompanionGTM Campaign Brief (Sep 3 pre-read)
The system

In one picture

Lists come in on the left, Clay finds and gates the people, the sequence and the ads go out on the same list, meetings land in Salesforce under our own Lead Source, and every campaign comes back for a read every two weeks.

Sources Salesforce and Audiencesknown people, customers, owners CMS Star Ratings file307 contracts under 4.0 AM Sales Navigator mapsInger, MAC, Mary Ann's team Intentsite, 6sense, replies, ads Market signalscost mandates, leaders, WFM Clay find, score, gate, enrich customers out, verified email one Salesforce campaign per list waves of 30 to 50 people rep alerts, cohort cuts ZoomInfo, proposedreps' research inside Sales Nav cleared customers same list Lemlist sequencesemail, LinkedIn, callNate US, Jack UK AM clearance sheetclear or hold, name safe or notnever a cold sequence cleared names LinkedIn ads, same listSierra, ads first, then emailhalf the accounts held out Meetingsat the VITO, with thechampion in the thread SalesforceLead Source GTM Engone campaign per sequenceour row on the council Read and adjust, every two weeks next wave
What's in motion

Your list, with an owner and a read date

CampaignSenderWhere it standsNext read
1. Account-based back office, Inger and MAC, by industryNate, AM-clearedMaps built for 4 of 15 accounts, roster gatedSep 8 cadence; sequences live by all-hands
2. New logo back office, by industryNateUniverse sourcingSep 17
3. New logo front office, by industryNateSourced, in gatingOct 1
4. New logo Star Ratings, healthcareNateLoaded, 63 contacts in three lanes, launches on contractSep 17
5. New logo DWO for VITOs, intent-triggeredNate, JackProposed Sep 3, scoring in dry runFirst cohort Sep 22, read Oct 1
6. Account-based front office, James and KeeganAEsNeeds the AEs' account mapsOct 1
7. Partner, 3XGAlliances, MarketingAug 31 with Haresh and Frank; Q4 webinarSet Aug 31
8. Partner, Five9AlliancesAug 31 with Haresh and FrankSet Aug 31
UK: Insurance and FS, Airlines, VodafoneThreeJackLoaded, launches on contractSep 17
Every row gets the same ten-row brief before it's reviewed. The brief is the Sep 3 pre-read.
How each one runs

Seven steps, one wave per review

  • 1
    Brief
    Anyone · GTM Eng writes
    Ten rows, an owner, a read date.
  • 2
    Source and gate
    GTM Eng · Clay
    The list, customers out, verified email, a count.
  • 3
    Confirm the targets
    AEs · AMs
    AEs confirm the VITO; AMs clear or hold inside customer accounts.
  • 4
    Messaging options
    Marketing · GTM Eng
    Options per role and vertical, compiled into a sequence through the claims check.
  • 5
    Launch a wave
    SDR · Lemlist
    30 to 50 contacts, a person approves the first sends.
  • 6
    Read
    GTM Eng · Sales Ops
    Replies, meetings, cost per meeting, on the council's row.
  • 7
    Adjust or retire
    The review
    Change the lane, the copy, or the list. Next wave, or stop.
The calendar

Next six weeks

  • Thu Aug 27Walk the Sep 3 pre-read with youBrief page, process, Brief 2, the three decisions. Who sends it to John.
  • Fri Aug 28Lead Source ticket"GTM Engineering" as Lead Source and Lead Origin, with Genna and Sierra. Pixel snippet to Carter and Sierra.
  • Mon Aug 31, 12:00 CTChannel campaigns, Haresh and FrankPartner campaigns for 3XG and Five9 in the same brief; the AI agent partners (Parloa, Decagon, Sierra, Cresta, Level AI) as a joint go-to-market lane.
  • Mon Aug 31Pre-read to John, cc the groupAfter Thursday's walkthrough.
  • Wed Sep 2Webinar day; our 1:1No sends. Lemlist status, mailboxes and warmup the day the contract lands.
  • Thu Sep 3, 11:00 CTGTM Campaign Alignment, JohnStars review, the process, DWO for VITOs, three decisions.
  • Fri Sep 4AI Champions stand-up; Town HallTwo-week update: prospecting, Lemlist live, webinar lists, Side Quest scope.
  • Tue Sep 8GTM engineering cadence; product teamBack office maps received, names cleared, sequences staged. Chris meets the work.
  • Sep 15 to 18All-hands, Las VegasBack office sequences live on cleared contacts across the customer accounts.
  • Thu Sep 17Alignment #2Stars wave 1 read. Back office and UK briefs.
  • Tue Sep 22Cadence; first intent cohortAds audience ships, email 1 five days later, half the accounts held out.
  • Thu Oct 1Alignment #3Front office briefs; first cohort mid-flight.
  • Early OctoberCMS publishes 2027 Star RatingsPlans that drop below 4.0 that day are Stars wave 2, staged the same morning.
Who we work through

Under John

Kevin Jolliffe
SVP North American Sales · AEs, Nate
VITO per account, AE account maps, the sales-side tools.
Tom Russell
Marketing · Melissa, Sierra, Carter
Messaging options by role and vertical, ads on the same list, the pixel, Pardot.
Genna Barrett-Moeller
Sales Ops
Lead Source, the council dashboard row, the VITO field in Salesforce.
Mary Ann Chandler
Account Management · Inger, MAC
Back office expansion: maps in, clearance out, nothing near a sponsor's line.
Haresh Gangwani
Partnerships · Frank, Alliances
Partner campaigns and the AI agent partners. Aug 31.
Larry Swift
Solutions Consulting
Conversation ads from an SC, demos behind the meetings.
Nate Belfield, Jack O'Hagan
Pipeline development · US, UK
The senders. Replies, calls, what titles are real.
Chris Busbee
Product · our side
Tool purchases, OKRs, the monthly skip-level.
Tools

What each one is for

Clay
Finding, scoring, gating, enriching, and orchestrating lists. Flexible credits, bought short term. 67,800 live.
Running
Lemlist
The sequence: email, LinkedIn, calls. Nate, Jack, Dallas. Six campaigns loaded.
Contract in signature
Salesforce
Where results are counted. Lead Source "GTM Engineering" makes them visible on the council.
Ticket this week
LinkedIn Sales Navigator
AM relationship maps in, back office maps out. Reps' working lists.
Running
6sense
Account intent reports. Credits expire Aug 31; renewal posture is John's call.
Decision pending
ZoomInfo
Sales-side data inside Sales Nav for reps' own research and calls. A sales purchase, through Chris.
Proposed
Decisions in flight

Six, with owners

DecisionProposedOwnerBy
Lead Source and Lead Origin"GTM Engineering", one value; motion carried by campaign nameGenna, Sierra filesBefore the first send
Expansion opps on the council viewAdmit Lead Source GTM Engineering at customer accounts, or a parallel expansion lineYou, Melissa, GennaSeptember build
Lemlist contractCorrected DocuSign, PO, mailboxes and warmup the same dayContracting, ChrisThis week
ZoomInfo for salesSales-sponsored, one ask after Lemlist clears; the case goes to Chris with Kevin's and Nate's voice in itKevin, Genna, ChrisSeptember
6sense after Aug 31Use the remaining credits on CRM accounts; renewal shaped by what the intent loop showsJohn, GennaRenewal window
Ads on the first cohortMarketing takes the Sep 22 audience, owns budget and creativeMelissa, SierraSep 3
Thursday

Three threads to shape together

  • What John sees on Sep 3. The brief page as the pre-read, the process as the standard, DWO for VITOs as the new campaign. Whether you send it or I do.
  • One ask at a time. Lemlist first, then the Lead Source row, then ZoomInfo through Chris with the sales voices in it. The order this page assumes.
  • What Mary Ann receives. Inger's twelve back office maps as one page, you on copy, before the Sep 8 cadence.
Dallas Andrews · GTM Engineering · August 26, 2026 · kept current every cadence