In today's episode, I chat with Helena, GTM engineer at Asksuite, a global hotel tech company bringing AI-driven automations to hotels worldwide.
Helena works on the inside—revenue operations, data systems, Power BI dashboards, and the automations that connect all the tools together—rather than on the client-facing side, which makes for a genuinely different perspective on what GTM engineering looks like when you're building infrastructure for a company that's been prospecting since 2018. The standout initiative she shares is a Croatia expansion workflow built entirely in Clay: pull hotels from Google Maps, hit a webhook that checks each hotel's website against their internal database, surface all past prospection history, run an AI agent over that context to assign priority tiers, and hand the SDR a ranked call list instead of a raw dump—so the person who picks up the phone is spending their time on the accounts most likely to convert, not the ones who never picked up across eight attempts. The insight underneath it is simple but underused: six-plus years of first-party CRM data is an asset most companies are sitting on without realizing it, and Clay is one of the better environments for finally doing something with it. Helena's path to GTM engineering is probably the most unexpected one on this show so far—she was a martial arts instructor breaking wooden boards for a living, found a revenue operations internship posting at Asksuite while studying information systems, connected the dots between coaching children through karate and designing prospection infrastructure, applied, got in, and now calls it the job she'll do for the rest of her life. More Clay cells, fewer boards. Her prediction: prospection eventually becomes a button—not yet, but close, and what genuinely excites her is that the democratization of these tools means an SDR who can't write a line of code will soon be able to run the same quality campaigns a technical GTM engineer runs today. Her advice: stay curious, keep testing tools outside your current stack, because that's exactly how Clay entered Asksuite in the first place.
Enjoy 🙂
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0:00) Introduction to Outbound Wizards
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0:32) What Asksuite Does: AI-Driven Automations for Hotels Worldwide
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0:44) Helena's Role: Revenue Operations, Dashboards, and GTM Infrastructure From the Inside
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1:37) The Croatia Expansion Workflow: Google Maps, Webhooks, Past Prospection Data, and AI Priority Tiers
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4:57) Why First-Party CRM Data Plus Clay Is an Underused Combination
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6:37) Helena's Journey: Martial Arts Instructor to GTM Engineer
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8:48) Predictions: Prospection as a Button, and Why Democratization of GTM Tools Matters
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11:41) Advice: Stay Curious, Keep Testing Outside Your Current Stack
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What is The GTM Engineer Podcast?
GTMEs didn't think they would evolve this way. They just kept automating things until it became their whole job. Now the tooling is moving faster than anyone can keep up with, there's no real playbook, and half the advice online is either too vague or written by someone who hasn't actually done it. This podcast is for you if you're in the middle of figuring it out - real workflows, numbers, and mistakes from expert GTMEs at startups, mid-market, and enterprise. If you're wiring up Clay, rethinking your outbound stack, or trying to make AI actually useful in your pipeline, welcome to the The GTM Engineer Podcast.