In today's episode, I chat with Yuval Canfi, GTM Engineer at Celery, about building custom outbound machines for internal sales teams. Yuval walks through the platform he built at his previous company, Eko: type in a company name and Clay finds the website, pulls threshold signals like headcount, location, and vertical, and ranks accounts by likelihood to close.
Only the top-ranked companies get the pricier people enrichment, so thousands of prospects get worked efficiently, with agents checking websites and office locations to refine the score. We discuss why the GTM engineer's real customer is internal, the sales or CSM team, and why the job is scaling what top reps already do manually. Yuval shares his path from SDR to business operations to GTM engineering, why GTM knowledge matters more than engineering now that Claude writes the code, and his prediction that Claude becomes the orchestration layer while tools like HubSpot and Clay retreat to their core functions. His advice: start with one small, focused automation in n8n.
Enjoy π
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0:00) Introduction to The GTM Engineer Podcast
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0:29) What Celery Does: Payroll Automation for Enterprises and Yuval's New Role
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1:14) Most Creative Campaign: An End-to-End Outreach Platform Built in Claude
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2:22) What Eko Does: Recapturing Galleries for E-commerce Sellers on Walmart
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2:54) Threshold Signals and Ranking: Clay Enrichment That Only Pays for the Best-Fit Companies
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4:11) Agents for Website and Office Checks Feeding a Custom Scoring Model
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4:51) Why the GTM Engineer's Customer Is Internal: Building for Sales, CSM, and Marketing
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7:15) Scaling What the Top 10% of SDRs Do Manually
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8:20) Yuval's Journey: From SDR and Business Ops to GTM Engineer, n8n to Claude
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10:53) Why GTM Knowledge Matters More Than Engineering
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11:21) Predictions: Tool Consolidation and Claude as the Orchestration Layer
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15:07) Advice: Start Small with One Focused n8n Automation
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π§ Email - saurabh@salesrobot.co
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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.