More Pipeline,
Less Manual Work
What happens when an 11-year sales vet learns to code/automate? Pipelines that actually work the way a rep needs them to.
Certified Partners
Services Built to Scale
End-to-end GTM automation using Clay as the central orchestration layer.
List Building
Pull targeted prospect lists from Apollo, LinkedIn Sales Navigator, trade shows, or any source. Deduplicated and matched to your ICP.
Data Enrichment
Layer multiple enrichment providers in waterfall sequences to maximize coverage. Clay aggregates and deduplicates across sources automatically.
CRM Integration
Push enriched, qualified data into HubSpot, Salesforce, Attio, or any CRM. Clean existing dirty data and keep records in sync.
AI Research Agents
Deploy AI-powered agents that qualify leads, check LinkedIn for buying signals, score against ICP criteria, and generate account intelligence.
Outbound Automation
Automated multi-channel sequences across email, LinkedIn, and calls. Personalized at scale with AI-written messaging triggered by real buying signals.
Inbound Automation
Capture, enrich, and route inbound leads instantly. Auto-qualify against your ICP, sync to your CRM, and trigger follow-up sequences before a rep even sees the notification.
A Clear Process. Predictable Results.
Three pillars of GTM engineering.
Strategize
Understanding business goals and identifying new revenue streams. Tooling is secondary to a well-defined strategy.
- Map the full sales funnel
- Identify ICP and persona segments
- Define signals and triggers for outreach
- Understand existing tech stack and data sources
Build
Mastering Clay as the central orchestration tool to integrate various processes and create workflows that scale.
- GTM architecture and workflow design
- Multi-source data enrichment
- CRM integration and data cleanup
- AI research agents for account intelligence
Execute & Iterate
Quick testing and iteration. Ship fast, measure immediately, iterate or kill quickly.
- A/B test messaging and sequences
- Monitor deliverability and engagement
- Cut underperformers fast
- Document what works for reuse
What Folks Say About The GTM Factory
"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."
"Coming soon."
Willy Hernandez
Founder, The GTM Factory
Built by a Seller,
for Sellers
I spent 11 years carrying a quota. Cold calls, discovery decks, forecasting meetings, all of it. I know what it feels like when pipeline dries up and the tools aren't working.
A few years ago, I started asking a different question: what if I could build the system instead of just using it? So I learned to code. Python, JavaScript, systems thinking from the ground up. Not to become an engineer, but to understand how the pieces actually fit together.
That led me to the modern GTM stack: Clay, Apollo, Clarify, HeyReach, Gong. Tools that are powerful on their own but transformative when they're orchestrated. And I'm not afraid to drop into the CLI and ship with Claude Code, building futuristic automations that GTM teams actually use, not just demo well.
The GTM Factory is what happens when someone who's lived the sales floor designs the automation. I build pipelines that I'd actually want to work as a rep.
Frequently Asked Questions
What tools do you use?
Clay is our central orchestration platform, paired with enrichment providers like Apollo, Clearbit, and LinkedIn Sales Navigator. We integrate with any CRM (HubSpot, Salesforce, Attio, Clarify) and use AI models for research and qualification.
How long does setup take?
Most engagements go live within 2-4 weeks. Simple enrichment pipelines can be up and running in days. Complex multi-source workflows with custom AI agents take closer to 4 weeks.
What's included in a GTM automation engagement?
Every engagement includes strategy, build, and iteration. We map your funnel, design Clay tables, build enrichment waterfalls, integrate your CRM, and document everything so your team can maintain it.
Do you work with our existing CRM?
Yes. We integrate with HubSpot, Salesforce, Attio, Clarify, and most modern CRMs. We also clean up existing dirty data as part of the integration.
How is pricing structured?
We offer fixed-fee projects for defined scope and time-and-materials for ongoing optimization. Every engagement starts with a scoping call to align on deliverables and budget.
What kind of results can we expect?
Clients typically see 3-5x improvement in data coverage and enrichment rates, plus significant time savings from automated prospecting. We've helped generate over $2M in pipeline across 12+ companies.
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