The Building Blocks of GTM Orchestration — Arman Vaziri, Ramp

Offer Pro V1 golf balls to golfers at East Coast construction companies. Arman Vaziri uses that as a running example and mentions in passing that it works really well. The golf balls are not the point. Getting from that one sentence to a targeted audience, outbound sequences, paid creative, a landing page and in app nudges should be a matter of describing the intent. Vaziri leads product and sales led growth engineering at Ramp and says the bottleneck was never ideas. Everyone across product, data and go to market has good ones. It is everything after: pulling the audience, writing the enablement material, persuading people to adopt the playbook, all on a timescale of months. The foundation is an internal customer data platform. CRM, product, enrichment and buying signals alongside interaction data, real time events onto Kafka, and a Postgres store that keeps referential integrity between entities living in different systems, with the unstructured half embedded for search. They solve for one team, then scale sideways. Pre meeting briefs for account managers gather usage, vitals, open tickets and agenda in one place, which first meant mapping attendee emails to accounts when one person works for several businesses. Every run is a durable Temporal thread with each tool and model call as an activity, so a worker that dies resumes instead of reprocessing. A skill library lets people define their own brief format, which is what drove adoption. For a smaller team, Vaziri says build narrow automations first, because nobody gets a year to design the perfect architecture. Speaker info: - https://www.linkedin.com/in/armanvaziri/ Timestamps: 0:00 - What go to market orchestration means 1:56 - Golf balls for construction golfers 2:50 - Three bottlenecks: data, busy work, coordination 5:34 - Building an internal customer data platform 8:10 - Solve one team, then scale sideways 8:37 - Pre meeting briefs for account managers 10:14 - Durable threads on Temporal 12:20 - A skill library so people set their own format 15:33 - Back to the golf example 18:32 - Q&A: where a smaller team should start