I build the CRM, the data layer and the signal-fed pipeline behind a B2B SaaS go-to-market. So your motion runs on a system you trust, not on whoever happens to be in this week. Built by an AI and data engineer, not a sales agency.
Every SaaS team I meet has bought the stack. The motion still depends on someone exporting, enriching and chasing by hand. Three things are usually true at once.
HubSpot or Salesforce, used as a contact list. Deals stuck in stages no one believes, fields half filled, reps working around it. The forecast lives in your head, not the system.
Clay here, Apollo there, a BDR's spreadsheet, your LinkedIn DMs. Nothing joined up, nothing that flows into the CRM on its own. The truth is scattered and no two sources agree.
Stripe events, trial activity, seat counts, feature adoption. None of it flows into the CRM automatically. Sales can't see who's upgrading, who's at churn risk, or which free-tier account is heating up. The product and the pipeline run in parallel and never talk.
None of that is a GTM problem. The team and the product are doing their jobs. The data plumbing between them just isn't built yet. It's an engineering problem.
Four pieces, built around how you actually sell. Each one feeds the next, so nothing depends on a person remembering to do it.
An Attio build that handles the full subscription lifecycle — trials, conversions, seat expansion, renewals. Custom objects for subscriptions and buying committee members, Stripe-to-CRM sync wired in. Or the data layer on the HubSpot or Salesforce you already run. You don't have to move to work with me.
Funding rounds, hiring, job changes and tech-stack changes from SignalBase, Clay, Apollo and public APIs — plus internal product signals like trial activity, seat growth and feature adoption. Both enriched, scored against your ICP, routed into the CRM. The full picture, not just half of it.
Product-qualified leads scored on fit and usage combined — so the team works the accounts most likely to convert or expand, not just the ones that filled in a form. Expansion signals tracked automatically. Churn risk surfaced before it's a conversation.
Clay tables, sequence infrastructure (Smartlead and similar), personalised at scale and built on top of the CRM. Never a standalone campaign with nowhere for the data to land. Same muscle, applied at the top of the funnel.
The modern SaaS motion isn't a cold list everyone else also bought. It's a flow that starts with a reason to reach out and ends with everything logged back in the CRM.
A round raised, a sales leader hired, SDR roles posted — or a free-tier account hitting the usage ceiling. External buying signals and internal product signals, surfaced together in one place.
Scored against your ICP the moment it lands. So you chase the accounts that actually look like your best customers, and quietly drop the ones that don't.
Enriched with contacts, headcount and context, then personalised one-to-one on the specific company and the specific trigger. Not a merge field. A real reason you're in their inbox.
Email and LinkedIn, working together, with everything written back to the CRM so nothing leaks. The point is timing. Get to the account when the trigger is fresh, not weeks after everyone else.
I currently run the data layer behind a US B2B SaaS's outbound pipeline. Enrichment and research that used to take a person hours now runs on its own. The signals get caught, scored and routed without anyone exporting a thing, and the team works the accounts instead of building the lists. Clients stay private on purpose. The work is real, the names stay off the website.
A short call. I'll listen, ask the right questions, then tell you straight where the system's leaking and what it would take to fix it. No deck, no pitch.
Book a CRM auditPrefer email? sonny@weareapexai.com