The Building Blocks of GTM Orchestration — Arman Vaziri, Ramp

>> Yeah, I really appreciate everybody >> Yeah, I really appreciate everybody showing up. Uh, showing up. Uh, showing up. Uh, as Madhu mentioned, my name's Armon. I as Madhu mentioned, my name's Armon. I as Madhu mentioned, my name's Armon. I lead our product and sales-led growth lead our product and sales-led growth lead our product and sales-led growth engineering teams at Ramp. engineering teams at Ramp. engineering teams at Ramp. Um, and today I'm going to talk to you Um, and today I'm going to talk to you Um, and today I'm going to talk to you about, uh, about, uh, about, uh, the building blocks of go-to-market the building blocks of go-to-market the building blocks of go-to-market orchestration. And orchestration. And orchestration. And um, um, um, to kick it off, like, what do I mean by to kick it off, like, what do I mean by to kick it off, like, what do I mean by go-to-market orchestration? Effectively, go-to-market orchestration? Effectively, go-to-market orchestration? Effectively, like, what we're building towards is the like, what we're building towards is the like, what we're building towards is the ability to just describe a motion, ability to just describe a motion, ability to just describe a motion, right? Whether it's like playbooks or right? Whether it's like playbooks or right? Whether it's like playbooks or experiments or like evergreen campaigns experiments or like evergreen campaigns experiments or like evergreen campaigns that you want to run. And how those get that you want to run. And how those get that you want to run. And how those get like distributed across the channels like distributed across the channels like distributed across the channels through which you actually execute your through which you actually execute your through which you actually execute your go-to-market, right? Whether it's go-to-market, right? Whether it's go-to-market, right? Whether it's outbound or ads or web or whatever. outbound or ads or web or whatever. outbound or ads or web or whatever. Um, Um, Um, we want the ability to kind of describe we want the ability to kind of describe we want the ability to kind of describe this and automate that output. And this this and automate that output. And this this and automate that output. And this really started a few years ago where we really started a few years ago where we really started a few years ago where we kind of noticed that uh, there's a ton kind of noticed that uh, there's a ton kind of noticed that uh, there's a ton of great ideas, you know, like everybody of great ideas, you know, like everybody of great ideas, you know, like everybody across product and data and engineering across product and data and engineering across product and data and engineering and go-to-market have like really good and go-to-market have like really good and go-to-market have like really good ideas for things that they want to do. ideas for things that they want to do. ideas for things that they want to do. And the bottleneck is kind of like And the bottleneck is kind of like And the bottleneck is kind of like everything after that, right? How do you everything after that, right? How do you everything after that, right? How do you go pull an audience to go and target?

go pull an audience to go and target? go pull an audience to go and target? How do you go and convince a bunch of How do you go and convince a bunch of How do you go and convince a bunch of people to like um, people to like um, people to like um, abide by whatever strategy that you've abide by whatever strategy that you've abide by whatever strategy that you've come up with or playbooks or enablement come up with or playbooks or enablement come up with or playbooks or enablement materials. Um, and we wanted to try to materials. Um, and we wanted to try to materials. Um, and we wanted to try to aim to uh, reduce that coordination aim to uh, reduce that coordination aim to uh, reduce that coordination cost. So, there's parts of this where we cost. So, there's parts of this where we cost. So, there's parts of this where we could see it as like an engineering could see it as like an engineering could see it as like an engineering problem, even like a few years ago, just problem, even like a few years ago, just problem, even like a few years ago, just go and create like a consistent data go and create like a consistent data go and create like a consistent data substrate, go and like federate that substrate, go and like federate that substrate, go and like federate that across the different systems through across the different systems through across the different systems through which you, uh, run your go-to-market. which you, uh, run your go-to-market. which you, uh, run your go-to-market. And obviously in the last few years, And obviously in the last few years, And obviously in the last few years, agents have really like deepened our agents have really like deepened our agents have really like deepened our ability to go and like push the level of ability to go and like push the level of ability to go and like push the level of automation that you can do on behalf of automation that you can do on behalf of automation that you can do on behalf of operators like as close as possible to operators like as close as possible to operators like as close as possible to those points of execution. those points of execution. those points of execution. Um Um Um So, like really specifically, uh I'm a So, like really specifically, uh I'm a So, like really specifically, uh I'm a golfer. Suppose I want to offer golfers golfer. Suppose I want to offer golfers golfer. Suppose I want to offer golfers at uh at uh at uh East Coast construction companies an East Coast construction companies an East Coast construction companies an incentive to like try Ramp, talk to incentive to like try Ramp, talk to incentive to like try Ramp, talk to sales, whatever. sales, whatever. sales, whatever. Uh and we want to be able to go and spin Uh and we want to be able to go and spin Uh and we want to be able to go and spin up an audience of uh golfers at East up an audience of uh golfers at East up an audience of uh golfers at East Coast construction companies, spin up Coast construction companies, spin up Coast construction companies, spin up like an incentive. Let's go offer like like an incentive. Let's go offer like like an incentive. Let's go offer like some Pro V1 golf balls to uh these some Pro V1 golf balls to uh these some Pro V1 golf balls to uh these people, go create like outbound people, go create like outbound people, go create like outbound sequences, generate the copy, generate sequences, generate the copy, generate sequences, generate the copy, generate uh creative for paid ads and for web, uh creative for paid ads and for web, uh creative for paid ads and for web, maybe show some in-app notifications for maybe show some in-app notifications for maybe show some in-app notifications for your customers, and do all of that your customers, and do all of that your customers, and do all of that seamlessly by just describing the seamlessly by just describing the seamlessly by just describing the intent, right? And probably more than intent, right? And probably more than intent, right? And probably more than just this one sentence.

just this one sentence. just this one sentence. Um Um Um So, a few years ago, we kind of So, a few years ago, we kind of So, a few years ago, we kind of identified uh a few fundamental identified uh a few fundamental identified uh a few fundamental challenges here. Um As was previously challenges here. Um As was previously challenges here. Um As was previously mentioned, uh the necessary data for mentioned, uh the necessary data for mentioned, uh the necessary data for this was just messy, inconsistent across this was just messy, inconsistent across this was just messy, inconsistent across systems, right? Everybody's operating systems, right? Everybody's operating systems, right? Everybody's operating off of a different uh source of truth, off of a different uh source of truth, off of a different uh source of truth, and that makes it like effectively and that makes it like effectively and that makes it like effectively impossible to go and distribute some impossible to go and distribute some impossible to go and distribute some coordinated action across these coordinated action across these coordinated action across these different go-to-market teams and different go-to-market teams and different go-to-market teams and channels. channels. channels. Uh The next is that like reps were just Uh The next is that like reps were just Uh The next is that like reps were just buried in busywork, right? Even if like buried in busywork, right? Even if like buried in busywork, right? Even if like you have the best intentions, I want to you have the best intentions, I want to you have the best intentions, I want to go and like run this campaign, uh I want go and like run this campaign, uh I want go and like run this campaign, uh I want your help doing it. The reality is that your help doing it. The reality is that your help doing it. The reality is that like uh our sales teams are in like uh our sales teams are in like uh our sales teams are in back-to-back-to-back-to-back meetings back-to-back-to-back-to-back meetings back-to-back-to-back-to-back meetings all day. They're outbounding, they're all day. They're outbounding, they're all day. They're outbounding, they're selling, and um selling, and um selling, and um the operational burden of like doing the operational burden of like doing the operational burden of like doing everything in between sales was just everything in between sales was just everything in between sales was just really high, uh which made really high, uh which made really high, uh which made kind of like really scaling out kind of like really scaling out kind of like really scaling out experimentation and creativity experimentation and creativity experimentation and creativity challenging. challenging. challenging. Uh And similar to that, just the Uh And similar to that, just the Uh And similar to that, just the coordination and distribution are coordination and distribution are coordination and distribution are expensive, right? If you're like, "I expensive, right? If you're like, "I expensive, right? If you're like, "I have this idea. I'm going to go write have this idea. I'm going to go write have this idea. I'm going to go write this like proposal, this enablement this like proposal, this enablement this like proposal, this enablement material. I'm going to go try to like material. I'm going to go try to like material. I'm going to go try to like convince a bunch of people to go and use convince a bunch of people to go and use convince a bunch of people to go and use all of this." That's just like a really all of this." That's just like a really all of this." That's just like a really challenging thing to do on any like challenging thing to do on any like challenging thing to do on any like pace that's not on the order of like pace that's not on the order of like pace that's not on the order of like months.

months. months. Um Um Um So, So, So, um um um over the last few years we've been over the last few years we've been over the last few years we've been trying to solve this problem from the trying to solve this problem from the trying to solve this problem from the ground up, right? How can we start with ground up, right? How can we start with ground up, right? How can we start with that uh ingestion and consistency that uh ingestion and consistency that uh ingestion and consistency problem uh and data quality, which is problem uh and data quality, which is problem uh and data quality, which is just like, just like, just like, you know, on the road map every quarter. you know, on the road map every quarter. you know, on the road map every quarter. Um Um Um how can we then go build those vertical how can we then go build those vertical how can we then go build those vertical efficiency and growth levers, uh saving efficiency and growth levers, uh saving efficiency and growth levers, uh saving people time uh in like managing people time uh in like managing people time uh in like managing operations and execution, uh as well as operations and execution, uh as well as operations and execution, uh as well as like how can we improve conversion like how can we improve conversion like how can we improve conversion rates, make people more performant by rates, make people more performant by rates, make people more performant by being able to kind of scale some of being able to kind of scale some of being able to kind of scale some of these more like uh informed and these more like uh informed and these more like uh informed and personalized and creative strategies. personalized and creative strategies. personalized and creative strategies. And then how can we extend this And then how can we extend this And then how can we extend this horizontally, right? Teams have very horizontally, right? Teams have very horizontally, right? Teams have very common workflows at some level, right? common workflows at some level, right? common workflows at some level, right? Everybody wants to outbound, everybody Everybody wants to outbound, everybody Everybody wants to outbound, everybody has meetings. has meetings. has meetings. Uh how can we go take the patterns that Uh how can we go take the patterns that Uh how can we go take the patterns that we build for one team and start to just we build for one team and start to just we build for one team and start to just mirror it to others? mirror it to others? mirror it to others? Uh and now kind of where we're at is Uh and now kind of where we're at is Uh and now kind of where we're at is like this distribution and coordination like this distribution and coordination like this distribution and coordination problem, right? How can you go and problem, right? How can you go and problem, right? How can you go and execute across multiple channels execute across multiple channels execute across multiple channels simultaneously through just like the simultaneously through just like the simultaneously through just like the description of intent?

description of intent? description of intent? So, yeah, I'll get into the building So, yeah, I'll get into the building So, yeah, I'll get into the building blocks. blocks. blocks. Really broadly, uh Really broadly, uh Really broadly, uh go-to-market agents are complicated. go-to-market agents are complicated. go-to-market agents are complicated. Um Um Um in order to do this effectively, right? in order to do this effectively, right? in order to do this effectively, right? Your agents have to understand pretty Your agents have to understand pretty Your agents have to understand pretty much the entirety of your company, how much the entirety of your company, how much the entirety of your company, how you go to market, why products are you go to market, why products are you go to market, why products are useful, useful, useful, uh how to kind of like segment your uh how to kind of like segment your uh how to kind of like segment your buyers, your prospects, your customers buyers, your prospects, your customers buyers, your prospects, your customers from people who have like never heard from people who have like never heard from people who have like never heard about you and you have like no about you and you have like no about you and you have like no information on them and they have no information on them and they have no information on them and they have no information on you, all the way to like information on you, all the way to like information on you, all the way to like customers who are actively using your customers who are actively using your customers who are actively using your products who have like a totally products who have like a totally products who have like a totally different set of um different set of um different set of um you know, problems that you have to work you know, problems that you have to work you know, problems that you have to work with. with. with. Um Um Um And to just start to get a little And to just start to get a little And to just start to get a little technical here, technical here, technical here, um um um we we we started with like this consistent data started with like this consistent data started with like this consistent data foundation uh problem. And if you're foundation uh problem. And if you're foundation uh problem. And if you're looking at this and you're like, that looking at this and you're like, that looking at this and you're like, that looks like a CDP." Uh yeah, you're looks like a CDP." Uh yeah, you're looks like a CDP." Uh yeah, you're you're right. Uh we effectively went and you're right. Uh we effectively went and you're right. Uh we effectively went and built um built um built um an internal customer data platform at an internal customer data platform at an internal customer data platform at Ramp uh where we're effectively doing Ramp uh where we're effectively doing Ramp uh where we're effectively doing your very traditional things. We're your very traditional things. We're your very traditional things. We're going to take CRM data, product data, uh going to take CRM data, product data, uh going to take CRM data, product data, uh enrichment data, um web data, buying enrichment data, um web data, buying enrichment data, um web data, buying signals, you know, whether it's things signals, you know, whether it's things signals, you know, whether it's things that are internally modeled like um that are internally modeled like um that are internally modeled like um I don't know, we think that this I don't know, we think that this I don't know, we think that this customer has a high propensity to attach customer has a high propensity to attach customer has a high propensity to attach to procurement or treasury uh all the to procurement or treasury uh all the to procurement or treasury uh all the way to things that are like external way to things that are like external way to things that are like external signals like funding announcements, signals like funding announcements, signals like funding announcements, um as well as like interaction data, um as well as like interaction data, um as well as like interaction data, right? Emails, meetings, calls, uh page

right? Emails, meetings, calls, uh page right? Emails, meetings, calls, uh page views, um and on the views, um and on the views, um and on the signal side of this, right? We have some signal side of this, right? We have some signal side of this, right? We have some set of real-time events that are coming set of real-time events that are coming set of real-time events that are coming in, uh things like emails, you can go in, uh things like emails, you can go in, uh things like emails, you can go and pipe them onto a Kafka topic, and pipe them onto a Kafka topic, and pipe them onto a Kafka topic, consume them, uh and then funnel them consume them, uh and then funnel them consume them, uh and then funnel them back into uh both like we have like a back into uh both like we have like a back into uh both like we have like a Postgres database that backs all of Postgres database that backs all of Postgres database that backs all of this, it enables us to maintain like this, it enables us to maintain like this, it enables us to maintain like transactional guarantees, referential transactional guarantees, referential transactional guarantees, referential integrity between the entities that integrity between the entities that integrity between the entities that exist and the different entities that exist and the different entities that exist and the different entities that exist, right? Between your CRM, between exist, right? Between your CRM, between exist, right? Between your CRM, between your product, between third parties, your product, between third parties, your product, between third parties, um and attribute everything to the right um and attribute everything to the right um and attribute everything to the right level of detail, which we found to be level of detail, which we found to be level of detail, which we found to be like a pretty important problem, as well like a pretty important problem, as well like a pretty important problem, as well as all the associated metadata around as all the associated metadata around as all the associated metadata around capturing like where did this come from? capturing like where did this come from? capturing like where did this come from? When did it, you know, come in? When did it, you know, come in? When did it, you know, come in? Um Um Um as well as starting to embed a lot of as well as starting to embed a lot of as well as starting to embed a lot of this data, right? So much sales data is this data, right? So much sales data is this data, right? So much sales data is just inherently just inherently just inherently um um um unstructured, right? You have like call unstructured, right? You have like call unstructured, right? You have like call transcripts, you have emails, you have transcripts, you have emails, you have transcripts, you have emails, you have notes, and the ability to kind of search notes, and the ability to kind of search notes, and the ability to kind of search across that is really valuable. across that is really valuable. across that is really valuable. Uh we have a set of online batch jobs, Uh we have a set of online batch jobs, Uh we have a set of online batch jobs, which are which are which are really just calling a lot of APIs uh for really just calling a lot of APIs uh for really just calling a lot of APIs uh for the most part. Uh Ramp's addressable the most part. Uh Ramp's addressable the most part. Uh Ramp's addressable market is pretty much like the entire US market is pretty much like the entire US market is pretty much like the entire US um and now expanding internationally.

um and now expanding internationally. um and now expanding internationally. So, being able to kind of like So, being able to kind of like So, being able to kind of like pre-compute, pre-process, pre-ingest pre-compute, pre-process, pre-ingest pre-compute, pre-process, pre-ingest like all this enrichment data about who like all this enrichment data about who like all this enrichment data about who we can sell to and who we're already we can sell to and who we're already we can sell to and who we're already selling to selling to selling to is um is um is um really important for us. really important for us. really important for us. And then um as previously mentioned, a And then um as previously mentioned, a And then um as previously mentioned, a ton of work has gone into the offline ton of work has gone into the offline ton of work has gone into the offline piece of this with uh DBT, Snowflake, piece of this with uh DBT, Snowflake, piece of this with uh DBT, Snowflake, pulling everything into our warehouse, pulling everything into our warehouse, pulling everything into our warehouse, doing a lot of offline batch compute, doing a lot of offline batch compute, doing a lot of offline batch compute, and then piping that in via reverse ETL and then piping that in via reverse ETL and then piping that in via reverse ETL back into the same layer. Uh next, more tactically, the way we Uh next, more tactically, the way we tend to approach these problems is solve tend to approach these problems is solve tend to approach these problems is solve for one team first, then scale for one team first, then scale for one team first, then scale horizontally. horizontally. horizontally. Um Um Um as I mentioned before, you have like a as I mentioned before, you have like a as I mentioned before, you have like a very overlapping set of problems that very overlapping set of problems that very overlapping set of problems that exist, right? Everybody wants to do exist, right? Everybody wants to do exist, right? Everybody wants to do automated outbound. Uh everybody wants automated outbound. Uh everybody wants automated outbound. Uh everybody wants to prepare for meetings. Uh whereas to prepare for meetings. Uh whereas to prepare for meetings. Uh whereas certain teams may have like certain teams may have like certain teams may have like problems or like things that they do problems or like things that they do problems or like things that they do that are isolated to them, like QBR that are isolated to them, like QBR that are isolated to them, like QBR generation. generation. generation. Um Um Um and and and to get into an example, like one of the to get into an example, like one of the to get into an example, like one of the things that we shipped is like things that we shipped is like things that we shipped is like pre-meeting briefs, right? Um pre-meeting briefs, right? Um pre-meeting briefs, right? Um for AMs, AMs are like count account for AMs, AMs are like count account for AMs, AMs are like count account account managers.

account managers. account managers. Uh they kind of manage the customer Uh they kind of manage the customer Uh they kind of manage the customer relationships that exist, trying to relationships that exist, trying to relationships that exist, trying to ensure that customers are using Ramp ensure that customers are using Ramp ensure that customers are using Ramp uh as best as possible. uh as best as possible. uh as best as possible. And um And um And um there's a lot of like important context there's a lot of like important context there's a lot of like important context that goes into like that goes into like that goes into like uh a meeting, right? It's like what are uh a meeting, right? It's like what are uh a meeting, right? It's like what are we talking about? Who are we meeting we talking about? Who are we meeting we talking about? Who are we meeting with? Um with? Um with? Um what is the AM trying to do? Like what what is the AM trying to do? Like what what is the AM trying to do? Like what are the are the are the product usage information? What are the product usage information? What are the product usage information? What are the account vitals? What's the agenda that account vitals? What's the agenda that account vitals? What's the agenda that we want to tackle? And similarly, like we want to tackle? And similarly, like we want to tackle? And similarly, like what is the customer trying to do, what is the customer trying to do, what is the customer trying to do, right? Do they have open tickets that right? Do they have open tickets that right? Do they have open tickets that they're trying to address? Did they like they're trying to address? Did they like they're trying to address? Did they like email us saying that there is like a email us saying that there is like a email us saying that there is like a specific thing they're trying to talk specific thing they're trying to talk specific thing they're trying to talk about? And how can we pull this together about? And how can we pull this together about? And how can we pull this together for AMs so that they can go in prepared for AMs so that they can go in prepared for AMs so that they can go in prepared uh and kind of manage the uh and kind of manage the uh and kind of manage the uh operational piece of just being in uh operational piece of just being in uh operational piece of just being in back-to-back-to-back meetings all day. back-to-back-to-back meetings all day. back-to-back-to-back meetings all day. Um Um Um again, technically, uh the place to again, technically, uh the place to again, technically, uh the place to start with this is obviously if we're start with this is obviously if we're start with this is obviously if we're trying to generate a pre-meeting brief, trying to generate a pre-meeting brief, trying to generate a pre-meeting brief, we need to know what these meetings are, we need to know what these meetings are, we need to know what these meetings are, uh so we can pipe in meeting events, uh uh so we can pipe in meeting events, uh uh so we can pipe in meeting events, uh do some hydration, map uh do some hydration, map uh do some hydration, map uh things like attendee emails, meeting things like attendee emails, meeting things like attendee emails, meeting titles titles titles uh back to the accounts that we're uh back to the accounts that we're uh back to the accounts that we're meeting with.

meeting with. meeting with. This is like a sneaky hard problem at This is like a sneaky hard problem at This is like a sneaky hard problem at Ramp because you have the same emails Ramp because you have the same emails Ramp because you have the same emails that can work on behalf of multiple that can work on behalf of multiple that can work on behalf of multiple businesses, so it's kind of like a fuzzy businesses, so it's kind of like a fuzzy businesses, so it's kind of like a fuzzy match, and we can go and persist that, match, and we can go and persist that, match, and we can go and persist that, so that way every downstream consumer of so that way every downstream consumer of so that way every downstream consumer of like, "Hey, I care about this meeting." like, "Hey, I care about this meeting." like, "Hey, I care about this meeting." doesn't have to go and like recompute doesn't have to go and like recompute doesn't have to go and like recompute this from the ground up. this from the ground up. this from the ground up. And also, as mentioned in the previous And also, as mentioned in the previous And also, as mentioned in the previous talk, uh we've also built a system talk, uh we've also built a system talk, uh we've also built a system around durable execution, right? That's around durable execution, right? That's around durable execution, right? That's pretty agnostic to the trigger that pretty agnostic to the trigger that pretty agnostic to the trigger that comes in. comes in. comes in. Everything is represented as a durable Everything is represented as a durable Everything is represented as a durable thread built around Temporal, thread built around Temporal, thread built around Temporal, representing each tool call and model representing each tool call and model representing each tool call and model call as an activity. That way, if uh call as an activity. That way, if uh call as an activity. That way, if uh you know, like a worker goes out for you know, like a worker goes out for you know, like a worker goes out for some reason, it can resume uh execution some reason, it can resume uh execution some reason, it can resume uh execution from where it left off, uh pulling from where it left off, uh pulling from where it left off, uh pulling together all the state that had together all the state that had together all the state that had accumulated at that point in time, accumulated at that point in time, accumulated at that point in time, instead of starting back from like the instead of starting back from like the instead of starting back from like the beginning of the thread and trying to beginning of the thread and trying to beginning of the thread and trying to reprocess everything, which would be reprocess everything, which would be reprocess everything, which would be very inefficient and slow. very inefficient and slow. very inefficient and slow. Um there's also like great Um there's also like great Um there's also like great out-of-the-box capabilities for things out-of-the-box capabilities for things out-of-the-box capabilities for things like config-scoped tool calls, uh like config-scoped tool calls, uh like config-scoped tool calls, uh different agents are going to have different agents are going to have different agents are going to have access to different uh sets of tools, access to different uh sets of tools, access to different uh sets of tools, which give them access to different which give them access to different which give them access to different information, different integrations, uh information, different integrations, uh information, different integrations, uh and different skills that might be and different skills that might be and different skills that might be necessary to actually perform the work.

necessary to actually perform the work. necessary to actually perform the work. And similarly, there's things like uh And similarly, there's things like uh And similarly, there's things like uh human-in-the-loop uh human-in-the-loop uh human-in-the-loop uh tooling to just pause execution, get tooling to just pause execution, get tooling to just pause execution, get input, resume. input, resume. input, resume. Um And then getting to the uh unstructured And then getting to the uh unstructured piece of this, as I mentioned, like piece of this, as I mentioned, like piece of this, as I mentioned, like unstructured information is probably unstructured information is probably unstructured information is probably like the most valuable thing you're like the most valuable thing you're like the most valuable thing you're sitting on uh within your um sitting on uh within your um sitting on uh within your um warehouse or your notes or wherever you warehouse or your notes or wherever you warehouse or your notes or wherever you store this today. store this today. store this today. Uh so, we have some set of real time Uh so, we have some set of real time Uh so, we have some set of real time data coming in, um, meeting transcripts, data coming in, um, meeting transcripts, data coming in, um, meeting transcripts, emails. We have some sort of like uh, emails. We have some sort of like uh, emails. We have some sort of like uh, batch jobs that are kind of pulling in batch jobs that are kind of pulling in batch jobs that are kind of pulling in like enablement materials, product like enablement materials, product like enablement materials, product knowledge, playbooks, um, knowledge, playbooks, um, knowledge, playbooks, um, chunking them, embedding them, putting chunking them, embedding them, putting chunking them, embedding them, putting them in Turbo Buffer, and allows you to them in Turbo Buffer, and allows you to them in Turbo Buffer, and allows you to kind of or allows agents to go and kind of or allows agents to go and kind of or allows agents to go and search like what do I care about? What search like what do I care about? What search like what do I care about? What am I trying to answer right now? And am I trying to answer right now? And am I trying to answer right now? And doing some combination of like uh, doing some combination of like uh, doing some combination of like uh, vector search, attribute search, keyword vector search, attribute search, keyword vector search, attribute search, keyword search in order to pull information search in order to pull information search in order to pull information scoped to like a specific account, for scoped to like a specific account, for scoped to like a specific account, for example, uh, without having to pull in example, uh, without having to pull in example, uh, without having to pull in like the full raw corpus into agent like the full raw corpus into agent like the full raw corpus into agent context, um, context, um, context, um, which would also be very inefficient, which would also be very inefficient, which would also be very inefficient, very expensive.

very expensive. very expensive. And similarly, we've gone and built a And similarly, we've gone and built a And similarly, we've gone and built a skill library to allow people to skill library to allow people to skill library to allow people to customize their agents, right? Getting customize their agents, right? Getting customize their agents, right? Getting back to the meeting brief example, back to the meeting brief example, back to the meeting brief example, different people have different formats different people have different formats different people have different formats that they care about. They have that they care about. They have that they care about. They have different information that they care different information that they care different information that they care about, um, and allowing them to kind of about, um, and allowing them to kind of about, um, and allowing them to kind of represent that, uh, in text, giving that represent that, uh, in text, giving that represent that, uh, in text, giving that to the agent to pull it together, to the agent to pull it together, to the agent to pull it together, uh, has been like very valuable for uh, has been like very valuable for uh, has been like very valuable for getting adoption. getting adoption. getting adoption. And putting all this together, you get And putting all this together, you get And putting all this together, you get an operational background agent, right? an operational background agent, right? an operational background agent, right? You have like every night we're going to You have like every night we're going to You have like every night we're going to go and generate these things, fan out a go and generate these things, fan out a go and generate these things, fan out a set of agents that are going to go and set of agents that are going to go and set of agents that are going to go and compute, uh, per account, uh, meeting compute, uh, per account, uh, meeting compute, uh, per account, uh, meeting prep, uh, which gives, uh, or which use prep, uh, which gives, uh, or which use prep, uh, which gives, uh, or which use some set of tools giving them access to some set of tools giving them access to some set of tools giving them access to like uh, that online CDP in Postgres I like uh, that online CDP in Postgres I like uh, that online CDP in Postgres I mentioned, the vector database, uh, mentioned, the vector database, uh, mentioned, the vector database, uh, meeting prep skills that we own at the meeting prep skills that we own at the meeting prep skills that we own at the system level, as well as like custom system level, as well as like custom system level, as well as like custom instructions that users are providing instructions that users are providing instructions that users are providing themselves. And getting into the extending the And getting into the extending the blocks, blocks, blocks, um, um, um, the goal is for these foundations to the goal is for these foundations to the goal is for these foundations to speed up the next thing, right? Meetings speed up the next thing, right? Meetings speed up the next thing, right? Meetings are super important. We want to be able are super important. We want to be able are super important. We want to be able to generate things like post-meeting to generate things like post-meeting to generate things like post-meeting follow-ups and things like automatic CRM follow-ups and things like automatic CRM follow-ups and things like automatic CRM updates, right? Which can pull in the updates, right? Which can pull in the updates, right? Which can pull in the transcript and say like, "Hey, we transcript and say like, "Hey, we transcript and say like, "Hey, we discussed this potential expansion discussed this potential expansion discussed this potential expansion opportunity. Let me go and pre-fill all opportunity. Let me go and pre-fill all opportunity. Let me go and pre-fill all the information needed to create that the information needed to create that the information needed to create that opportunity, get a thumbs up from my opportunity, get a thumbs up from my opportunity, get a thumbs up from my rep, and just make it happen.

rep, and just make it happen. rep, and just make it happen. Um Um Um and similarly, we want to extend it and similarly, we want to extend it and similarly, we want to extend it horizontally to other teams, right? horizontally to other teams, right? horizontally to other teams, right? Which is mainly an exercise of creating Which is mainly an exercise of creating Which is mainly an exercise of creating specific skills, data integrations, um specific skills, data integrations, um specific skills, data integrations, um and like just data ingestion itself, and like just data ingestion itself, and like just data ingestion itself, where we can say like, "Okay, email, where we can say like, "Okay, email, where we can say like, "Okay, email, call transcript embeddings, custom call transcript embeddings, custom call transcript embeddings, custom instructions, generalizable, but if instructions, generalizable, but if instructions, generalizable, but if we're building this for AEs, we're hand- we're building this for AEs, we're hand- we're building this for AEs, we're hand- handling like handling like handling like pre-sales, um opportunities, pre-sales, um opportunities, pre-sales, um opportunities, we need to go and focus more on like we need to go and focus more on like we need to go and focus more on like third-party data instead of a bunch of third-party data instead of a bunch of third-party data instead of a bunch of product data that we have already, and product data that we have already, and product data that we have already, and that needs to be uh incorporated into that needs to be uh incorporated into that needs to be uh incorporated into our customer data platform. The skills our customer data platform. The skills our customer data platform. The skills need to go and reference kind of like a need to go and reference kind of like a need to go and reference kind of like a different set of uh information that we different set of uh information that we different set of uh information that we have on the people that we're trying to have on the people that we're trying to have on the people that we're trying to sell to. And similarly, uh we've built this in a And similarly, uh we've built this in a way where employees have access to the way where employees have access to the way where employees have access to the same tools and skills that are being same tools and skills that are being same tools and skills that are being used for the background agents that used for the background agents that used for the background agents that we're creating, right? We set up a what we're creating, right? We set up a what we're creating, right? We set up a what we call like our GT MCP, uh and this is we call like our GT MCP, uh and this is we call like our GT MCP, uh and this is basically just like basically just like basically just like uh a window into the same exact tools uh a window into the same exact tools uh a window into the same exact tools that we've set up for these background that we've set up for these background that we've set up for these background agents, so that way the things that we agents, so that way the things that we agents, so that way the things that we build are just kind of automatically build are just kind of automatically build are just kind of automatically federated out to people who want to go federated out to people who want to go federated out to people who want to go and build their own agents. They want to and build their own agents. They want to and build their own agents. They want to go chat with the information that we're go chat with the information that we're go chat with the information that we're setting up, uh and build their own setting up, uh and build their own setting up, uh and build their own automations.

automations. automations. And they're building a ton of them. Uh And they're building a ton of them. Uh And they're building a ton of them. Uh this is just like this is just like this is just like uh a glimpse into some of the analytics uh a glimpse into some of the analytics uh a glimpse into some of the analytics that we've uh done taking the reasoning that we've uh done taking the reasoning that we've uh done taking the reasoning generated by generated by generated by uh the MCP uh tool calls, you know, that uh the MCP uh tool calls, you know, that uh the MCP uh tool calls, you know, that we've uh we've uh we've uh that are being executed uh remotely. that are being executed uh remotely. that are being executed uh remotely. And And And this compounds because like when people this compounds because like when people this compounds because like when people go and build their own thing and they go go and build their own thing and they go go and build their own thing and they go and connect to our MCP, they're and connect to our MCP, they're and connect to our MCP, they're basically telling us like, "Here is a basically telling us like, "Here is a basically telling us like, "Here is a problem that I have. Here's how I'm problem that I have. Here's how I'm problem that I have. Here's how I'm trying to solve this problem." And we trying to solve this problem." And we trying to solve this problem." And we can go and work with them to be like, can go and work with them to be like, can go and work with them to be like, "Okay, we can just go and productionize "Okay, we can just go and productionize "Okay, we can just go and productionize this, uh distribute this to everybody this, uh distribute this to everybody this, uh distribute this to everybody who probably has similar problems." And who probably has similar problems." And who probably has similar problems." And they give us the prompts and the skills they give us the prompts and the skills they give us the prompts and the skills and the like, you know, even and the like, you know, even and the like, you know, even applications that they're vibe coding, applications that they're vibe coding, applications that they're vibe coding, uh uh uh to just like really simplify our ability to just like really simplify our ability to just like really simplify our ability to just go and productionize to just go and productionize to just go and productionize um um um like these use cases. like these use cases. like these use cases. So now So now So now you're probably wondering uh you're probably wondering uh you're probably wondering uh what about that golf example that I had what about that golf example that I had what about that golf example that I had mentioned at the beginning? mentioned at the beginning? mentioned at the beginning? Um the orchestration problem. Um the orchestration problem. Um the orchestration problem. Um Um Um the the point that I'm trying to convey the the point that I'm trying to convey the the point that I'm trying to convey by talking about all these specific by talking about all these specific by talking about all these specific things that we're doing things that we're doing things that we're doing is that these vertical builds that we're is that these vertical builds that we're is that these vertical builds that we're creating are the foundation of like creating are the foundation of like creating are the foundation of like uh uh uh multi-team, multi-channel like multi-team, multi-channel like multi-team, multi-channel like distribution.

distribution. distribution. Um if we want to be able to say like Um if we want to be able to say like Um if we want to be able to say like here is a playbook. Here's how you sell here is a playbook. Here's how you sell here is a playbook. Here's how you sell procurement. Here's how you sell to procurement. Here's how you sell to procurement. Here's how you sell to construction. Or here like wacky construction. Or here like wacky construction. Or here like wacky experiment ideas that we have uh like experiment ideas that we have uh like experiment ideas that we have uh like offering Pro V1s to golfers, which is offering Pro V1s to golfers, which is offering Pro V1s to golfers, which is actually like actually like actually like uh it works really well. uh it works really well. uh it works really well. Um Um Um we need to be able to say like we need to be able to say like we need to be able to say like uh take in that corpus of information of uh take in that corpus of information of uh take in that corpus of information of things that people are trying to do and things that people are trying to do and things that people are trying to do and federate that out through the background federate that out through the background federate that out through the background agents that are actually creating these agents that are actually creating these agents that are actually creating these artifacts that people are like using to artifacts that people are like using to artifacts that people are like using to operationalize like go to market and operationalize like go to market and operationalize like go to market and execute. execute. execute. So So So for my Pro V1 golf example, for my Pro V1 golf example, for my Pro V1 golf example, um um um the goal is to funnel this into ramp the goal is to funnel this into ramp the goal is to funnel this into ramp revenue, uh the internal application revenue, uh the internal application revenue, uh the internal application that we have built um that we have built um that we have built um and go and like effectively like funnel and go and like effectively like funnel and go and like effectively like funnel this into some of these vertical this into some of these vertical this into some of these vertical solutions that we've created, right? So solutions that we've created, right? So solutions that we've created, right? So you can say like for SDRs, we want to go you can say like for SDRs, we want to go you can say like for SDRs, we want to go and create an audience of here are the and create an audience of here are the and create an audience of here are the golfers that we want to send things to. golfers that we want to send things to. golfers that we want to send things to. We can go and generate like personalized We can go and generate like personalized We can go and generate like personalized copy and sequences that they can go and copy and sequences that they can go and copy and sequences that they can go and send. Maybe we want to go and create web send. Maybe we want to go and create web send. Maybe we want to go and create web landing pages and spin up the uh images landing pages and spin up the uh images landing pages and spin up the uh images and the creative that will point these and the creative that will point these and the creative that will point these uh email sequences to. And we can do all uh email sequences to. And we can do all uh email sequences to. And we can do all of that through just like the of that through just like the of that through just like the description of like description of like description of like here's my intent. Get the people who own here's my intent. Get the people who own here's my intent. Get the people who own these channels to review them and sign these channels to review them and sign these channels to review them and sign off. And really allow us to just like off. And really allow us to just like off. And really allow us to just like move a lot quicker in how we move a lot quicker in how we move a lot quicker in how we uh ship and like scale creatively.

uh ship and like scale creatively. uh ship and like scale creatively. Um Um Um across all these different go-to-market across all these different go-to-market across all these different go-to-market channels. channels. channels. So, So, So, the goal of this is to ship faster, ship the goal of this is to ship faster, ship the goal of this is to ship faster, ship safer, safer, safer, um scale our teams, become more um scale our teams, become more um scale our teams, become more efficient, efficient, efficient, and and and um with these campaigns, we can go and um with these campaigns, we can go and um with these campaigns, we can go and execute them across like multiple execute them across like multiple execute them across like multiple channels with consistent audience channels with consistent audience channels with consistent audience targeting, um targeting, um targeting, um agents can go and hold context on agents can go and hold context on agents can go and hold context on multiple things that are like options, multiple things that are like options, multiple things that are like options, right? We can go and execute this right? We can go and execute this right? We can go and execute this campaign or that campaign or that campaign or that campaign or that campaign or that campaign or that experiment and balance the like experiment and balance the like experiment and balance the like traditional multi-armed bandit problem traditional multi-armed bandit problem traditional multi-armed bandit problem of like exploring like new possibilities of like exploring like new possibilities of like exploring like new possibilities versus like being safe and like going versus like being safe and like going versus like being safe and like going into just known returns. into just known returns. into just known returns. Um Um Um and then we can build in guardrails as and then we can build in guardrails as and then we can build in guardrails as well to go and um well to go and um well to go and um effectively like manage compliance effectively like manage compliance effectively like manage compliance rules, rules of engagement, and being rules, rules of engagement, and being rules, rules of engagement, and being context aware, making sure we're not context aware, making sure we're not context aware, making sure we're not doing the same thing over and over doing the same thing over and over doing the same thing over and over again. again. again. Um Um Um and yeah, just do this on behalf of and yeah, just do this on behalf of and yeah, just do this on behalf of everybody. And those are the building blocks of And those are the building blocks of go-to-market orchestration. Thank you, go-to-market orchestration. Thank you, go-to-market orchestration. Thank you, everybody.

everybody. everybody. >> [applause] >> We have probably time for one question. >> We have probably time for one question. Hey, there we go. >> Hey. >> Hey. >> [clears throat] >> [clears throat] >> [clears throat] >> So, just curious um if how would you >> So, just curious um if how would you >> So, just curious um if how would you approach building something like this approach building something like this approach building something like this for a smaller company or for a company for a smaller company or for a company for a smaller company or for a company that's that's just getting started? that's that's just getting started? that's that's just getting started? >> Yeah, I think a few people before have >> Yeah, I think a few people before have >> Yeah, I think a few people before have like mentioned something similar, but I like mentioned something similar, but I like mentioned something similar, but I would go and like find the very specific would go and like find the very specific would go and like find the very specific use cases that you can build automation use cases that you can build automation use cases that you can build automation around and just like solve really around and just like solve really around and just like solve really specific problems that exist first. Um specific problems that exist first. Um specific problems that exist first. Um like 3 years ago, there was two of us like 3 years ago, there was two of us like 3 years ago, there was two of us and we were building like automated and we were building like automated and we were building like automated outbound, right? So, like outbound, right? So, like outbound, right? So, like we're just trying to figure out like how we're just trying to figure out like how we're just trying to figure out like how can we go and use GPT 3.5 and like put can we go and use GPT 3.5 and like put can we go and use GPT 3.5 and like put personalized copy uh into some sequences personalized copy uh into some sequences personalized copy uh into some sequences and go and like pull data from uh and go and like pull data from uh and go and like pull data from uh wherever to go and generate that. wherever to go and generate that. wherever to go and generate that. And by doing these things and solving And by doing these things and solving And by doing these things and solving these problems, you get like a really these problems, you get like a really these problems, you get like a really good understanding of how this works, good understanding of how this works, good understanding of how this works, how it could extend to other teams.

how it could extend to other teams. how it could extend to other teams. Um Um Um and solving like real problems as you and solving like real problems as you and solving like real problems as you go. The reality is that like you can't go. The reality is that like you can't go. The reality is that like you can't spend like a year going and building spend like a year going and building spend like a year going and building like some really complicated system like some really complicated system like some really complicated system architecture that like is perfect. So, architecture that like is perfect. So, architecture that like is perfect. So, you have to like piece together the you have to like piece together the you have to like piece together the vertical solutions vertical solutions vertical solutions and then stick them together.