GTM Systems & Revenue Operations

Most B2B revenue problems
aren't execution problems.
They're infrastructure problems.

We find where the signal breaks — in your data layer, your handoffs, your attribution logic. Then we build the fix. So leadership can stop guessing and start deciding.

See how it works

Not sure where you stand? Take the GTM assessment.

100:1
Cold-call ratio eliminated by rebuilding prospecting logic from title-matching to business model reasoning
17%
Lead-to-deal uplift after building revenue infrastructure that had never existed
115%
Revenue growth inside a world-class GTM system — fixing where it lost signal at the execution layer

Most B2B revenue problems aren't what they appear to be. Bad leads are usually a logic problem. Low conversion is usually an infrastructure problem. Slow growth is usually a signal problem. The instinct is to fix the campaign. The real fix is almost always one layer below.

01
GTM Systems Architecture
Signal detection, data layer design, and cross-system identity resolution that makes your stack actually work together.
02
Revenue Attribution
Making every dollar of pipeline traceable to its origin, so leadership can answer the question: what's actually working?
03
Programmable Outbound
Clay-native workflows built on clean data foundations, not on top of broken ones.

Proof that infrastructure
changes outcomes.

Selected Work
01
From 100:1 to Signal-Driven Prospecting
The list wasn't the problem. The logic was. "Mortgage broker" hides a dozen business models. Rebuilt prospecting from title-matching to business model reasoning. 3 hours → 3 minutes per account. Valid lead rate up 70%.
Clay ICP Architecture
02
Revenue Infrastructure Built from Scratch
500K leads. 98.5% going dormant. The problem wasn't the leads — the system never existed. Built it from scratch: 5,000+ MQLs annually, 17% lead-to-deal uplift, 11% YoY revenue growth.
RevOps Architecture CDP Implementation
03
Operating Inside a World-Class GTM System
TE Connectivity had already solved what most B2B companies never do. My job was making it hold up where global process logic lost signal. Built the upstream quality layer. Documented what attribution could and couldn't honestly claim. Revenue grew 115% YoY. Spend grew 6%.
Signal Architecture Revenue Attribution
Our Thinking

Most companies are buying Gen 4 tools while running on Gen 2 infrastructure. That's the gap we close.

Gen 4 Speed + Automation
Gen 3 Identity Resolution + Signal Integrity
Gen 2 Definitional Rigor
Gen 1 Execution Capability

Each layer is load-bearing. You can't skip a floor.

Gen 1
Execution Capability
You can run campaigns, build pages, send emails. But revenue is somewhere downstream and the connection is invisible.
Mailchimp Google Ads Spreadsheets
Gen 2
Definitional Rigor
You know what counts as qualified, when handoff happens, what attribution means. Marketing and sales share a language.
Salesforce HubSpot Eloqua
Gen 3
Identity Resolution + Signal Integrity
A single resolved identity exists across CRM, product, billing, and web. The data is there. The decision still waits for a human.
Segment Snowflake Hightouch
Gen 4
Speed + Automation
GTM logic runs on programmable pipelines. Signal to action, no human gate. Fast in the right direction.
Clay Unify Warmly n8n

If your data layer isn't clean, Gen 4 tools generate AI-powered nonsense at scale. Gen 3 is a prerequisite, not optional. We build in the right order.

See which generation you're in →
About
"We've seen where revenue signal breaks. We build the infrastructure that fixes it."
Vertex Rev was founded by a revenue operations practitioner with 10 years inside enterprise GTM systems at companies including Carrier, ZF Group, and TE Connectivity. We've worked at the intersection of marketing ops, data infrastructure, and AI-native tooling long enough to know that most GTM failures aren't strategy failures. They're plumbing failures.

If your team is buying Gen 4 tools
and wondering why nothing changed,
let's talk.

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