GTM engineering
GTM engineering for businesses that sell to other businesses.
GTM engineering is building your go-to-market as a system: who to target, how to score them, how to reach them with something true about their business, and how to learn from what happens next. Setanta builds that system in your own HubSpot, Clay, Apollo and Instantly accounts, for 50 to 500 person companies.
Who we are
A GTM engineering firm, built for traditional businesses.
Setanta is a GTM engineering and AI implementation firm in Wilmington, North Carolina, and an Anthropic Partner. We build go-to-market systems for 50 to 500 person traditional businesses across the US Southeast, in the client's own HubSpot, Clay, Apollo and Instantly accounts.
The system we run was built for Adaptive. We do not publish results for it, because we have none approved to share. What we can show is how it works, piece by piece, and where it stops.
How it works
Seven parts, in the order they get built.
Each part feeds the next. Skipping one is how outbound turns into a list and a hope.
- 01
ICP and buyer personas
Start from the customers you already win.
We write down who the ideal customer is and who inside that company decides, using your closed deals and your sales team's memory. Every later step depends on it.
- 02
A 100-point fit and timing score
Who first, and why now.
Every account gets a score out of 100. Part of it is fit (does this company look like your best customers) and part is timing (is something happening that makes this the week to reach out). The score decides who hears from you first.
- 03
Clay and Apollo enrichment
Research done before anyone writes.
Clay and Apollo fill in company and contact data in one table, so each prospect has verified details and a few real facts attached before a message exists.
- 04
Personalized outbound, reviewed by a person
Each email leads with a real fact.
Claude writes each email from the enriched record, and the first line is a true fact about that prospect's business. A person on your side reviews every message before it sends through Instantly. Anything the research cannot support does not go in.
- 05
HubSpot pipeline
The record your team works from.
Replies, meetings and deal stages land in HubSpot, with the score and the reason for the outreach attached, so the person who takes the call has the history in front of them.
- 06
A won and lost learning loop
The score gets better with use.
When a deal is won or lost, the outcome goes back into the model. We compare what the score predicted with what happened and adjust the weights, so next month's list is better than this month's.
- 07
Run in your own accounts
You keep all of it.
HubSpot, Clay, Apollo and Instantly are your accounts under your contracts. The lists, the sending domains, the scoring model and the data stay with you when we leave.
What a person still does
The system prepares. Your people decide and reply.
- Who counts as an ideal customer is agreed with you before anything sends.
- A person reviews every outbound message before it leaves.
- Replies and meetings go to the people who sell, not to a bot.
- You own the accounts, the sending domains and the data.
We use Claude where reading, matching and drafting are the work, and a person where judgment is. That split is the reason the messages read like they came from someone who looked at the company.
Fit
Who this is for, and who it is not for.
A good fit.
A traditional business of 50 to 500 people in the US Southeast that sells to other businesses, has a sales owner, runs or will run on HubSpot, and has no GTM engineer on staff. Commercial HVAC, equipment dealers, fire protection, distribution, insurance and property services are typical.
Not a fit.
Consumer brands, companies under 50 or over 500 people with their own revenue operations team, firms that want a guaranteed number of meetings, and teams that want volume over relevance. If your sales run on phone calls and referrals alone, the Diagnostic will say so.
The record underneath
A pipeline system is only as good as the HubSpot it writes to.
HubSpot cleanup and build.
Duplicates merged, fields agreed and pipelines set up around how you sell, so scores, replies and meetings land somewhere your team trusts.
Moving off Salesforce.
If you are leaving Salesforce for HubSpot, we handle the move, with field mapping, cleanup, deduplication and validation checked before cutover. We migrate off Salesforce and do not implement it.
Questions
Asked before every first call.
What is GTM engineering?
GTM engineering is building go-to-market as a system instead of a pile of tasks. It covers who to target, how to score them, how to reach them and how to learn from the result, wired into tools such as HubSpot, Clay, Apollo and Instantly.
What does Setanta build?
An ICP and buyer personas, a 100-point fit and timing score, Clay and Apollo enrichment, outbound where each email leads with a real fact about the prospect and a person reviews it before sending, a HubSpot pipeline, and a won and lost loop that retrains the score.
Does AI send the emails without anyone looking?
No. Claude drafts each email from the enriched record, and a person on your side reviews it before it sends. The first line is a real fact about the prospect. If the research cannot support a line, it is left out.
Where does it run?
In your own HubSpot, Clay, Apollo and Instantly accounts, under your contracts. Setanta takes no margin on those tools. The lists, sending domains, scoring model and data are yours, and nothing depends on Setanta to keep running.
Do you have results to show?
Not for GTM engineering. We built this system for Adaptive and do not publish results, because none are approved to share. Our one published client story is THG Insurance, which is about Claude inside an agency, not outbound.
Do we need HubSpot?
The system is built around HubSpot as the record, because that is where Setanta does its CRM work. If you use another CRM, tell us and we will say whether a fit is practical.
What is the free Operating Diagnostic?
A free call (book a time) that looks at how your team works today. It finds where Claude would move your numbers first and the process worth fixing first, and says which package fits. If it is not the right time, we say so.