Dean
engineers the machine
behind modern GTM.
From first signal to booked meeting — I build people-first B2B GTM systems. Full-stack revenue plumbing, engineered to run without babysitting.
What I build
Outbound engines
Signal-driven outbound that isn't spray-and-pray: intent and hiring triggers, enrichment-backed segmentation, 1:1 personalization at scale, and deliverability that keeps sends landing in the inbox.
- Signal & intent triggers
- Sequencing & messaging
- Deliverability & warmup
Routing architecture
Deterministic lead flows that assign the right owner every time: intake validation, territory logic, round-robin, and SLA handoff — with fallbacks for the edge cases everyone forgets.
- Territory & named-account maps
- SLA timers & escalation
- Failure & retry handling
Enrichment & data
Records downstream systems can trust: Clay enrichment waterfalls, ICP scoring, dedup against the CRM, and normalization so the same clean data feeds both outbound and routing.
- Enrichment waterfalls
- ICP qualification
- Dedup & normalization
GTM systems design
The connective tissue: how CRM, enrichment, outreach, and routing fit together as one legible system — documented, diagrammed, and instrumented so the team can actually operate it.
- Data model & schema
- Integration & webhooks
- Runbooks & monitoring
Work
The Guide to Clay Sources
A mental model for Clay data sources — the front door to every workflow. It frames each source as a Lego-style building block and gives a three-step path (know the goal → have it or find it → pick the block) for choosing the right one.
Pivot or Break
A real-time build log of a lead-list workflow — a Find People source, an enrichment trio, an AI transform, and a data-quality score. It documents where the pseudocode held, where live data broke it, and a score-gated v2 that spends credits only on leads that can succeed.
Lead Routing Function w/ Webhook
A real-time validation and routing engine fired by a webhook — a raw demo-form submission becomes a clean, routed handoff to the right AE in seconds. Two inputs derive five mapped outputs; includes a Loom walkthrough and the live Clay function table.
Stack
Writing
Tool Stack
A physics game built from the tools I run every day. Stack the toolkit as high as you can without toppling it — tap the board or press space to drop each block.
Got a GTM system
that needs an engineer?
I take on outbound, routing, and the systems work in between. Tell me where revenue is leaking — pipeline, handoffs, deliverability — and I'll tell you how I'd fix it.