SquadStack US GTM: Building the Outbound Engine

SquadStack hired me to build its US go-to-market motion and win the first set of customers. I began by using the product closely and working with the operations team to understand how it saved customers money and produced faster output.

Early pilots and conversations covered HR technology, education technology, and e-commerce. Those discussions helped me identify the strongest customer profiles and understand how the value changed by industry and role.

I built separate messages for each buying persona. In e-commerce, for example, a merchandising leader, procurement leader, and founder each cared about different outcomes. I tailored the value proposition to the role, added company or industry context, and assembled those elements into campaigns that could run at scale.

I researched and wrote the campaigns, sent them, and tracked daily and weekly performance. Response patterns, timing, and conversion data shaped the following week's approach. I also decided when to add partnership outreach, change a segment, or stop an approach that was not producing evidence.

The role covered the complete commercial loop. I designed the outbound engine, ran the campaigns, conducted sales conversations, managed pilots, closed customers, and passed product and commercial feedback into the company. By the time I left, five customers had signed at $3,000 in monthly recurring revenue, and the pipeline had reached $600,000, with several opportunities in pilot, proof-of-concept, or negotiation stages.