Former VP of Sales · Fractional GTM engineering studio
Fractional GTM Engineering for B2B SaaS Startups
Founding GTM helps Seed to Series B SaaS teams build the systems behind repeatable revenue: outbound, CRM, RevOps, AI automation, data workflows, and pipeline visibility, led by a 3X former VP of Sales who can also execute technically.
Former VP of Sales. GTM operator. RevOps builder. AI automation engineer.
The problem
Your GTM motion should not live in scattered spreadsheets, manual follow-ups, and half-built CRM workflows.
Early-stage SaaS teams often know what needs to happen, but the actual system behind the motion is fragmented. Sales process, CRM data, outbound execution, AI tools, enrichment, handoffs, reporting, and data flow all end up disconnected.
Founder-led sales is becoming hard to scale
Reps spend too much time on research and admin
CRM data is messy or unreliable
Outbound is inconsistent across people and campaigns
AI tools exist, but they are not wired into the workflow
Leadership lacks clear visibility into pipeline execution
The difference
Senior GTM judgment. Hands-on technical execution.
Founding GTM sits between sales leadership, RevOps, automation, AI implementation, and data systems. You get someone who understands pipeline, sales process, forecasting, messaging, and team execution, but can also build the workflows, automations, dashboards, and integrations required to make the strategy real.
Traditional GTM Advisor
- Strategy decks
- Recommendations
- Playbooks
- Limited implementation
Founding GTM
- GTM strategy
- CRM and RevOps execution
- AI workflow builds
- Outbound systems
- Data integrations
- Automation
- Ongoing optimization
What I build
What Founding GTM Builds
GTM Systems Audit
Find the gaps in your funnel, CRM, outbound process, reporting, handoffs, data flow, and automation. Identify what is slowing the team down and what should be rebuilt first.
Outbound Engine Buildout
Create targeting, messaging, enrichment, routing, follow-up, and rep workflows that generate cleaner pipeline and make outbound execution easier to manage.
RevOps, CRM + Data Infrastructure
Clean up sales stages, lifecycle logic, workflows, dashboards, pipeline views, data quality, routing, reporting, and data flow across your GTM stack.
AI Automation for GTM Teams
Build practical AI workflows for account research, lead scoring, personalization, call prep, CRM updates, follow-up, qualification, sales enablement, and rep execution.
Tools, data, and automation systems I build across:
Engagements
Three Ways to Build Your GTM System
Teams that need clarity before they build.
GTM Systems Audit
A focused diagnostic engagement to map your current GTM motion, identify broken workflows, find automation opportunities, uncover data gaps, and prioritize the highest-leverage fixes.
Start with an AuditTeams that need a specific system built.
GTM Engine Buildout
A project-based engagement to build a specific outbound, CRM, AI, automation, data, or RevOps system from strategy through implementation.
Build the SystemTeams that need ongoing GTM systems leadership.
Fractional GTM Engineer
Ongoing support for startups that need senior GTM strategy plus hands-on technical execution across sales systems, automation, CRM, AI workflows, data connectivity, and pipeline operations.
Book a GTM Systems CallAvailable for fractional and project-based engagements.
New: the Playbook
Want to run it yourself? Start with the Playbook.
The Playbook is our product for B2B teams with a live product and early traction. We research your buyer and your market, then AI fills your pipeline and coaches every call.
Says what to do. Ten pages about your buyer and your market.
Where it gets done. Finding buyers, outreach, your inbox and results in one place.
Gets you ready for every call and coaches you after it.
Start free with your ICP and buyer persona report.
Who it's for
Built for SaaS teams that need more than advice.
Best fit for
- Seed to Series B B2B SaaS startups
- Founder-led teams ready to build a repeatable GTM motion
- Sales teams using HubSpot or Salesforce but not getting enough value from them
- Startups experimenting with AI but lacking practical GTM implementation
- Revenue teams that need better outbound, cleaner data, and stronger pipeline visibility
- Founders who need a builder, not another advisor
Probably not a fit for
- Teams only looking for generic sales coaching
- Companies that want strategy decks but no implementation
- Businesses unwilling to fix messy process or data issues
- Teams looking for a junior automation contractor instead of a senior GTM operator
- Companies that are not ready to test, measure, and iterate
Process
Audit. Build. Launch. Optimize.
- 01
Diagnose
Map the current GTM motion, funnel, CRM, tools, workflows, data, and bottlenecks.
- 02
Design
Prioritize the highest-leverage systems across pipeline, outbound, automation, AI workflows, data flow, and reporting.
- 03
Build
Implement workflows, automations, dashboards, AI processes, CRM logic, integrations, rep-facing systems, and operating rhythms.
- 04
Optimize
Measure what works, improve the system, and turn the motion into something repeatable.
About
Built by a sales leader who became a systems builder.
Founding GTM is led by Tom Melbourne, a 3X former SaaS VP of Sales and startup operator working at the intersection of sales leadership, RevOps, AI automation, data systems, and hands-on GTM execution.
Tom has built SaaS products, CRM-integrated marketplace apps, outbound systems, AI-powered workflows, sales training tools, automation engines, and revenue systems for startup teams.
His work is built around a simple belief: the next generation of GTM leaders will not just manage the revenue process. They will build it.
Need a GTM leader who can also build?
Founding GTM helps B2B SaaS startups design, build, and optimize the systems behind pipeline, outbound, CRM, RevOps, AI automation, data connectivity, and revenue execution.