Notes on shipping AI.
Notes on AI strategy, AI engineering and GTM automation, from building AI products at HubSpot and on my own. 48 posts.
GTM Automation Playbook
Building AI-powered GTM agents with HubSpot, n8n and Claude, in 10 parts.- 01Build a company research agent that replaces 12 open tabs
- 02Build a personalization writer that actually sounds human
- 03Build an AI-powered ICP scorer that handles the fuzzy stuff
- 04Build a LinkedIn profile analyzer that knows who to prioritize
- 05Build a data cleaner that stops your GTM workflows from eating garbage
- 06Build an objection handler that knows the deal before your rep does
- 07Build an email sequence writer that actually sounds like you wrote it
- 08Build a competitor analyzer that keeps your CRM honest
- 09Job postings are your best free source of buying intent — here's how to use them
- 10Use technographic data to qualify accounts before your reps waste a single call
2026
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Use technographic data to qualify accounts before your reps waste a single call
Firmographics tell you the company fits on paper. Technographics tell you whether they'll actually buy your product. Here's how to turn tech stack data into a qualification signal that routes the right accounts to your pipeline.
4 min read -
The Three Kinds of AI Work Your Company Is Actually Doing
Exploration, implementation, and operations are three different jobs. Most companies staff them as one — and that's why the AI team is always behind.
4 min read -
Why the ROI Framing Kills Good AI Projects
Demanding ROI at the pilot stage selects for safe, measurable, low-value work. Here's what to demand instead.
4 min read -
Job postings are your best free source of buying intent — here's how to use them
A company hiring a VP of Revenue Operations is telling you something. Here's how to build a workflow that reads those signals automatically and writes them to HubSpot before your competitors do.
5 min read -
What Responsible AI Actually Requires Operationally
Responsible AI isn't a principles document. It's a set of operational decisions about who reviews what, when, and what happens when something breaks.
4 min read -
The AI Literacy Gap Is a Leadership Problem
AI literacy programs aimed at individual contributors miss the point. When leaders can't evaluate AI claims, everything downstream breaks.
4 min read -
How to Scope an AI Project Before You Quote It
AI projects blow their budgets because the scope was never real to begin with. The framing questions you need to ask before a number is ever written down.
4 min read -
Build a competitor analyzer that keeps your CRM honest
Most competitive intel lives in a slide deck from last quarter. Here's how to build an n8n workflow that monitors competitor signals automatically and writes structured analysis to HubSpot.
4 min read -
The Six Things Every AI Strategy Document Should Answer
Most AI strategy docs answer questions nobody asked. Here are the six that force real decisions — and what good answers actually look like.
3 min -
How to Think About AI Risk Without Paralyzing Your Team
Risk-aversion is real and valid. But there's a version of risk management that enables action instead of blocking it. Here's the framing I use.
4 min -
What I Look for in the First Week of an AI Engagement
The first week of an AI engagement tells you almost everything. Here are the five signals I watch — and what they actually mean.
3 min -
Agents vs. Automation: How to Know Which One You Actually Need
Most companies deploy agents when they need automation, or automate something that requires judgment and wonder why it keeps breaking. Here's the test that tells you which one you actually need.
4 min -
How to Write an AI Job Description That Attracts Real Talent
Most AI job descriptions fail before the first candidate reads them. Here's how to write one that signals you've actually done the thinking.
4 min -
Build an email sequence writer that actually sounds like you wrote it
Most AI-written outbound reads like AI-written outbound. Here's how to build a sequence writer in n8n that pulls HubSpot data and generates openers your prospects will actually reply to.
5 min read -
What a Good AI Proof of Concept Looks Like
Most AI POCs prove nothing useful. Here's how to design one that actually tells you whether AI will work in your context.
4 min -
How to Train Your Team to Use AI Without Making It Mandatory
Mandating AI use creates compliance, not adoption. The companies getting real results are building pull, not push.
4 min -
Build an objection handler that knows the deal before your rep does
Most AI sales tools serve canned responses to objections. Here's how to build one that pulls deal context from HubSpot and generates responses specific to the prospect, the stage, and the actual concern.
4 min read -
Judgment Work Is Safe (For Now)
AI isn't replacing jobs wholesale — it's moving the line between assembly work and judgment work. The problem is that line keeps moving.
5 min read -
What Good AI Governance Looks Like for a 50-Person Company
Governance sounds like enterprise bloat. It's not. Here's the minimal AI strategy every 50-person company needs before something goes wrong.
3 min -
How to Run an AI Sprint in a Non-Technical Company
You don't need engineers to run an AI sprint. Here's a five-day format that works for ops, marketing, and product teams with no ML background.
3 min -
The Difference Between an AI Feature and an AI Product
Most 'AI products' are just products with a GPT call in the middle. Here's how to tell the difference — and why it changes everything about how you build.
4 min -
Build a data cleaner that stops your GTM workflows from eating garbage
Your ICP scorer, personalization writer, and routing logic all downstream of the same CRM data. When that data is wrong, everything built on top of it is wrong too. Here's how to build a normalizer in n8n that fixes it at the source.
4 min read -
Stripe Projects: Agents Can Now Provision Their Own Stack
Stripe just shipped a CLI that lets agents sign up for services and generate credentials without any human involvement. That's not a time-saver. That's infrastructure.
4 min read -
Why Smaller Companies Have an AI Advantage Right Now
Enterprise AI adoption is slow because of legacy systems, politics, and process. Small companies can move faster — if they're intentional about it.
4 min -
The Questions to Ask Before Any AI Vendor Demo
Every AI vendor demo looks great. That's the point. Here are the questions that tell you whether the product matches the pitch.
5 min -
What "AI-Native" Actually Means for a Product Team
Most products aren't AI-native — they're normal products with AI features bolted on. Here's the test that tells you which one you're building, and why the distinction matters.
5 min -
Build a LinkedIn profile analyzer that knows who to prioritize
Your SDRs spend the same five minutes on every LinkedIn profile. An AI analyzer spends two seconds and tells them which ones actually matter.
4 min read -
How to Get Your Exec Team Aligned on AI
When everyone in the room is 'pro-AI' and nothing is moving, the problem isn't the technology. Here's how to close the four gaps that are actually blocking your AI strategy.
5 min -
The Hidden Cost of Not Having an AI Strategy
The absence of an AI strategy isn't neutral. It's a series of compounding decisions being made without anyone in the room.
4 min -
When to Build vs. Buy AI (The Framework I Actually Use)
Build/buy decisions in AI aren't like SaaS decisions. The framework most companies use produces bad answers. Here's the one that doesn't.
5 min -
Why AI Projects Need a Product Manager, Not a Project Manager
Most AI projects are run like software migrations. That's why they produce artifacts instead of outcomes.
3 min read -
Build an AI-powered ICP scorer that handles the fuzzy stuff
Traditional lead scoring counts page views. ICP scoring asks a harder question: is this company actually a good fit? Here's how to build one in n8n that uses AI for the judgment calls HubSpot's native scoring can't make.
5 min read -
The Stack a Modern AI Strategy Actually Runs On
Not a vendor ad. A real breakdown of the tools, models, and infrastructure patterns that are working right now — and the one thing most companies consistently get wrong.
4 min read -
AI ROI: Why Most Companies Measure It Wrong
Most companies measure AI ROI with a cost-savings lens. That lens was built for a different kind of automation. Here's what you're missing.
4 min read -
How to Pick Your First AI Use Case
The best first AI use case isn't the most impressive one. It's the one that teaches you something. Here's the filter I actually use.
4 min read -
Build a personalization writer that actually sounds human
Most AI-written outbound reads like AI-written outbound. Here's how to build a personalization engine in n8n that pulls HubSpot data and generates openers your prospects will actually reply to.
4 min read -
What I Tell Every Company in the First Meeting
The mistakes are identical even when the companies aren't. Here are the five things I say in every first AI consulting conversation.
4 min read -
The Difference Between an AI Strategy and an AI Plan
Most companies think they have an AI strategy. What they have is a project list with 'AI' written at the top. Here's why that distinction costs you.
4 min read -
The Rise of Agent-Centered Design
A new kind of user just showed up. It's intelligent, it scales instantly, and it doesn't need your UI. This is the high water mark for human-centered design — and the start of something faster.
6 min read -
Why Your AI Pilot Failed (and How to Fix It)
AI pilots fail for predictable reasons: wrong metric, wrong team, wrong timeline. Here's the pattern — and how to design one that actually produces something.
3 min read -
Build a company research agent that replaces 12 open tabs
Your reps spend 30-60 minutes per account copying data between browser tabs. Here's how to build an AI agent that does the same research in under a minute and writes it straight to HubSpot.
5 min read -
The AI Audit: What to Do Before You Build Anything
Before writing a line of code or buying a single tool, there are five questions every company needs to answer. Most skip all of them.
4 min read -
From SDR to GTM Engineer: The Career Shift That's Already Happening
90% of the SDR function is being absorbed by AI. That's not a prediction — Vercel already did it. Here's what the people who understand this move do next.
6 min read -
How to Evaluate an AI Consultant (Without Getting Burned)
The AI consulting market is full of people who read one paper and built a Linktree. Here's what actually separates good from bad.
5 min read -
Your First 90 Days with an AI Strategy
Most AI strategies die in slide decks. Here's the 90-day arc that actually moves from strategy to shipped product.
5 min read -
When Agents Outnumber Humans
51% of internet traffic is already bots. The agent-addressable market is larger than the human one. Every SaaS assumption built on the seat is quietly breaking.
5 min read -
Business Flywheels: Use AI to Autonomously Improve Performance
Andrej Karpathy's 'autoresearch' pattern is a secret weapon for business: AI that improves itself every night. Here are 8 business use cases for this loop.
5 min read -
Humanoid Robots for Software: Why Agents Don't Need Your API
Computer use agents inherit every interface humanity ever built. They don't need your permission, your API, or your integration roadmap.
4 min read