He uses systems design principles to build GTM engines that scale

Watch Episode

Listen to Episode

Show Notes

Oriol Serra, a Barcelona-born GTM systems engineer based in London, explains how he applies systems design principles to build scalable GTM engines for his clients. Oriol shares his unconventional path — from dropping out of a computer science degree to working odd jobs and sales roles before finding his niche in GTM engineering. He discusses his obsession with documentation and building systems that can run without him, ensuring that when he leaves an engagement, the client can maintain and evolve the workflows independently. The conversation covers how to approach GTM engineering from a RevOps architecture perspective, why scalability and maintainability matter more than complexity, and how AI workflows should be designed with long-term operations in mind. Oriol also shares practical advice on combining sales intuition with technical automation skills, and how the role of the GTM engineer is evolving as AI tools become more accessible.

Key Takeaways

• Systems thinking is the foundation of scalable GTM
• AI should be injected strategically into sales and marketing workflows
• GTM engines need proper architecture before adding tools
• Early-stage builders benefit most from systems-first approaches

Guest

Oriol Serra — GTM Systems Engineer

LinkedIn profile