Writing
Blog
How the systems are actually built. Short, specific, reusable.
Portco GTM
Sep 21, 2026/Benyamin Holley
How I'd hire a GTM engineer if I ran the fund
If you run a fund, you are going to get pitched AI SDRs, agents, and a Clay blast. On most portcos, especially a legacy business, that is the wrong first project. The interview is how you find out whether a candidate knows that.
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Business model
Sep 22, 2026/Alex Mexicotte
Services as a Software
SaaS is not dead, but AI is making hybrid and services-led delivery more viable. This piece walks through the economics on both sides and how Apero is positioning for it.
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GTM philosophy
Sep 16, 2026/Saad Muzaffar
GTM is still very much human, and I will fight anyone who says otherwise. Manually.
GTM engineering should be methodical. The part that makes everything else work is understanding why somebody would buy something, not treating the prospect as another component in the workflow.
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Team rituals
Sep 15, 2026/Michael Slawson
Apero's WBR ritual
Apero's Weekly Business Review is a written, silent weekly ritual: same questions, individual answers, comments in the doc. Michael Slawson shares the six questions the team uses and why they belong in canon for any GTM org.
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AI responder
Sep 4, 2026/Benyamin Holley
How to Build an AI Responder for Cold Outbound
Outbound replies pile up. Most of them are simple. I wanted an agent that knows which campaign someone came from, has the real link or next step for that campaign, and only bothers a human when the reply is messy.
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GTM engineering
Sep 2, 2026/Benyamin Holley
How To Build a GTM Engineering Function and Evaluate Talent for the Role
I had a conversation last week with a technical founder of an early-stage regulatory SaaS company. They're between 10 and 50 employees, growing fast, and starting to think seriously about top-of-funnel. They wanted to know what I thought about hiring GTM engineering talent, how I think about the role, and what my own process looks like day to day. We covered a lot of ground. It reflects where a lot of founders are right now: they know AI is changing how sales and marketing operate, but they're not sure what to actually do about it from a hiring and infrastructure perspective.
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GTM runtime
Aug 29, 2026/Alex Mexicotte
How to build a CRM that updates itself
Nobody here does CRM data entry. Agents sit on every call, email, and Slack thread, write the account, contact, and deal records themselves, and report back in Slack. It captures 10x the data of the $350k Salesforce build I ran before this, and costs a dollar a week.
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GTM career
Aug 27, 2026/Michael Slawson
How a non-traditional career path built my GTM models
A non-traditional career path, talking to tens of thousands of people and working with thousands of businesses, built the probing skills and pattern-recognition to paratroop into a B2B company and map the bets that help it scale.
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GTM hiring
Aug 21, 2026/Benyamin Holley
How to (not) hire a GTM engineer
A GTM engineer should be hired by a RevOps, marketing, or sales leader, not a PMM, and not HR. The interview should test whether they can connect technical work to revenue, and whether they know when to kill a workflow that took too long to build.
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Network mapping
Aug 19, 2026/Benyamin Holley
How to build a LinkedIn network mapping tool
A network mapping tool turns teammate LinkedIn exports into one people graph, scores that graph against your ICP, and writes keepers into CRM plus a LinkedIn or email sequence. The queue is how you choose. The outcome is outreach to first-degree connections.
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