GTM systems for revenue leaders · Series A–C B2B tech

We lay the gro(u)ndwork.

Most companies keep adding tools. The problem was never the tools. It was the absence of a system connecting them. Grondwork designs the system.

See how it works View services

€2M net new ARR built for Robaws over 2 years

16 meetings booked for Demodesk, 100% converted to opportunity

3.5× ROI delivered for Wenite, €188K pipeline in 90 days

100% systems owned by your team at handoff

Built inside

The problem

Most companies keep adding tools. The problem was never the tools.

New AI, new platform, new layer on top of the same broken stack. Each tool promising to fix what the last one couldn't. Meanwhile, the signals go unread. The handoffs fall apart. The pipeline stays unpredictable.

The problem was the absence of a system connecting them.

We don't rip your stack out. We stitch it together. Connectors, signals, workflows, AI: all threaded through the infrastructure you already have, designed to work as one.

Your GTM is not a list of actions. It is not a collection of vendors. It is a system. And a well-designed system compounds. Tools are bought. Systems are designed.

What we build

The three layers every GTM system is built on.

Signal intelligence

We build the data layer that turns noise into signal. Hiring triggers, funding events, website visits, intent data: enriched, scored, and routed to your reps before your competitors see it.

Clay Apollo LinkedIn Clearbit

Revenue workflow design

We design the workflows that connect signals to pipeline. Lead routing, account prioritisation, sequencing logic, handoff rules between marketing and sales. The invisible architecture that determines whether pipeline is created or lost.

Clay HubSpot Salesforce n8n

CRM engineering

Data model design, pipeline configuration, lead scoring logic, and attribution. Your CRM becomes a precision instrument: not a place where data goes to die.

HubSpot Salesforce Clay Custom

How we work

From audit to live system.

Assess

2–3 weeks · Architecture audit

We map your current GTM stack, data flows, and tooling. We identify the gaps with the highest commercial cost and produce a clear blueprint for what needs to be built and why.

Design

1 week · System blueprint

We design the full system architecture: signal sources, enrichment logic, scoring model, CRM configuration, outbound workflows: all designed before a single line of code is written.

Build & pilot

8–12 weeks · Live implementation

We build inside your environment, not a sandbox, using Clay, HubSpot or Salesforce, and your real data. A live pilot segment proves the system before full rollout.

Transfer or run

2 weeks · Yours to own

Full handover: documented systems, internal team training, and a 30-day support window. Or we stay on as your operating partner through Gro(u)ndrun.

We build inside your stack, on your data. Everything we create: the Clay tables, the enrichment flows, the scoring models, the CRM architecture. All yours from day one. No vendor lock-in. No black box.

Services

Three ways to engage.

Entry point · 2–3 weeks

Gro(u)ndmap

The architecture assessment. We audit your GTM infrastructure, identify the gaps with the highest commercial cost, and deliver a documented roadmap your team can act on immediately, with or without us.

Fixed fee engagement
GTM architecture blueprint you own
Natural entry point to Grondbuild

Start with an assessment →

Core engagement · 8–16 weeks

Gro(u)ndbuild

We design and build a custom AI GTM system inside your environment, run a live pilot to prove it works, and hand it over fully documented. Owned by your team, built to last.

Fixed scope, milestone-based pricing
Full documentation and team enablement
What you own at handoff: Clay workspace, enrichment flows, scoring model, CRM configuration, playbook
Optional path to Grondrun partnership

References from clients whose systems have been running independently for 6+ months available on request.

Start here →

Operating partnership · Monthly

Gro(u)ndrun

For clients who want Grondwork to operate and iterate the system long-term. We monitor, refine, and evolve the infrastructure as your market changes, so it compounds rather than calcifies.

Monthly retainer, scoped to complexity
Continuous iteration and monthly reporting
Clear exit ramp when you're ready to own it fully

Learn more →

Build vs. hire vs. engage

Most CROs face the same three-way decision. Here's how the options stack up.

Cost

€150–250k loaded/year

€30–80k for a strategy project

Fixed-scope engagement · milestone payments

Time to output

4–6 months to ramp

6–10 weeks for a deck

System live in 8–12 weeks

What you own at 6 months

One person's knowledge

A PowerPoint

The full system: logic, docs, data, training

Dependency risk

High: single point of failure

Low: but nothing runs

Zero ongoing dependency

Exit optionality

Termination + rehire risk

Clean exit, nothing to show

Clean handoff · Grondrun optional

About

Built by someone who spent years on the inside of broken GTM infrastructure, and learned to fix it.

Olivier Tytgat Founder & Lead Architect, Grondwork LinkedIn →

Olivier started in commercial roles in 2018 and has been building GTM systems ever since. First as an operator inside B2B companies, then as the founder of his own consulting practice and SaaS product, then as the founder of Outbound Catalyst in 2023. He built systems to eliminate his own bottlenecks: signal infrastructure, enrichment workflows, CRM architecture, pipeline operations. He learned that most GTM fails not because the strategy is wrong, but because the underlying infrastructure was never built.

Grondwork was built for innovative revenue teams who want to leverage AI and need someone to build the commercial architecture to get there. Not a deck. Not a retainer that produces reports. An actual system, running inside their stack, owned by their team when the work is done.

"The difference between a strategy and a system is someone who builds it. We're that someone."

Olivier Tytgat

Based in Lisbon · Serving Europe + US East Coast · Running Clay Club Lisbon · Hosting Revenue Leaders Dinners

10+ Years building GTM infrastructure inside B2B SaaS companies

3 Enterprise AI GTM systems running inside client environments

100% Built inside your stack, on your data. Never a black box.

0 Strategy decks left in folders. Everything we build runs.

The journey

2018

Commercial internship

First step inside B2B commercial teams. Learned how pipeline was built and where it broke.

2019

First business: consulting and SaaS

Built a consulting practice and an early SaaS product. Learned the operational reality of GTM from the inside.

2023

Founded Outbound Catalyst

Launched OC as a standalone brand. GTM systems and outbound infrastructure for B2B revenue teams.

2026

Founded Grondwork

The enterprise AI GTM systems practice. Designed for CROs and revenue leaders who need the full system built, not just outbound execution.