Motion

Overview

Motion is an established B2B SaaS company doing eight figures in revenue. Vishaal joined early as one of two engineers who built the product from scratch, and later transitioned into a GTM engineering role focused on accelerating revenue growth.

The shift was driven by a clear need: growth was steady, but not fast enough relative to the company's ambitions, and scaling headcount was not the answer.

Context

By the time the role shifted into GTM engineering (roughly four years in), Motion:

• • was already operating at eight-figure revenue
• • had a sales-led motion that worked, but required significant manual effort
• • needed to find ways to make outsized bets without increasing team size

The challenge wasn't that GTM was broken—it was that it didn't scale efficiently.

Leadership wanted to move toward a more product-led experience, where prospects and new users could see value faster and sales and marketing could operate with leverage.

The problem

Several constraints were holding growth back:

• • Outbound prospecting was highly manual
• • Personalization existed, but did not scale
• • Onboarding lacked education and clarity for first-time users
• • Sales and marketing teams depended heavily on engineering for one-off efforts

There was no systemized way to:

• • gather valuable insights about prospects at scale
• • deliver those insights back to prospects in a personalized way
• • rapidly spin up GTM experiments without heavy coordination overhead

As a result, time-to-value suffered and growth efficiency was capped.

Role

Role: GTM engineering (full-funnel).

• • Partners: Head of Product, Head of Sales

Focus areas:

• • lead capture
• • onboarding and activation
• • personalized prospecting at scale

The mandate was simple: use engineering to unlock revenue across teams, not just ship product features.

Approach

Core idea: treat GTM like product engineering—build reusable systems instead of one-off efforts.

Key initiatives included:

• • redesigned onboarding flows to improve education and time-to-value
• • experiments to validate product-led growth mechanics
• • introduction of self-serve plans to reduce friction
• • scalable, personalized outbound workflows
• • dynamically generated, personalized landing pages tied to outreach campaigns

The most impactful system combined:

1. 1. large-scale prospect insight gathering
2. 2. personalized outbound emails
3. 3. custom landing pages tailored to each prospect

This allowed Motion to deliver relevance at scale without increasing sales or marketing headcount.

Outcome

The impact was immediate and measurable.

• • Sales and marketing could launch personalized outbound campaigns to 2,000+ prospects in hours, not weeks
• • What previously required 2–3 BDRs working for a month could now be done by the system
• • Prospects reached demos faster and with higher intent
• • Onboarding and activation improved due to clearer value delivery

The first outbound campaign using this system achieved the highest click-through rate Motion had seen, within 24 hours of launch.

Both revenue and activation improved, and teams gained confidence to request and run more ambitious GTM experiments.

Why this mattered

This work demonstrated a broader pattern:

• • Engineering is not just a product function
• • Non-product teams often have enormous efficiency gains locked behind manual workflows
• • GTM systems, when designed properly, compound just like product systems

By removing low-value manual work, sales and marketing teams were able to focus on high-leverage activities—conversations, positioning, and strategy—while the system handled scale and personalization.

What this proves

This case study illustrates an approach to GTM engineering:

• • identifying revenue bottlenecks outside the product itself
• • building systems that make GTM execution faster and cheaper
• • enabling teams to move without waiting on engineering every time

In short: engineering as a force multiplier for revenue, not a cost center.

Result: Faster time-to-value, higher engagement, and GTM systems that compound.