The GTM Factory

I'm Willy Hernandez, founder of The GTM Factory. I spent 10 years carrying a quota before becoming a GTM engineer. That tenure on the sales floor taught me one thing: CRMs fail when the data model fights the business. Reps work around the system, leadership gets bad forecasting, and the tool that was supposed to drive revenue becomes the thing slowing it down.

My core practice with Attio: I custom-fit the CRM to how your business actually sells. That means designing the data model from first principles, not from a template. It means building pipelines, stages, qualification gates, and required fields that mirror your real motion. It means custom objects for the objects/entities that matter to your business (territories, sites, properties, contracts, assets, multi-stakeholder relationships) and the workflows that move data between them.