From headcount to workflows.
The old GTM playbook solves every problem by adding headcount. Mixmax went the other way: we solved the actual workflows with AI across the whole revenue bowtie, from new business to retention and expansion. The efficiency showed up everywhere, bigger deals, faster cycles, higher win rates, and an engine that grows without adding bodies.
Publicly-named Mixmax customers.
Every stage of the bowtie, a workflow instead of a hire.
The old playbook solved every GTM problem by adding people. I rebuilt each stage of the revenue bowtie as a workflow, so efficiency compounded across the whole funnel instead of a hire per gap.
Mixmax had household names on the product, a plentiful pipeline, and years of usage data. But the growth model was headcount: throw bodies at the number, one hire per problem. The ICP chased who looked like a fit, the forecast was a guess, and the motion ran by hand. The opportunity: stop solving GTM with headcount and start solving the workflows themselves, with AI doing the repeatable work.
The ICP got rebuilt from who looks like a fit to who actually buys, off more than a thousand customer and prospect calls and pressure-tested against our own won and lost deals. The team refocused on the accounts that close, and deal sizes and win rates both climbed.
We built the lead engine end to end, enrichment, scoring, routing, and the context a rep needs to know why this account and why now, with a Deal Confidence Score so the forecast told the truth. Revenue moved off a pure seat model, product-led and self-serve motions came online, and the enterprise motion was built from zero on PLAN selling and a vibecoded Deal Room.
The repeatable work moved to agents, a self-running enrichment pipeline that writes its own account briefs, analyst agents that learn from their misses, an AI Sequence Builder wired to our own MCP, and Mixmax University with AI roleplay partners, so reps and CSMs keep the conversations and the deals.
How the build unfolded.
What I owned, and what it produced.
The whole commercial number, and the receipts it threw off. Pick a lens.
New-business revenue nearly doubled while the team got leaner. The engine compounded.
The engine
How the AI-native system got built, and how it scores.
The AI-native system, module by module.
Pick a piece. Each one replaced a headcount problem with a workflow. The visual updates as you go.
A pipeline that scores and enriches itself, writes its own account briefs, and hands over a forecast you can defend.
What the people I built with said.
I worked for Heath as VP of Revenue for several years, and he stands out as one of the best sales leaders I've worked with across multiple industries. At Mixmax he led the transition from a sales-led to a product-led-sales motion, wearing countless hats and handling all of them expertly, and he brought the team along with him. Driving short-term growth is one thing; building an engine that delivers consistency is what Heath is incredible at.
Heath was my VP of Sales at Mixmax and a joy to work with, more friend than boss. He knew his sales fundamentals inside out, vouched for his team, helped during deals, and made my transition into being an AE super easy. He has the energy of a hungry SDR years into an established career, and it's inspiring to see.
See how it played out elsewhere.
Same method, on your workflow.
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