What the team does

No playbook handed to you. You dig into the data, form a view, and go after it. The product is so far ahead of the market that selling it feels less like persuasion and more like showing people something they didn't know existed.

We measure success in new revenue, pipeline, and enterprise logos.

The GTM team spans Sales, Marketing, and Customer Success: all working from the same data, toward the same number. On any given week, that means: publishing a research report on 30,000 real DTC SMS campaigns, running a cold outbound sequence to Yotpo's top churned accounts, launching a LinkedIn ad campaign targeting e-commerce decision makers, and closing an enterprise deal with a $500M Shopify brand.

What they work on

Sales & outbound

• Identifying and targeting the fastest-growing Shopify stores through outbound sequences (SmartLead), LinkedIn ads, partner channels, and direct CEO-led outreach to top DTC brands
• Running sales calls, demos, and enterprise negotiations; the team regularly demos to brands doing hundreds of millions in GMV
• Building and iterating on the HubSpot GTM dashboard and Weekly Scorecard to stay close to pipeline and conversion data

Marketing & content

• The Incrementalist - Recart's weekly newsletter for DTC operators, launched to 50% open rates
• Conversion Lab - a public library of real A/B test results from Recart merchants, used as both a sales tool and a top-of-funnel content engine
• DTC SMS Benchmark Report - an analysis of 30,000+ real SMS campaigns from 10,000 Shopify brands, generating significant organic reach and partner distribution
• Campaign Library - an SMS marketing intelligence tool with 100K+ real campaigns from DTC brands, built in-house as a prospect and content resource
• Landing pages, case studies, feature launches, and product announcements on Webflow
• LinkedIn ads, SEO, and email distribution - with a rigorous, data-first approach to what's actually working

AI-powered tooling

• A LinkedIn post generator that drafts content in Soma's voice, pulling from Recart's live test results and case study library
• A brand checker Claude skill for validating marketing assets against Recart's brand guidelines
• The PopScore agent - an AI tool that analyzes a brand's popup setup and suggests improvements, built in partnership with an external AI team

Tools they use

HubSpot, SmartLead, Clay, Beehiiv, Webflow, LinkedIn Campaign Manager, Google Analytics, Canva, Metricool

How they work

PLG + Sales. Loud debates. Fast decisions. The GTM team operates with a weekly rhythm: scorecards, async syncs, and a shared Notion doc that keeps everyone accountable to the same priorities.

Marketing and Sales are not separate pipelines here. Soma runs outbound sequences himself. The marketer ships research reports and tracks funnel conversion rates in the same week. Everyone is close to the data and expected to form a view on what's working, then act on it.

What kind of problems they solve

"T-Mobile just announced a 20% carrier price increase. We have 2 days to design and launch a campaign that turns this into a reason to buy Recart's list cleaning feature across outbound, email, social, and partners."

"We analyzed 30,000 SMS campaigns. Now turn it into a report, a landing page, a newsletter issue, and a LinkedIn distribution push in a week."

"LinkedIn ads are burning budget on irrelevant audiences. Audit the targeting, redesign the campaign, relaunch."

"The homepage has a 81% drop-off rate. Figure out what's broken and fix it."

Who thrives here

You'll do well here if you're commercially wired and genuinely curious about DTC e-commerce. The GTM team isn't separated from the product. They know the stack, they know the merchants, and they use that knowledge to find and close the right customers.

Comfort with data is essential. So is the ability to move fast without losing quality  a research report needs to be accurate, a landing page needs to convert, a cold email needs to get a reply.

Size & structure

~2-3 people, reports to the CEO.