Kayla Siemon · GTM Engineering & Operations

I engineer the systems behind predictable growth.

I lead GTM Operations & Engineering at Iru, connecting commercial judgment, technical systems, and operating discipline so teams can turn the right signals into the right actions—at scale.

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CurrentlyLeading GTM Operations & Engineering at Iru
PerspectiveSales · Software · Systems
FeaturedSpeaker at ApolloNEXT

The operator behind the system.

My path started in the revenue motion itself—then moved through software development into GTM Operations & Engineering.

1

Sell

SDR / Account Executive / Enterprise AE / Sales leadership

Learned the revenue motion from inside the work: the objections, handoffs, incentives, and pressure that systems have to survive.

2

Learn

Software development education

Studied software development while working in sales, adding a technical lens for understanding how data, logic, and automation can remove operational friction.

3

Operate

Revenue Operations / GTM Operations & Engineering at Iru

Now leads where strategy meets execution—designing the connected systems, decision logic, and operating rhythms behind predictable growth.

Pipeline isn't pushed.
It's routed.

Most teams optimize rep behavior. Precision systems optimize signal routing. That shift is the difference between activity that has to be forced and pipeline that can be engineered.

My work starts where strategy usually breaks: between the buying signal and the action it should trigger, between the tool and the person expected to use it, between a promising experiment and an operating system that can repeat it.

Signals before sequences.

The best outbound motion starts by knowing why now. Intent, fit, timing, and context should determine the route before a rep ever enters the workflow.

Logic before labor.

Qualification rules should filter noise, resolve ownership, and decide the next best action. Human judgment belongs where it creates leverage—not where software can carry the load.

Systems before heroics.

Predictability is a design outcome. Connected data, explicit handoffs, and visible feedback loops outperform persistence that cannot be measured or repeated.

Systems I've built and led.

The work spans the full operating layer—from the moment a buyer raises a hand to the controls that keep revenue records accurate.

5×weighted ICP signals in routing model
50+people across complex compensation plans
98%less manual revenue reconciliation

An intelligent calendar and routing engine

Iru · End-to-end build and leadership

Built an end-to-end calendar experience for the company website: a booking flow connected to a five-factor ICP scoring model and three routing paths for ownership, territory, and capacity. Every production booking now resolves through the system without a forced manual pick.

Five-factor scoring / three routing paths / under 6-second median.
Technical layer

Next.js 16 · TypeScript · React 19 · Prisma 7 · PostgreSQL · Heroku

  • A shared booking core powers the public widget, SDR links, slot-first inbound, and CSM self-serve flows.
  • Ownership pin → round robin → ICP scoring, with segment escalation, territory fallback, and activity eligibility gates.
  • 5 weighted signals blend Apollo and HubSpot enrichment; persisted queue positions keep concurrent bookings fair.
  • 5,000+ routing decisions and 3,000+ bookings processed across 3 segments, 8 territories, and 29 operating combinations.
RequestBuyer context
ScoreFit + intent + rules
Route AHigh-fit calendar
Route BCustom path

A full commissions application

Internal application · Full build

Built a dedicated commissions application to manage complex, multi-metric compensation plans across SDR, AE, CSM, and AM roles in one purpose-built system.

50+ people managed across distinct compensation plans.
Technical layer

Python 3.12 · Flask 3 · Postgres · WeasyPrint · DocuSign · HubSpot · Heroku

  • Live commission calculations recompute from HubSpot deal data and quarter-specific roster snapshots on every request.
  • 22 plan templates across 9 role variants, with rollups for team attainment, derived plans, ramps, kickers, MBOs, and spiffs.
  • Statement locks freeze a rep’s pay with an auditable unlock / resync / relock workflow; generated PDFs stay byte-identical to the in-app view.
  • 26 Postgres tables, 164 Flask routes, 95 comp documents, and 3,419 field-level changes audited across 42 editors.

ARR-chain reconciliation and deal review

Revenue integrity · Read-only controls and human review

Built a reconciliation application that walks each customer’s ARR chain chronologically, catches continuity and arithmetic breaks before close, and pairs the signal with a structured Deal Review workflow for accountable human resolution.

Technical layer

Python · HubSpot CRM API · PostgreSQL · Heroku · React review UI

  • Each customer’s contracts become ordered commercial events; running ARR is carried forward so renewals and uplift expansions reconcile as one chain.
  • Independent continuity and Rule-1 arithmetic checks expose bad Initial ARR while an expansion is still editable—not after it is booked.
  • Association-aware classification uses HubSpot Renewal Expansion / Non-Renewal Expansion links, with a name heuristic only as a fallback.
  • Incremental scans use a last-modified watermark and cached snapshot, with a forced full pull every 24 hours to catch hard deletes.
  • A weekly “Severely At Risk” review and hourly activity-triggered rescoring create a clean state-transition history; close-lost and exception actions stay human-confirmed.
98%less manual reconciliation

Deep enough to architect. Practical enough to ship.

My range sits between commercial judgment and technical execution: I can map the workflow, build the system, and make the operating change stick.

01

GTM systems

Routing, lifecycle design, CRM architecture, forecasting, and revenue integrity

02

Automation

Decision logic, enrichment, reconciliation, notifications, and exception handling

03

Compensation

Multi-metric plans, live calculations, quota rollups, statements, and governance

04

Technical stack

TypeScript, React, Next.js, Python, Flask, PostgreSQL, Prisma, APIs, and Heroku

05

Operating design

Cross-functional handoffs, enablement, measurement, and systems people actually use

06

Executive translation

Turning messy commercial and technical signals into clear operating decisions

From outbound activity to outbound architecture.

Onstage at ApolloNEXT, I shared how Kandji approached AI-enabled outbound strategy—and the operating choices that turn intelligent tools into repeatable revenue motion.

Invite me into the conversation

Let's compare notes.

If you're building the systems behind your next stage of growth, I'd like to hear what you're seeing.

kayla@kaylasiemon.com