Company: Serra – Y Combinator S23
Serra is a Y Combinator (Summer 2023)–backed AI-powered recruiting engine that automates candidate sourcing and outreach end-to-end. It seamlessly taps into your ATS and external sources like LinkedIn, GitHub, and Crunchbase to proactively surface and engage top talent with minimal human effort.
Timeline: Feb 2025 - Present
Scope: GTM strategy, product launch, sales enablement, stakeholder consultation
Project Overview
Challenge
Serra was preparing to launch two major features — workflow automation and pipeline tracking — aimed at streamlining customer sales processes. These capabilities were critical for improving retention and upselling to enterprise clients, but the company lacked a coordinated GTM plan to position the features effectively, align product and sales timelines, and prepare internal teams for adoption.
Research & Discovery
Reviewed internal product usage data to identify bottlenecks workflow automation could solve.
Conducted a competitor scan of automation and CRM pipeline tools to benchmark positioning and messaging.
Collected input from sales and customer success teams to refine target use cases.
Strategic Recommendations
Created a messaging framework emphasizing efficiency gains, revenue visibility, and ROI.
Developed a phased GTM plan that aligned engineering sprints, sales readiness, and marketing outreach.
Proposed KPI tracking for feature adoption, lead quality, and customer engagement.
Execution
Produced LinkedIn demo videos showcasing workflow automation and pipeline tracking in action (100K+ total views).
Created sales enablement collateral — feature one-pagers, competitive battlecards, and updated pitch decks.
Built an Airtable + API integration to streamline launch content scheduling and stakeholder updates.
Consulting / Advisory Actions
Advised leadership on sequencing launches to avoid product team overload.
Presented KPI dashboards and launch progress in sprint reviews to keep cross-functional teams aligned.