Writing
Notes on outbound systems - what worked, what broke, and what I would build differently.
A blank cell is four different problems
An empty field in your enrichment table can mean four incompatible things. Treat them as one and every number you report afterwards is wrong.
Agents are good at reach and bad at judgment
The AI SDR wave did not fail on volume. It failed on judgment. Which tells you exactly where the guardrails have to live, and it is not inside the agent.
An AI will not tell you it is guessing
A confident wrong answer is produced by exactly the same process as a confident right one. The fix is not asking the model to be careful. It is making every claim carry its method.
Two agents agreeing is one observation
Adding a second agent to check the first one buys you much less than it looks like. Agreement only means something when the methods are independent.
What a GTM engineer actually does
The title is new enough that most descriptions of it are guesses. Here is the actual work, in the order it happens, from someone who does it daily.