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I used to compete directly with Tim Geisenheimer (he was running Correlated, while I was building Groundswell, both in the crowded “product-led sales”/PLG CRM space). And Tim was, by far, the best salesperson of the batch of ~20 competitors. We’ve stayed in touch, and over the last few years, I’ve watched Tim successfully build a killer Revenue team as CRO of Hatch, ultimately leading to an acquisition to Yelp. He recently showed me some of the stuff he’s personally building, and was kind enough to share it with us today (he also shares his tips for any revenue leader who wants to go from AI-dabbler to Claude Code/Codex/Cursor-pilled).
Today, Tim’s 100+ person revenue org runs downstream of Tim’s Claude Code sessions. Across 8 custom internal apps, 20 AI skills, and a whole system of self-reinforcing tools, he’s pushed his org to level up how they source, track, and close deals.
Tim opened a terminal for the first time in his life over winter break, just 8 months ago. Opus 4.5 had just dropped and he was spending a little too much time on X, and he got curious. Kids asleep, movie on, laptop open, while his wife made fun of him (...I’ve been there).
A few months later, Hatch (a top AI lead management platform) was acquired by Yelp for $300M. At the time, Hatch was doing $25M ARR and growing 70%. Things have only accelerated from there: since the close, his revenue org has grown from roughly 17 sellers to about 100. Tim says that Claude is a big part of what made all of this possible.
I’ve been on the hunt for GTM leaders at *scale companies (*dozens or hundreds of reps, complex gtm systems, and several products+personas, etc.) who are hands-on-keyboard with this stuff, and the list is short. Last month, I broke down how Nikko Georgantonis, Hightouch’s RevOps leader, runs their revenue engine on GitHub. I called Kyle Norton the most AI-pilled CRO in SaaS. Tim is coming for the belt.
Tim walked me through the whole machine he built at Hatch. Here’s what we cover in this article:
How Tim got started
How his system is actually structured
The first two things Tim built
What Tim and his team are building next
Where Revenue leaders should start with Claude Code
Takeaways
Alright, let’s get into it.
How Tim got started
The entry point was a Teresa Torres video when Tim was scrolling X on a Saturday night. Teresa tweeted that she manages her whole life with Obsidian and Claude Code, and Tim figured he could build a chief of staff on top of the same setup. He pulled in his calendar, meeting notes, and Slack. From there, he caught the bug…
I just got addicted. I started building things, messing around, learning how far I could go.
The transition from personal hacking to building a real system for his day job happened fast—out of necessity. Right as Tim started tinkering, the Yelp acquisition closed and the revenue org started scaling from ~17 sellers toward 100 people, which created lots of scaling problems that needed to be answered (and fast). How do we ramp reps faster? Who needs coaching, and on what specific things? Why did bookings dip last month in xyz segment? Where will this month actually land?
Tim told me the old way of doing things would have been to procure a bunch of software to solve these problems. But then it hit him… “I bet I can point Claude at a bunch of these.”
For the record, Tim does not know how to code. Keep that in mind for everything that follows.
How his system is actually structured
Tim can start a fresh session and ask any question he wants. So, for example, he could type in (or Superwhisper) “2 weeks ago we were doing a closed-loss analysis, pull it up and turn it into 3 slides,” and it does. Here’s how his system is able to answer any question he throws at it:
On the data side, MCP connectors and APIs feed Claude Code from HubSpot (pipeline and deals), ChartMogul (MRR and churn), Attention.com (thousands of transcripts), BigQuery (product usage), plus Slack, email, and meetings.
A system like this only works if you feed it (and maintain) the right context. Tim added 18 curated context files describing how Hatch goes to market, 43 memory files of gotchas and decisions, and (one of my favorite artifacts in the whole system) a “Sales Bible” distilled from 409 calls of Tim’s #1 rep. He studied what makes Hatch’s best seller good and wrote it into the files every agent reads. That tacit knowledge is gold.
It all lives in GitHub. “GitHub is the memory,” Tim says. “Commits are just different sessions. Anything I work on gets committed back. I don’t open GitHub. It’s just there.”
And Clay sits under the hood of it all. Enrichment runs in Clay and lands as HubSpot custom properties, so Claude reads it through the CRM. Tim has also started poking at Clay’s new CLI and API.
The system turns a bunch of little tasks into automations.
What used to be my Sunday night is now a single automation.
Daily. Upsell signals get scanned overnight and posted to Slack by rep at 7am. Every closed-won deal gets a CS handoff doc written from its own call history, hourly. At 5pm a headless agent sweeps Slack, email, and meetings into Tim’s task list and DMs him the digest.
Weekly. Rep, manager, and SDR scorecards roll up into his Monday leadership brief. A midweek deal-level forecast ships with risk scores and the top-15 must-win pipeline list. The Friday sales all-hands deck refreshes itself from live data.
Monthly. On the 20th, a scheduled agent emails Tim that it’s time to run the end-of-month deal push. At month end, a “path to close today” gets written for every late-stage deal (from the CRM plus the deal’s own calls), and an MRR decomposition explains what grew, what churned, and why, customer by customer.