Writing
Essays on systems, not tactics
Notes from designing and operating commercial systems. Each piece opens with a summary and a thesis, then argues it with operating detail.
RSSOperating Design
Systems Have to Couple to Human Behavior
A process can be logically correct and operationally useless. Design that models the ideal operator instead of the real one produces diagrams, not systems. What it takes to couple design to actual behavior without surrendering to bad behavior.
Felipe Soza · · 8 min
Operating Design
A System Is What It Does
A process map states an intention. Repeated behavior states a fact. When the two disagree, the behavior is the system, and the purpose of the system is whatever it reliably produces.
Felipe Soza · · 6 min
Operating Design
Your Network Is Part of the Operating System
An org chart shows the capability a company controls. It says nothing about the expertise, judgment and capacity the company can reliably reach. That external layer is real infrastructure and it behaves according to reputation.
Felipe Soza · · 7 min
Operating Design
Relationships Are Infrastructure
Trusted relationships change execution speed, information quality, access and risk. They are not the soft side of business, and they are valuable precisely because they were not built for extraction.
Felipe Soza · · 7 min
GTM Systems
Your GTM Stack Is Not a GTM System
Owning fourteen tools is not the same as owning a system. A system exists when decisions, states, ownership, feedback and exception handling are designed on purpose. Here is how to tell the difference and what to do about it.
Felipe Soza · · 10 min
Diagnostics
How to Find the Bottleneck in a B2B Pipeline
A repeatable diagnostic for locating the real constraint in a B2B pipeline using volume, conversion and latency measured separately at every stage.
Felipe Soza · · 2 min
RevOps
RevOps vs GTM Systems: Where the Work Actually Splits
RevOps owns the record layer and the reporting truth. GTM systems owns the acquisition path end to end. The split matters because the wrong owner produces the wrong fix.
Felipe Soza · · 2 min
Architecture
The Architecture Behind a High-Volume Outbound Engine
A component by component walkthrough of a high volume outbound system: data pipeline, segmentation, messaging, sending estate, reply operations, calling, CRM and reporting, with the interfaces between them.
Felipe Soza · · 2 min
AI
AI Agents Are Not a GTM Strategy
AI agents are useful for bounded, high volume, low ambiguity revenue tasks. They are not a substitute for an offer, a target market or a functioning system. How to scope them so they survive production.
Felipe Soza · · 2 min
Outbound
Why Outbound Breaks After the First 10,000 Prospects
Outbound that works at small volume usually fails at scale for structural reasons: list decay, reputation concentration, suppression gaps and reply latency. Here is the mechanism and the fix.
Felipe Soza · · 2 min
GTM Systems
What a GTM Systems Architect Actually Does
A GTM systems architect designs the path a prospect takes through your commercial machine and the data, tooling and ownership that make it repeatable. Here is the actual scope of the job.
Felipe Soza · · 2 min