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Pedro Lacerda
Capabilities

Skills and capabilities

Grouped by how they are applied, not as a tool cloud. Nine years of frontline execution sit behind every group.

GTM Strategy

Applied when a motion needs direction before execution: defining who to sell to, in what order and with which play.

ICP definitionMarket segmentationAccount prioritizationTerritory planningSales motion designMarketplace expansionCommercial playbooksGo-to-market execution

Revenue Operations

Applied when the funnel needs structure: clear stages, ownership, routing and numbers leadership can trust.

Funnel architectureQualification frameworksLead routingOpportunity stagesPipeline visibilityForecastingCRM governanceSales handoffsPerformance measurement

Sales Execution

Nine years of carrying the number across the full cycle, from cold outreach to close and onboarding.

Outbound prospectingDiscoveryConsultative sellingObjection handlingNegotiationClosingPartner acquisitionFull-cycle salesSales leadership

AI and Automation

Applied to remove repetitive work while keeping human judgment where it creates value, with guardrails and evaluation built in.

AI-assisted prospectingLead researchAccount enrichmentScoring and classificationConversation supportWorkflow automationHuman-in-the-loop systemsGuardrailsAI evaluationCRM synchronization

Data and Systems

The technical foundation: enough engineering to build working systems and read the data behind the funnel.

SQLSalesforceHubSpotPostgreSQLSupabaseAPIsWebhooksData modelingFunnel analysisDashboardsWorkflow design

Leadership and Enablement

Applied when the constraint is people and process: making a team faster to ramp, easier to coach and aligned across functions.

Sales team leadershipProcess documentationOnboardingCoachingStakeholder interviewsCross-functional alignmentChange managementPlaybook development
Tools
SalesforceHubSpotClaySupabase / PostgreSQLSQLCloudflare WorkersTwilio WhatsAppCalendlyDeepSeekAnthropicWhisper (Workers AI)React / TanStack

The tools support the strategy. They are not the strategy. See how they come together in the partner acquisition case.