Florin Tatulea

Sales Leader | LinkedIn Top Voice 2023 | GTM Advisor | Focusing on Seed → Series B

I'm a passionate leader that lives and breathes all things sales.

I was lucky enough to be the first sales hire at Loopio and have had the opportunity to be a part of and contribute to the exponential growth that had led us to a sales team of ~50 strong. In my 6.5 years at Loopio we grew revenue by 65x. 

I am now doing it all over again at Common Room

Whether it's been as an SDR, AE, Manager or Director, I'm constantly looking for ways to reinvent myself and my team.

I'm a people-first leader that understands that leading a team is not about me. It's about lifting others up and seeing them succeed. My success is simply a bi-product of my team's success. 

As a sales leader, I'm curious about scaling sales teams, generating pipeline, increasing win rates and lowering ramp times in a remote world.

As an individual, I'm passionate about copywriting, sequence/cadence building, leveraging social selling and the future of sales technology.

Director of Sales

I just took a look at the new Nooks launch.

Users of Outreach and Salesloft are going to want to take a look after what I saw with the their new AI Sequencer.

I believe they are going to seriously shake up the legacy sequencing space. 

Not a lot of people know this, but I was one of the first 10 customers of Nooks when the company was still just Dan, Rohan & Nikhil and a virtual sales floor.

As a multi-time customer, not even I could have predicted the level of execution that their team was going to put forth.

Apart from building a quality product FAST, Nooks did something (intentional or not) that is going to give them a massive competitive advantage over the next couple of years.

They owned the action/execution layer FIRST, and have now built the Data Foundation layer (Account Research, Signals, etc.) around it.

Most GTM tech orgs in the market today are doing the exact opposite.

They built the data foundations and are now trying to build an execution layer.

Why is this important?

Because the action layer is where the rep lives. If you own the action layer and do it well, it’s VERY sticky.

Reps will kick and scream if you take it away from them. Re-training tens or hundreds of reps on a new system of action is a nightmare for enablement.

Trust me, I’ve lived through the kicking and screaming.

Selling GTM tech, everybody was constantly asking us… “Can you integrate with Nooks? That’s where our reps live.”

Right now there is a full-blown race to see who will own the full “Sales OS”.

Today, Nooks made this race a lot more interesting by launching their new Agent Workspace for Intelligent Outbound.

They just added:

1. Signals (Combining live web intent with your CRM and past calls)
2. Autonomous Account Research Agents (Running in the background 24/7)
3. List Building Capabilities
4. An Omnichannel Sequencer (Executing across Email, Phone, SMS, and Social)

Imagine autonomous agents that monitor web intent in the background, cross-reference it with your CRM, draft hyper-personalized emails, and then drop the warmest leads into a power hour calling block.  Because it's actually an action layer, the feedback loop makes it smarter with each engagement. 

You can argue that they have a real chance at being the MAJOR player in the consolidation of the GTM tech stack.

They also have a massive moat of call data (50% of our own outbound meetings came from cold calls)... which a lot of other data platforms simply do not have.

​​GTM Leaders: what are your thoughts on this space? Let's debate below

(PS - go check out the massive Nooks launch ). 

#NooksPartner

GTM Leader | LinkedIn Top Voice | Advisor

Here's what my calendar would look like 9-5 when I was managing the whole SDR function a few months ago. 

This is why I always tell reps to try to call decisions makers between 8-9am or 5-6pm. 

We ran the data across thousands of calls in Nooks. It supports this as well. 

Managers and execs are in an insane amount of meetings (for better or worse).

Give yourself a better shot. 

#sales #coldcalling

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Obtained a GPA above 3.5 for the entire academic year 2011-2012

Dean`s List

E3 Business Case Competition

Top Ranked Junior Tennis Player - Canada  

Talk Master Certification 

Competed against 20 business schools across the U.S. including Wharton, Stern, Berkeley and Sloan. 
This competition asked students to choose a stock to either long or short, with the only requirement of it having a 30 day SMA of over $200m in market cap. Our team, being the only international presence in the competition,  chose to pitch Iridium (IRDM), a satellite communications company, and have received a final judgement score of 24/30 based on Stock Selection, Presentation, and Q&A. 

Georgetown Stock Pitch Competition

Cold Email Conversion Machine by Florin Tatulea

Prospecting from the Trenches | Florin Tatulea | Substack

Working with Local Food Plus, a not-for-profit aiming to drive a sustainable food model to the benefit of local farmers and retailers in Ontario

If you prospect on LinkedIn, you should watch this. 

This is something I’ve always struggled with that I’ve now found a solution for.

If you use sequencing platforms like Outreach, Salesloft and Gong Engage you’ll know that after you do the manual steps of sending connect requests, LinkedIn activity just gets lost to the void.

There is no easy way to systematically filter for:

1. New LinkedIn connections who are actually in your ICP vs general networking contacts

2. Prospects who have accepted your request but you never actually bothered to send a DM to

This has made systematic outreach that’s coordinated more difficult.

This is no longer a problem as I’ve started to use Kondo: Superhuman for LinkedIn DMs. 

I can now:

→ Filter for connections and bulk tag them as prospects

→ Search for specific personas very easily with a fuzzy search that actually works

→ Open a custom of these personas posts on LinkedIn to build more tailored outreach

SOOO much easier. 

They have a great promo running right now if you sign up by the end of the week (Feb 28):

2 months free with this code:  https://lnkd.in/gFETw84Z

You are welcome :) 

#KondoPartner

2026 is the year to double down on cold calling.

Last year, 50% of all of our qualified opps came from cold calling. 

Keep it simple.

First, get yourself a proper data provider for cold calls so you actually get connects. 

FullEnrich has been an absolute CHEAT code for us with their 20-provider waterfall. 

They now also have amazing search functionality directly in the platform so you can build proper lists. 

Then, I break this down into 3 parts (here's an example):

1️⃣ Permission Based Opener

Hey this is {NAME}, I was actually just on the customer tab on your website at
{ACCOUNT}, and had a question. Do you have a sec?

2️⃣ Menu of Pain (most important part)

Noticed you are selling to accounts like {ACCOUNT}. Typically when I talk to SDR leaders at commercial open source companies, they’re focused on one of these three things:

1. Your SDRs see tons of developer engagement but struggle to identify which users are actually ready for a sales conversation.

2. Your team relies on community signals, but it’s hard to surface and action on real buying intent.

3. SDRs waste time digging through GitHub, Slack, forums, and LinkedIn instead of working on the right leads.

3️⃣ Open Ended Question

How are you making sure your SDRs are focusing on in-market leads?

-----

I like the menu of pain, because if done correctly and the messaging is tight, at least one of the 3 challenges is something they are likely thinking about.

This then opens the conversation.

3 days left this week. Let's get it 🫡

#FullEnrichPartner

No alternative text description for this image

How do you feel about this take GTM leaders? 

To me it comes across as a take from somebody who doesn’t fully understand GTM. 

Sure, there are a lot of incredible things AI can do to automate TAM building, lead scoring, account research, funnel optimization etc. 

But GTM is also still one of the professions that is still deeply human. 

I doubt this person has spent a lot of time making cold calls, on demos, meeting clients in person etc. 

If you believe this, you essentially believe that robots will be selling to each other only in the near future. 

No offense to you Jay Sahnan. I respect the opinion and it’s a good discussion 🙏🏻

graphical user interface, text, application

We talk about “GTM Engineering” and “Revenue Orchestration” but how does it apply to outbound? 

Here’s how you tactically execute a strategy at scale using signal data. 

Now we have the ability to capture 100+ signals at a time, transform the data and tell us which leads are the lowest hanging fruit.

That’s a HUGE amount of context for sales reps to have in one place and it means that we can now get HYPER-specific with our messaging and sequences.

Each signal that is important to your organization should have its own purpose, messaging, and sequence built out.

Step 1: Write down all the signals that you currently have access to at your organization. 

There are standard signals everybody can use (I.e. web visits) but also very specific signals to your org (I.e. software outages for an outage tracking product) 

Step 2a: Map out where each signal implies a lead is in the buyer journey

Look at the image below. You can see that a signal and therefore message has to adapt to where somebody is in the BUYER JOURNEY.

Step 2b: Create a lead-scoring system that takes into account which signals (or combination of signals) tend to imply that an individual and account is ready to buy or at least talk to sales. 

This usually happens when they are in the “Solution Aware” and “Product Aware” stage.

Step 2c: Cross reference these leads with your account level- ICP criteria. 

Not all leads that exhibit buying behavior work at accounts that are good fits for your business. (THIS IS CRUCIAL). 

Step 3: Create messaging (i.e. email campaigns, outbound sequences etc.) for each signal.

You can get even more complex here and create messaging or sequences for combinations of signals.

Step 4: Set up alerts and workflows so that if a lead provides a certain signal or hits a certain threshold they get put into the respective “campaign”.

There are many platforms to do this in… Common Room, Clay etc. 

THREE OTHER THINGS TO CONSIDER:

1. Top of funnel leads that aren’t ready to talk to sales go in automated sequences that are more focused on education (this can either be done by marketing or SDRs)

2. Mid-to-Bottom of funnel leads are sent to the sales team and are put into the appropriate sequences (emails + call scripts + LinkedIn message templates are already built out by the team). It is up to the SDRs/AEs here to do additional research and tie your product's value to your prospect’s strategic priorities.

3. Consider the size of the account and the number of owners on the buying committee. Start multithreading into the various decision makers/economic buyers who will influence your deal so you establish momentum early.

(h/t FletchPMM  for the great visual)

#sales #outbound

There is a very simple but important question that most sales reps miss when they are selling to GTM leaders . 

And I say this from experience as somebody that buys software. 

Put simply: 

“Is your team hitting their number…What % of attainment is your team at?” 

The harsh reality is that unless you are a SVP/EVP/C-Level exec with long term incentives, the average GTM leader doesn’t really care to change much if things are working well. It’s a massive uphill battle to sell to a leader that is crushing. 

Even most VP, Sales are just trying to survive next quarter. 

It’s very difficult to sell somebody the “future” if they are at 110% of quota as a team and in accelerators. 

Saves you a lot of time as a rep. 

Just what I’ve seen over the last decade. 

Thoughts?

LinkedIn and X seem to be an echo chamber of Claude AI workflow hype beasts. 

Don't get me wrong, I think all of these AI agents are awesome and I see the potential. 

But curious to see from my network... who is actually finding real value with them today? 

What have you built and what has the impact ACTUALLY been? 

I saw some interesting examples of: 

1. Sales Demo Closed Lost Analysis 

Analyzing calls and extracting the reasons why the team is losing deals

2. Product Feedback 

Analyzing calls and pushing product gaps to the engineering & product teams in real time 

3. Intent Signal Agent 

Built a custom agent tracking 100s of first party data and creating the first draft of messaging for reps based on the signals 

4. Account Research

Doing the manual work an AE would usually spend 15 mins doing before a call and building a custom 1-page summary of an account and what to focus on during the next call 

#sales #outbound #ai

Demand @ Common Room | Advisor to SaaS Startups | Ex Growth & Marketing @Segment @Retool

Core focus: demand gen, marketing automation, conversion optimization, paid acquisition, lead nurturing and scoring, multi-touch attribution, funnel analysis

Kevin White

This is the best swag I’ve ever given away at an event: scrunchies.

Overheard at the eTail™ this week:

“Can I get a few more? I have two daughters at home.”

“I feel like there’s never swag for me at events. These are great!”

“Are you the booth with the scrunchies? My colleague sent me over here for one.”

–––––––

In addition to the positive crowd feedback, here’s why I love scrunchies as swag:

✦ Lightweight and compact (easy travel)
✦ Brand tie-in (scrunch;scrunchies)
✦ Price point (~$3 per)

All markers of a great giveaway in my book.

Our scrunchies were such a hit that I feel the need to get more out in the wild as a brand awareness play.

If you want one, drop a comment below (”scrunchie” or “scrunch”) or just DM me, and we’ll send a few out.

===

P.S. When you get yours, I won’t be mad if you share about it on the socials and tag Scrunch.

Marketing @ Scrunch | Advisor to SaaS Startups | fmr Growth & Marketing @Segment @Retool @Common Room

Welp, it happened… I’m officially Claude Cowork-pilled 💊

I know LI is chock-full of “I used AI to replace X…” content, but I’m using Cowork and just automated the bane of my existence for 10+ years: opportunity attribution.

If you’ve ever been pressed run a “quick” opportunity analysis only to find that 25%+ of opptys have source a BLANK source, then you know my pain.

Getting to the bottom of the blank sources used to go something like…
-- Search for a contact
-- Add contact when the oppty doesn’t have one
-- Scour the activity history of the contact(s)
-- Find the first point of entry (form fill, badge scan, etc.)
-- Add the contact(s) to the opportunity
-- Update the oppty to the correct source
-- Repeat

No joke, about 10% of my time at Segment was spent going through this rigamarole.

Perfect task for an agent, no?

I put Claude Cowork to the test, and it passed with flying colors.

All I had to do was give it the following instructions:
-- Share context of the objective
-- Tell it what fields to search for first
-- Tell it what activity to look for
-- Tell it how to group attribution buckets
-- Tell it what data visualizations to create
-- (Wait ~40 minutes while I work on background)
-- Voila! Ready to share.

Yes, I know this is nothing groundbreaking.

I just feel like I now know the high of using an agent to do work I hate doing (and it actually working well—better than I would even).

I’ve got the bug. I can’t stop thinking of what else to automate away.

If you’ve got analysis paralysis about using agents (think Claude Code, Cowork, OpenClaw), here are 10 jobs I started with.

Caveat: Most of these require a connector to your CRM (HubSpot in my case) and/or a call transcript tool (Grain in my case).

Okay, here’s 🔟  places to start:

Find job titles for LI targeting
⤷ Have your agent go through won deals and opptys to extract job titles. Bonus tip: group by industry, size (e.g., ENT vs MM), etc.

Pain finder
⤷ Crawl through call transcripts to find patterns in prospect pain points. Then use them in your copy as a hook.

Objection finder
⤷ Crawl through call transcripts and find the objections that come up most often. Then address them upfront or in an FAQ on your site.

Aha finder
⤷ Crawl through call transcripts and identify the “aha moments” (“I need my team to see this!”).

Oppty attribution cleanup
⤷ Go through every oppty with a blank source, sift through activity logs, identify the source, and populate it. Build reports from it. (I wrote about this earlier in the week if you want to peep my last post.)

Event location finder
⤷ Search the headquarters and contact locations of your top accounts and build an event roadmap in regions with the highest concentration. Host your next in-person event there.

DQ analysis
⤷ Search through demo requests and find patterns in those that don’t turn into opptys (usually personal emails or small company size). Then send an auto-qualification email when a new hand-raiser isn’t worth the time.

Funnel analysis
⤷ Identify bottlenecks in the sales funnel and diagnose what’s clogged.

Truthful closed/lost analysis
⤷ Go through the paper trail and call transcripts of closed/lost deals and read between the lines to pinpoint the REAL reason for the “thanks, but no thanks.”

Quote finder
⤷ Sift through CS call transcripts and surface quotes from customers to use in marketing materials (with permission, ofc).

=====

To get started, the most important thing is just that—get started.

Pick a use case above and run with it. Once you start, it has a snowball effect of bringing on new ideas.

I’m about ready to throw in the towel on direct attribution.

In the past, we used to be able to push people to our website, slap on a UTM, or gate an ebook behind a social form.

These tactics no longer work in a world where…
-- People don’t want to leave the feed.
-- People don’t want to be tracked.
-- People have been burned by one too many ebooks.

Seeing these trends play out (and engagement rates tank), I’ve adjusted 80% of my digital investment to non-attributable channels.

Let’s take a quick inventory:
-- LI paid ads (90% thought leadership) 🕳️
-- Podcasts & newsletters 🕳️
-- Influencer programs 🕳️
-- AI search 🕳️
-- Google ads ✅

The only channel above I can attribute the traditional way (i.e., clean UTM → website conversion → CRM visibility) is Google Ads.

Everything else is indirect.

Yes, some of the channels listed above include attributable links (e.g., podcasts, newsletters, influencer posts), but most people don’t click them.

What the user journey actually looks like goes something like this…
-- Exposure to content
-- Absorb some of the message
-- Take note for the future (repeat) OR
-- Take action if timely

And, when they take action? It’s usually a branded search or a direct website visit.

When this is your reality, trad attribution is pretty much useless (harmful even).

But, alas, not all attribution is lost.

It’s still possible to triangulate where something was sourced in a zero-click world.

Introducing: Neo-Attribution.
-- Add a self-reported attribution field
-- Build in “how’d you find us?” as a discovery question
-- Flag channels sales transcripts
-- Track brand presence in AI answer engines (ahem... Scrunch)

(Btw, just having fun with the name and not actually trying to shoehorn in a new term)

Start tracking these touchpoints systematically, overlay pipeline trends with investment, and you’ll start to get a picture of which channels are working and where to double down.

Sure, it’s not perfect. It’s a little messy. Your data science team won’t love it.

But it’s what we’ve got.

Cat’s out of the bag.

Attribution as we once knew it is not coming back.

It’s time we stop fighting perfect attribution and embrace the shift.

Reddit is the most cited source in AI search. But which specific threads shape the answers? How to find them in ~2 minutes 👇

If you’re in the AI search (aka AEO / GEO) echo chamber like I am, it’s impossible to escape the hype about using Reddit to show up in results.

But what a lot of “experts” miss is one of the quickest wins of all: how to spot the threads that have an outsized influence on the prompts & topics in your category.

Today, I’m FTFY.

In this quick Scrunch walkthrough, I show how to:
→ Filter AI citations down to just Reddit
→ Sort threads by prompt mentions to concentrate influence
→ Spot the threads where your brand isn’t mentioned
→ Jump straight into the thread and pitch your product 😇

The whole thing takes a just couple minutes.

And there you have it… a quick AI search win you can knock out before your next meeting.

===

One last word of caution: Don’t just sling your product. That’s a recipe for getting roasted on Reddit.

Mark your calendars! One week from today, yours truly is speaking at Demand Day Summit—a virtual event put on by THE Demand Collective.

I’ll be 1 of 8 speakers delivering a “no-fluff, 20-minute sessions from real demand marketers sharing what's working for them right now.”

My no-fluff topic? How to optimize your website for AI Agents.

This talk will be judged on insights per minute. And my goal is to deliver 1/min.

Here’s what I’ll be touching on:
✅ AI traffic trends
✅ Search traffic trends
✅ SEO vs AI search (aka AEO)
✅ Identifying AI bot traffic
✅ Dispelling AI search myths
✅ What actually works in AI search
✅ Why you shouldn’t dismiss bot traffic
✅ Optimizing for agentic site visitors
✅ Preserving the human web experience
✅ Technical page optimization
✅ Content page optimization
✅ Emerging standards & protocols

In short, if you’re thinking about AI as a growth channel (who isn’t?), this is one you won’t want to miss.

The only way to get the scoop is by registering for Demand Day 👉 https://luma.com/gaiha4gf

===

Shoutout to Eric Linssen for hosting 🤙

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