Go-to-market engineer at Sensible
Matt White
I spent about eight years selling software at early-stage startups, as a founding AE, a sales director and a channel lead. These days I mostly build the things I wanted back when I was selling, like a pipeline that keeps itself current or a call list I'd trust, and then I keep working on them once people start using them.
Projects
All of these come from my time at Sensible, a small document extraction company. Customer names and internal revenue numbers are left out.
TAM mapping
Finding the companies that need us but never show up on a list.
Conference outbound
Booking a full calendar at ITC Vegas from the event app.
Explainer video
A product video built as code, so the script could keep changing.
Pipeline review
Keeping a pipeline current without digging through the CRM.
AI config authoring
Agents that write extraction configs, now going into the product.
Extraction schemas
A default output for each document type, starting with bank statements.
Outbound rebuild
Fixing cold email that ran fine and wasn't producing.
Attribution
Getting ad clicks, signups and CRM records to line up.
Claude Code workspace
The setup most of this runs on, plus a weekly dashboard.
Experience
- Jul 2026 – now
Go-to-Market Engineer
Sensible · document extraction API
Moved off new-business sales into a role split between running top of funnel (outbound, paid search, the website) and building internal tools and product projects with engineering.
- Nov 2023 – Jul 2026
Senior Account Executive & GTM Lead
Sensible
Early go-to-market hire. Defined the sales motion and closed mid-market and enterprise deals averaging around $50k ACV, including the largest contract in company history at over $320k.
- 2025 – 2026
Consultant, side project
BrüMate · drinkware and coolers
A short engagement with the creative team, building internal tooling for their launch copy workflow.
- Mar – Oct 2022
Partnerships & Channel Sales
Twingate · zero trust network access
Started the channel program and signed the first 20-plus MSP and reseller partners into the Twingate Partnership Alliance.
- Aug 2019 – Jan 2022
Director of Sales, promoted from Founding AE
DNSFilter · DNS security
Brought in $600k+ ARR in my first six months as an AE, then built and ran a team of 5 AEs, 2 BDRs and an SE that beat a $540k quarterly ARR goal six quarters in a row. Moved the team to Salesforce and wrote the first playbook, forecasting and commission tracking.
- Dec 2017 – Mar 2019
Account Executive
Zillow Group
Averaged 150% of quota and brought in over $1.4M in 14 months, running the full cycle from cold outbound to close.
- 2009
BA, Journalism
California State University, Chico
Off the clock
Usually somewhere I haven't been, without much of a plan.
Good practice for making decisions without all the information.
Giants, Warriors and Niners, but mostly the Giants.