GTM engineering consultancy in Toronto
Pipelapse is a GTM engineering consultancy based in Toronto, Canada. We build the systems a B2B sales and marketing team runs on: pipeline and forecast dashboards, AI sales agents, lead routing and scoring, workflow automation and custom internal apps on top of your CRM. We work with small and mid-sized B2B teams in Toronto and remotely across North America, usually starting with a build sprint of one to two weeks.
What GTM engineering means
GTM engineering is the technical work behind a go-to-market team: the data, automations, AI agents and internal tools that sit between your CRM and the people selling. Where a CRM admin configures settings, a GTM engineer writes code, so the result fits how your team sells instead of how the CRM's defaults work.
It overlaps with RevOps. RevOps decides how the revenue process should run. GTM engineering builds the systems that make it run, and keeps them working as the process changes.
What we build
- Pipeline and forecast dashboards with weekly history, so you can see what came in, moved, slipped and closed.
- Deal intelligence: an AI read of every deal from its calls and emails, with a health score and MEDDPICC gaps.
- Sales agents for meeting prep, follow-up drafts and CRM updates, approved in one click.
- Agentic nurture that writes a specific email for each stalled or lost deal, based on why it stalled.
- Lead routing and scoring, so new leads reach the right rep in minutes.
- Workflow automation for handoffs, approvals, renewals and alerts.
- Data and integrations: enrichment, cleanup, and your CRM connected to billing, product usage and support data.
- AEO and AI search visibility: site structure, structured data, service pages and crawler access, so AI search tools can find, trust and cite you.
- A custom layer on your CRM: one internal app your whole team works in, behind your own sign-in.
We also do hands-on sales ops, marketing ops and CRM admin when you need an extra pair of hands more than a new system.
Who we work with
Founders, heads of sales, VPs of sales, marketing or GTM, and RevOps leads at B2B companies that have outgrown their CRM's built-in reports but don't have engineers of their own to fix it. Most of our work is on HubSpot. We also build on Salesforce.
An example build
The clearest example is an internal app we built for a B2B software sales team, which still runs their weekly pipeline review. It sits on top of their CRM and does the things the CRM couldn't:
- Saves the whole pipeline every week, so any week can be compared with any other.
- Explains every change: new deals, deals that grew, won, lost and pushed, in dollars.
- Reads each deal's calls and emails and writes a short summary, a health score, MEDDPICC gaps and next steps.
- Prepares the Monday review before the meeting, with the deals that need a decision at the top.
- Reports on inbound: which sources and forms turn into qualified leads and pipeline.
You can click through a version of it with sample data on our homepage.
How an engagement works
Every engagement starts with a short call about what's missing, what's manual and what nobody trusts. We follow up with a one-page scope: what we'll build, how long it takes and the best way to work together. Then you pick one of three shapes, and you can switch later.
| Option | Best for | How it runs |
|---|---|---|
| Build sprint | One specific thing you need built | Fixed scope agreed up front. First version in days, done in one to two weeks, handed over with documentation. |
| Monthly retainer | Teams that keep needing things built and fixed | A set number of hours each month for builds, fixes, reporting changes and ops work. We maintain what we build. |
| Contract | An extra GTM engineer or ops lead, without a full-time hire | Billed hourly, working in your tools and standups, short or long term. |
Why a Toronto team
Pipelapse was founded by Mehul Kudaisya, who leads our small team in Toronto. We work on Eastern time, which overlaps the working day of most North American sales teams, and we can meet in person anywhere in the Greater Toronto Area. Most of the work itself happens remotely, inside your tools.
Common questions
What does a GTM engineering consultancy do?
It builds the technical systems a sales and marketing team runs on: dashboards, data pipelines, automations, AI agents and internal tools connected to the CRM. Pipelapse does this as project work, on a monthly retainer, or on an hourly contract.
How is GTM engineering different from RevOps?
RevOps designs how the revenue process should work: stages, definitions, handoffs and targets. GTM engineering builds and maintains the systems that make that process run, usually with code, APIs and AI models rather than CRM settings alone.
How long does a GTM engineering project take?
Most first projects are a build sprint of one to two weeks, with a first working version in days. Larger builds, such as a full custom layer on a CRM, are delivered in stages so the team can use each part as it lands.
Do you only work with companies in Toronto?
No. We're based in Toronto and work remotely with B2B teams across Canada and the United States, on Eastern time. Teams in the Greater Toronto Area can also meet us in person.
Which CRMs do you work with?
Mostly HubSpot, and we also build on Salesforce. Custom apps connect to the CRM through its API, so the CRM stays your system of record.
Who owns what you build?
You do. Code, documentation and accounts are handed over at the end, or we host and maintain it for you if you prefer.
Who runs Pipelapse?
Pipelapse was founded by Mehul Kudaisya, who leads a small team in Toronto. You work directly with the people building your systems.
Tell us what you need built
A few lines is enough. We reply within a day with what it would take and the best way to start.
Talk to us →