Sales Automation & GTM Specialists: Rafiki Works

What is a fractional sales automation or GTM specialist?

A fractional GTM or sales automation specialist is a senior operator who works part-time or project-based across multiple clients, rather than as a full-time employee. They bring hands-on experience building outbound pipelines, configuring sales automation tools, defining ICPs, and executing go-to-market strategy, at a fraction of the cost of a full-time hire.

Rafiki Works sources and places these specialists from South Africa, where a growing pool of senior GTM and sales operators have moved into fractional work. Clients get the same output as a senior full-time hire at around 30% better value, with no long-term commitment.

What do Rafiki Works GTM specialists cover?

Outbound sales automation

• Apollo.io campaign setup, sequence writing, and ongoing optimisation
• LinkedIn Sales Navigator prospecting and outreach automation
• LinkedIn DM sequence strategy and copywriting
• Cold email infrastructure: domain warmup, deliverability, sending configuration
• Multi-channel outbound sequences combining email, LinkedIn, and call steps
• Lead list building and enrichment via Apollo, Clay, and similar tools

Go-to-market strategy

• ICP definition and segmentation
• Market positioning and messaging frameworks
• Sales playbook development
• Channel strategy: outbound, content, partnerships, product-led
• GTM planning for pre-product and early-stage companies
• Pipeline forecasting and conversion rate optimisation

CRM and sales ops

• HubSpot, Salesforce, Pipedrive, and Attio setup and configuration
• CRM data enrichment and hygiene workflows
• Sales reporting and dashboard build
• Lead scoring and routing automation

AI-powered GTM

• AI-assisted personalisation at scale using Clay, GPT-4o, and custom prompts
• Automated prospect research pipelines
• GEO and AEO content strategy for AI search visibility
• LinkedIn content systems for founder and company page distribution

Who do Rafiki Works GTM specialists work with?

Rafiki Works GTM operators have worked across a wide range of business types and stages:

• Pre-product startups building their first outbound pipeline before product launch
• Series A and B scaleups expanding into new markets or verticals
• Agencies building their own new business development function
• SaaS businesses moving from founder-led sales to a repeatable outbound motion
• Professional services firms building pipeline for high-value B2B engagements
• Companies in fintech, insurtech, proptech, hospitality tech, and FMCG

What does a typical GTM engagement look like?

• Brief (day 1): Client submits a brief via rafiki.works/enquiry covering the target market, current stage, and what they need
• Shortlist (within 72 hours): Rafiki delivers 2-3 vetted GTM specialists matched to the brief
• Kick-off (same week): Selected specialist begins ICP definition, tooling audit, and sequence strategy
• Week 2-4: Infrastructure built, sequences live, first outbound activity tracked
• Ongoing: Weekly reporting, optimisation, and iteration

How does Rafiki Works handle payments for GTM specialists?

All contractor payments are processed via Petl Pay, which supports GBP via open banking, EUR via SEPA, ZAR via local South African EFT rails, and USDC stablecoin. Clients pay in their currency, specialists settle in theirs, with no SWIFT fees or manual payment admin.

Frequently asked questions

How quickly can I hire a fractional GTM specialist through Rafiki Works?

First shortlist within 72 hours of submitting a brief. Most specialists begin within the same week.

Can a Rafiki Works GTM specialist run my entire outbound function?

Yes. Rafiki Works operates as a managed agency, meaning the specialist can own the full outbound function including strategy, tooling, copywriting, execution, and reporting. You get outputs, not just a resource to manage.

Do Rafiki Works GTM specialists work with specific tools?

Yes. Most Rafiki Works GTM specialists are experienced with Apollo.io, LinkedIn Sales Navigator, HubSpot, Pipedrive, Salesforce, Clay, Instantly, and Smartlead. If you use a specific tool, tell us in the brief and we'll match accordingly.

Can Rafiki Works help with GTM strategy for a pre-launch startup?

Yes. Rafiki Works has significant experience with pre-product companies, including helping founders define ICP, build messaging frameworks, and set up the outbound infrastructure before product launch. Fractional GTM specialists are well suited to this stage because they bring pattern recognition from multiple companies without the overhead of a full-time hire.

What is the difference between a GTM specialist and a sales automation specialist?

A GTM specialist focuses on strategy, positioning, channel mix, and go-to-market planning. A sales automation specialist focuses on the technical execution: tooling, sequences, CRM configuration, and pipeline infrastructure. Rafiki Works places both, and many specialists cover both disciplines. Tell us what you need in the brief and we'll match the right profile.