The best sales signal is already in your operation

Over the last two years a new title has shown up in US sales job boards: the GTM engineer, or go-to-market engineer. Looking at a thousand job posts, Bloomberry counted 205% growth in this kind of role, together with RevOps, between 2024 and 2025. Clay, the company that promotes the idea most, describes the work in three steps: a data foundation, then modeling who the right customer is and when to talk to them, and finally activation, meaning prospecting and automation.

Most of the market's attention went to the last step, with agents writing and sending messages at scale. The middle step, modeling, is what decides whether those messages make sense, and it is where most companies still work in the dark. Salesforce's latest survey of 4,050 sales professionals, Brazil included, found that 51% of sales leaders have AI initiatives delayed by disconnected systems.

What we see, running the group's own businesses, is that the best signal about who will buy and when rarely comes from a purchased list. It is already in the operation's own events: the order that stopped repeating, the membership about to renew, the customer who came back to the website three times this week, the WhatsApp conversation that stopped halfway. Each of those facts has a date, a source and an owner, and together they say more about the next sale than any outside enrichment.

That is what SYNQi³ is for. It is the group's data and decision layer, which Code and Soul connects to each company's systems. To get started, each system only needs to say what happened, when and to whom, whether it is an ERP, a POS, a website or an exported spreadsheet. The layer reads those events and proposes the indicators for that business, each one with its calculation written next to it, and every number carries the date and the window that were actually measured, because measuring zero is not the same as not measuring. Rules and actions come only after that. In one of the group's operations, it takes two seconds to go from a recorded event to the right WhatsApp message.

Starting from inside data has an advantage that isn't technical. In Brazil, using personal data for prospecting needs a legal basis, and the data protection authority's guide on legitimate interest gives weight to what people expect to be done with their data. An existing customer expects to hear from a company about their own relationship with it. An enriched list of strangers calls for much more care. On the group's websites, the lead is received by SYNQi³ itself, and the click identifier only travels with it when the person has consented. That is what makes it possible to teach the ad from who became a customer, without names, emails or phone numbers having to travel.

Automation still has its place. It only pays off when the middle step is in place, with operational data arriving complete, a calculation anyone can check, and a rule that decides before the message goes out.