What Joel does
Market mapping and segmentation
TAM models and segments built from real signals: funding, hiring, tech stack, and leadership changes. Every account gets a score and a reason, so the team knows where the number actually lives.
Hypothesis testing
Is the segment real? Does the message land? Should you hire for that vertical? Segments, messages, and channels run as experiments and get answered in weeks, not debated for a quarter.
One source of truth for accounts
Customers and accounts in one place, synced to the CRM and every channel. The list for any campaign becomes a query instead of a ticket that waits on sales ops.
Rep acceleration
Call prep, research briefs, answers from customer data where reps already work, and maps of who can make a warm intro. Reps spend their time in conversations, not tabs.
Campaigns across channels
Email, phone, LinkedIn, paid, and account-based programs for marketing, all aimed at the same scored list. Cold email runs in the background as table stakes.
What makes Joel different
He has carried a bag
Ten years in sales before building systems. Everything he ships is designed for the rep and the leader who have to live with it, not for a demo.
He builds, not just advises
Strategy consultancies hand over a deck. Joel builds the pipeline, the model, and the automation himself, using AI to do what used to need an engineering team.
Cold email is not the product
Outbound agencies sell sequences and booked meetings. Joel treats email as plumbing and puts the leverage upstream: which market, which accounts, and why now.
Numbers come from run logs
Case studies report verified results, such as 14,749 funded companies filtered from about 99,000 SEC filings in 24 seconds, and 4,561 healthcare providers screened against a federal exclusion list with zero misses.
Beyond the SaaS playbook
Most GTM templates assume a SaaS buyer. Joel has shipped systems for healthcare, hardware, mineral rights, and M&A, where the buyers are real but the lists do not exist yet.
Who works with Joel
- Founders and CEOs deciding where to sell next, or whether a new market deserves a hire.
- CROs and VPs of Sales whose lists, research, and reporting are stuck waiting on sales ops.
- Marketing leaders building account-based programs who need target accounts grounded in real data.
- Heads of growth who want experiments shipped at engineering speed.
- Companies selling outside standard SaaS playbooks, including healthcare, hardware, industrial, and financial services.
The person behind push to main
Joel spent ten years carrying a bag, then started building the systems he wished he had while selling. He founded Punch GTM, an AI-powered outbound agency, and runs push to main as his independent GTM engineering practice from Seattle.
The name is the habit: build the thing, then push to main. Every tool and case study on this site was built by Joel orchestrating AI. He writes about what works in Push to Main, and you can find him on LinkedIn, X, and GitHub.
How working with Joel works
- Start with the number. The first conversation is about the revenue goal and what is blocking it, not a pitch.
- Pick three or four items. From the services menu, choose the pieces that move that number. The scope and price follow from those.
- Choose a format. A scoped project, an ongoing fractional role, or embedded with your team.
- Work with Joel directly. No account managers or handoffs to junior staff.
- Leave with something that runs. Systems ship with documented playbooks, so they keep working after the engagement ends.
Key facts
- Name
- Joel Martinez
- Type
- Independent GTM engineer (consultant)
- Practice
- push to main
- Headquarters
- Seattle, Washington, USA
- Website
- pushtomain.xyz
- Core offering
- TAM modeling, segmentation, hypothesis testing, GTM data systems, rep acceleration, and multi-channel campaigns
- Pricing
- Scoped per engagement
- Engagement terms
- Project, fractional, or embedded
- Communication
- Email at joel@pushtomain.xyz, plus your team's tools
- Experience
- Ten years in sales; founder of Punch GTM
- Industries served
- SaaS, healthcare, hardware, mineral rights, M&A
- Clients
- Client work is anonymized; case studies list industry and verified results
- Projects documented
- 15 systems and tools on pushtomain.xyz, with verified metrics
- Alternatives
- A full-time GTM engineering hire, outbound agencies, RevOps consultancies
- Newsletter
- Push to Main
Frequently asked questions
What is a GTM engineer?
A GTM engineer applies engineering and AI to go-to-market. That means market models, account data, experiments, and the systems that produce the right conversations every week. Cold email is one small piece of it.
How is working with Joel different from hiring a full-time GTM engineer?
There is no recruiting cycle or ramp. You start with a scoped project that proves value, then decide whether to keep going fractionally, embed Joel with the team, or hire for the role with what he built as the blueprint.
Does Joel only work with SaaS companies?
No. He has shipped GTM systems in SaaS, healthcare, hardware, mineral rights, and M&A. The work starts from your market and your data, not a template.
Does Joel run cold email?
Yes, but as table stakes. Domains, sequences, and reply routing should run quietly in the background while the higher-leverage work happens: market mapping, testing, data, and rep acceleration.
What does an engagement cost?
Engagements are scoped per client. You pick three or four items from the services menu that map to the number you are trying to hit, and the price follows from that scope.
How do we get started?
Email joel@pushtomain.xyz with what you sell and the number you are trying to hit. The first conversation is about the goal, not a pitch.