The path to $100M, Part 2 — the machine that runs sales

In Part 1 I made the bet: $100M ARR with two employees, on a company that derives its own work instead of authoring it by hand. This is where I open the machine up — the sales orchestrator we call crm-helper.

A few framing facts before the paywall. It sits on top of Attio; the CRM is the system of record and the orchestrator never tries to become one. It runs as an always-on service: HMAC-verified webhooks for the real-time path, scheduled jobs for the safety nets, a Prometheus endpoint for metrics, and an append-only audit log for “did it actually fire?” Everything below is in production.

Each section is split the same way — the story (what we were solving, why it matters if you’re lean), then how it works (the mechanics, with the real numbers).

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