About Samuel Roa Cardenas — Founder of TrueAdvertize

Built by an operator,
not an agency.

I am Samuel Roa Cardenas. I build custom GTM systems for B2B SaaS founders running 50 to 300 customers, the stage where the founder still closes every deal and the playbook that got them there has quietly stopped working.

Three years as a B2B GTM engineer in the Clay ecosystem. Building TrueAdvertize since May 2023. The work has shifted from no-code automation toward Claude Code and AI agents, which is the layer most outbound agencies have not figured out yet. Engineering rigor over agency hand-waving. You own everything we build, on day 90.

Based

Colombia

Building since

2023

Working with

US, CA, UK, AU, LATAM

How I got to building GTM systems for B2B SaaS.

I came out of competitive athletics and a data-science training. Both of those teach the same thing under the surface: a system compounds, and individual heroics do not. By the time I started working in revenue, I was already pattern-matching every B2B SaaS outbound program against the question, can this run without the founder in the room next quarter.

Three years working as a B2B GTM engineer inside the Clay ecosystem. I started TrueAdvertize in May 2023. Most of the work since has been the same shape: a B2B SaaS founder hits 50 to 300 customers, raises a round or gets profitable enough to think about scaling, and then realizes the thing that got them here will not get them there. They are still closing every deal. Their CRM is duct tape. Their SDR or agency is producing 1 to 2 percent reply rates and calling it a quarter.

I built TrueAdvertize because the answer those founders actually need is rarely another agency on retainer. It is a system, built in four to eight weeks, transferred to them on day ninety, with documented SOPs and the team trained to run it without me. Not partnership talk. Real ownership of the workflows, the Clay tables, the sequences, the credentials.

Lately I have been rebuilding most of that with Claude Code and AI agents. Workflow orchestration, enterprise research, tool consolidation, all stitched together by code instead of no-code wires. The agencies still selling Apollo lists and templated sequences are about to look like the people who shipped Flash websites in 2014.

Pick the problem. Define the units of work. Execute as a system.

This is what I told Amir Reiter, CEO of CloudTask, when he asked what I had been doing differently in 2026. It is also what I do for every engagement, the same three moves regardless of the company stage.

STEP 01

Identify the actual problem

Most pipeline problems are misdiagnosed at the symptom layer. Low reply rates are usually an ICP or list problem, not a copy problem. Slow close rates are usually a qualification problem, not a sales problem. The first week is always diagnostic.

STEP 02

Define the units of work

Once the problem is named, break it into atomic, measurable, automatable units. A unit is something with one input, one output, and a clear pass/fail. This is what no-code automation could never do cleanly, and what Claude Code and Clay can do shockingly well.

STEP 03

Execute as a system

Wire the units together into a system that runs without a human in the loop on the routine pieces. Humans stay in the strategic spots, like ICP decisions and reply triage. The system handles the rest. Then transfer it to the client on day ninety.

Real names. Real quotes. Public on LinkedIn.

Amir Reiter, CEO of CloudTask

Most US companies still think LATAM talent means lower cost. That is why they keep missing operators like Samuel Roa. Within three minutes we were talking about Clay, Claude Code, Hermes agents, enterprise research workflows, and why GTM teams are quietly moving away from no-code automation toward AI-native execution. The future GTM hire is not the person with the best resume. It is the operator who can identify a business problem, break it into units of work, and build systems around it.

Public LinkedIn post, May 2026. Includes a video interview. Read it on LinkedIn.

Dave Menjura, Clay community

I first met Samuel at a Clay meetup, and it was clear right away he was the person in the room everyone paid attention to.
Since then, I have seen firsthand how dedicated he is to supporting the best clients and holding a high bar in GTM. Samuel is the type of professional who raises the level for everyone around him.

LinkedIn recommendation, August 2025. Dave runs B2B/B2C founder hiring for GTM-skilled remote SaaS talent. Dave on LinkedIn.

What I am shipping this quarter.

Custom GTM system builds

Four to eight week engagements for B2B SaaS founders running 50 to 300 customers. Three Q2 2026 spots open, the rest filled.

Claude Code skills for GTM

Open source skills for prospecting, enrichment, copywriting, and distribution. Living at /skills, weekly cadence.

Field reports at /blog

Long-form writeups on outbound, allbound mechanics, founder-led sales escape, and tool consolidation. Bi-weekly cadence.

Reddit and LinkedIn

Working in the r/SaaS, r/sales, and Clay operator communities. Building in public is part of the GTM motion.

If your GTM is held together by duct tape, let's talk.

Thirty minutes, founder-led, no sales pitch. We walk your funnel, name the broken parts, and you decide if a build engagement is the right move. If it is not, I will tell you who I would send you to.

Built by an operator,not an agency.