We built AutomateRevOps because B2B demand was getting harder to see.
Marketing could measure activity. It could not tell the accounts that knew them apart from the accounts that were ready to buy. Everything we make comes out of that one gap.
Free. No CRM connection. Nothing to install.
The Origin
We kept meeting the same gap, and no tool closed it.
In 2025, in a whiteboard session at WeWork Brooklyn, David Moreira and Marcos Stubrin were looking at the same problem from two directions. The market was celebrating hundreds of new go-to-market tools, and the teams using them had hit a plateau: Clay, HubSpot, Outreach, ZoomInfo, dozens of isolated workflows, a few wins, and no way to scale any of it. When every tool is available to everyone, the advantage stops being the tools and becomes the system they run inside.
2025 · Brooklyn
The signal was there. Nobody could read it.
Buying activity was showing up in job posts, funding news, forums and LinkedIn threads long before anyone filled a form. None of it reached the people who could act on it.
The two axes
Two different questions, one answer.
Does this account know us? Is this account moving toward a purchase? Every system we saw collapsed both into a single qualified tag.
The Compass
So we wrote the model down.
Awareness can be built. Readiness has to be detected. That sentence became the Demand Compass, then the software that runs it, then the book.
What We Believe
Four things we are not willing to trade away.
- 01
Demand is account-level.
A buying committee is several people over several months. One contact record cannot describe it.
- 02
Awareness and readiness are different.
Marketing can build awareness. It cannot force an account to be ready — but it can detect readiness the moment it appears.
- 03
Every score has to be explainable.
If you cannot click a number and see the dated signal that produced it, it is a black box, and Sales is right not to trust it.
- 04
Software alone does not do it.
The model needs someone running it inside the team, week after week. That is the part nobody sells you.
The Founders
Two operators, writing as one.
Co-founder
David Moreira
A demand architect and RevOps operator. He designs the systems that turn scattered signals into pipeline and revenue, and the Demand Compass came out of work he led.
Co-founder
Marcos Stubrin
An industrial engineer turned GTM strategist. He brings an engineer’s rigor to revenue systems and a marketer’s understanding of demand, and he challenges frameworks that have stopped working, including the MQL. He founded a global GTM community, grown out of Buenos Aires and across Latin America.
What We Built
Framework. Software. Operators.
1
Demand Compass
The model: awareness built, readiness detected, four quadrants, one owner and one next action each. Published in full, with its own ISBN.
2
DemandCompass
The software that runs the model on your market, scoring every account on both axes from dated signals you can click.
3
AutomateRevOps
Us. We run it inside your GTM team instead of handing you a login and wishing you luck.
Think You’re a Fit?
A 30-minute conversation about your market: where demand may already be forming, and whether the Compass would show you something you can’t see today. If it’s not a fit, you’ll know by the end of the call.
Free. No CRM connection. Nothing to install.
