Lance Wills / Growth Systems Architect

I Build Systems
That Move
People.

Growth systems. AI agents. Technical stories. Physical experiences. I help companies turn complex products into momentum through strategy, infrastructure, narrative, automation, and craft.

5x founding marketer
3x AI
$32M Series A impact
27K+ developer signups
$10M pipeline in 60 days
Builder of RAIL

Explore Professional Work View AI + Code

Built from engineering instincts: design the system, test the signal, refine the experience.

Fine-line architectural drawing of a four-story glass pavilion in axonometric view. Callouts label its systems: Growth Systems (demand to pipeline to revenue), AI Agents (autonomy to intelligence to scale), Technical Storytelling (clarity to trust to action), and Physical Making Experiences (tangible to memorable to shareable). Marked 'Systems View — Not to Scale'. — Fig. 01 — The Growth System, Drawn as a Building

The Brief

The Work Has to Prove Three Things.

Proof 01

Lead GTM

15+ years across AI, SaaS, FinTech, cloud/API, PLG, product marketing, demand generation, attribution, lifecycle, and revenue architecture.

Proof 02

Build Systems

RAIL, AI agents, CRM workflows, attribution infrastructure, content quality pipelines, marketing automation, and GitHub-backed prototypes.

Proof 03

Create Memory

Brand systems, technical stories, CNC work, wine barrel firepit, US profile wall art, and physical objects that make people feel something.

The Organizing Principle

Systems. Agents. Stories. Objects.

Systems

That Scale Revenue

GTM, attribution, lifecycle, reporting, and revenue architecture.

Agents

That Automate Work

AI workflows that capture signals, automate GTM tasks, and improve operating speed.

Stories

That Move Markets

Positioning, messaging, technical narratives, brand systems, and launch strategy.

Objects

That Create Feeling

Physical maker projects that turn craft, material, and experience into memory.

The Record

Selected Builds

B-01

RAIL

A growth intelligence and attribution system connecting marketing activity, product usage, CRM stages, pipeline, and revenue.

B-02

AI Content Quality Pipeline

A workflow for turning seed ideas into higher-quality LinkedIn/X content using ICP-specific quality gates, scoring, and refinement.

B-03

Vectara GTM Engine

PLG, developer acquisition, technical narrative, lifecycle motions, and revenue reporting for a GenAI/RAG product.

B-04

Compute Exchange GTM Launch

Early GTM motion, PR narrative, HubSpot infrastructure, campaigns, buyer-facing assets, and $10M pipeline in 60 days.

B-05

Deltagency Growth Lab

Independent growth lab for testing AI-native GTM systems, attribution workflows, productized services, and brand experiments.

B-06

Maker Projects

CNC work, wine barrel firepit, wall art, and physical experiences built with the same system-design instinct.

04 / The Through-Line

Whether I am building a PLG engine, an AI agent, a product narrative, an attribution system, or a physical object, the process is the same: understand the system, design the experience, build the mechanism, instrument the signal, and refine until it works.

The Index