# Lance Wills

> Lance Wills is a GTM leader, AI builder, technical storyteller, and maker
> based in San Francisco. He builds growth systems, AI agents, attribution
> infrastructure, brand narratives, and physical experiences. Thesis: "I
> build systems that move people."

15+ years of go-to-market leadership across AI/GenAI/RAG, SaaS, FinTech,
cloud/API, healthcare analytics, and enterprise SEO. 5x founding marketer,
3x AI GTM lead. Currently focused on full-time GTM / Growth / Product
Marketing leadership roles where AI-native systems, technical storytelling,
and revenue architecture matter.

Selected proof: 27K+ developer signups (PLG engine for a GenAI/RAG product),
~40% of sales-led ARR sourced via PLG, $10M pipeline in 60 days (GPU
marketplace), $32M in Series A impact, 100% enterprise retention in first
9 months. Builder of RAIL, a growth intelligence and attribution system
(React, Convex, Twenty CRM, AI-assisted workflows).

## Pages

- [Home](https://lancewills.com/): Positioning, proof strip, and the four-part organizing principle — Systems, Agents, Stories, Objects
- [Professional](https://lancewills.com/professional/): Capability map, metrics, five-stage career evolution, and case studies (Vectara, Compute Exchange, Bento for Business, BrightEdge, Deltagency/RAIL)
- [AI + Code](https://lancewills.com/ai-code/): RAIL featured build, six agentic GTM workflows, experiment log — a GTM leader who builds enough to prototype systems and work credibly with engineers
- [Brand](https://lancewills.com/brand/): Technical storytelling, positioning architecture, brand systems, and the Deltagency growth lab
- [Maker Lab](https://lancewills.com/maker/): Physical builds — wine barrel firepit, US profile wall art, CNC work, outdoor experience concepts
- [Contact](https://lancewills.com/contact/): Contact form and direct lines
- [Book Time](https://lancewills.com/book/): Scheduling page for conversations

## Links

- [Resume (PDF)](https://www.dropbox.com/scl/fi/s1grj7hq72rwer888ci50/LanceWills-Resume-Head-of-GTM-Agentic.pdf?rlkey=y7wcr3l6pzbsfvj60r5iwm3zw&dl=0)
- [LinkedIn](https://www.linkedin.com/in/lancewills/)
- [GitHub](https://github.com/llm-apprentice)
- [Deltagency](https://deltagency.com): Independent growth lab for AI-native GTM experiments