Moving away from the old GTM tech stack

The old GTM tech stack is dying. Most teams just haven’t admitted it yet.

For the last few years, the way you “built” a GTM motion was to stitch together eight tools that hate each other: a CRM, a sending platform, an enrichment vendor, a data provider, a scraper, an automation tool, a verifier, and whatever your AE was using to write emails on the side. Launching a campaign meant fighting your way through all of them. Finding out how a campaign was performing meant fighting your way back.

We got invited to demo at the Claude for Marketers & GTM event in Toronto, hosted by Build Future and Anthropic. 200 founders and marketers in the room, 1,700 applicants on the waitlist. We had 12 minutes to show what the new stack actually looks like.

The demo

The setup: imagine your sales leader walks in tomorrow and says we’re going after a new segment. In most orgs, that kicks off a six-week project. Pain points. Personas. Target lists. Segmentation. Sequencing. Call scripts. Hand-offs between marketing, sales, and ops. Slack threads that go nowhere.

We ran the whole thing on stage in 12 minutes with five open-source Claude Code skills:

1. /signal-builder — ranked buying signals for the segment, scored 1-10
2. /creative-variable — non-obvious pain points you cannot find in any B2B database
3. /job-search — pulls and reads prospect job postings for hiring-pattern signals
4. /prospect-posts — scrapes a prospect’s social posts to surface intent
5. /email-writer — turns the signals into 3-email sequences built to get replies

Six data sources, pulled in real time, fused into a target list and campaign copy that no static database can give you.

The thesis

The future of GTM is API-first. The stack looks less like a CRM with twelve integrations bolted on and more like a thin orchestration layer over the data sources you actually care about - your sales call transcripts, your CRM, your enrichment vendors, the open web.

The tools you use today were built for a world where the bottleneck was human labor. The bottleneck now is context. Whoever can pull the right slice of information for the right account at the right time wins. The team that’s still fighting their tools is the team that loses three weeks to “list building” while a competitor with one GTM engineer and Claude Code ships the campaign on Tuesday.

This is what I mean when I say the old GTM tech stack is dying. It’s not that any individual tool is bad. It’s that the shape of the stack is wrong for the way GTM teams actually need to work now.

Watch the demo

The full 12-minute demo is on YouTube: Moving away from the old GTM tech stack.

All five skills are open source. If you want to run this yourself, the repo is at github.com/Zevenue/gtm-skills.

Thanks to Robleh Jama, Saurabh Suri, Build Future, and Anthropic for the chance to demo.