Writing
Writing on agentic GTM and applying AI for GTM teams.
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Introducing Headless GTM
We're open-sourcing the outbound stack we run for clients - discovery, signals, judgement, and verified emails as Claude Code and Codex skills on raw vendor APIs. Keep the data vendors, drop the dashboards. The interface is the agent.
The Post-Fable Repo
Claude 5 models don't make scaffolding disappear - they change which scaffolding matters. How we rebuilt our GTM skills repo around three layers: operational knowledge the model can't know, judgment calibrated to our business, and controls it isn't allowed to improvise around.
Which Frontier Models Can Tell if Your AI Company Actually Ships? We Tested 12 of Them
We ran 12 frontier and open-weight models against one rubric on frozen evidence from 243 funded AI companies. Above $22 per thousand accounts price stopped buying accuracy, one version bump moved more than any lab gap - and 96 companies get flagged as fake AI by every model.
Evals for GTM Teams
Most GTM teams running AI can't tell you whether it works. Evals are the QA function GTM AI is missing — why errors compound, why failures are silent, and what a working eval looks like end to end.
Full Claude Code Guide to GTM
How we build a full go-to-market system on Claude Code at Zevenue - the six building blocks (skills, subagents, hooks, MCP, plugins, routines) mapped to every stage of GTM. The written companion to our Claude Code Masterclass.
Why AI SDRs Failed
Why the best outbound systems won't come in a box. AI SDR tools churn at 50-70% annually because they can't hold your internal context - and context is the whole game.
Hiring a Great GTM Engineer Is Actually Hard
There are four types of candidates who show up for GTM engineer roles, and each one is missing something critical. Here's why the gap is structural, not temporary.
Agentic GTM
Why Claude Code is in a different league for GTM: code plus context. Emails are pipelines, workflows don't know you, and a single GTM engineer now has the leverage of an engineering team.
GPT-5: Reasoning Tokens Change the Math
GPT-5 is a reasoning model, not a base model upgrade. Here's how that changes token economics and when to actually use it in GTM workflows.
The o3 Prompt Guide for GTM
A June 2025 field guide to o3 for GTM teams: why reasoning models fit GTM work, a four-part prompt structure, Operator for lead sourcing, campaign ideation, sales-call prep, and whether o3-Pro is worth it.
GTM Engineering
Introduction to GTM Engineering
What GTM engineering is, where the role came from, what GTM engineers build, and what you need to learn to become one. From someone who did the job before it had a name.
The Forward Deployed GTM Engineer
The unicorn hire for companies standing up a GTM engineering org is the Forward Deployed GTM Engineer - what the role does, and why verification is the hardest part of the job.
The end of the industry filter
For a decade, sales lists have been filtered on a taxonomy built for government statistics. What changes when the unit of the filter moves to what a company actually does - its integrations, hiring, case studies, the pages on its website.
Moving away from the old GTM tech stack
What used to take six weeks now takes an afternoon. A live demo from the Claude for Marketers & GTM event in Toronto - and the case for why the old GTM tech stack is on its way out.
Claude Code Onboarding Guide
The quickest way to get started with Claude Code. What to focus on and how to get comfortable with terminal-based AI development.
Why Your GTM Team Hasn't Adopted Claude Code Yet
The four most common objections GTM leaders give for not using Claude Code — and why none of them hold up.
Claude Code for GTM: Part 2 — Compound Engineering
Claude Code remembers everything you build and gets better over time. Here's why compound context, not prompting skill, is the real unlock for GTM teams.
I Spent Ten Years Writing Cold Emails — Here's What Claude Code Taught Me About GTM
The Signal, Bridge, Voice framework for cold email and why code is the natural tool for the entire GTM pipeline.
Claude Code for GTM: Part 1 — Context Is the Bottleneck
The models are smart enough. The bottleneck is whether they have the right context at the right time. Here's how to make Claude Code actually work for GTM.
Your Reps Are Emailing People Who Don't Work There Anymore
The 3 types of sales orgs, ranked by data hygiene — and the 4-step system to stop wasting your reps' time on stale contacts.
GTM Engineering Is Dominating Tech Spend
Brex analyzed spend data from 35,000 companies. The fastest-growing tools are almost all GTM engineering. Here's what that means for teams still running the old playbook.
