Find the right market
- —Ground the ICP in market, product and customer evidence — not job titles
- —Separate teams experimenting with agents from teams running them in production
- —Rank accounts by urgency, not by company size
SOLUTIONS / AI AGENT INFRASTRUCTURE
Build a GTM engine for the companies building AI agents.
You sell security and control infrastructure to engineers who read the docs before they read your emails. We build the GTM system that knows who they are, what they're struggling with, and when they're ready to talk.
EXAMPLE SIGNAL FEEDILLUSTRATIVE · NOT LIVE DATA
01
HIRING SIGNAL
Series A fintech opens an "Agent Platform Engineer" role
02
TECH SIGNAL
Team ships MCP servers to production in a public repo
03
PAIN SIGNAL
CTO posts about agent permissions after an audit
ROUTED TO: AI AGENT SECURITY PLAY
THE MARKET
WE GO DEEP ON
AI Agent Infrastructure
AI Agent SecurityAI Agent Control Plane
One market, two verticals. Narrow on purpose — so every signal, message and play is built for a buyer we actually understand.
01 / WHY IT MATTERS
Great infrastructure doesn't sell itself. A good system does.
Connect signals to action
- —Track hiring, repo, funding and incident signals in one feed
- —Map every signal to a specific play, owner and message
- —Reach buyers when the problem is live, not after a vendor is picked
Build repeatable acquisition
- —Turn founder-led GTM wins into a documented, runnable motion
- —Automate research and routing so reps spend time on conversations
- —Measure what converts and feed it back into the ICP
TECHNICAL PRODUCT / TECHNICAL MARKET
Your product is technical. Your GTM system should understand the market.
Generic outbound tools treat an agent-security buyer like any other SaaS lead. We build around the architecture decisions your buyers are actually making.
02 / VERTICALS
Two verticals.
Two different buyers.
Same market, different pains. Each vertical gets its own ICP, signal set and messaging — never one playbook stretched across both.
VERTICAL A
AI Agent Control Plane
Orchestration, observability and governance for teams running many agents across many tools.
- BUYER
- Head of Platform, AI Eng lead
- PAIN
- Agent sprawl, no visibility, rising cost
- TRIGGER
- Moving from 1 agent to 10+ in prod
VERTICAL B
AI Agent Security
Identity, permissions, guardrails and runtime protection for agents acting on real systems and data.
- BUYER
- CISO, Security Eng, AppSec lead
- PAIN
- Over-permissioned agents, audit gaps
- TRIGGER
- Compliance review or first agent incident
03 / THE GTM SYSTEM
Five stages. One connected system.
32 layers, built in sequence: first understand the market and product, then choose where to compete, engineer the motion, move customers through the lifecycle, and learn from the results.
THE SEQUENCE / SELECT A STAGE TO EXPLORE ITS LAYERS
Operating across the whole system
STAGES 01 → 05 / NOT ADDITIONAL STAGESRevenue Operations (RevOps)
Connects people, processes, data, technology and governance: shared definitions, ownership, handoffs, CRM and reporting.
Explore RevOps capabilities
- Revenue planning
- Targets, capacity, budgets, and planning
- Process architecture
- Standardized workflows and team handoffs
- Lifecycle management
- Shared definitions, stages, and ownership
- Data & CRM architecture
- Account, contact, lead, opportunity, and customer data
- Technology management
- CRM, marketing, sales, and customer systems
- Routing & automation
- Assignment, notifications, follow-ups, and handoffs
- Revenue intelligence
- Pipeline, conversion, velocity, and revenue reporting
- Forecasting
- Pipeline and revenue forecasting
- Governance
- Data quality, process adoption, and accountability
AI & Automation
Supports research, enrichment, intelligence, decisions and workflow execution where it improves quality or speed, with human oversight.
THE 32 LAYERS
Follow the decisions in order.
Open any stage to read its core questions.
01Product Marketing FoundationUnderstand the market, product, customer value, and competitive position.7 LAYERS
- 01
Market & Category
Which market are we entering, and what category do we compete in?
- 02
Market & Customer Intelligence
What do customer conversations, market trends, and alternatives tell us?
- 03
Product Strategy
What are we building, for whom, and why?
- 04
Value Proposition
What meaningful outcome does the product create?
- 05
Differentiation
Why choose us over competitors, internal solutions, or doing nothing?
- 06
Positioning
How should the market understand our product relative to alternatives?
- 07
Proof & Commercial Model
What evidence supports our value, and how is the product priced and packaged?
02GTM StrategyDecide where to compete, whom to serve, and how to reach them.6 LAYERS
- 08
Market Segmentation
Which segments have the strongest fit and opportunity?
- 09
ICP
Which companies should we prioritize?
- 10
Problem
What specific problem are we solving for them?
- 11
Use Case
Where and how does our product solve that problem?
- 12
Buyer & Buying Committee
Who experiences the pain, evaluates, approves, signs, or blocks?
- 13
GTM Strategy
Which segments, channels, motions, and resources should we prioritize?
03GTM EngineeringTurn strategy into contextual, repeatable workflows.6 LAYERS
- 14
Context
What is happening inside the account—its stack, stage, priorities, and maturity?
- 15
Signals
What indicates that the problem or buying opportunity is active now?
- 16
Messaging
What should we say to each buyer, based on their problem, use case, and signals?
- 17
GTM Motion
Which approach will we run—inbound, outbound, ABM, or PLG?
- 18
Workflow Design
What steps, decision rules, and handoffs make the motion repeatable?
- 19
Automation & Integration
Which tools, data flows, and automations support the workflow?
04GTM Lifecycle & Revenue FlywheelMove the right audience from awareness to customers, then grow customer value.10 LAYERS
- 20
Traffic Generation
How do we attract or reach the right audience?
- 21
Lead Capture
How do we identify and capture interest?
- 22
Lead Qualification
Does this person or account fit our ICP, and is there meaningful intent?
- 23
Nurturing & Engagement
How do we build trust and maintain engagement?
- 24
Opportunity Qualification
Is there a real buying problem, appropriate stakeholders, and a viable opportunity?
- 25
Conversion
How do we turn a qualified opportunity into a customer?
- 26
Activation & Onboarding
How does the customer reach their first meaningful value?
- 27
Retention
How do we help customers continue receiving value?
- 28
Expansion
How do we grow usage, accounts, or revenue?
- 29
Advocacy & Referrals
How do successful customers become advocates and referral sources?
05Measurement, Intelligence & OptimizationUse performance and customer evidence to improve every stage.3 LAYERS
- 30
Measurement & Attribution
What is happening across the funnel, channels, and revenue?
- 31
Performance Intelligence
Where are we losing momentum, and what patterns explain the results?
- 32
Learning & Optimization
What should change in the product, positioning, ICP, messaging, or workflows?
The loop does not end at measurement.
Customer and performance evidence flows back to every earlier stage — refining product, positioning, ICP, messaging, workflows and the lifecycle continuously.
GTM strategy chooses priorities; GTM engineering builds the workflows that execute them. A GTM motion is the approach (inbound, outbound, ABM or PLG); channels such as email, LinkedIn and events are where activity happens. The lifecycle tracks prospect-to-customer progression. RevOps connects its operation, while AI & Automation enable work across every stage.
04 / WHAT WE BUILD
The engine, piece by piece.
01
ICP Intelligence
A scored, tiered account map of the teams deploying agents — with the buying committee mapped for each.
02
Signal Intelligence
Always-on detection of hiring, repo, funding and pain signals, scored and routed to the right play.
03
GTM Workflows
Research, enrichment, sequencing and CRM hand-offs wired together so nothing sits in a spreadsheet.
04
AI GTM Engineering
Custom AI agents that research accounts, draft context-aware messages and keep the system learning.
05 / HOW WE WORK
Diagnose first.
Build second.
These four phases describe how we work with you, not the five stages of the GTM system. We begin with the product and market before choosing buyers, tools or plays.
PHASE 01DIAGNOSE
Understand the business before the build
We map your product, current pipeline, founder-led wins and where deals stall — and size what each gap is costing you.
YOU GET
GTM teardown and a prioritised gap list
PHASE 02DEFINE
Define the market and buyers
With the product and market foundation in place, we define the ICP, buying committee and signals that mean a problem is live, per vertical.
YOU GET
ICP scorecard, buyer map and signal library
PHASE 03BUILD
Engineer the system and the first play
We wire research, enrichment, routing and messaging into one workflow and launch a single signal-led play.
YOU GET
A running GTM workflow in your stack
PHASE 04ITERATE
Measure, learn and scale what works
We review what converts, tune the ICP and signals, and add plays only once the first one is repeatable.
YOU GET
A documented motion your team can run
06 / YOUR FIRST PLAY
Build your first
GTM system.
Start with the product and market foundation. Define the ICP, then build one signal-led play and see it run before you scale it.