Full-funnel ABM for B2B brands with 5+ figure deals | Co-Founder @ FullFunnel.io

You need more pipeline that turns into revenue. But:
- Most marketing leads never convert to deals
- ⁠Outbound is in continuous decline 
- All the investments in trendy programs, agencies or tech didn’t move the needle. 

It’s time to try implementing full-funnel sales and marketing programs. 

Why? 

So you can:
- Accelerate this quarter’s revenue while building the future pipeline
- ⁠Convert 5-15% accounts to pipeline
- ⁠Bring marketing and sales teams together to drive the KPI that matters the most: sales velocity. 

We helped dozens of B2B tech companies implement full-funnel marketing and sales programs with 10%+ account-to-pipeline ratio. 

We will take your team by the hand and together, implement a scoped pilot program with clear milestones to prove the key KPIs, before investing in operationalization and scaling. 

To learn more or ask me anything, connect with me here or visit our website at fullfunnel.io



Vladimir Blagojević

Here's why so many good CMOs get fired. 

Leadership wants:
- faster results
- bigger numbers
- cheaper acquisition 

...all of that at once. 

This short-term ROI pressure pushes CMOs to do what gets measured: 

When forced to choose under pressure, CMOs are 5X likely to pick demand over brand. 
(recent study by Jon Miller, Ray Rike /Benchmarkit, Bill Macaitis and Carilu Dietrich). 

But this creates a structural problem.

- We put all our effort into meeting this quarter's number
- We don't invest in long term programs that build awareness and trust 

A few quarters later, the pipeline dries up. 

The numbers back this up: we're spending $2.00 to acquire $1.00 of net-new ARR. And the CAC payback time has been constantly increasing by 12.5% at median since 2022 (Pavilion).

Why is this happening? 

Leadership still believes that marketing is like a gumball machine: you put in $ and get $$ out (credit: Jon Miller). 

We know that reality is different: 
- Non-linear, complex buying journeys
- Early influence matters: more than 80% of buyers short list products they discovered before the buying process

But our attribution hides the early influence, and the "credit" goes to the last touch was before the deal, which reinforces the gumball machine thinking. 

So, without clear attribution to early and middle-funnel activities, leadership doubles down on short-term ROI.

And when the pressure doesn't bring results, CMOs get fired. 

The cycle repeats. 

--- 

As long as we stay in this loop, things won't change. 

But ripping out the entire infrastructure and starting from scratch is not an option either. No leadership will support it. 

The solution is an evolution, not a revolution. 

It all starts with a small-scoped pilot: 
- No new hires, a small cross-functional team 
- No extra budget, scoped down to a small set of accounts we have 'the right to win'
- Attribution: the team gets the credits for the pipeline created 
- The main goal is not volume, but effectiveness. By working together, from awareness to pipeline, that we can turn a higher % of high-value accounts into deals

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futurelab

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growth-labs-ltd.

6-week-abm

Full-Funnel ABM and Demand Gen For B2B Companies w/ High ACV | Co-Founder @ FullFunnel.io

Here's the pattern every CMO recognizes.

You're pressured to pour everything into hitting this quarter's number. You squeeze every last drop from the existing pipeline and demand. 

By meeting this quarter's number, you've depleted next quarter's pipeline. You didn't get to invest in the activities that build awareness and trust six to nine months out.

And leadership happily raises the bar. 

We're trapped in a system that punishes long-term thinking but demands long-term results.

"I'll survive this quarter, show ROI, and next quarter will be better."

No, it won't. That's rearranging deck chairs on the Titanic. The cost of non-strategic decisions compounds: 

1. ATTRIBUTION

65% of CMOs struggle proving marketing's revenue and pipeline contribution. This is the reality of last touch-attribution. 

Deals take months, sometimes years. Buyers might read your content, attend an event, see you on LinkedIn, talk to a partner, and only then reach out to sales.

But in the CRM, all that early influence disappears. The "credit" goes to the last touch before the deal.

Instead, consider a blend of self-attribution, account-based attribution, and customer interviews. Look for qualitative signals, not just quantitative ones.

2. PROGRAMS

Jon Miller's research: "when faced with budget cuts, marketing leaders are 5X more likely to protect demand gen budget than brand.

Odd, given 73% of companies agree that brand investment is a long-term investment that makes demand generation more efficient."

Instead, we need programs that balance long-term brand awareness, future pipeline development, and this quarter's goals

3. TEAMS

In most B2B orgs, there's a lack of cross-functional collaboration with sales.

Even with best intentions to work together, misaligned incentives get in the way. 

But without an orchestrated effort across GTM teams, it becomes impossible to influence the complete buyer journey. 

4. TECH/AI

Leadership hears "AI" and imagines instant pipeline at lower cost.

Yes, we can create more content than ever. Pull public data points and "personalize" at scale.

But all we're doing is scaling tactics that didn't work in the first place.  

Instead, AI should scale processes we have proven and refined through many iterations:
- Pilot → document & refine → train AI 
- Show AI what 'good looks like' with examples of high-quality output (quality benchmarks)
- Use deep insights and research about the target ICP segment as input for AI

---

The way out? 

1. Strong fundamentals (brand narrative, differentiation, positioning, ICP, buyer journey...)⠀
2. Full-funnel programs: awareness → demand capture → pipeline → Buyer enablement→ CS & expansion
3. Balanced time horizons 

- Long-term programs create brand and increase sales velocity
- Medium-term programs create future pipeline
- Short-term programs help to accelerate pipeline and capture the demand

Understand customers. Shape the journey. Build brands buyers choose.

B2B marketing plans often fail because of one reason:
Lack of clarity.

Bad plans include vague activities that are usually misunderstood by leadership and sales.

Brand awareness is not about running ads for ungated content.

ABM is not about making a wish list of accounts, running display ads, and automated emails.

Lead nurturing is not about setting up an automated sequence of emails to push the discovery call.

Yet most plans just mention these programs without any clarification.

If sales and leadership don't support these plans, it's not because they don't get marketing.

It's because they:

- Don't see the impact of these programs on the bottom line
- Don't expect it to be a cross-functional motion and expect marketing to run everything without sales involvement

Good marketing plans are:

1. BALANCED

- 80%: always-on programs that work historically
- 10%: short-term cross-functional campaigns co-created with sales
- 10%: experiments

2. DETAILED AND FOCUSED

All programs have clear:

- Detailed timeline
- Goals and expectations
- Success and failure criteria
- Resources involvement
- Leading and lagging indicators to track program efficiency
- Forecast
- Weekly planning and review meetings (see an example: https://lnkd.in/dN_hMyfQ)
- Campaign visual outline (or deck) to show how it impacts the pipeline and revenue

Our template: https://lnkd.in/dSmufFht

3. INTERCONNECTED AND CROSS-FUNCTIONAL

Every program impacts another, avoiding siloed execution.

Thought leadership ads to strategic accounts generate first-party engagement signals sales use for further engagement.

Webinars are tailored to a specific use case, buyer persona, and subset of accounts. They repurpose thought leadership content and are repurposed later as market research.

4. INFLUENCING THE ENTIRE BUYER JOURNEY

Marketing plans shouldn't be "brand awareness vs. demand capture" or "new pipeline vs. expansion."

If you focus on brand only, your sales process will struggle. We saw several MarTech companies generating buzz around them but struggling to convert brand into demand.

If you focus on demand capture, you'll miss the majority of the market.

Good marketing plans generate revenue while creating future pipeline, growing share of wallet, and preventing churn.

5. BACKED BY DATA

Marketing plans based on gut feelings or broad data always fail.

Plans that include revenue trends and sales pipeline velocity across markets, segments, and use cases (clusters) help make smart bets.

---

The reality is simple:

Our 2026 marketing plan won't fail because our CEO "doesn't get marketing". 

It will fail because we fail to clearly connect the dots between the activities and revenue.

Here's how to align ABM playbooks with long sales cycles and continuous nurturing. 

Our industry problem - engaging enterprise accounts the same way we sell $49 products. The mindset behind: if they are in the market, they will buy. We just need to hit them at the right time with the right message.

But this is fundamentally wrong when it comes to selling high ACV products. The low-ticket playbook simply doesn't work.

The enterprise sales cycle is long not because we send bad emails. It's long because corporates and mid-size companies operate in a completely different reality:

- Strategic initiatives
- Long-term planning
- Low velocity
- Complex buying centers with long decision cycles

Your solution should be a part of their current strategy. If it doesn't fit, nobody engages. But even if it does fit, enterprise buyers usually have their preferred vendors shortlist.

Sometimes you can break through, but it's more luck than a predictable motion.

WHAT YOU NEED INSTEAD

1. Always-on playbooks (continuous execution)

ABM Content 
- Thought leadership nurturing content
- Account love letters
- Paid & 1-1 content distribution
...

1-1 account development
- Account research
- Strategy sessions
- Multithreading
...

Ongoing social engagement 

3rd party signal tracking
- Hiring
- Stack changes
- Executive interviews
...

2. Program-based playbooks (planned initiatives)

E.g. 
Month 1: Content collabs
Month 2: Account-based webinar playbook 
Month 3: Follow-up workshops
...

3. Signal-based playbooks (reactive execution)

1 & 2 generate signals. 

Our job here: determine the level of intent and plan the right action aligned with it. 

TLDR;

To create future pipeline, you need to have continuos nurturing playbooks aligned with the length of enterprise buyer journey.

Head of Benelux @Personio | Unlock the Power of Your People

Over the past 12 years in SaaS, I’ve seen firsthand where most Founders and Revenue leaders fail: 

- No structured Go-To-Market strategy → Running multiple GTM motions at once. Growth stalls, especially beyond the home market.
- No consistent sales process → Relying on individual performance instead of repeatable systems. No scalable growth engine.
- No clear revenue insights → Looking at blended metrics instead of pinpointing what drives conversions. Low rep productivity, declining ARR per FTE.

I get it. Day-to-day operations take over, and revenue inefficiencies stack up.

The bad news? You’re responsible for fixing it.

The good news? I can help you and your SaaS business.

How I help B2B SaaS teams ($5M-$25M ARR) scale faster:

- GTM & Sales Strategy – Structuring inbound, outbound, and partner strategies across SMB, Mid-Market, and Enterprise.
- Sales Process Optimization – Improving conversion rates and reducing reliance on top performers.
- Playbooks & Execution – Building structured systems, coaching frameworks, and checklists for consistent revenue growth.
- High-Performing Teams – Hiring, developing, and structuring commercial teams with clear accountability.

Results I’ve helped drive:

→ Increased sales team efficiency by 2X through scalable sales team structuring and skill development frameworks.

→ Improved win rates to 25% by implementing structured tactical and operational Go-To-Market tactics.

→ Built GTM playbooks that accelerated ARR growth for early-stage and scaling SaaS companies to $10M ARR.

How we can work together: 

1. Coaching & Advisory – Hands-on support to build a scalable sales engine.
2. On-Demand Sessions – Solving your biggest sales execution challenges.
3. GTM Playbooks & Frameworks – Proven templates for predictable growth.

Scaling isn’t about luck. It’s about building the right systems.

What’s blocking your revenue growth today? Let’s fix it.

DM me and let’s chat.

Koen Stam

Yesterday, something powerful happened at our UKI sales kickoff. The people who once joined us as SDRs led the entire program.

They built the workshops, analyzed the data, and ran the room with confidence and ownership. Their leader sat in the audience, proud and learning from the people he helped grow.

That’s what real enablement looks like.

Most teams talk about developing people.
Few actually let them lead. It takes trust, preparation, and a willingness to give up control.

When that happens, something changes.
People stop waiting for direction and start moving with purpose. They begin to see the business as their own.

If you want to build that kind of culture, start small and make it a system.

Here’s how we approach it:

1. Rotate ownership early.
Let team members lead parts of meetings or projects before they feel ready.
Growth starts with small moments of trust.

2. Design for visibility.
Give your team a stage in internal sessions, workshops, and kickoffs.
Growth accelerates when people are seen.

3. Coach, don’t script.
Replace detailed instructions with clear outcomes.
Let people find their own voice in how they deliver.

4. Celebrate the process, not perfection.
Reward preparation, initiative, and effort, not just results.
Confidence builds when progress is noticed.

5. Keep it consistent.
Leadership development works when it’s repeated, not remembered once a year.
Make it part of how you operate.

Watching Lee, Lenia and Conor lead the room was a reminder. Growth happens when leaders build trust and dare to step aside. That’s how you turn potential into performance and teams into leaders.

Leading International @Personio | Building community @Pavilion | Architecting Growth @Winning By Design | Showing revenue teams what’s next @GTM OS

10 Go-To-Market newsletters you must read in 2026 ↓

 1. Growth Unhinged 
    👤 Kyle Poyar 
    🔗 https://lnkd.in/eBWwrhd4
    
 2. Saastr AI: How to Sell, Scale, and Win
    👤 Jason M. Lemkin 
    🔗 https://lnkd.in/e9EupbZ5
    
 3. The GTMnow Newsletter
    👤 Sophie Buonassisi 
    🔗 https://lnkd.in/etj2kTku?
    
 4. The Revenue Leadership Podcast
    👤 Kyle Norton 
    🔗 https://lnkd.in/eW57TFJf
    
 5. GTM Strategist
    👤 Maja Voje 
    🔗 https://lnkd.in/eEQax9dJ
    
 6. Marketing in Action 
    👤 Kieran Flanagan 
    🔗 https://lnkd.in/eFaKMTC2
    
 7. Full-Funnel B2B Marketing
    👤 Andrei Zinkevich 
    🔗 https://lnkd.in/ej7DP4dg
    
 8. Brian Balfour
    👤 Brian Balfour 
    🔗 https://lnkd.in/eMqCh58a
    
 9. GTMonday by GTM Partners
    👤 Sangram Vajre 
    🔗 https://lnkd.in/euedjbkb
    
10. Greg’s Letter
    👤 Greg Isenberg 
    🔗 https://lnkd.in/ei8DwXFY

Which GTM newsletter would you add to this list?

I’m excited to share that André and I have made our first angel investment in the co-founders of ImpactPilot, Pieter and Konstantin.

Churn is a company problem, not a CS problem.

For years every company obsessed over new business growth.
But in 2026 the KPI that defines long-term growth is Retention.

It is not about how fast you can add customers.
It is about how deeply you can serve the ones who already chose you.

We should be focusing on
• Treating churn as a company-wide issue
• Proactively improving retention rates
• Preventing churn before it happens

Because when you do, it shows up directly in ARR.

Still too many leaders see Customer Success as a reactive function.
You hear it all the time.
Our CS team is too reactive.
They are firefighting.
They are not commercial enough.
I do not know what they do every day.

The truth is that most CS teams are measured on the wrong things.
Lagging indicators like NRR, GRR, expansion, or upsell.
Activity metrics like calls, meetings, and emails.

But between those two sits something critical, the impact drivers.
The actions that actually move customers toward success and retention.

That is where ImpactPilot comes in.

ImpactPilot helps B2B SaaS teams identify and act on those impact drivers.
They build inside HubSpot to reduce churn, uncover upsell opportunities, and make customer data finally work for CS teams.

I have worked with Pieter and Konsti for years.
They know this space inside out and bring a rare mix of commercial thinking and deep customer empathy.

Retention is not a metric. It is a mindset.
Customer Success is not a cost center. It is a growth engine.

Recurring revenue only happens when you create recurring impact.
That is why we are proud to back ImpactPilot.

I turned 39 yesterday.

Thirty-nine years ago it was -11°C.
Yesterday it was +11°C.
Same day. Different shape.

And that feels a lot like leadership.

Leadership can be lonely.
It can be hard.
But it is also one of the most beautiful things you can do, because how hard it feels often depends on how you choose to see it.

It is the story of the glass half full or half empty.

For me, fulfillment always starts with the same three habits.
Connecting.
Sharing.
Giving.

Two moments yesterday reminded me why these matter so much ↓

1. Morning: community in action
   
We started our monthly Chapter Leaders session with Brendon and André.
2025 was an incredible year for our chapter with 25 events, new members, and countless meaningful conversations.
But success does not automatically repeat itself.

So we sat down to ask:

• What worked?
• What was missing?
• How can we make 2026 even more valuable for our community?

12 events are already pencilled in, including 9 salon dinners.
Intimate peer discussions around one relevant topic.
The concept stays the same: connect, share, give.

Doing this alone is not possible.
Doing it together with peers who share the same spirit makes it not only possible but energizing.
Starting my Friday, and birthday, this way was the best gift I could ask for.

2. Afternoon: the reminder of mentorship
   
Leadership can be isolating. Sometimes you get stuck.
That is why I believe so deeply in community and in being there for each other when direction feels unclear.

3,5 years ago, at my first HUG conference, I met ✨Michiel.
Since then, our connection has only grown stronger, built on the same foundation: connecting, sharing, giving.

He has become more than a peer or friend.
He is a mentor, someone whose wisdom and humanity remind me what true leadership looks like.
Even on a busy day, even on your birthday, you make time for people like that.

Because that is what fills the glass.

So here is to 39.
To peers like André, Brendon, and Michiel.

To real humans.
Real connections.
And to the simple act of sharing and giving, the heartbeat of community.

Leadership gets lighter when we lead with others.
Who has helped refill your glass this week?

Cheers to the human connection ✌️

After 15 years in GTM, one thing feels truer than ever: you don’t build a great company by winning customers, you build it by keeping them.

When I started out, I thought growth meant new logos and record quarters.
It took time to understand that real growth does not start with a contract. It starts with commitment.

In every fast-growing company, we ring the gong for new business.
And that is fine, because new business fuels momentum.

But the real story of growth happens quietly.
In onboarding calls.
In renewal check-ins.
In the everyday work that helps customers see value again and again.

Customer Success and Account Management are sometimes seen as easy jobs.
They are not. They take empathy, patience, and deep understanding. They are the reason growth keeps going instead of slowing down.

If you have ever worked in a growing SaaS business, you have seen it.
The quiet strength behind every renewal.
The teams who turn software into outcomes and customers into advocates.

This week our International CS and AM teams came together in Amsterdam.
Under the strong leadership of Alba, Felipe, Alvaro, and Julia, they created an incredible onsite that brought together colleagues from Dublin, London, Madrid, and Amsterdam.

They looked back on lessons from 2025, aligned on 2026 priorities, and celebrated what truly matters: helping customers succeed every week, every month, every quarter.

I am proud and grateful to work with such an exceptional group of people.
They remind all of us that growth starts and ends with people who care.

Growth is not built in spikes. It is built in cycles.
If someone on your team keeps those cycles turning, thank them today.

I’ve always found it strange how we treat Q4 to Q1 as a reset, not a relay.
Every January feels like we’re starting over when we should be carrying momentum forward.

At Personio, we’ve learned the next year doesn’t start in January. It starts back in Q3 when budgets, quotas, books of business, and priorities begin to take shape.
That is when real planning begins.

By the time we end Q4, everyone knows the direction.
It is not perfect, and it never will be.
But it means we can close the year strong without rebuilding the plan from zero once the calendar turns.

That alignment doesn’t come from one leadership meeting.
It happens when every layer is involved.
Senior leaders, first-line managers, AEs, and CSMs all bring ideas, context, and ownership.

Strategy needs to move in both directions.
Top-down for clarity, bottom-up for insight.
The best plans come from the people who have to make them real.

All orchestrated by a central strong RevOps team. 

Each year still brings new lessons.
Even with strong results, the market changes and teams evolve.
Our 2026 plan is not about perfection.
It is about focus, about learning faster, and about keeping momentum steady.

Next week, our teams in the UKI, Spain, and Benelux will run their own kickoffs before we come together for the GTM kickoff.

Not a sales kickoff.
A go to market kickoff.
One rhythm. One direction. One collective plan.

We don’t reset every January.
We learn, we align, and we keep moving forward together.

How are you starting 2026?

—
PS. 6am this morning started my 8th workout of the year. Consistency is key.

Yesterday proved something I keep relearning.
Even the best GTM leaders don’t fail on strategy. They get stuck on change.

At Pavilion's first Amsterdam Chapter dinner of 2026, twenty-five marketing and revenue leaders joined two tables of peers.

Same familiar format. One question that never gets old:
What’s your biggest challenge right now?

It didn’t matter who answered.
Enterprise, SaaS, startup, or scale-up. Every story pointed to one word: change.

Organizations moving toward AI.
Teams expanding into new markets.
Revenue leaders building partner motions from scratch.

Everyone is adapting. Few feel ready.

That’s why these rooms matter.
Because when you share what’s actually hard, you realize no one has it figured out.
You stop solving in isolation.
You start learning together.

I’ve been part of Pavilion for five years.
Each time I sit down with this community, I walk away reminded of the same truth.
Context is unique.
But the challenge rarely is.

If you’re leading through transformation this year, lean on your peers.
The answers might not be final, but they’ll move you forward.

How are you managing transformation in 2026?

Every January, I promise myself we will start the quarter with clean pipeline coverage. And every year, I realize I am wrong.
 
We close hard in December, celebrate, and clean the pipe halfway. Then January hits, dashboards show 3x coverage, and it looks fine.  

But once you remove the leftovers, the truth shows up.  Coverage is short, and the year starts behind target.
 
That is not a motivation problem.  
It is a system problem.
 
This quarter, I faced it directly and turned it into a model any GTM team can run.

Here is one way to systemize pipeline coverage so it stays predictable each quarter.

1) Coverage clarity comes before creation

Many teams talk about needing more pipeline, but few can explain the math.
Start with a one-slide coverage model: quota, win rate, cycle time, required pipeline.
No debate, only clarity.

If coverage cannot be explained on one slide, it is not a pipeline problem.
It is a measurement problem.

2) Cleaning the pipeline is performance work

Delayed cleanup creates false confidence.
Make it week one, every quarter.
You cannot build on noise.
You can only build on verified opportunity.

3) Pipeline grows from design, not activity

Instead of more outreach, run focused 14-day sprints.
One ICP, one message, one offer, one reason to act now.
Focus creates accountability and measurable movement.

Coverage improves not from doing more, but from acting with intent.

4) CRM hygiene does not fix coverage. Discipline does

Restaging or extending close dates does not create real pipeline.
If coverage increases but conversion does not, nothing has changed.
The goal is not to look better in the CRM but to perform better in the field.

5) The 7-Step Pipeline Coverage Operating System

1. Define ownership
2. Run front-loaded outbound sprints
3. Inspect early
4. Align on one cadence
5. Coach through metrics
6. Add visibility to risk
7. Improve quarterly

It is not about complexity.
It is about consistency.

Pipeline coverage is not a forecast metric.
It is an operating system.

For teams that start the year under-covered, start small:

• Calculate the gap in € or $
• Pick one segment
• Run a 14-day sprint
• Clean weekly
• Fix conversion last

What are you doing differently this quarter to improve pipeline reliability?

I upgraded my best performing GPT who was used over 10,000 times in the last 2 years.  

My best GTM mentors don’t know me. They share their learnings for free:
• Via LinkedIn.
• Via podcasts.
• Via newsletters.

40+ months ago, I stopped consuming content randomly.

I started archiving newsletters, podcasts and LinkedIn posts with structure, intent, and prompts.

Instead of scrolling endlessly or multitasking through episodes, I built 5+ extensive GTM knowledge libraries:

• 25+ podcast shows.
• 100+ GTM operators.
• 1,500+ podcast episodes.
• 10,000+ GTM LinkedIn posts.
• Analyzed for micro-learnings per episode.
• Connected to AI for direct insights via prompting.

Why? Because GTM education isn’t something I leave to chance.

I learn from the best: founders, CROs, operators, investors while walking, traveling, or doing deep work.

And I don’t just listen. I study. I learn. 
And I apply those learnings in my day2day.

Here’s how I turn audio into action:

• I tag each episode by topic, from strategic to operational.
• I summarize key takeaways and highlight playbook-worthy ideas.
• I prompt those insights into AI to speed up application.

The signal is out there. You just need to structure it.
We did just that.

Every one of those thousand episodes and 1,500+ hours of GTM content has been:

• Archived in a Notion database.
• Analyzed with Notion AI in micro-learnings
• Indexed with a Pinecone vector database
• Connected to the OpenAI API
• And turned into a GTM revenue assistant

You can now voice prompt your biggest revenue challenge and get solutions pulled from the best minds in the game.

If you're curious to test it, comment '𝗿𝗲𝘃𝗲𝗻𝘂𝗲 𝗮𝘀𝘀𝗶𝘀𝘁𝗮𝗻𝘁', make sure you are connected and I’ll send you access.

Prompt your way to sharper GTM results.

Last year during the SaaS Summit Benelux, one question kept coming up:
“How do we grow in 2026 with the same or smaller budget?”

Everyone’s instinct was the same: Do more.
More pipeline. More SDRs. More campaigns.

But the best operators I know are asking a different question.
Where can we do better before we do more?

Because growth doesn’t stop when markets slow down.
It stops when your GTM system leaks efficiency.

Inside GTM OS, we’ve identified 7 tactics by 100+ proven GTM experts every team can use to scale smarter:

1. Signal-based GTM: Focus only on in-market accounts that are ready to buy.

2. ICP discipline: Cut to your real customer base and double down.

3. Unified efficiency dashboards: Connect GTM, Ops, and Finance around one truth.

4. Process-led GTM: Build scalable systems before adding headcount.

5. Retention and expansion: Treat your customer base as your primary growth motion.

6. AI-native workflows: Turn data and context into daily leverage for reps.

7. Continuous governance: Review, measure, and optimize efficiency like financial health.

Doing better is not glamorous.
It’s alignment, rhythm, and iteration.
The kind of work that doesn’t make headlines but shows up in revenue.

If you’re planning for 2026, start here:

• Don’t add until you optimize.
• Don’t expand until you prove.
• Don’t hire until your process scales itself.

The next wave of SaaS growth will come from doing better, not doing more.

What is your key GTM play for 2026?

Here are my 10+1 most leveraged Revenue Assistants in 2025 (and the ones I’ll expand in 2026).

Prompts won’t build your GTM system.
Context will.

Dharmesh taught us during his Inbound keynote late 2025: AI without context fails.

So instead of chasing clever prompts, I built context-first CoPilots that think, write, and execute with me.

They run my GTM OS and assist my daily job as GTM operator every single day.

Most operators build prompts.
Few build systems.

Dharmesh’s PART framework explains why:
P = Prompt, your input
A = Archive, your long-term memory
R = Resources, your supporting material
T = Tools, your APIs and workflows

Without all four, AI cannot perform.

At GTM OS, we applied PART to every workflow.

• 𝗔𝗿𝗰𝗵𝗶𝘃𝗲: 10,000+ LinkedIn posts, 1,000 hours+ of GTM podcasts, and 100 playbooks indexed into vector memory
• 𝗣𝗲𝗿𝘀𝗼𝗻𝗮: a 15-question GTM profile that helps AI understand your role, motion, and ICP
• 𝗪𝗼𝗿𝗸𝗳𝗹𝗼𝘄𝘀: assistants for posts, playbooks, checklists, coaching, and growth planning. All connected. All contextual.

Here are my 10+1 most leveraged Revenue Assistants in 2025
(and the ones I’ll expand in 2026):

1. Playbook Builder: builds instant GTM playbooks from 3 years of archived GTM signals.

2. Content Architect: co-writes my daily LinkedIn posts with structure and consistency.

3. Chief of Staff: clarifies priorities and sharpens strategic decisions in my day2day as GTM operator.

4. ICP Architect: refines ICPs from transcripts and data as signals evolve.

5. GTM Memo Writer: turns ideas into clear, actionable communication for me as GTM operator.

6. Checklist Builder: converts playbooks into repeatable checklists my teams use daily.

7. Daily Prep Co-Pilot: generates daily prep briefs from my calendar, call transcripts, and CRM.

8. ARR Growth Plan Assistant: helps plan annual growth with clear milestones.

9. Substack Co-Writer: turns frameworks into long-form clarity for my newsletter.

10. GTM Prompt Engineer: rewrites rough questions into sharper GTM prompts.

Bonus: The Revenue Assistant
Used more than 5,000 times in the last two years.
Built from 1,500+ GTM podcasts, 10,000+ LinkedIn posts and 100+ dynamic GTM playbooks.

Each assistant runs on my 5+ rich GTM Notion databases, carefully build in the last 40+ months.

They document what good looks like for founders and GTM operators, then teach it back through AI.

Want access to all 11 assistants?
The full breakdown and build guide are live in my latest Substack.

PS: Most of it is still free. Build before you get left behind.

After every quarter, the same reflection shows up in deal reviews.
“If we had just one more demo, this deal would have closed.”

But buyers are not waiting for more demos.
They are waiting for clarity.

We keep building calendars.
Buyers build consensus.
And every week that depends on scheduling becomes a week lost to silence.

That is not a motivation problem.
It is a system problem.

Async selling replaces time friction with buyer enablement.
It builds rhythm, visibility, and velocity without more calls.

Here is one way GTM operators can systemize async selling so momentum never depends on a meeting.

1) Build the async rhythm

Replace meetings with a predictable cadence of short updates.
Define which deal moments must always run asynchronously.
Consistency replaces calendars as the control mechanism.

2) Create buyer workspaces

Launch one digital sales room per qualified deal (we love trumpet 🎺 for this).
Centralize all buyer-facing assets in that workspace.
Every async touchpoint links back to one source of truth.

3) Lead with video

Video keeps async human.
Short recaps, quick intros, clear next steps.
Buyers watch when they have focus, not when you are free.

4) Run async action plans

Use mutual action plans to track progress without check-ins.
Every update is visible.
Momentum becomes measurable.

5) Automate follow-ups

Let systems handle recaps and next steps.
Trigger follow-ups from buyer activity, not reminders.
No one should wait for clarity.

6) Use deal signals

Prioritize execution based on behavior, not opinion.
Engagement data guides attention to what matters now.

7) Enable the champion
Help buyers sell internally without you.
Give them shareable assets, short summaries, and proof points they can use.

It is not about complexity.
It is about consistency.

Async selling is not a trend.
It is an operating system for a buyer-led world.

If your team is still scheduling to create movement, start small:

• Replace one meeting per week with an async update
• Build one buyer workspace
• Record one video recap per deal
• Automate one follow-up
• Track one new signal

What are you doing this quarter to make your sales motion more async-ready?

I used to consume great GTM content every week
and still feel like I was relearning the same lessons.

Podcasts.
LinkedIn posts.
Newsletters from people far better than me.

The problem wasn’t the quality.
It was the lack of structure.

About 40 months ago, I stopped consuming GTM content randomly.

No endless scrolling.
No half listening while doing five other things.

I started collecting ideas with intent.

Every useful insight got archived.
Every pattern got tagged.
Every lesson got stored so I could actually reuse it.

Over time, this changed how I operate.

I wasn’t asking, “What should I do here?”
I was asking, “Have I already seen this problem before?”

That system slowly turned into multiple GTM knowledge libraries:

• 25+ podcast shows
• 100+ GTM operators
• 1,500+ podcast episodes
• 10,000+ GTM LinkedIn posts
• 100,000+ relevant GTM signals

Not to learn more.
But to stop guessing.

What changed wasn’t volume.
It was decision speed.

Fewer opinions.
Clearer tradeoffs.
Patterns I could recognize instead of reinventing.

Here’s how I turn content into action:

• Tag each episode from strategic to operational
• Extract only playbook worthy insights
• Reuse those insights when real decisions show up

Eventually, the volume exceeded my own memory.

So I upgraded my best performing GPT.
It’s now been used over 10,000 times.

Not as a chatbot.
But as a structured GTM memory.

Every hour of content is archived, searchable, and reusable.
Prompt a revenue challenge.
Get answers grounded in how the best operators already solved it.

The signal is already out there.
Most people just don’t have a way to use it.

If you’re curious to see how this thinks,
comment “GTM OS CoPilot”.

Make sure we’re connected and I’ll send access.

Over the last couple of months, I kept seeing more posts about warm inbound, intent signals, and intent outbound.

Different terms.
Different opinions.
Same underlying confusion.

How does warm outbound actually work inside a GTM system?

This weekend, I slowed down.
Which is usually when real thinking happens for me.

I went deep.

AI-powered web research.
Back into my Notion libraries.
Operator notes. Podcast insights. Newsletter publications.

I do this almost every weekend.

I pick one GTM topic.
Strip it down.
Document it clearly enough that future me can actually use it when it matters.

Warm outbound was next on my list.

And that is when something clicked.

Most teams are busy with warm outbound.
Very few are actually running it.

Signals show up.
Reps react.
Activity increases.

But when you look closer:

Timing slips.
Context fades.
Priority depends on who is looking at the queue that day.

Effort is there.
Clarity is not.

So instead of fixing messaging or tools, I wrote this as a system any GTM operator can run.

Here is one systemized way to approach warm outbound.

1. Signal clarity comes before execution

Most teams say they have good signals.
Few can explain what each signal actually means.

Start simple.

One list:
Signals.
Owner.
Urgency.
Required action.

If two people would act differently on the same signal, the system is unclear.

2. Response timing is real performance work

Everyone agrees timing matters.
Almost no one enforces it.

Late response kills relevance.

If a signal matters, give it a response window.
If it does not, remove it.

You cannot act on context that has already passed.

3. Warm outbound improves through design, not effort

When results dip, teams add more activity.

That usually adds noise.

Instead, design execution tiers.

One signal type.
One response window.
One clear next step.

Structure removes guessing.
Consistency follows.

4. CRM hygiene does not fix warm outbound

Reassigning tasks or cleaning fields does not bring timing back.

If signals fire but conversations do not increase, the system allowed delay.

The goal is not to look organised.
The goal is to behave predictably when it matters.

5. The warm outbound operating system

• Define which signals matter
• Assign clear signal ownership
• Aggregate signals at the account level
• Set and enforce response SLAs
• Route execution automatically
• Review signal performance weekly
• Remove what does not convert

This is not about sophistication.
It is about repeatability.

Warm outbound is infrastructure.

If it feels messy right now, start small:

• List your active signals
• Remove the weakest ones
• Pick one urgency tier
• Enforce timing
• Scale later

I turned this into a living playbook that I will share tomorrow on Substack.
It will evolve with implementation notes, coaching, and cheat sheets over time.

What is your view on Warm Outbound?

Every January feels the same.

Pipeline looks fine.
Until you clean it.

You remove the “maybe” deals.
The wishful thinking.
The stuff that was never real.

What’s left is the net pipeline.

And it’s usually… uncomfortable.

This is the moment most teams panic.

You can’t go to marketing and say:
“I need more leads. This week.”

You can’t magically spin up partnerships.

So you default to the obvious move.

Cold outbound.
More volume.
More pressure.

Not because it works best.
Because it feels like action.

But January isn’t a volume problem.

It’s a starting point problem.

Warm outbound is almost always within reach.
Most teams just don’t know where to start.

So here’s a simple place to look.

Instead of asking “who can we email?”, answer these:

1. Which champions have we worked with before?
2. Who from those accounts changed jobs recently?
3. Which deals did we lose 6–12 months ago?
4. What changed since then?
5. Which customers are genuinely happy right now?
6. Where do their former colleagues work today?
7. Who quietly looked at pricing or integrations?

That list alone is warm outbound.

No creativity required.
No new tooling.
No permission needed.

Just relevance, trust, and timing.

The takeaway:
You don’t start a new quarter by inventing pipeline.

You start by reconnecting with context that already exists.

Don’t overthink it.

Repost for others starting January with less pipeline than they expected and defaulting to cold.

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Vladimir Blagojević

Koen Stam

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taplio

The Battle

Vladimir Blagojević

Koen Stam

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Posts

Engagements

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Vladimir Blagojević's LinkedIn Performance

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