Most GTM training stops at the strategy deck. Most automation training skips why any of it matters. This does both: three weeks deciding where revenue comes from, then three weeks building the data, automation and AI systems that actually deliver it — the GTM engineering discipline that has quietly become the most in-demand role in revenue teams.
disciplines, taught as one. GTM strategy without execution is a deck. GTM engineering without strategy is expensive automation pointed at the wrong people.
modules across market definition, channel economics, pricing, launch, the GTM data stack, AI-assisted outbound, workflow automation, attribution and forecasting.
working GTM system you built yourself — CRM data model, enrichment, signals, an automated workflow and a dashboard that reports on it. Live, not a mockup.
The Promise
Go-to-market is two jobs that are usually held by two people who do not talk. The strategist picks the segment, the channel and the price. The operator wires up the CRM, the enrichment, the sequences and the reporting. When those two are disconnected, you get beautifully argued plans that nothing executes, and heavily automated motions aimed at people who were never going to buy.
This programme deliberately puts both in the same head. By week six you will have a GTM plan you can defend to a board and a running system that executes part of it — because you built it in the room.
Who This Is For
Founders, revenue leaders, marketers and the increasingly common person whose job is to make the revenue stack actually work.
What You Leave With
Three artefacts from the strategy half, three from the engineering half. All built on your own business.
Motion, ICP, channels, pricing and the revenue maths behind them. Short enough to be read by a board and specific enough to be argued with.
Who you sell to, who you deliberately do not, and the observable signals that tell the two apart in your data rather than in your head.
CAC by channel, payback period, LTV:CAC and the honest sensitivity analysis underneath — including which assumptions are guesses.
CRM object model, enrichment, signal capture and deduplication, configured on your own data. The unglamorous foundation everything else fails without.
A live pipeline from signal to research to personalised outreach to CRM record — built to be compliant and deliverable, not just clever.
Attribution that admits its own limits, pipeline hygiene rules, and a forecast you would be willing to be held to next quarter.
Where AI Fits
Anyone can now generate ten thousand personalised emails before lunch, and buyers have noticed. The advantage has moved from volume to judgement: better targeting, real signals, genuine research, and restraint.
What we teach: using AI to research accounts properly before you contact anyone, to enrich and score against real signals, to draft outreach that references something true, and to build internal tools that used to need an engineer.
What we will not teach: scraping people who never consented, evading spam filters, mass-sending to bought lists, or any tactic whose only defence is that it has not been caught yet. We cover consent, GDPR and PDPA obligations, and deliverability as a first-class subject — partly because it is right, and mostly because the alternative destroys your domain and your pipeline within a quarter.
Curriculum
Weeks 1–3 decide what should happen. Weeks 4–6 build the system that makes it happen. You need both halves; that is the entire point.
Theme: almost every failed GTM traces back to a market decision made casually in week one. We make it deliberately.
A written motion decision for your business, with the economics that justify it and what you are giving up.
An ICP definition expressed as filters you could actually run against a database.
A buying-committee map with the value argument and likely objection for each role.
Theme: channels are an economic decision before they are a creative one. This week is mostly arithmetic, and it is the arithmetic most teams avoid.
A channel model for your business with named assumptions and a sensitivity check on the shakiest one.
A revenue model for your chosen motion, showing the price point at which it stops being viable.
A full funnel and lifecycle map with stage definitions and the current drop-off at each.
Theme: turning three weeks of decisions into one page somebody would fund, and a sales motion that can carry it.
A market entry case for one new segment or geography, with entry economics and a beachhead named.
A sales motion document: stages, exit criteria, qualification standard and handoff rules.
Your one-page GTM plan, presented and stress-tested by the cohort.
Theme: the boring half that everything else stands on. Bad data does not produce slightly worse automation — it produces confidently wrong automation at scale.
A documented CRM data model plus an audit of your current one with a remediation list.
An enrichment and scoring design, implemented against a real sample of your accounts.
Dedupe and identity rules, plus a consent and retention policy for your GTM data.
Theme: the build weeks. You will leave each session with something running, not a diagram of something that could run.
A live automation: signal in, enriched and routed, CRM updated, team notified.
A research-to-outreach pipeline for twenty real accounts, with a deliverability and consent checklist applied.
One working internal tool that removes a recurring manual job from your week.
Theme: making the system legible to the people who fund it — and honest about what it cannot prove.
An attribution approach for your business, with its blind spots written down explicitly.
A forecast model and dashboard driven by your live pipeline data.
Your complete GTM system: strategy on one page, working automation demonstrated live, and a ninety-day plan.
Programme Format
Longer than our other cohorts because it covers two jobs. You need both, and separating them is the reason most GTM fails.
Live instruction, every template, and build time with someone experienced looking over your shoulder.
From the Trainers
"We have both written the GTM plan and been the person at midnight working out why the automation stopped writing to the CRM. Teaching them apart is how you end up with strategists who cannot ship and operators who cannot explain why any of it matters."— Cocoon Trainers
Six weeks: three deciding where revenue comes from, three building the data, automation and AI systems that go and get it.