Free · 12-part email course

Learn go-to-market for the agentic era.

Twelve lessons on the building blocks of a real GTM strategy, sent to your inbox in the order you'd build them.

★★★★★

Join 12,000+ marketers leveling up their GTM

Written by an operator from

The math

A fractional CMO costs $5K to $15K a month. This is free.

Same strategic frameworks. Same execution playbooks. The difference is the price tag, and the fact that every lesson ends with one concrete thing to go do.

Marc Ferrentino

Your instructor

Who's teaching

Career at the intersection of product, GTM & technology.

I've spent my career building and scaling go-to-market: as an early employee at Salesforce, President and COO at Yext, and founder of multiple companies.

What I've learned across all of it: the companies that win on GTM aren't the ones with the best product. They're the ones who figured out who they're for, what to say, and how to reach those people consistently. Almost every GTM failure traces back to the same small set of fixable mistakes. That's what this course is about.

Chief Technical Architect, SalesforcePresident & COO, YextFounder, Quotient

A taste of what's inside

Three frameworks you'll actually use.

No jargon for its own sake. No theory without application. Here's a preview of the kind of thinking each lesson delivers.

The 4-question ICP test

From Lesson 1

An ICP isn't a demographic. It's a precise description of who will buy, why, and when. If you can't answer all four with specificity, you don't have an ICP yet. You have a hypothesis.

The specific, painful problem

Not a category: the burning thing keeping them up at night right now.

Who feels it most acutely

Economic buyer, champion and the one losing sleep are often three people.

What triggers the search

A headcount threshold, a missed number, a new CMO. The trigger is gold.

Why they'd choose you

"We're better" isn't an answer. Be ruthlessly specific about the fit.

Demand creation vs. capture

Lesson 7

Most teams only do one. The durable ones invest in both.

Capture

Show up for people already looking: search ads, review sites, high-intent SEO. Efficient, but runs out of ceiling fast.

Creation

Reach people before they're in buying mode: content, social, events. Slower to attribute, but it builds pipeline that doesn't depend on existing demand.

The AI-native GTM stack

Lesson 8

Six connected layers that form a closed loop, so a small team operating like a much larger one.

1IntelligenceClaude

2Marketing executionQuotient

3Data intelligenceApollo · Clay

4OutboundInstantly · Dripify

5CRMAttio

6Website & conversionWebflow

The full curriculum

Twelve lessons. One GTM engine.

These aren't twelve separate topics. They're twelve layers of the same system, in the order you'd actually build it.

01The 4-question ICP test

Most GTM Plans Fail Before They Start

It's never the execution, it's the foundation.

Almost every GTM failure traces to one root cause: the team never truly knew who they were selling to. An ICP isn't a demographic; it's a precise picture of who will buy, why, and when.

02The 3-part positioning formula

Your Positioning Is Probably Wrong

It's the place you occupy in your buyer's mind.

Features are table stakes; position is what makes you the obvious choice for a specific buyer in a specific moment. Nail the contrast and the right person reads it and thinks "that's me."

035 sections every battle card needs

Know Your Competitors Better Than They Know Themselves

The status quo is your most dangerous competitor.

Map the full landscape (direct, adjacent, internal build and do-nothing), then build field-ready battle cards your reps will actually open on a live call.

04Build your 'never use' list

Brand Voice Is a Competitive Advantage

Without a distinct voice, great ideas get forgotten.

Real voice is the specific choices that make your content sound like you and no one else. Define it against what your competitors sound like, and keep a "never use" list.

05The 4 missed-touchpoint gaps

You Don't Know How Your Customers Buy

Stop treating the journey as a funnel you control.

Real buying journeys have more touchpoints, people and back-and-forth than teams realize. Find the four gaps most companies never design for.

06The 4-part content machine

Content Is GTM's Engine

Every channel performs better backed by content.

A content machine isn't a calendar, it's a repeatable system to produce, publish and distribute. Consistency beats quality, every time.

07Creation vs. capture

Demand Gen Without the Drama

A lot of activity, very little pipeline, fixed.

The single most useful frame: demand creation vs. demand capture. Capture-only programs hit a ceiling fast; durable pipelines invest in both.

08The 6-layer stack

Build an AI-Native GTM Stack

A small team operating like a much larger one.

Systems over tools. Six connected layers (intelligence, execution, data, outbound, CRM and conversion) form a closed loop that compounds every cycle.

093 types that drive results

Email Is Still Your Best Weapon

You own the list. No algorithm in between.

Email is still the highest-ROI channel in B2B. Run three distinct types (nurture, broadcast and triggered), and never neglect deliverability.

10Brief → Create → Launch → Analyze

The Campaign Machine

Build a machine that runs campaigns for you.

A real campaign has one idea, one audience, one window, one objective, moved through four phases so every run makes the next one smarter.

11Vanity vs. signal metrics

How to Know If GTM Is Actually Working

Most teams measure effort dressed up as outcomes.

Separate vanity metrics from signal metrics, then track the four categories that map the whole motion: reach quality, engagement depth, pipeline velocity, revenue efficiency.

12Pressure-test, then cut

Build a GTM Plan You Can Actually Execute

The best plan is the one you can actually run.

Pressure-test every channel against three questions, make the timeline honest, tie each program to a real metric, and ruthlessly cut what isn't working.

How it works

From your inbox to a working GTM plan.

STEP 1

Subscribe free

Drop in your email. No credit card, no sales call, free with the same playbooks a fractional CMO charges five figures for.

STEP 2

One lesson every two days

Each lesson builds on the last. They're in this order for a reason: read in ten minutes, no fluff.

STEP 3

Do one thing each time

Every lesson ends with one concrete action for your business. The people who get different outcomes are the ones who run the plays.

STEP 4

Finish with a real plan

Twelve lessons in, you have the full picture, from ICP to measurement, and a GTM plan you can actually execute.

A lone figure standing on a softly glowing horizon under a vast dark sky.

Start with Lesson 1 in two days.

Learn how to execute go-to-market in the agentic era. Free, in your inbox, in the order you'd actually use it.

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