GTMcraftOS
For the founder still running GTM, no head of sales hired yet

Turn founder-led GTM into a system that scales without you.

Your next stage should not depend on more founder hours. Build the system before you build the team.

Find what is blocking growth. Turn what works in your head into a repeatable GTM play. Use AI to run the repeatable work without losing founder judgment.

Read free three times a week on The Future GTM Operator, Mon / Wed / Fri.
Start with the free GTM Diagnostic
14+
Years operating European SaaS GTM
3×
Scaled to €10M+ ARR
100,000+
GTM signals, refreshed with current GTM signal
10
Roles in the Competency Library

GTMcraft is the GTM operating system for European B2B SaaS teams scaling from €1M to €25M ARR. It helps you find what is blocking growth, install the right GTM play, and use AI to make proven execution repeatable.

This is you

If this is your seat, the whole site is written for you.

Not a title on the door. A situation. Read the snapshot. If it is your week, you are in the right place.

This is you

You founded the company and you still run GTM yourself. No head of sales hired yet. You are selling the meaningful deals, building the first repeatable motion and making your first GTM hires, at roughly €1M to €10M ARR, with every euro of runway counting.

Founder-led salesFirst GTM hires~€1M–€10M ARRLean teamRunway counts
What you are trying to do

"Turn the selling only you can do into a system your team can run, so the next €2M does not depend on you being in every deal."

How you buy and what you trust

You spot the pain from a peer founder in a Slack or WhatsApp group, an operator you follow on LinkedIn, or a podcast that sounds like your week. You read the site yourself for operator proof, not consultant polish. You want a free diagnostic, value in week one and clear pricing up front, and you buy fast on your own call. You trust other founders and hands-on operators over big-agency advice.

Framework: Early Customer Profile (ECP), credit Maja Voje.
What's actually in your way

Your next growth constraint is probably hiding inside founder-led GTM.

Start with the number that is not moving. Then trace it to the metric, capability and behavior underneath it, before you hire around the symptom.

The pain, in your words
The metric it maps to
What in GTMcraft moves it
The pain"I'm the bottleneck. Every deal that matters still needs me on the call."
The metricFounder-led deal shareSelection stage. Healthy is trending down as the motion becomes repeatable.
The GTMcraft fixThe diagnostic flags founder-led deal share as the leak. Competency FDR-3.3, founder-to-team sales handoff. Play: keep owning the number after you hire a sales leader.
The pain"The motion that wins lives in my head. Hand a deal to someone else and it stalls."
The metricDocumented sales motion coverageSelection stage. Standard is most deals following a written motion.
The GTMcraft fixCompetency FDR-3.2, repeatable sales motion design. Plays: turn your GTM expertise into plays your team runs, and build a discovery question bank. Surface: the playbook agent.
The pain"Pipeline only moves when I push it. The week I stop prospecting, it dries up."
The metricSelf-sourced pipeline shareAwareness stage, feeding pipeline coverage of 3 to 4x.
The GTMcraft fixCompetency FDR-3.4, early pipeline generation. Plays: run founder-led outbound that books meetings, and build demand with the 95 percent not ready to buy. Surface: ABM and ARR-growth agents.
The pain"My last GTM hire did not work. Money and a year gone, and I still own the number."
The metricFirst GTM hire ramp-to-quotaCommit stage, feeding team-sourced revenue share.
The GTMcraft fixCompetency FDR-3.1, first GTM hire. Play: decide between hiring a BDR and deploying an AI-SDR. Surface: a Head of Sales on demand, from EUR 1,497 a year, not a EUR 150k VP bet.
The pain"Deals reach the table and stall. I cannot tell if it is the pitch or the qualification."
The metricWin rateCommit stage. Standard is roughly a quarter to a third of deals.
The GTMcraft fixCompetencies FDR-1.2 discovery and FDR-1.4 objection handling. Play: run a demo that advances the deal. Surface: a roleplay coach that drills discovery and objections, then scores you.
The pain"I'm burning too much cash for every euro of new ARR, and the runway clock is loud."
The metricBurn multipleCross-stage, efficient is 1x or below. With CAC payback, Commit, under 12 months SMB.
The GTMcraft fixCompetencies FDR-4.4 runway discipline and FDR-4.2 unit-economics command. Plays: add output without adding headcount, and audit the hour before you add a seat. Surface: efficiency plays and AI agents.
What changes: you stop being the deal. The motion in your head becomes plays your team runs, your pipeline stops living or dying on your calendar, and your unit economics start buying runway instead of eating it. You get a Head of Sales on demand and a system to build the team, from EUR 1,497 a year, instead of betting the company on one senior hire.
The GTMcraft operating loop

Diagnose → Decide → Execute → Compound.

One operating loop from GTM problem to repeatable system. Start with the constraint, choose the highest-leverage move, install the play, then give repeatable work to AI.

1

Diagnose

Find the constraint behind the number. Work backwards from business outcome to metric, capability and behavior.

→
2

Decide

Choose the move with the highest leverage for your stage, motion and context, and ignore the rest for now.

→
3

Execute

Install the play with the workflow, templates, metrics, coaching and operating cadence required to make it stick.

→
4

Compound

Systemize what works. Give repeatable work to AI while humans keep ownership of judgment, customers and decisions.

Process first. System second. AI third. The model can accelerate execution; the operating system tells it what good looks like.
100,000+
GTM signals, all sources aggregated
40+
Sources: LinkedIn, newsletters, podcasts
Weekly
GTM Operator interview + 3× newsletter
14+ yrs
In the European trenches, in the mix
What operators say

Built for operators who need execution, not more theory.

Read by 2,200+ founders and GTM operators. 50+ pay for direct access to the operating system, Plays, Skills and office hours.

"So I tested 113 A.I. workflows and automations. → 102 were completely impractical → 10 gave me some inspiration → 1 has real potential: Koen Stam's GTM OS"

Maarten Raaijmakers Maarten Raaijmakers, Founder
Leagues better than anything else I've tested

"I've been using your GTM OS Content Engineer GPT, and it's incredible. I've tested a ton of other custom GPTs and content writing tools but yours is by far the best. The quality of the output and how it ingests raw materials like a call transcript to generate varied responses is amazing. I can throw in one insight and get three posts to schedule over the course of a month. These are leagues better than anything else I've tested."

Matt Sinderberry
Matt Sinderberry
Founder · LinkedIn
A level above most insight out there

"The thing that's resonating with me most is how you've structured the GTM OS around modular system design. It's a level above most insight out there, and it's got me rethinking how I build and scale always-on dynamic, blended demand and ABM plays."

Luke Farrugia
Luke Farrugia
Head of Demand Generation · LinkedIn

Note: GTM OS is now GTMcraft OS. Reviews are shown exactly as written.

Operators from teams like
The flavour, European by default

Built for European GTM realities, not copied from a US template.

Use the best global GTM thinking, filtered through 14+ years of operating across European markets, motions and buyer contexts.

The best GTM thinking comes out of the US. But copied straight into a European company, it breaks. Different buyers, different deal sizes, different languages, different rules, market by market.

GTMcraft combines current GTM signal with 14+ years of European SaaS operating experience across SMB, mid-market and enterprise. The point is not geography for its own sake. It is better judgment about what applies, where, and under which conditions.

IngestUS GTM expertisePodcasts, newsletters, LinkedIn, the best operators writing today
+
Mix14 years in the European trenches3× scaled to €10M+ ARR, low, medium and high-touch motions
=
OutputA coach that reads EuropeApplied to your company, team and motion, refreshed weekly
Choose your level of support

Explore the system. Run the system. Bring an operator into the decisions that matter.

These are not three versions of the same subscription. Free is the learning layer. GTMcraft OS is the operating product. Partner adds hands-on operator judgment when the cost of a wrong GTM decision is high.

Explore · Self-serve

Start with GTMcraft

Learn how the system thinks, diagnose the constraint and use the free operating material before you buy anything.

€0 / forever
No card required.
  • Free GTM Diagnostic
  • The Future GTM Operator, 3× weekly
  • Selected GTMcraft Plays
  • Free ways to test the GTMcraft method
Start with the free Diagnostic
Core product · For founder-operators

GTMcraft OS

Find what to fix next, install the right play and turn founder knowledge into a GTM system your team and AI can run.

€1,497 / year
Or €149 monthly. Save €291 yearly
  • Full GTMcraft operating system and Play library
  • Diagnostics, frameworks, templates and implementation assets
  • AI Skills and workflows designed around repeatable GTM work
  • Weekly open office hours with Koen
  • Group operator sessions
Start with the Diagnostic
The Diagnostic is the front door: identify the constraint first, then decide whether the full OS is warranted.
Need an operator in the room?

GTMcraft Partner

GTMcraft OS gives you the system. Partner helps you apply it to the founder transitions, GTM investments and growth decisions where context and judgment matter more than another template.

  • Everything in GTMcraft OS
  • 1:1 operator sessions with Koen
  • Hands-on diagnosis, prioritization and implementation support
  • Direct support between sessions for high-stakes decisions
From €2,500 / month

6-month scoped engagement, from €15,000. The deliverable is anchored to your #1 revenue constraint.

Discuss working together
The commercial logic: €0 helps you understand the method. €1,497/year gives you the system. €2,500+/month buys experienced operator capacity. The price gap is intentional because the jobs are different.
About Koen

14+ years operating European SaaS GTM. Still in the work.

For 14+ years I have operated B2B SaaS GTM in Europe and scaled to €10M+ ARR three times across SMB, mid-market and enterprise motions.

GTMcraft combines that field experience with current GTM signal from leading founders and operators, then turns the useful patterns into diagnostics, plays, skills, workflows and operating systems.

The principle is simple: humans own judgment, systems create consistency, and AI executes repeatable work. That is how lean GTM teams increase capacity without defaulting to more headcount.

LinkedIn: koenstam87 → Get GTMcraft OS →

Track & background

→14+ years in the trenches European GTM operator, still daily
→Scaled to €10M+ ARR 3× SMB, Mid-Market and Enterprise motions
→Personio International GTM
→Winning by Design Growth Institute
→Pavilion Operator community
Get started

What is stopping your next stage of growth?

Start with the constraint. Then install the GTM system that removes it, before adding unnecessary headcount, tools or complexity.

Start with the free GTM Diagnostic