GTMcraftOS
For the head of sales who owns the number, the hired GTM leader on the first line

Build the GTM engine behind your next €10M.

The goal is not more GTM activity. It is a system that makes the number more predictable without automatically adding headcount.

Find the constraint behind the number. Install the right pipeline, forecast or coaching play. Use AI to increase capacity before increasing cost.

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 quarter, you are in the right place.

This is you

You are the hired GTM leader who owns the number and the forecast. First line as head of sales, or second line as VP or CRO. You are turning individual wins into a repeatable engine, at roughly €5M to €20M ARR, under a mandate to grow efficiently.

Hired to own the numberOwns the forecast~€5M–€20M ARREfficient-growth mandate
What you are trying to do

"Install a revenue engine that produces the next €10M on flat cost, not one that rides on my best 3 reps and a hopeful forecast."

How you buy and what you trust

You hear the pain from peer CROs and VPs in your community, from revenue and RevOps newsletters, or from an operator on LinkedIn, often after a rough forecast or a hard QBR. You want benchmarks, an ROI case and in-seat references before you commit. You pilot on a subset first, check the metrics are board-reportable, and trust peer proof over vendor hype.

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

Make the number more predictable before you make the team bigger.

Start with the revenue constraint behind the quarter: attainment concentration, pipeline coverage, conversion, forecast accuracy, coaching or capacity.

The pain, in your words
The metric it maps to
What in GTMcraft moves it
The pain"The number rides on 2 or 3 carriers. One bad quarter from any of them and I miss."
The metricPercent of reps at quotaCommit stage. Standard is roughly 60 percent or more of carriers at plan.
The GTMcraft fixThe diagnostic flags the attainment concentration. Competencies HOS-4.5 scaling the playbook and STL-3.1 performance management. Play: make every AE own pipeline generation in their book.
The pain"Pipeline creation is not keeping pace with the number. I see the coverage gap too late to fix it."
The metricTeam pipeline coverageSelection stage, target 3 to 4x, plus pipeline created by the team, Education.
The GTMcraft fixCompetency HOS-4.1, pipeline and coverage management. Plays: the Pipeline Coverage GTM Playbook, and make every AE own pipeline generation. Surface: pipeline plays and the ABM agent.
The pain"Every rep sells differently, so results are inconsistent and I cannot coach it at scale."
The metricTeam win rateCommit stage, roughly a quarter to a third, plus stage conversion by rep, Selection.
The GTMcraft fixCompetencies HOS-3.3 sales process and STL-1.1 deal coaching. Plays: advance deals on agreements not meetings, and build a discovery question bank. Surface: the roleplay coach plus the Competency Library.
The pain"My forecast swings and surprises the board. Commit and actual keep drifting apart."
The metricForecast accuracy by teamCommit stage. Standard is within about 10 percent of the commit.
The GTMcraft fixCompetencies HOS-3.1 forecasting and STL-2.2 team roll-up. Plays: strip the vanity out of your pipeline and forecast, and cut the dead deals your forecast still counts.
The pain"I'm growing but burning too much, and I have been told to find the next €10M on flat cost."
The metricCAC paybackCommit stage, 12 to 18 months mid-market, plus magic number, Cross-stage, 0.75 or above.
The GTMcraft fixCompetency HOS-3.5, efficiency and unit economics. Plays: add output without adding headcount, and decide between hiring a BDR and deploying an AI-SDR. Surface: AI agents and efficiency plays.
The pain"The base is not compounding. Expansion is not offsetting churn, and renewals keep slipping."
The metricTeam net revenue retentionExpansion, 100 to 110 percent, great is 120+, with renewal rate, Renewal, 90 percent+.
The GTMcraft fixCompetencies HOS-4.2 cross-functional alignment and STL-2.3 deal inspection. Plays: defend your NRR before renewal day, and build a customer expansion motion off usage signals.
What changes: you stop carrying the engine on 3 reps and a spreadsheet forecast. The winning motion gets codified, coached at scale, and inspected on evidence, so coverage, win rate and forecast hold across the whole team. The next €10M comes from a tighter engine on flat cost, not a bigger headcount line.
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 with operators who run GTM for a living.

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

Use the system yourself. Or bring an operator into the revenue decisions that matter.

Free is the learning layer. GTMcraft OS is the operating product. Partner adds hands-on judgment for pipeline, forecast, team and growth decisions where the cost of getting it wrong is materially higher.

Explore · Self-serve

Start with GTMcraft

Pressure-test the method, diagnose the constraint and use the free operating material before you commit.

€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 GTM operators

GTMcraft OS

Diagnose what is limiting the number, install the right pipeline, forecast or coaching play, and use AI to increase capacity before increasing cost.

€1,497 / year
Or €149 monthly. Save €291 yearly
  • Full GTMcraft operating system and Play library
  • Diagnostics, benchmarks, scorecards and operating cadences
  • AI Skills and workflows for repeatable GTM work
  • Weekly open office hours with Koen
  • Group operator sessions
Start with the Diagnostic
Start by naming the constraint. The OS is valuable when there is a system worth installing, not because you need another subscription.
Need an operator in the room?

GTMcraft Partner

Use Partner when the issue is not access to a Play but applying judgment to the number: pipeline architecture, forecast integrity, team performance, market choices or the operating model behind the next €10M.

  • Everything in GTMcraft OS
  • 1:1 operator sessions with Koen
  • Hands-on diagnosis, prioritization and implementation support
  • Direct support between sessions for high-stakes revenue 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: the OS is software + system leverage. Partner is operator capacity. They should not be evaluated as adjacent SaaS tiers.
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

Find the constraint behind the number.

Start with the GTM Diagnostic. Identify what is limiting growth now, then install the play and operating cadence to remove it.

Start with the free GTM Diagnostic