The hold-period clock is running, and every portco reinvents GTM.
Twelve months to install a VP is twelve months you do not have. Portfolio engagement gives every company one system, tuned to its context, so the next €10M of efficient growth comes faster, with proof.
A white-label GTM operating system across the portfolio, with a 90-day value-creation program and a benchmark dashboard. Start with the free GTM Diagnostic.
GTMcraft OS is a go-to-market operating system: the best GTM plays, human skills and agent skills, tuned to your context, run inside the AI you already use.
Why now: teams are lean and sharp, and merging with AI. Growth comes from leverage per person, not a bigger raise. Master the craft AI can't replace, then multiply it with AI. Lean is the value-creation lever now, across the portfolio.
Built with the people who run GTM for a living.
Read by 2,200+ founders and GTM operators. 50+ pay for direct access to 150+ Plays, Skills and weekly 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, Founder
"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."
"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."
Note: GTM OS is now GTMcraft OS. Reviews are shown exactly as written.
Develop the craft AI can't replace. It compounds into your next million.
This is the soul of GTMcraft. The corpus, plays, human skills and agent skills build one thing: your craft. Develop it role by role and it compounds, deal after deal, toward your next €2M, €5M or €10M, whatever your stage.
Coaching and the GTM Competency Library
An always-on GTM coach, plus 1:1 with Koen and Head of Sales on demand. Backed by the GTM Coaching Competency Library, so development is systematic, not ad hoc. Every role is mapped the same way, and every competency is quality-scored before it goes near a rep.
Roles we coach across, including
GTMcraft Plays Free
100+ plays, 5 steps each, built to apply this week. All open on Notion. This is raw material the coach draws on.
- Apply-Monday format: signal, play, 5 steps, done
- Pipeline, expansion, upmarket, new-country motions
- Machine-first, so the coach can read and run them
The Future GTM Operator Free
Mon / Wed / Fri newsletter in a European operator voice, with a first-person take on every drop.
- Monday: Week in the Trenches
- Wednesday: Applied GTM
- Friday: Applied AI
The signal engine Live
100,000+ GTM signals across LinkedIn, newsletters, podcasts, Koen's weekly operator interview and 13 years in the field. Re-trained weekly, so the coach never goes stale.
- US expertise ingested, then mixed with the European trenches
- Tuned to your context, cited to the source
- Refreshed every week, not frozen at a cutoff
Tuned to your company. Cited to the play. European by default.
The coach answers in the context of your company, team and motion, and every answer is traceable to a specific GTMcraft Play or signal, not invented on the spot. It reads the situation the way a European operator would, not a US template.
The point: it is tuned to your context, your company, team, motion and stage, and lives inside the AI you already use.
The coach runs the drill, then scores the rep.
A generic chatbot hands you an answer. The coach makes you better at the moments that decide deals: discovery, objection handling, negotiation, exec presence. Founders and leaders use it to coach the team and to pressure-test their own calls, not just frontline reps.
Coach feedback, live
- You acknowledged the objection well, that keeps the door open.
- You pitched too early. Ask one more diagnostic question before you position.
- Name the cost of staying put, and quantify it. Vague urgency loses to the status quo.
You have tried the rest. Here is why they left you where you started.
Each one informs you and leaves the work to you. GTMcraft OS is different: it is tuned to your context, your company, team, motion and stage, so the edge is already in the work.
Communities and courses
Generic AI
US-centric content
Hiring a senior GTM leader
A generic AI answers. A GTM coach builds the skill.
Look closer at the biggest contrast. The AI AE is coming for the reps who only know how to prompt. GTMcraft develops the craft underneath, the judgement AI can't replace, mixed for how GTM actually works in Europe.
Corpus in. Agents in the middle. Real GTM output.
The coach is not a black box. The corpus goes in, connected agents do the work, finished GTM assets come out. All of it tuned to your context, your company, team, motion, stage and industry, inside the AI you already use.
The corpus
- 100,000+ GTM signals, aggregated
- 100+ field-tested plays and checklists
- LinkedIn, newsletter and podcast libraries
- Voice-enabled GTM advisor on demand
- Plus your own materials
Connected agents
- Playbook agent
- Content agent
- GTM motion agent
- Coaching and roleplay agent
- ICP and persona agent
- ARR growth and ABM agents
- Plus build your own
Ready-to-run assets
- GTM playbooks and action plans
- ARR growth and expansion plans
- Coaching programs and scorecards
- ICPs, personas and messaging
- ABM programs
- Plus build your own
Leverage is the headline. European is how it is tuned.
The leverage story is the point. This is the flavour underneath it: US-grade thinking, tuned for how Europe actually sells.
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 ingests the US expertise, then mixes it with 13 years in the European trenches, across SMB, Mid-Market and Enterprise. Not a US template. US-grade thinking, tuned for how Europe actually sells, re-trained every week.
The problem, and the product for it.
04
PE / Portfolio Operators
European
Operating partners and value-creation leads. Job: drive the next €10M across portfolio companies, on a hold-period clock, with proof.
+
Portfolio engagement
A white-label license, a 90-day value-creation program, and the benchmark dashboard, across the portfolio.
What this is, and isn't
Your door, and the engine under it.
Start with the free GTM Diagnostic. Your door is lit below, and the same engine powers all four.
One front door. Three ways in.
Start free with the GTM Diagnostic. It names your #1 revenue metric, then you go as deep as you want: read and run it free, connect the full OS to your own AI, or run a scoped engagement with Koen.
- The Future GTM Operator, 3x a week
- GTMcraft OS Light, the free coach GPT
- Individual GTMcraft Plays
- GTMcraft OS MCP, connected to your context
- 150+ Plays, Agents and Skills
- Weekly open office hours, live with Koen
- Group sessions
- All of GTMcraft OS
- 1:1 coaching with Koen
- Instant coaching by WhatsApp or Slack DM
Founder-operator and GTM-operator engagements: start with the free GTM Diagnostic, it replaces the intake call. Scoped work runs from €2,500 a month on a 6-month commit, from €15,000, with the deliverable set by your #1 revenue metric. Cancel the subscriptions anytime.
Signals in. An OS in your pocket out.
One sequence, from raw signal to an operating system tuned to your context. You climb it as far as you need: a skill, then a package, then the full OS.
Ingest the signal
Hundreds of thousands of GTM signals from podcasts, LinkedIn and newsletters, updated every week with the latest.
Transform to craft
Turned into GTM craft plays, human skills and agent skills. Read through a European operator lens, structured so a machine can run them.
Deliver at your depth
First a skill, then a package, then a full operating system. You choose how far up the ladder you climb.
Tune to your context
Tuned to your company, team, motion, stage and industry, inside the AI you already use, Claude, OpenAI or Gemini.
The plays land in your inbox first.
The Future GTM Operator goes out Monday, Wednesday and Friday, every week, in a European operator voice with a first-person take on every drop. Read it free. The system underneath is the product.
13 years in the European GTM trenches. Still daily.
I am not writing this from a stage. For 13+ years I have operated GTM in Europe, and I have scaled to €10M+ ARR three times, across SMB, Mid-Market and Enterprise motions, low, medium and high or dedicated touch.
Most GTM content is built for US companies. I ingest that expertise and mix it with what actually works in the European trenches. That mix, re-trained on the field every week, is GTMcraft.
The bet is simple: AI will replace the reps who only prompt. It will not replace the craft. So GTMcraft is built to develop the skills AI can't replace, not to admire strategy from a distance.
Track & background
Grow toward your next €2M, €5M or €10M, whatever your stage.
Borrow the leverage of operators who have already done it, tuned to your context. Start with the free plays. Add the OS when you are ready.