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Playbooks, guides, and lessons from the field

GTM Engineering

The Forward Deployed GTM Engineer

The unicorn hire for companies standing up a GTM engineering org is the Forward Deployed GTM Engineer - what the role does, and why verification is the hardest part of the job.
Applied AI

Our Agent Chain Silently Routed Around a Broken Data Contract

A postmortem from our production GTM chain: three writer stages drifted off the shared record contract, a downstream stage quietly reconstructed the missing state, and every run finished green. What broke, why nothing caught it, and the offline evaluator that now blocks the commit.
GTM Engineering

Introducing Headless GTM

We're open-sourcing the outbound stack we run for clients - discovery, signals, judgement, and verified emails as Claude Code and Codex skills on raw vendor APIs. Keep the data vendors, drop the dashboards. The interface is the agent.
Applied AI

The Post-Fable Repo

Claude 5 models don't make scaffolding disappear - they change which scaffolding matters. How we rebuilt our GTM skills repo around three layers: operational knowledge the model can't know, judgment calibrated to our business, and controls it isn't allowed to improvise around.
Applied AI

Which Frontier Models Can Tell if Your AI Company Actually Ships? We Tested 12 of Them

We ran 12 frontier and open-weight models against one rubric on frozen evidence from 243 funded AI companies. Above $22 per thousand accounts price stopped buying accuracy, one version bump moved more than any lab gap - and 96 companies get flagged as fake AI by every model.
Applied AI

Evals for GTM Teams

Most GTM teams running AI can't tell you whether it works. Evals are the QA function GTM AI is missing - why errors compound, why failures are silent, and what a working eval looks like end to end.
GTM Engineering

Claude Code Guide to GTM

How we build a full go-to-market system on Claude Code at Zevenue - the six building blocks (skills, subagents, hooks, MCP, plugins, routines) mapped to every stage of GTM. The written companion to our Claude Code Masterclass.
Applied AI

Applied AI in Your GTM Team

Most GTM teams say they've adopted AI. What they mean is someone has a chat window open. There are three levels of applied AI capability, and the distance between where most teams stall and where the real value sits keeps growing.
GTM Engineering

The end of the industry filter

For a decade, sales lists have been filtered on a taxonomy built for government statistics. What changes when the unit of the filter moves to what a company actually does - its integrations, hiring, case studies, the pages on its website.
GTM Engineering

Moving away from the old GTM tech stack

What used to take six weeks now takes an afternoon. A live demo from the Claude for Marketers & GTM event in Toronto - and the case for why the old GTM tech stack is on its way out.
GTM Engineering

The Problem with AI SDRs

Why the best outbound systems won't come in a box. AI SDR tools churn at 50-70% annually because they can't hold your internal context - and context is the whole game.
GTM Engineering

Hiring a Great GTM Engineer Is Actually Hard

There are four types of candidates who show up for GTM engineer roles, and each one is missing something critical. Here's why the gap is structural, not temporary.
GTM Engineering

Claude Code Onboarding Guide

The quickest way to get started with Claude Code. What to focus on and how to get comfortable with terminal-based AI development.
GTM Engineering

Why Your GTM Team Hasn't Adopted Claude Code Yet

The four most common objections GTM leaders give for not using Claude Code — and why none of them hold up.
Applied AI

What 15 Hours of Autonomous Coding Means for Your GTM Org

AI autonomous coding ability jumped from 4 hours to 15 in two months. Here's what that means for GTM teams and why the most important hire is a GTM engineer.
GTM Engineering

Claude Code for GTM: Part 2 — Compound Engineering

Claude Code remembers everything you build and gets better over time. Here's why compound context, not prompting skill, is the real unlock for GTM teams.
GTM Engineering

I Spent Ten Years Writing Cold Emails — Here's What Claude Code Taught Me About GTM

The Signal, Bridge, Voice framework for cold email and why code is the natural tool for the entire GTM pipeline.
GTM Engineering

Claude Code for GTM: Part 1 — Context Is the Bottleneck

The models are smart enough. The bottleneck is whether they have the right context at the right time. Here's how to make Claude Code actually work for GTM.
GTM Engineering

Your Reps Are Emailing People Who Don't Work There Anymore

The 3 types of sales orgs, ranked by data hygiene — and the 4-step system to stop wasting your reps' time on stale contacts.
Applied AI

Five AI Moments That Changed How We Think About GTM

A timeline of the five AI breakthroughs that reshaped how we build and run go-to-market systems — from ChatGPT to Claude Code.
Outbound

AI Inbox Just Changed Cold Email Forever

Gmail's AI inbox means you're now writing to prove yourself to an LLM, not just a human. Here are the 4 layers you need to get through.
GTM Engineering

GTM Engineering Is Dominating Tech Spend

Brex analyzed spend data from 35,000 companies. The fastest-growing tools are almost all GTM engineering. Here's what that means for teams still running the old playbook.
Applied AI

GPT-5: Reasoning Tokens Change the Math

GPT-5 is a reasoning model, not a base model upgrade. Here's how that changes token economics and when to actually use it in GTM workflows.
Applied AI

Phase 1 vs Phase 2 AI: Why Data Is the Real Moat

Bolting AI onto existing features is Phase 1. Rebuilding around proprietary data and context is Phase 2. Here's what that means for GTM teams.
Applied AI

GPT-5 Just Launched — What GTM Teams Need to Know

A practitioner's breakdown of the GPT-5 launch: 1M context window, cheaper API pricing, unified reasoning, and what it all means for outbound and GTM workflows.
Startups

Stop Overengineering Your Sales Process

Automation without understanding is wasted effort. A 3-question diagnostic for whether your team is ready to build workflows.
Outbound

How to Get Out of Spam Trouble

It turns out the campaigns you've worked so hard on are landing in spam. Here's how to diagnose, recover, and prevent deliverability problems.
Outbound

Why Spintax Is Dying (And the 3-Step Clay Process That Replaced It)

We tested 10,000 emails in Q1 and watched deliverability crash. Here's why spintax stopped working and the Clay-based process we built to fix it.
Startups

How Zevenue Got Its First Clients (Not Through Cold Email)

The origin story of Zevenue — from failed software to Slack communities to organic inbound. Four rules for building real relationships in founder communities.
Startups

Lessons From Moving Upmarket

What Zevenue learned working with bigger startups in 2024 — bigger doesn't mean easier, just different challenges.
Outbound

412 Spam Words to Avoid in Emails

A comprehensive list of trigger phrases that spam filters flag as harmful or fraudulent, organized by category.
Outbound

9 Best Email Warmup Tools

A comparison of the top email warmup tools for sales teams, with pricing, features, and key selection criteria.
Startups

Best Email Provider to Use

Gmail, Outlook, or Zoho — which email provider should your startup use for sales outreach? A comparison of deliverability, cost, and setup.
Startups

Hiring an SDR vs Outbound Agency

A comparison of hiring internal sales development reps versus partnering with an outbound agency — cost, ramp time, expertise, and scalability.
Outbound

The Guide to Email Warmup

Everything you need to know about email warmup — why it matters, how it works, timelines, and manual versus automated approaches.
Startups

Benchmarks: What Does a Good Campaign Look Like?

The four metrics that matter for cold email campaigns — bounce rates, reply rates, message variation, and spam reporting thresholds.
Outbound

Configuring Domain Name Servers (DNS) for Email Outreach

A technical guide to setting up SPF, DKIM, and DMARC records for email deliverability in outbound campaigns.
Outbound

Which Domain Should You Use for Sales Outreach?

Why using your primary company domain for outbound sales is a mistake, and what to do instead.
Outbound

How to Analyze Your Cold Email Strategy

A seven-step framework for analyzing cold email campaigns — from categorizing themes to identifying patterns that drive results.
Outbound

Zevenue's Cold Email Guide for Startups

How to craft cold emails that convert into booked sales calls — strategies, frameworks, and 15 real-world examples from 100+ campaigns.
Startups

Should I Sell to SMB or Enterprise Businesses?

One of the first decisions a startup makes — targeting SMBs or enterprise. Here's how to think about qualification, sales cycles, and where to start.