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The Repeatable GTM Stack

A practical view of the tools behind repeatable B2B growth, combining the tools I use with the broader GTM ecosystem scaling startups rely on.

CRMs - the Core of your Sales Operations Stack.

The CRMs I use in my own business and when building GTM engines for clients. These choices reflect real-world deployment, not theoretical preferences.

Attio

CRM & Revenue Intelligence

What I use it for: Managing relationships and tracking deal progression with flexible data structures.

Why this tool: It thinks like a modern operator, not legacy enterprise software — native flexibility without customisation debt.

Where it fits: System of record for all prospect and customer relationships.

My Sales Stack as a GTM Architect

Clay

GTM Engineering

What I use it for: Building custom data workflows and enrichment pipelines for client GTM systems.

Why this tool: Turns messy data operations into structured, repeatable processes without engineering resources.

Where it fits: Data orchestration layer between signal capture and engagement execution.

Alternative: Freckle.io

(New accounts only)

Claap

Sales Enablement & Calls

What I use it for: Recording calls, sharing insights asynchronously, and building enablement assets from real conversations.

Why this tool: Removes friction from call review and turns conversations into shareable, searchable knowledge.

Where it fits: Enablement and feedback loop, captures what happens in calls and distributes learning.

(or 30% off monthly for 2 months)

Notion

Knowledge & Playbooks

What I use it for: Storing playbooks, documenting systems, and maintaining structured knowledge bases.

Why this tool: Flexible structure that adapts to different knowledge types without rigid categorisation.

Where it fits: Knowledge repository, central source of truth for process documentation and enablement.

Pandadoc

Proposals & Deal Execution

What I use it for: Creating proposals, managing pricing documents, and handling contracts from proposal to signature.

Why this tool: It removes friction from the closing process with clear documents, version control, and visibility into prospect engagement.

Where it fits: Deal execution layer, bridging sales pipeline and contract closure, with key signals feeding back into Attio.

Gamma

Presentations & Narratives

What I use it for: Building decks, proposals, and structured narratives without design overhead.

Why this tool: Combines speed with quality — produces presentation-grade output without Keynote complexity.

Where it fits: Communication layer for client deliverables, pitch materials, and strategic storytelling.

GTM tools by category

Common tools used by scaling B2B startups, organised by GTM function. These categories reflect how modern revenue teams structure their technology.

CRM

Data Enrichment

  • Clay (Get 3k extra credits)

Meeting Assistant (Note takers + CRM Sync)

  • Claap (Get 10% off annual)

Project Management & Delivery

  • Notion (6mo free for Startups)

Email Verification

Sales Assistant

  • Claap (Get 10% off annual)

WhatsApp Integration

Legal, Accounting and Banking

  • Osome (Incorporate in UK, SG, HK)
  • Deel (hire anywhere)

Workflow Automation

  • Clay (Get 3k extra credits)

E-Signature / Proposals / Digital Sales Room

Scraping

  • Clay (Get 3k extra credits)

Courses & Community

How I think about GTM stacks

Start with signals, not tools

The best stack captures buying intent and routes it efficiently. Tools should follow the signals your GTM motion creates, not the other way round.

One system of record beats tool sprawl

Multiple sources of truth create data conflicts and slow execution. Centralise around one CRM and build everything else to feed it.

Tools should follow the GTM motion

Outbound-led teams need different infrastructure than product-led or partnership-driven motions. Stack design follows strategy, not vendor hype.

Wiring matters more than features

Integration quality and data flow determine effectiveness more than individual tool capabilities. How tools connect matters more than what they do in isolation.

Need help designing your GTM stack?

If you're designing or fixing your GTM stack and want a system, not a tool list, I help founders build repeatable GTM engines.

This means wiring the right tools together, defining the motions they support, and ensuring your stack captures signals and converts them into revenue efficiently.