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Field notes

Notes from building AI GTM systems

What we learn running LinkedIn content engines, agentic ad campaigns, and custom GTM builds. Written up while the decision is still fresh.

AI GTM

How we build a go-to-market AI employee: code for the rules, a model for the judgment

How we build a go-to-market AI employee: code holds the rules and the evidence, a model reads each case inside them, and a person decides what neither can.

17 min read
LinkedIn

The founder posts, the company page keeps the record

In our 36-question AI answer audit, 35 of the 37 LinkedIn posts Perplexity cited came from a personal profile, and the three client results we can name all came from a program that publishes from the executive's own profile.

11 min read
LinkedIn

The 37 LinkedIn posts an AI engine cited, read from their first lines

Perplexity cited 37 individual LinkedIn posts in our 36-question audit. Coded from their opening words, 15 state a position and 7 open on the same hard hire. In this set, the first line was the answer.

14 min read
AI GTM

Should you fix your CRM before building AI GTM workflows?

The answer is a sequence, not a side. Fix the fields the first workflow reads, ship the workflow, and let it expose the next fields worth fixing. A full cleanup first is the Foundation-First trap.

10 min read
Operating Notes

The empty seat: why GTM engineer reqs stay open

Across all 11 of our 2026 sales conversations, an unfilled or under-resourced seat appeared in 8. The role is hard to hire because the job is decisions, not implementation, and the definition problem is what keeps the req open.

12 min read
LinkedIn

The screenshot beats the infographic

We measured our LinkedIn against three peers and lost: a median of 24 reactions against 88, 100 and 189, while carrying the highest production value. Format is the explanation we are testing, and the AI engines cite the same shape.

11 min read
AI GTM

We audited 42 AI GTM products and our hypothesis failed

We scored 42 AI GTM homepages against our five stage model expecting agent washing. The review refuted 8 of 9 large gaps. What survived: 26 products market at Stage 4 and 24 require a Stage 3 buyer.

13 min read
AI GTM

What the AI engines tell your buyers before your first call

We ran 36 real buyer questions through ChatGPT, Claude and Perplexity. 108 answers, 703 citations, no incumbent, and all three engines hand the same variable back to the buyer undefined.

11 min read
AI GTM

One GTM engineer is not a capability

A builder is not a capability. The constraint is how many problems a team can run at once. Why each AI GTM problem needs a pod: an executive sponsor, one or two subject matter experts, and a builder.

13 min read
AI GTM

The AI GTM stack that looks Stage 4 and runs at Stage 2

Tool count tells you almost nothing about AI GTM maturity. The seven claims that sound like Stage 4, what stage drift looks like from the inside, and the questions that settle it.

9 min read

Get the research as it publishes

One email a month with what we published, sometimes one more when a piece deserves it. Next up: the 60-day re-run of the AI answer audit, due October 24, 2026.

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