Every GTM Motion. Fully Orchestrated.

A complete library of AI GTM orchestration playbooks — AI-powered go-to-market plays and growth loops, each mapped to the customer lifecycle. Select any play to see the work by stage, the process steps, the AI agents that execute it, and exactly where human expertise and attention is needed. Every play keeps a human in the loop on customer-facing, high-value, and high-risk decisions.

GTM Play · Full Lifecycle

Campaign Ops

Owns campaigns through their full flight path. Coordinates multi-channel campaigns across every lifecycle stage. The foundational backbone — every prospect-facing motion runs through a campaign.

TierExecuting
Lifecycle Scope7 stages · Full lifecycle
Architecture1 Domain Expert + 8 agents
Section 01
Coverage by Customer Lifecycle Stage
01
Awareness
►
02
Education
►
03
Selection
►
04
Commitment
►
05
Onboarding
►
06
Retention
►
07
Expansion
Awareness Campaigns
  • Broad-reach campaign briefs
  • Top-of-funnel audience targeting
  • Brand exposure tracking
Nurture Campaigns
  • 5–7 touch sequences
  • Cross-channel cadence
  • Engagement progression scoring
Conversion Campaigns
  • Demo and trial flows
  • High-intent attribution
  • Hand-off to Sales agents
Deal Acceleration
  • Objection-handling content
  • Stakeholder micro-campaigns
  • Procurement-stage trust signals
Activation
  • 30-day onboarding sequences
  • Time-to-value nudges
  • Adoption trigger flows
Retention
  • Health-driven re-engagement
  • Renewal-window waves
  • Win-back plays
Expansion
  • Upsell trigger campaigns
  • Multi-product penetration
  • Advocacy and referral
Section 02
Process Steps
STEP 01
Request
Brief intake from operator or signal-triggered.
►
STEP 02
Plan
Define audience, channels, KPIs, budget.
►
STEP 03
Build
Generate creative, copy, sequences. Human approves.
►
STEP 04
Activate
Launch across channels. Enroll prospects.
►
STEP 05
Optimize
A/B test, pause losers, scale winners.
►
STEP 06
Attribute
Measure pipeline, revenue, ROI.
►
STEP 07
Achieved
Archive results. Feed learnings forward.
Section 03
Domain Expert & Orchestration Agents
HITL ·
Human Required
Human Reviews
Agent Decides
AGENT 00 · DOMAIN EXPERT · GOVERNS THE PROCESS
Campaign Domain Expert
Receives campaign requests from the GTM Orchestrator. Owns the full REQUEST → ACHIEVED process path. Approves agent outputs at HITL gates. Routes attribution back to revenue dashboards.
Orchestration Agents8
AGENT 01
Request
Brief Intake Agent
Receives and structures campaign requests.
Responsibilities
  • Receive briefs from operator, signals, or GTM Orchestrator
  • Validate required fields (audience, channel, goal)
  • Surface incomplete briefs for clarification
  • Hand structured request to Campaign Planner
Owns: Request
● Review
AGENT 02
Plan
Campaign Planner
Defines audience, channels, budget, and success metrics.
Responsibilities
  • Build targeting rules and audience segments
  • Allocate budget across channels
  • Set KPI targets and benchmarks
  • Submit plan for HITL approval before BUILD
Owns: Plan
● Required
AGENT 03
Build
Campaign Builder
Generates all creative assets and sequences from the approved plan.
Responsibilities
  • Draft copy variants (headlines, body, CTAs)
  • Brief visual concepts and creative direction
  • Design email and message sequences
  • Assemble assets for human approval before activation
Owns: Build
● Required
AGENT 04
Activate
Channel Deployer
Pushes approved assets to ad platforms and channel tools.
Responsibilities
  • Deploy creative to Meta, LinkedIn, Google Ads
  • Configure landing pages and tracking pixels
  • Set scheduled send windows
  • Confirm successful launch across all channels
Owns: Activate
● Agent Decides
AGENT 05
Activate
Enrollment Agent
Adds qualifying prospects to active campaigns and triggers sequences.
Responsibilities
  • Enroll prospects based on targeting rules
  • Trigger first touchpoint in sequence
  • Honor unsubscribe and frequency caps
  • Log enrollment events for attribution
Owns: Activate
● Agent Decides
AGENT 06
Optimize
Performance Optimizer
Monitors performance and adjusts spend within HITL bounds.
Responsibilities
  • Run A/B tests on creative and audience variants
  • Auto-pause ads below CTR/CPA thresholds
  • Scale spend on winners within budget caps
  • Surface recommendations to Domain Expert
Owns: Optimize
● Review
AGENT 07
Attribute
Attribution Agent
Maps campaign touchpoints to pipeline and revenue outcomes.
Responsibilities
  • Stitch multi-touch attribution across channels
  • Map influenced opportunities and closed-won deals
  • Calculate campaign ROI and CAC
  • Push results to revenue dashboards
Owns: Attribute
● Agent Decides
AGENT 08
Achieved
Archive Agent
Closes the campaign, locks data, extracts learnings.
Responsibilities
  • Mark campaign complete and freeze attribution data
  • Extract performance patterns (what worked, what did not)
  • Feed learnings into Campaign Library for reuse
  • Generate post-mortem brief for Domain Expert
Owns: Achieved
● Review
Frequently Asked Questions

New to this? Start here.

If terms like "orchestration agents," "Domain Expert," or "the Bowtie" are new to you, this section explains the whole picture in plain language — no jargon required.

It is a map of all the marketing and sales work a company does to win and keep customers — and where AI software now does the heavy lifting. Each play shows the steps in a process, which AI agents run each step, and exactly where a human still makes the call. Think of it as an org chart for an AI-assisted go-to-market team.
GTM stands for "go-to-market" — everything a business does to find buyers, sell to them, and keep them happy. Marketing, sales, and customer success all fall under GTM.
A playbook is one complete process — for example, running paid ads or onboarding a new customer. It spells out what work happens, in what order, who (or what AI agent) does each part, and when a human needs to step in. It is the recipe, not just the dish.
A GTM Play is a forward motion that runs start-to-finish, like a campaign or a sales sequence. A Growth Loop is a cycle that feeds itself — happy customers create referrals, reviews, and renewals, which bring in more customers, which creates more happy customers. Plays push; loops compound.
An agent is a piece of AI software trained to do one specific job — write a first draft, score a lead, schedule a meeting, watch for warning signs. They are not robots and they do not replace your team. They handle the repetitive, time-consuming work so your people spend their time on judgment, relationships, and strategy.
The Domain Expert is the person or senior role that owns a process and supervises its agents. The agents do the work; the Domain Expert sets the rules, approves anything important, and steps in on the high-stakes moments. Every play has one so a human is always accountable for the outcome.
These show how much control the AI has at each step. Agent Decides (green) means the AI acts on its own for routine work. Human Reviews (amber) means the AI does it but a person checks before it goes out. Human Required (pink) means a person must approve or lead — used for anything customer-facing, high-value, or risky. The industry term for this is HITL, or "human in the loop."
The lifecycle is the journey a buyer takes with you, broken into stages: Awareness (they discover you), Education (they learn), Selection (they evaluate), Commitment (they buy), Onboarding (they get set up), Retention (they stay), and Expansion (they buy more). Every play is mapped to the stages it covers so you can see exactly where each process helps.
The traditional sales funnel stops at the sale. The Bowtie keeps going — it adds the post-sale side where you onboard, retain, and grow customers. Drawn out, the two halves look like a bow tie. It reflects the reality that for most modern businesses, most revenue comes after the first purchase.
No single play covers the entire journey. A greyed-out stage simply means that play does not operate there — another play owns it. For example, an SEO play works at the early Awareness and Education stages but not at Renewal. The gaps are intentional, showing clean handoffs rather than overlap.
No. This is the full menu, not a mandatory checklist. Most companies start with the few plays that match their biggest opportunity or worst bottleneck, prove it works, then expand. You adopt what fits your business and your stage.
Control is built into every play through the human-in-the-loop gates. Anything sensitive — pricing, public statements, contracts, responses to unhappy customers — requires a human to approve or lead. Agents handle the routine work inside clear guardrails, and a Domain Expert is always accountable. The goal is speed with oversight, not autopilot.
ChatGPT is a single tool you prompt one task at a time. An agency is people you hand work to. This is an orchestrated system — dozens of specialized agents working together across your whole go-to-market, connected to your data and tools, supervised by your team, running continuously. It is the operating system, not a single app or a single hire.
It starts with a GTM audit — a structured assessment of how you currently win and keep customers. We map your existing motions against the customer lifecycle, pinpoint the gaps and bottlenecks costing you time or revenue, and hand you a prioritized roadmap of where AI orchestration pays off first. From there you stand up one or two plays, with the human approval gates defined, before scaling across the rest of the system.
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