GTM Playbooks — 32 AI Orchestration Plays & Growth Loops Mapped to the Customer Lifecycle (Bowtie Funnel)
Guide · AI GTM Orchestration

Every GTM Motion.
Orchestrated.

A complete library of 32 AI GTM orchestration playbooks — 26 go-to-market plays and 6 growth loops mapped to the bowtie-funnel customer lifecycle, with the process steps, the agents that run the work, and a human in the loop on every high-stakes decision.

Read the Book Get the AI Design Sprint

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

Common Questions

The questions GTM teams ask before putting these playbooks to work.

What is a GTM playbook in this library?+

A documented, repeatable go-to-market motion: the customer-lifecycle stages it covers, the process steps, the AI agents that execute each step, and the points where a human reviews or decides. Think of it as a standard operating procedure where AI agents do the repetitive work and humans make the judgment calls.

What's the difference between GTM Plays and Growth Loops?+

GTM Plays (26 of them) are channel or function motions a team runs continuously — Campaign Ops, ABM, Inbound, SEO, Paid Social, Onboarding, Expansion. Growth Loops (6 of them) are self-reinforcing cycles — renewals, referrals, advocacy, nurturing, ICP refinement, risk sharing — where each pass produces the input for the next: happy customers generate referrals, referrals generate more happy customers.

What's the bowtie funnel and the customer lifecycle stages?+

The bowtie is a picture of the full customer journey. The left side narrows like a funnel — Awareness (they discover you), Education (they understand the problem you solve), Selection (they evaluate you against alternatives) — down to the knot in the middle, Mutual Commit (the deal is signed). Then it widens back out: Onboarding (they get to first value), Retention (they stay), Expansion (they grow). Every playbook maps its coverage across these seven stages.

What does human-in-the-loop mean in these playbooks?+

Every play defines what agents may do alone and what requires a person. Customer-facing, high-value, and high-risk decisions — pricing, contract terms, save conversations, anything published or sent to a customer — gate on human approval. Agents prepare the context and run the admin; humans make the call.

What does the agent architecture like "1 Domain Expert + 8 agents" mean?+

Each play is run by a small team of AI agents coordinated by a Domain Expert agent that owns the play end-to-end. The worker agents each handle one bounded task — enrich, draft, score, schedule, follow up — and the Domain Expert sequences them, checks output quality, and escalates to a human when confidence drops or the action is risky.

Where should I start?+

Pick the play closest to your biggest bottleneck, not your most ambitious idea. Most teams start with Inbound, SDR Ops, or Content Ops because the work is high-volume and easy to gate. Run one play, instrument it, and expand to adjacent plays once it reliably produces.

Do these playbooks replace my GTM team?+

No — they replace the repetitive parts of the work, not the people. Agents handle list building, enrichment, drafting, scoring, scheduling, and monitoring so your team spends its time on the conversations, relationships, and judgment calls only humans can own.

Put these playbooks to work

Read the book behind the system, or get an AI Design Sprint of where AI agents fit your go-to-market.

Read the Book Get the AI Design Sprint
Scroll to Top