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Build: a product

A go-to-market system for B2B sales teams.

Find, win and keep customers in one system.

GTM OS is a go-to-market system for B2B companies with their own sales team. Every week it prepares lists of companies to contact, message drafts and reports from your own CRM and data. Your team approves what reaches a buyer, and you own everything it builds.

Tell me your number

Name the one number you want to move. I reply within one working day.

In use
Within 30 days
Diagnosis
Two weeks, credited to setup
What you keep
Everything it builds

In one sentence

What is GTM OS?

GTM OS does the weekly groundwork of finding and winning customers on your own data, and leaves every decision to your people.

  • Who it is for

    B2B companies of 20 to 500 people with their own sales team.

  • The problem

    Leadership, marketing and sales each keep their own idea of who the best customer is and what to say to them. Reps build their own lists and write their own openers.

  • What changes

    Everyone works from one shared set of approved documents. The routine work arrives prepared each week, and one named person on your side approves what goes out.

What you get

What is in place once it runs.

  • A profile of your best customer

    Written down with the evidence behind it and approved by your team. Every list and draft uses the latest version.

  • A scored list of target companies

    Kept in your CRM. Every Monday you see which companies changed since Friday and why each one is on the list.

  • Drafts that wait for a yes

    Email and LinkedIn drafts, each with the reason it was written and its sources. Nothing reaches a buyer until a person approves it.

  • Weekly and monthly reports

    With their history, so you can see what moved and what did not.

Yours to keep The AI models underneath can be changed when better ones arrive. The library stays in your tools, exports at any time and is still yours if we stop working together.

Where to start

Pick one goal first.

Each goal answers a question one person in your company asks every quarter. A second can follow once the first is in use.

  • For the head of sales

    Outreach

    Reps build their own lists, write their own openers and follow up when they remember.

    After 30 daysA scored account list, a Monday list of accounts that changed, and email and LinkedIn messages that a person approves one by one.

  • For the head of marketing

    Account-based campaigns

    Marketing and sales disagree on which accounts matter, and the budget reaches people who will never buy.

    After 30 daysTarget accounts ranked against your revenue goal, campaigns aimed at them, and a monthly report the sales team reads.

  • For the CEO

    Sales operations basics

    The forecast is a negotiation. Leads wait days for an owner, and every region defines the sales stages differently.

    After 30 daysAgreed sales stages, an owner for every new lead within minutes, clean CRM data and a forecast you can defend.

  • For the founder

    Foundations

    The best-fit customer lives in the founder's head, and every new salesperson describes the company differently.

    After 30 daysA tested best-fit customer profile, positioning and messaging, competitor sheets, a pricing model and answers to common objections.

We can look at five more goals on the call, from deals that stall after the demo to follow-up after events. Start a conversation

How it starts

From the first call to a system in use.

Nothing moves on to the next step by itself. Each one ends with your decision.

  1. 30 minutes

    Discovery call

    We talk about the number you want to move, without slides.

    You decide whether to go on

  2. Two weeks

    Diagnosis

    A paid review that shows where your pipeline leaks and which routines to build first. The fee is credited to setup if you go ahead.

    You decide whether to go on

  3. Within two working days

    Proposal

    A fixed quote in writing, with three options.

    You pick an option, or stop here

  4. 30 days

    Switch-over

    The routines are built on your data, tested and put into use. The four weeks are set out below.

Ready to talk? Write to me below

After you say yes

The first 30 days, week by week.

You give access and name the owners. Then the system is set up, tested next to your team and handed over.

  1. Before day 1

    Access and owners

    Access to your CRM, email, web analytics and ad accounts, and one owner for each routine.

  2. Week 1

    Set up and test

    Each routine is set up on your data and tested on last quarter's accounts.

  3. Weeks 2 and 3

    Run side by side

    It runs next to the person who does the job today, and both sets of picks are compared every day.

  4. Week 4

    Into use

    It goes into use, with every output still reviewed. You get the exports and a written guide, and your owner is trained to run it.

In use, or the next month is free If a routine is not in use 30 days after handover, you don't pay the next month. The only condition on your side: access to your tools within five working days and one named owner.

What it looks like

One week inside the system.

We follow one fictional components maker from Monday to Friday. The system prepares the work and a person on your team makes each decision.

What you are looking at Three screens from one week at Brassbird Components, a fictional components maker: the Monday list, the Tuesday approvals and a Friday change to the customer profile. Under each screen: what the system did and what a person decided.

Brassbird Components · Illustrative, fictional company

  1. Monday

    The research is ready on Monday morning.

    The system lists the accounts that changed since Friday and says why each one is there. Wrong fits drop off, and nobody writes to an account where nothing changed.

    You pick the accounts

    Accounts that changedSince Friday · checked against ICP v2
    • Priority A Quillmere Pumps Two plant engineering roles posted in Graz Careers page · 2 days Draft outreach
    • Priority A Oxbarrow Automation Opened the pricing page 3 times this week Web analytics · 1 day Brief the rep
    • Lowmoor Castings Distributor, outside the customer profile. Removed

  2. Tuesday

    Nothing reaches a buyer without a yes.

    Drafts wait in one inbox, each with the reason it was written and its sources. A named person approves, edits or rejects each one, and the log keeps every decision.

    You decide

    Approvals6 waiting for you

    1 of 6 · Email draft · Quillmere Pumps

    To: Operations director, Quillmere Pumps

    Two plant roles in Graz

    Hello,

    I noticed Quillmere is hiring two plant engineers in Graz.1

    New plant work usually means a parts list gets written in the first month, and our fittings tend to end up on it.2

    Would a one-page list of what other pump makers specify first be useful?

    Why this account
    Top segment in ICP v2, and the hiring change is two days old
    Check before approving
    The roles may replace people who left.
    Sources
    1. 1Careers page, 2 days
    2. 2Messaging v5
    Edited by a person RejectEditApprove

  3. Friday

    Change the customer profile once. Everything follows.

    On Thursday the head of sales approved a new version of the best-fit customer profile. From the next run, the account list, the drafts and the Friday report all use it.

    You own every version

    icp.pdfv3 · approved Thursday by the head of sales

    What changed from v2

    • Added: Pump makers of 200 to 800 people move to the top segment.
    • Removed: Distributors move to disqualify.

    Evidence: 2 years of won and lost deals

    Uses v3 from the next run

    • Target account listRescored
    • Monday listNext run Monday
    • Outreach draftsNew drafts only
    • Friday reportShows the change
    PDFDOCXCSV Every version kept. Export any time.

What you need to provide

Three things from your side.

  • A number to move

    Meetings, pipeline, win rate, renewals or forecast accuracy. One number is enough to start.

  • One named owner

    Someone on your side who approves what goes out and owns each routine once it is in use.

  • Access within five working days

    To your CRM, email, web analytics and ad accounts, so the first build runs on your own data.

Is it a fit?

Is GTM OS right for us?

A good fit when

  • You sell to other businesses With a sales team of your own, in a company of 20 to 500 people.
  • The same work is redone by hand Lists, openers and follow-ups depend on who did them, and the forecast is a negotiation.
  • You want to keep what gets built The library stays in your tools and exports at any time.

Start somewhere else if

  • Nobody senior owns marketing GTM OS needs a senior owner who can make marketing decisions, so a fractional CMO is the better first step.How the CMO role works
  • The assistant is for you alone FounderOS is a personal AI assistant for founders and CEOs, built on their own notes and files.How FounderOS works
  • Not sure yet where AI belongs The Marketing + AI Audit puts the changes in order first.How the Marketing + AI Audit works

Still choosing? Compare every service in four questions

Alternatives

GTM OS next to the usual alternatives.

Five ways to cover the same work, compared on five points.

What you needSoftware toolsAn agencyAn AI sales toolA sales operations hireGTM OS
Runs on your own data Partly Partly Partly Yes Yes
Comes with a method No Yes No Partly Yes
In use within 30 days Partly Partly Yes No Yes
A person approves what reaches a buyer Partly Yes No Yes Yes
Know-how and files stay with you Partly No No Partly Yes
Words used on this page
Go-to-market (GTM)
How a company finds, wins and keeps customers.
Ideal customer profile (ICP)
A written description of the companies that fit you best. On this page: the best-fit customer.
Pipeline
The deals your sales team is working on, from the first conversation to a signed contract.
Routine
A repeating piece of work the system runs for you, such as the Monday list.
Account-based campaigns
Marketing aimed at a named list of companies instead of a broad audience.
GDPR
The EU rules on personal data. They decide whose data you may use and how.

Who you work with

You work with me directly.

Anže Frantar
Anže Frantar, Fractional CMO and CAIO

Anže Frantar

12 years in B2B and B2C marketing. I have built marketing departments from scratch and led teams across Central and South-East Europe.

I build the AI systems myself, and the ones already running inside B2B groups are used every day by teams that do not need me there. Details of each engagement stay for the conversation, so ask about them on the call.

More about me

Questions

What leaders ask before the call.

How quickly is it in use?

Within 30 days. It runs on your own CRM and data, and one named person on your side approves what goes out.

We could do this with AI ourselves. Why buy it?

You could, and if you have the hours I'll tell you where to start. What you buy is time and a tested system that is in use within 30 days, while the AI models underneath stay rented and the system stays yours, so you can take it in-house whenever you want.

AI sales tools did not work for us. Why would this?

Most of them fail for the same reason: they produce volume and nobody answers for it. Here a named person approves every message, and the work is judged by the pipeline it creates. On day 90 we look at the numbers together.

Our CRM data is a mess. Can we still start?

Yes. The system shows which approved documents are missing or out of date, and clean-up is often the first thing the diagnosis recommends.

What about GDPR and the EU AI Act?

Every contract includes a data processing agreement and the full list of sub-processors before any data moves. Sending rules are set per country before the first message goes out, and anything the system builds that talks to a customer says it is AI. EU hosting is available if you need it.

What does it cost?

It depends on the goal and the scope, so I price it after the discovery call. The first paid step is the two-week diagnosis, which is credited to setup if you go ahead, and after it you get a fixed quote with three options within two working days. GTM OS runs as a subscription or as a managed service.

Start with one number.

Tell me which number you want to move. On a 30-minute video or phone call we look at where it stands and whether GTM OS is the right way to move it.

Anže FrantarWrite or call in English, Slovenian, Croatian or Serbian.

  • A personal reply within one working day.
  • A fixed quote in writing within two working days of the call.
  • If I'm the wrong fit, I'll say so and suggest someone else.

Or write to anze@failagainfailbetter.com, or call +386 40 191 468.

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