Understand how the revenue function works todayUnderstand your GTM
See six motions linking customer evidence, marketing, sales and revenue decisions.Connect customers, marketing and sales.
Make your GTM stack work as one system.
Find where work gets stuck between teams. Clarify ownership, connect the handoffs, and choose tools that address the gaps.
For founders, GTM leaders and RevOps teams at early-stage software companies
With expert input from
HubSpot
BetterContact
Scalantec
TC9
Desk One
Shor
Monaco
Gauge
Unabyss
Outbound Pros
Salesforge// Why download it
Build what you need.
Know why you need it.Build a better GTM stack.
Define how the workflow will runMap the workflow
Define inputs, ownership and handoffs. Decide what AI can prepare and where people must approve.Set ownership, handoffs and AI’s role.
Find the tools for the jobFind the right tools
Find tools for each part of your GTM work and understand where they fit.Match tools to the work.
Choose the tools that fit your workflowCompare your options
Compare options against your needs, setup effort and constraints. Check the supporting sources.Weigh fit, effort and tradeoffs.
// 01 / Understand the revenue function
Find where your
revenue work gets stuck.
Explore six connected motions, from understanding customers to learning from results. See the work, the outcome and the decisions your team needs to own.
01 / Understanding customers
Are we pursuing the right customers?
Turn customer conversations and market evidence into a sharper offer.
GranolaCapture callsCall notes→
DovetailCompare evidenceBuyer insights→
AttioAdd account contextApproved context→
ObsidianKeep reviewed learningWhat moves forward
A customer choice and offer grounded in evidence.
Your team decides
which customers you can reach and serve well.
02 / Generating and capturing demand
Is attention becoming useful interest?
Connect content, search and your website to a useful next step.
SurferPlan contentContent brief→
FramerPublish & captureOpt-in subscribers→
MailerLiteFollow upWhat moves forward
A relevant response with a clear next step.
Your team decides
Choose the promise, audience and next step.
03 / Developing qualified pipeline
Are we starting the right conversations?
Find the right people, judge the signals and make outreach relevant.
MoltSetsFind peopleContact data→
ClayResearch & prepareRelevant outreach→
WoodpeckerRun outreachQualified replies→AttioOwn the opportunityWhat moves forward
A qualified opportunity with an owner and next action.
Your team decides
Judge whether there is a real reason to pursue the account.
04 / Reaching agreements
What does the buyer need to move forward?
Carry the conversation into clear commitments and an agreement.
GranolaCapture the discussionBuyer context→
CodexPrepare next stepsReviewed next steps→AttioTrack commitmentsAgreed scope→
PandaDocAgree & signWhat moves forward
An agreement with clear commitments for both sides.
Your team decides
Approve the scope, promises and commercial terms.
05 / Delivering customer value
Are customers getting what they bought?
Connect onboarding, support and product use to customer progress.
AttioCarry sales promisesCustomer goals→
UserpilotGuide adoptionAdoption friction→
VitallyCoordinate successWhat moves forward
Customers reaching value, with problems and feedback captured.
Your team decides
Resolve exceptions and decide when expansion makes sense.
06 / Learning from results
What should we repeat, change or stop?
Link outcomes and cost to the next change in your GTM approach.
PostHogObserve behaviorAttioConnect deal outcomes
HexInvestigate resultsReviewed correction→ObsidianKeep the correctionWhat moves forward
A reviewed correction that changes the next attempt.
Your team decides
what the evidence supports and what remains uncertain.
Are we pursuing the right customers?
GranolaCapture callsDovetailCompare evidenceAttioAdd account contextObsidianKeep reviewed learningIs attention becoming useful interest?
SurferPlan contentFramerPublish & captureMailerLiteFollow upAre we starting the right conversations?
MoltSetsFind peopleClayResearch & prepareWoodpeckerRun outreachAttioOwn the opportunityWhat does the buyer need to move forward?
GranolaCapture the discussionCodexPrepare next stepsAttioTrack commitmentsPandaDocAgree & signAre customers getting what they bought?
AttioCarry sales promisesUserpilotGuide adoptionVitallyCoordinate successWhat should we repeat, change or stop?
PostHogObserve behaviorAttioConnect deal outcomesHexInvestigate resultsObsidianKeep the correctionClose the learning loop.
Use the results to improve whom you pursue, what you promise and how you work.Use what you learn to improve your next move.
Across all six motions
AI does the workResearch, draft and act
CRM keeps the statePeople, deals and commitments
The brain keeps the learningEvidence, decisions and corrections
// 02 / Define the workflow
Define how the
workflow will run.
Build a workflow your team can actually run. Make every handoff clear, give each step an owner and keep human judgment where it matters.
ONE WORKFLOW, FOUR DECISIONSSelect a step to explore expert perspectives
Expert comments to guide your thinking.
01 / Diagnose
“[…] what happens to a lead after it comes in? […] Who owned it, how fast did someone act, what happened next. […]”“[…] what happens to a lead after it comes in? […]”
Nicolas SchellCo-Founder & CEO · Scalantec
“[…] Each team does its part fine, but nobody passes on what they learned.”“[…] nobody passes on what they learned.”
Wojciech CyniakRevPack
“It only makes sense to invest in it if that's a repeatable part of a process. […]”“[…] if that's a repeatable part of a process. […]”
Maksymilian MajerPrincipal Engineer at Nursa · Nursa / Talentflank
“it’s low risk, the raw material already exists, and it compounds. once that loop works, then add the fancier stuff on top. […]”“[…] then add the fancier stuff on top.”
Tarun OdedraDesk One
“I start from the workflow, not the vendor list. Before looking at tools, we map how revenue actually moves […]”“I start from the workflow, not the vendor list. […]”
Jérémy GrandillonCEO & Co-Founder · TC9
“Every signal gets a play, an owner and a response time. A signal without a play is a dashboard. […]”“[…] a play, an owner and a response time. […]”
Nicolas SchellCo-Founder & CEO · Scalantec
“We believe the assistant should belong to one person, because whoever sends the output is responsible for it. […]”“[…] whoever sends the output is responsible for it.”
Filip KozeraSauna
“A team needs permission layers, cooperating modules and a way to decide which of two conflicting docs is right. […]”“A team needs permission layers […]”
Filip KubińskiCRO & Co-founder · Unabyss
// 03 / Find tools for the job
Tools and platforms mentioned in the report, grouped by the work they support. Hover or focus a logo to see its name.
Find the tools
for the job.
With your workflow defined, explore recommendations and alternatives by job, with tradeoffs and implementation constraints.
Compare tools for your workflow. Understand the tradeoffs.
173tools reviewed
32buying decisions
// 04 / Build your shortlist
Choose the tools that fit
your workflow.
Compare where each CRM helps most, what it takes to run, and which tradeoffs matter for your team.
Which CRM fits the way you sell?
Select a CRM to explore its strengths and tradeoffs.
Workflow coverage
Lower effortHigher effort
Setup & ownership effort
Tap a CRM to see its best fit and tradeoffs.
PipedriveKeep deals moving and follow-ups clear.
Keep deals moving and follow-ups clear.
- Best fit
- Give your sales team a visual pipeline, clear next actions and repeatable follow-ups.
- Tradeoff
- Check which automations and add-ons your workflow needs before choosing a plan.
LivespaceMake your sales process repeatable.
Make your sales process repeatable.
- Best fit
- Guide reps through defined stages, qualification criteria and next steps.
- Tradeoff
- Your process needs clear rules. API access and automation depend on the plan.
AttioShape your CRM around how you sell.
Shape your CRM around how you sell.
- Best fit
- Connect custom records, relationships and workflows around your business model.
- Tradeoff
- Someone needs to own the data model. Check object limits and automation credits.
MonacoBring prospecting and pipeline into one place.
Bring prospecting and pipeline into one place.
- Best fit
- Combine account research, outbound sequences, activity capture and deal tracking.
- Tradeoff
- Validate its bundled workflow, integrations and AI controls against your sales motion.
HubSpot · Multi-HubConnect marketing, sales and service.
Connect marketing, sales and service.
- Best fit
- Give teams shared customer context and coordinate work across the customer journey.
- Tradeoff
- Budget for the Hubs and tiers you need, plus ongoing administration.
Twenty · CloudCustomize your CRM. Skip server upkeep.
Customize your CRM. Skip server upkeep.
- Best fit
- Build custom records and workflows while Twenty operates the hosting infrastructure.
- Tradeoff
- Your team still owns CRM configuration and integrations. Infrastructure is managed by Twenty.
Lower operational effort: managed hosting.
Explore TwentyTwenty · Self-hostedRun your CRM on infrastructure you control.
Run your CRM on infrastructure you control.
- Best fit
- Choose where your CRM runs and manage its deployment to meet your infrastructure requirements.
- Tradeoff
- Your team owns deployment, updates, backups and monitoring. Budget for infrastructure and technical support.
Higher operational effort: your team runs the infrastructure.
Explore Twenty// About the author
Building the systems
behind growth.
Artur helps teams turn customer knowledge, sales experience and AI into workflows they can own and run. His work at ModelGuide connects GTM strategy with implementation, while GTM Tech Week brings founders and operators together to explore how revenue work is changing.
This toolkit brings that perspective to your stack: understand the work, clarify ownership and choose tools that help your team execute.
// Before you dive in
Straight answers.
What will this help me decide?
Start with a part of your GTM work that needs to improve. The report helps you map the workflow, compare tools for the job, and understand the ownership, setup and costs involved.
Can I use this with the tools we already have?
Yes. Use the workflows to check what your current stack can handle, where information gets lost, and what needs connecting. The comparisons help you decide when an additional tool is worth the cost and effort.
Does the report recommend specific tools?
Yes. Each comparison explains which tools fit particular needs, why you might choose them, and which tradeoffs could change that choice. Recommendations account for the work you need done and your team’s capacity to set up and run the tools.
Does it cover pricing and the cost of running the tools?
Yes. The report covers published pricing, usage charges, plan restrictions and additional costs where available. It also highlights setup and maintenance work, so you can look beyond the subscription price. Where pricing requires a quote, that is made clear.
How technical do I need to be?
You can use the main chapters and comparisons to plan workflows and shortlist tools without writing code. Detailed tool profiles go deeper into APIs, integrations and AI capabilities for the people responsible for implementation.
How were the tools assessed?
The October 2026 edition draws on official product, API, integration and pricing documentation. Assessments distinguish documented capabilities, vendor claims and editorial judgment, with linked sources and individual review dates. They are based on documentation rather than hands-on testing of every tool.
Is the full report free?
Yes. The full report is free to access.
Plan the workflow.
Choose the tools.
Use the report to understand workflows, define handoffs and approvals, and compare tool options.