# The GTM Agentic Organisation — complete guide Revenue Puzzles · The GTM Agentic Organisation · Framework v1.0 A proposed operating model for humans and agents across Sales, Marketing, and Operations & Product. Each entry is a starting specification. The organisation must supply its approved content, actual owner and permitted actions. Source and brand context: https://revenuepuzzles.com/ ## 01 — Commercial foundations What value do we create, for whom, and how does it become a viable business? ### Purpose & promise Pillars: Shared GTM The commercial outcome the organisation exists to deliver, and the customer experience it commits to. - [ ] Assign an accountable owner (suggested: Founder / commercial lead). - [ ] Create the first artifact: commercial-charter.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Define the purpose, promise and non-negotiables. **Agent contributes:** Compare plans and outputs with the approved promise. Owner: ______ | Priority: ______ | Target date: ______ ### Customer problems & proof Pillars: Shared GTM Describe the problems buyers recognise, their consequences and the evidence that solving them matters. - [ ] Assign an accountable owner (suggested: Founder / commercial lead). - [ ] Create the first artifact: customer-problem-map.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Choose which problems deserve attention. **Agent contributes:** Synthesize interviews and link every claim to its source. Owner: ______ | Priority: ______ | Target date: ______ ### Business model & economics Pillars: Shared GTM Explain how revenue is earned and what delivery costs. Separate SaaS subscriptions from service capacity and project margins. - [ ] Assign an accountable owner (suggested: Founder / commercial lead). - [ ] Create the first artifact: business-model.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Set economic assumptions and acceptable trade-offs. **Agent contributes:** Model scenarios using explicit, reviewable assumptions. Owner: ______ | Priority: ______ | Target date: ______ ### Revenue architecture Pillars: Shared GTM Map acquisition, conversion, delivery, retention and expansion into one revenue system with named owners. - [ ] Assign an accountable owner (suggested: Founder / commercial lead). - [ ] Create the first artifact: revenue-map.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Agree where growth should come from. **Agent contributes:** Locate gaps, duplicated work and unsupported dependencies. Owner: ______ | Priority: ______ | Target date: ______ ### Buying & value journey Pillars: Shared GTM Follow the customer from recognising a problem through buying, receiving value and deciding to renew or expand. - [ ] Assign an accountable owner (suggested: Founder / commercial lead). - [ ] Create the first artifact: customer-journey.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Validate the journey with real customers. **Agent contributes:** Connect touchpoints, evidence gaps and handoff failures. Owner: ______ | Priority: ______ | Target date: ______ ### Commercial principles Pillars: Shared GTM State how the team competes, communicates and treats customers, including promises it will not make. - [ ] Assign an accountable owner (suggested: Founder / commercial lead). - [ ] Create the first artifact: commercial-principles.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Own the standards and resolve difficult trade-offs. **Agent contributes:** Check draft communications against documented examples. Owner: ______ | Priority: ______ | Target date: ______ ## 02 — Authority & boundaries Who may decide, approve and act—and when must the work stop? ### Decision rights Pillars: Shared GTM Assign an accountable person to decisions about markets, budgets, offers, records and customer commitments. - [ ] Assign an accountable owner (suggested: Commercial lead + relevant policy owner). - [ ] Create the first artifact: decision-rights.csv. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Assign decision owners and delegates. **Agent contributes:** Route decisions to the appropriate owner with evidence. Owner: ______ | Priority: ______ | Target date: ______ ### Agent autonomy Pillars: Shared GTM Set authority per action: recommend, collaborate, prepare for approval, or execute within a defined scope. - [ ] Assign an accountable owner (suggested: Commercial lead + relevant policy owner). - [ ] Create the first artifact: action-authority-matrix.csv. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Approve scope, limits and stop conditions. **Agent contributes:** Act only through the permissions available for that task. Owner: ______ | Priority: ______ | Target date: ______ ### Claims & evidence Pillars: Shared GTM Link commercial claims to approved evidence, intended audiences, expiry dates and allowed wording. - [ ] Assign an accountable owner (suggested: Commercial lead + relevant policy owner). - [ ] Create the first artifact: claims-register.csv. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Approve new claims and material changes. **Agent contributes:** Flag unsupported, stale or contradictory claims. Owner: ______ | Priority: ______ | Target date: ______ ### Data & contact rules Pillars: Shared GTM Document permitted data use, contact eligibility, suppression rules and the review needed for uncertain cases. - [ ] Assign an accountable owner (suggested: Commercial lead + relevant policy owner). - [ ] Create the first artifact: data-and-contact-rules.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Approve applicable rules with the responsible specialists. **Agent contributes:** Apply approved eligibility checks and escalate ambiguity. Owner: ______ | Priority: ______ | Target date: ______ ### Commercial approvals Pillars: Shared GTM Define authority for discounts, contracts, paid media budgets, vendors and promises about product or delivery. - [ ] Assign an accountable owner (suggested: Commercial lead + relevant policy owner). - [ ] Create the first artifact: commercial-approval-matrix.csv. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Approve commitments above delegated limits. **Agent contributes:** Prepare the decision pack and hold the action until authorised. Owner: ______ | Priority: ______ | Target date: ______ ### Quality & escalation Pillars: Shared GTM Define acceptance criteria, blocked-work states and escalation paths when evidence, permissions or tools fail. - [ ] Assign an accountable owner (suggested: Commercial lead + relevant policy owner). - [ ] Create the first artifact: quality-and-escalation.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Resolve exceptions and accept material outcomes. **Agent contributes:** Stop, preserve evidence and propose a recovery action. Owner: ______ | Priority: ______ | Target date: ______ ## 03 — GTM strategy Where will we play, what will we offer, and which motions deserve investment? ### ICP & segmentation Pillars: Shared GTM Choose the organisations and buying situations worth pursuing. Keep fit, intent and relationship strength distinct. - [ ] Assign an accountable owner (suggested: GTM lead with Sales, Marketing and Product). - [ ] Create the first artifact: icp-and-segmentation.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Choose segments, exclusions and trade-offs. **Agent contributes:** Research candidates and show the evidence behind fit. Owner: ______ | Priority: ______ | Target date: ______ ### Positioning & messaging Pillars: Shared GTM Define the alternatives buyers compare, the differentiated value and the narrative for each relevant audience. - [ ] Assign an accountable owner (suggested: GTM lead with Sales, Marketing and Product). - [ ] Create the first artifact: positioning-and-messaging.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Choose the position and approve the narrative. **Agent contributes:** Compare alternatives and draft evidence-backed variations. Owner: ______ | Priority: ______ | Target date: ______ ### Offers & pricing Pillars: Shared GTM Specify the entry offer, value exchange, qualification rules and path to larger commitments. - [ ] Assign an accountable owner (suggested: GTM lead with Sales, Marketing and Product). - [ ] Create the first artifact: offer-and-pricing.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Approve packaging, price logic and concessions. **Agent contributes:** Model scenarios and draft offers within approved rules. Owner: ______ | Priority: ______ | Target date: ______ ### Channels & motions Pillars: Shared GTM Choose how customers discover, evaluate and buy. Define each channel's role and the handoffs between motions. - [ ] Assign an accountable owner (suggested: GTM lead with Sales, Marketing and Product). - [ ] Create the first artifact: channel-and-motion-map.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Choose the mix and investment hypotheses. **Agent contributes:** Compare performance and surface gaps between channels. Owner: ______ | Priority: ______ | Target date: ______ ### Revenue plan & resources Pillars: Shared GTM Translate revenue goals into explicit assumptions about conversion, deal size, timing, retention and delivery capacity. - [ ] Assign an accountable owner (suggested: GTM lead with Sales, Marketing and Product). - [ ] Create the first artifact: revenue-plan.xlsx. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Approve targets, budgets and capacity commitments. **Agent contributes:** Calculate scenarios and expose incompatible assumptions. Owner: ______ | Priority: ______ | Target date: ______ ### GTM readiness & launches Pillars: Shared GTM Define the customer evidence, offer, sales readiness, support and instrumentation needed for a launch decision. - [ ] Assign an accountable owner (suggested: GTM lead with Sales, Marketing and Product). - [ ] Create the first artifact: launch-readiness.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Make launch and market-entry decisions. **Agent contributes:** Assemble readiness evidence and flag unmet criteria. Owner: ______ | Priority: ______ | Target date: ______ ## 04 — Management & coordination Who owns outcomes, and how do people and agents stay coordinated? ### Roles & ownership Pillars: Shared GTM Map human roles, agent mandates and accountable owners for processes, records, metrics and handoffs. - [ ] Assign an accountable owner (suggested: GTM leadership + RevOps). - [ ] Create the first artifact: gtm-ownership-map.csv. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Assign accountability and resolve ownership gaps. **Agent contributes:** Check tasks and exceptions have a valid destination. Owner: ______ | Priority: ______ | Target date: ______ ### Programs & priorities Pillars: Shared GTM Give every initiative an outcome, scope, owner, budget, dependencies and a decision to continue, change or stop. - [ ] Assign an accountable owner (suggested: GTM leadership + RevOps). - [ ] Create the first artifact: gtm-program-register.csv. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Prioritise initiatives and allocate capacity. **Agent contributes:** Maintain progress evidence and surface dependency risks. Owner: ______ | Priority: ______ | Target date: ______ ### GTM operating calendar Pillars: Shared GTM Connect weekly pipeline reviews, campaign learning, quarter goals, renewals, launches and annual planning. - [ ] Assign an accountable owner (suggested: GTM leadership + RevOps). - [ ] Create the first artifact: gtm-operating-calendar.csv. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Set cadences and choose actions at reviews. **Agent contributes:** Prepare briefs and flag upcoming decision dates. Owner: ______ | Priority: ______ | Target date: ______ ### Metrics & scorecards Pillars: Shared GTM Define the business questions each metric answers, its formula, source, time basis and action threshold. - [ ] Assign an accountable owner (suggested: GTM leadership + RevOps). - [ ] Create the first artifact: metric-contracts.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Approve meanings, targets and review decisions. **Agent contributes:** Calculate consistently and separate missing data from zero. Owner: ______ | Priority: ______ | Target date: ______ ### Capacity & dependencies Pillars: Shared GTM Connect sales capacity, customer delivery, campaign output and agent workload to realistic commitments. - [ ] Assign an accountable owner (suggested: GTM leadership + RevOps). - [ ] Create the first artifact: capacity-and-dependencies.xlsx. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Approve staffing and delivery commitments. **Agent contributes:** Find bottlenecks and calculate the effects of changing load. Owner: ______ | Priority: ______ | Target date: ______ ### Customer learning council Pillars: Shared GTM Bring together sales objections, lost deals, adoption issues and customer evidence to revisit GTM choices. - [ ] Assign an accountable owner (suggested: GTM leadership + RevOps). - [ ] Create the first artifact: customer-learning-review.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Decide what changes in product, offer or GTM. **Agent contributes:** Cluster evidence and distinguish repeated signals from anecdotes. Owner: ______ | Priority: ______ | Target date: ______ ## 05 — GTM execution How does work deliver demand, closed business and realised customer value? ### Account intelligence Pillars: Sales Build account and buying-committee context from permitted sources, with provenance, unknowns and a reason to act. - [ ] Assign an accountable owner (suggested: The accountable owner of each workflow). - [ ] Create the first artifact: account-dossier.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Choose which opportunities deserve attention. **Agent contributes:** Research accounts and maintain evidence-linked dossiers. Owner: ______ | Priority: ______ | Target date: ______ ### Outbound & social selling Pillars: Sales Turn an approved target and point of view into relevant outreach, follow-up tasks and a response-handling process. - [ ] Assign an accountable owner (suggested: The accountable owner of each workflow). - [ ] Create the first artifact: outbound-playbook.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Own relationships, eligibility and external communication. **Agent contributes:** Draft outreach and prepare tasks within contact rules. Owner: ______ | Priority: ______ | Target date: ______ ### Account-based programs Pillars: Sales + Marketing Coordinate account selection, tailored content, seller activity and buying-group engagement around one account plan. - [ ] Assign an accountable owner (suggested: The accountable owner of each workflow). - [ ] Create the first artifact: abm-account-plan.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Choose account hypotheses and relationship moves. **Agent contributes:** Prepare account briefs, channel actions and progress evidence. Owner: ______ | Priority: ______ | Target date: ______ ### Discovery & qualification Pillars: Sales Establish the buyer's problem, impact, decision path and stakeholder evidence. Treat unknown qualification fields as unknown. - [ ] Assign an accountable owner (suggested: The accountable owner of each workflow). - [ ] Create the first artifact: discovery-and-qualification.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Conduct discovery and judge buyer commitment. **Agent contributes:** Prepare questions and map call evidence to qualification gaps. Owner: ______ | Priority: ______ | Target date: ______ ### Deal progression & closing Pillars: Sales Use buyer-confirmed milestones, mutual action plans and commercial approvals to move a deal to signature. - [ ] Assign an accountable owner (suggested: The accountable owner of each workflow). - [ ] Create the first artifact: mutual-action-plan.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Own negotiation, commitments and close decisions. **Agent contributes:** Track dependencies and propose evidence-based next actions. Owner: ______ | Priority: ______ | Target date: ______ ### Pipeline & forecasting Pillars: Sales + Operations & Product Separate stage, close date, forecast category and evidence. Track slippage and compare assumptions with outcomes. - [ ] Assign an accountable owner (suggested: The accountable owner of each workflow). - [ ] Create the first artifact: pipeline-review.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Own the forecast call and account interventions. **Agent contributes:** Detect stale deals, date changes and inconsistent evidence. Owner: ______ | Priority: ______ | Target date: ______ ### Demand & allbound Pillars: Marketing Connect campaigns, events, partners, capture and seller follow-up around a buyer problem and a measured hypothesis. - [ ] Assign an accountable owner (suggested: The accountable owner of each workflow). - [ ] Create the first artifact: demand-program-brief.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Choose the audience, hypothesis and channel investment. **Agent contributes:** Assemble program assets and monitor agreed handoff signals. Owner: ______ | Priority: ______ | Target date: ______ ### Content & enablement Pillars: Marketing + Sales Build useful buyer content from approved positioning, customer questions and evidence, then adapt it for the buying journey. - [ ] Assign an accountable owner (suggested: The accountable owner of each workflow). - [ ] Create the first artifact: content-program.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Choose the editorial point of view and approve publication. **Agent contributes:** Research, draft, repurpose and check sources and voice. Owner: ______ | Priority: ______ | Target date: ______ ### Search & AI discovery Pillars: Marketing Improve discoverability and accurate representation in search and AI answers. Record the query, engine, date and evidence for observations. - [ ] Assign an accountable owner (suggested: The accountable owner of each workflow). - [ ] Create the first artifact: search-and-ai-discovery.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Choose priority topics and approve public claims. **Agent contributes:** Audit content and run repeatable visibility observations. Owner: ______ | Priority: ______ | Target date: ______ ### Paid media & experiments Pillars: Marketing Connect creative, audience, offer and conversion event to a test with a budget, duration and decision rule. - [ ] Assign an accountable owner (suggested: The accountable owner of each workflow). - [ ] Create the first artifact: paid-media-test.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Approve spend, targeting and material campaign changes. **Agent contributes:** Draft variants and report performance against test rules. Owner: ______ | Priority: ______ | Target date: ______ ### Conversion & lifecycle Pillars: Marketing + Operations & Product Improve the path from interest to a useful next step across pages, forms, nurture and routing. - [ ] Assign an accountable owner (suggested: The accountable owner of each workflow). - [ ] Create the first artifact: conversion-and-lifecycle.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Approve experience changes and contact policies. **Agent contributes:** Find drop-offs and propose measurable experiments. Owner: ______ | Priority: ______ | Target date: ______ ### Attribution & learning Pillars: Marketing + Operations & Product Define attribution windows and assumptions, join campaigns to outcomes and distinguish observed credit from causal evidence. - [ ] Assign an accountable owner (suggested: The accountable owner of each workflow). - [ ] Create the first artifact: attribution-contract.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Choose the model and interpret its limitations. **Agent contributes:** Reconcile touchpoints and report results with uncertainty. Owner: ______ | Priority: ______ | Target date: ______ ### CRM & revenue operations Pillars: Operations & Product + Sales Define object models, lifecycle states, required fields, ownership, handoffs and the process those records support. - [ ] Assign an accountable owner (suggested: The accountable owner of each workflow). - [ ] Create the first artifact: crm-operating-spec.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Approve the operating model and significant record changes. **Agent contributes:** Audit hygiene and prepare controlled changes and task queues. Owner: ______ | Priority: ______ | Target date: ______ ### Data & analytics Pillars: Operations & Product Create usable datasets with explicit grain, identifiers, history, definitions, freshness and quality checks. - [ ] Assign an accountable owner (suggested: The accountable owner of each workflow). - [ ] Create the first artifact: gtm-data-contract.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Approve authoritative sources and acceptable quality. **Agent contributes:** Reconcile records and identify measurement gaps. Owner: ______ | Priority: ______ | Target date: ______ ### Workflow automation Pillars: Operations & Product Specify triggers, eligibility, actions, duplicate prevention, errors and acceptance criteria before automating a process. - [ ] Assign an accountable owner (suggested: The accountable owner of each workflow). - [ ] Create the first artifact: workflow-spec.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Approve the process and permitted effects. **Agent contributes:** Prepare changes and execute authorised workflow steps. Owner: ______ | Priority: ______ | Target date: ______ ### Customer research & PMF Pillars: Operations & Product + Marketing Collect customer evidence about value, unmet needs, alternatives and willingness to change; retain contrary evidence. - [ ] Assign an accountable owner (suggested: The accountable owner of each workflow). - [ ] Create the first artifact: customer-research-synthesis.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Choose research questions and interpret product implications. **Agent contributes:** Code interviews and connect patterns to their original sources. Owner: ______ | Priority: ______ | Target date: ______ ### Product adoption & PLG Pillars: Operations & Product + Marketing Connect activation and product usage to customer value, sales-assist triggers and product improvement hypotheses. - [ ] Assign an accountable owner (suggested: The accountable owner of each workflow). - [ ] Create the first artifact: activation-and-plg.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Define value milestones and approve product changes. **Agent contributes:** Monitor cohorts and draft evidence-based improvement proposals. Owner: ______ | Priority: ______ | Target date: ______ ### Customer success & expansion Pillars: Operations & Product + Sales Make the sales promise operational through onboarding, value reviews, renewal planning and evidence-based expansion. - [ ] Assign an accountable owner (suggested: The accountable owner of each workflow). - [ ] Create the first artifact: customer-success-plan.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Own the relationship and renewal or expansion commitment. **Agent contributes:** Prepare success reviews and surface value-delivery gaps. Owner: ______ | Priority: ______ | Target date: ______ ## 06 — Brains & shared context Which approved knowledge should every project and agent be able to retrieve? ### ICP & market brain Pillars: Shared GTM Store approved segmentation rules, market hypotheses, competitive evidence and known exclusions with versions and review dates. - [ ] Assign an accountable owner (suggested: Named subject owner for each brain). - [ ] Create the first artifact: icp-brain-index.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Approve segmentation and market interpretations. **Agent contributes:** Retrieve the applicable version and propose updates with evidence. Owner: ______ | Priority: ______ | Target date: ______ ### Brand & content brain Pillars: Shared GTM Keep positioning, audience narratives, claim sources, style examples and reusable approved assets in one maintained context pack. - [ ] Assign an accountable owner (suggested: Named subject owner for each brain). - [ ] Create the first artifact: brand-brain-index.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Approve voice, narrative and claim changes. **Agent contributes:** Retrieve relevant examples and check drafts for consistency. Owner: ______ | Priority: ______ | Target date: ______ ### Account & deal memory Pillars: Sales + Operations & Product Keep account facts, stakeholder roles, decision history and current commitments distinct from assumptions and draft recommendations. - [ ] Assign an accountable owner (suggested: Named subject owner for each brain). - [ ] Create the first artifact: account-memory-schema.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Confirm relationship judgments and commitments. **Agent contributes:** Summarise evidence while retaining sources and timestamps. Owner: ______ | Priority: ______ | Target date: ______ ### Product & customer brain Pillars: Shared GTM Maintain product truth, service constraints, pricing rules, customer questions and evidence of delivered value. - [ ] Assign an accountable owner (suggested: Named subject owner for each brain). - [ ] Create the first artifact: product-brain-index.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Approve product promises and delivery constraints. **Agent contributes:** Retrieve current facts and flag contradictory or stale material. Owner: ______ | Priority: ______ | Target date: ______ ### Metrics & definitions brain Pillars: Shared GTM Version metric formulas, lifecycle definitions, time windows, units, exclusions and canonical data sources. - [ ] Assign an accountable owner (suggested: Named subject owner for each brain). - [ ] Create the first artifact: metrics-brain-index.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Approve changes to business meaning. **Agent contributes:** Use the correct contract and explain comparability limits. Owner: ______ | Priority: ______ | Target date: ______ ### Decisions & experiment memory Pillars: Shared GTM Record what was tried, what happened, why a decision was made and what evidence would justify revisiting it. - [ ] Assign an accountable owner (suggested: Named subject owner for each brain). - [ ] Create the first artifact: decision-and-experiment-log.csv. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Accept learnings and authorise changes to the playbook. **Agent contributes:** Retrieve relevant precedents and propose supported updates. Owner: ______ | Priority: ______ | Target date: ______ ## 07 — Agent roles & work contracts What bounded jobs can agents take on, and what counts as accepted work? ### Research & intelligence agent Pillars: Shared GTM A proposed role for sourced account, market and competitor research; outputs include evidence, freshness and unresolved questions. - [ ] Assign an accountable owner (suggested: A human owner for every deployed agent). - [ ] Create the first artifact: research-agent-contract.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Set the research question and accept evidence quality. **Agent contributes:** Produce structured dossiers through approved sources and tools. Owner: ______ | Priority: ______ | Target date: ______ ### Campaign & content agent Pillars: Marketing + Sales A proposed role for briefs, drafts, content checks and campaign preparation using the current brand and ICP brains. - [ ] Assign an accountable owner (suggested: A human owner for every deployed agent). - [ ] Create the first artifact: campaign-agent-contract.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Own narrative, budget and publication decisions. **Agent contributes:** Produce reviewable assets and a clear change summary. Owner: ______ | Priority: ______ | Target date: ______ ### Deal & forecast agent Pillars: Sales + Operations & Product A proposed role for deal preparation, milestone tracking and pipeline anomalies, with buyer evidence kept separate from model inference. - [ ] Assign an accountable owner (suggested: A human owner for every deployed agent). - [ ] Create the first artifact: deal-agent-contract.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Own relationships, deal judgment and forecast commitment. **Agent contributes:** Prepare evidence-led reviews and suggested next steps. Owner: ______ | Priority: ______ | Target date: ______ ### RevOps & data agent Pillars: Operations & Product + Sales A proposed role for data checks, process diagnostics, dashboard calculations and controlled workflow or record updates. - [ ] Assign an accountable owner (suggested: A human owner for every deployed agent). - [ ] Create the first artifact: revops-agent-contract.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Approve definitions, process changes and write scopes. **Agent contributes:** Produce diagnostics, change previews and execution receipts. Owner: ______ | Priority: ______ | Target date: ______ ### Product & customer agent Pillars: Operations & Product + Marketing A proposed role for interview synthesis, adoption patterns, customer health evidence and product feedback aggregation. - [ ] Assign an accountable owner (suggested: A human owner for every deployed agent). - [ ] Create the first artifact: customer-agent-contract.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Interpret customer context and make product or renewal decisions. **Agent contributes:** Link patterns and recommendations to customer evidence. Owner: ______ | Priority: ______ | Target date: ______ ### Coordinator & quality agent Pillars: Shared GTM A proposed role for preparing tasks, selecting approved context, coordinating handoffs and checking acceptance criteria. - [ ] Assign an accountable owner (suggested: A human owner for every deployed agent). - [ ] Create the first artifact: coordinator-agent-contract.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Own priorities, acceptance and exception decisions. **Agent contributes:** Coordinate bounded work without granting itself new authority. Owner: ______ | Priority: ______ | Target date: ______ ## 08 — Systems & integrations Where are the records, and through which interfaces can work happen? ### CRM records & objects Pillars: Sales + Operations & Product Map companies, contacts, deals, activities and custom objects to canonical owners, identifiers and controlled write rules. - [ ] Assign an accountable owner (suggested: System owners + RevOps / engineering). - [ ] Create the first artifact: crm-object-map.csv. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Choose authoritative records and approve schema changes. **Agent contributes:** Read and update only permitted objects and fields. Owner: ______ | Priority: ______ | Target date: ______ ### Engagement channels Pillars: Sales + Marketing Register the available email, calendar, advertising and messaging interfaces, including account permissions and operational constraints. - [ ] Assign an accountable owner (suggested: System owners + RevOps / engineering). - [ ] Create the first artifact: engagement-interface-register.csv. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Own accounts, channel policy and external communication. **Agent contributes:** Prepare or execute only the actions supported and authorised. Owner: ______ | Priority: ______ | Target date: ______ ### Website & measurement Pillars: Marketing + Operations & Product Connect content, forms and analytics to defined events, campaign identifiers and the customer journey. - [ ] Assign an accountable owner (suggested: System owners + RevOps / engineering). - [ ] Create the first artifact: web-and-event-map.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Approve public changes and measurement definitions. **Agent contributes:** Prepare content changes and check event consistency. Owner: ______ | Priority: ______ | Target date: ______ ### Product, billing & service Pillars: Operations & Product + Sales Connect usage, delivery, contracts and billing so customer value and commercial reporting can be reconciled. - [ ] Assign an accountable owner (suggested: System owners + RevOps / engineering). - [ ] Create the first artifact: customer-value-system-map.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Resolve which source is authoritative for each measure. **Agent contributes:** Join authorised signals and surface mismatches. Owner: ______ | Priority: ______ | Target date: ______ ### APIs, MCP & tool contracts Pillars: Shared GTM Describe each callable capability, input, output, side effect, access scope and failure behaviour; connectors are implementation choices. - [ ] Assign an accountable owner (suggested: System owners + RevOps / engineering). - [ ] Create the first artifact: tool-catalogue.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Approve capabilities and access scopes. **Agent contributes:** Call the appropriate tool and retain its result and action receipt. Owner: ______ | Priority: ______ | Target date: ______ ### Identity, events & sync Pillars: Shared GTM Define stable IDs, timestamps, event schemas, deduplication and reconciliation across the GTM stack. - [ ] Assign an accountable owner (suggested: System owners + RevOps / engineering). - [ ] Create the first artifact: identity-and-event-contracts.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Approve mappings, conflict rules and source priorities. **Agent contributes:** Reconcile changes and prevent repeated effects. Owner: ______ | Priority: ______ | Target date: ______ ## 09 — Runtime, assurance & improvement How does the system run reliably, stay observable and improve under control? ### Identity & permissions Pillars: Shared GTM Give each runtime a scoped identity, managed secrets and enforceable permissions linked to its work contract. - [ ] Assign an accountable owner (suggested: Technical operator + relevant business owner). - [ ] Create the first artifact: agent-access-map.csv. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Approve access and review changes. **Agent contributes:** Operate within the granted identity and report denied actions. Owner: ______ | Priority: ______ | Target date: ______ ### Runtimes & schedules Pillars: Shared GTM Specify where work runs, what triggers it and how queues, retries, timeouts and concurrent tasks behave. - [ ] Assign an accountable owner (suggested: Technical operator + relevant business owner). - [ ] Create the first artifact: runtime-and-trigger-map.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Approve service levels and workload limits. **Agent contributes:** Execute eligible work and checkpoint progress. Owner: ______ | Priority: ______ | Target date: ______ ### Storage & retrieval Pillars: Shared GTM Map documents, structured records, logs and indexes. Retrieve authorised context with provenance, freshness and version boundaries. - [ ] Assign an accountable owner (suggested: Technical operator + relevant business owner). - [ ] Create the first artifact: storage-and-retrieval-map.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Choose canonical stores, retention and retrieval rules. **Agent contributes:** Retrieve relevant context and identify missing or stale evidence. Owner: ______ | Priority: ______ | Target date: ______ ### Observability & cost Pillars: Shared GTM Track business outcomes separately from execution traces, quality, latency, tool failures and spend. - [ ] Assign an accountable owner (suggested: Technical operator + relevant business owner). - [ ] Create the first artifact: operating-scorecard.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Set thresholds and decide interventions. **Agent contributes:** Collect receipts and flag quality, cost or performance deviations. Owner: ______ | Priority: ______ | Target date: ______ ### Evaluations & releases Pillars: Shared GTM Use representative GTM cases to check evidence, calculations, tool behaviour and usefulness before releasing changes. - [ ] Assign an accountable owner (suggested: Technical operator + relevant business owner). - [ ] Create the first artifact: agent-evaluation-pack.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Approve acceptance thresholds and releases. **Agent contributes:** Run evaluations and report failures without rewriting the standard. Owner: ______ | Priority: ______ | Target date: ______ ### Recovery & retirement Pillars: Shared GTM Define pause controls, rollback, incident handling, restore procedures and how an agent or workflow is retired. - [ ] Assign an accountable owner (suggested: Technical operator + relevant business owner). - [ ] Create the first artifact: agent-recovery-runbook.md. - [ ] Record scope, sources, approved version and review date. - [ ] Define acceptance criteria, allowed actions and escalation. - [ ] Trial the work on a representative real case. **Human owns:** Own incident decisions and service restoration. **Agent contributes:** Preserve state and execute the authorised recovery procedure. Owner: ______ | Priority: ______ | Target date: ______