On a Friday you usually get 3 problems and 3 plays from me. Today you get 1 letter. A question keeps landing in my WhatsApp that a playbook cannot answer, so I built something else. 5 minutes read.
A few weeks ago a CRO at a 2M ARR company sent me a WhatsApp.
He was about to close a deal as big as his entire customer base. And he had nobody to think it through with.
We got on a 30-minute call. I told him what I would do in his seat.
Two weeks later he came back. He had made his call. The big deal got its own high-touch motion, so it did not put his 2M of SMB customers at risk.
Then he asked: “Is there any way you can coach me this way?”
Hi, it is Koen Stam and welcome to GTMcraft OS: The European GTM Operator. This newsletter is built from 100,000+ GTM signals collected from 100+ operators and founders, combined with 13+ years of my own lessons and failures from the trenches. I write at the intersection of go-to-market practice and AI-powered systems for founders and GTM operators scaling their next 2M, 5M or 10M ARR.
The question always comes on WhatsApp
That question keeps coming. Never through a community. Always on WhatsApp, from someone with a board meeting on Tuesday.
I see the other side of it too. I host a community Slack with 150+ executives in it. It gets 1 question a month. My own playbooks get bookmarked and never opened.
Last month I asked 60+ founders on a stage if they know where their pipeline breaks. 1 hand stayed up.
Nobody at this stage has a content problem. You have a Tuesday problem: a revenue call on your desk this week, and nobody senior to run it by.
I write plays 3 times a week, so I say this with some self-awareness. Another playbook does not fix a Tuesday problem. A person who has made the call before does.
So I built what he asked for.
The Revenue Room
8 people, 1 quarter. European B2B SaaS founders between 1M and 10M ARR, and GTM leaders who own the number.
I tell you what I would do in your seat. You run it. No course, no content library, nothing to fall behind on.
A hotline. A private group nobody outside it sees. Post the problem on your desk, any working day. You get my answer within 48 hours, plus whatever the other 7 have run into before. You never solve a complex one alone again.
A 90-minute call every 2 weeks, case-led. You post your case 48 hours ahead and 3 cases get the floor. I tell you what I would do, what to stop doing and what to measure by Friday. Next call you come back with what happened.
1 private 60-minute session with me, placed where it moves your number most.
I have scaled B2B SaaS to 10M ARR 3 times, and I run a GTM org pushing toward 50M ARR, in Europe. You get what I am running this quarter, not what I remember from 2019.
How one case runs
Every case in the room fits on 1 screen. You can use the format this weekend, even if you never join.
The number. What you own this quarter, and where it stands today.
The call. The decision on your desk, in 1 sentence.
The options. The 2 or 3 moves you are weighing, and what each one costs.
What you already tried. And what happened.
The deadline. When the call has to be made, and who is waiting on it.
The answer comes back in 3 lines. What I would do. What I would stop doing. What to measure by Friday.
Write your own Tuesday problem in those 5 lines. Getting it onto 1 screen is half the work.
How the quarter runs
Friday 23 October: the first call. You bring your Q4 number and whatever is in the way of it.
November: the same rhythm, now on what you actually ran.
December and January: we build your Q1 2027 plan, break over Christmas, and check that plan against your first numbers in the second week of January.
What is already on the table
These are the 4 topics on the table for the first call on 23 October:
The founding team, and how to test the click before anyone signs.
Moving from founder-led sales to a founding AE.
Building top-of-funnel pipeline when conversion is already solved.
Building an event community in a market drowning in events.
If yours sits next to one of these, you will not be the only one in the room with it.
What you walk out with
A quarter where no revenue call is made alone. A Q1 plan checked by people who carry a number themselves. And 7 peers whose numbers, motions and mistakes you know by name.
What is said in the room stays in the room.
Who gets a seat
Part of the room is already filled from my own network. I am not filling the rest first come, first served. The bar is simple:
You own a number, and you can name what is in the way of it in 1 sentence.
You run the work between calls. I work with you, not instead of you.
You can protect 90 minutes every 2 weeks for a quarter.
It is not for you if you are below 1M ARR, or if you want a course. The plays stay free on Notion for that.
How to get a seat
5,000 EUR for the quarter, up front or in 3 monthly parts.
Reply to this email with 1 word:
ROOM, plus 3 lines: your ARR, your motion, and the 1 thing in the way of your number. I will tell you straight whether the room is the right call, also if it is not.
JANUARY, if the timing is wrong but you want to hear first when the Q1 2027 room opens.
I need your yes by Thursday 22 October, 18:00 CET. Then the room closes and we get to work on Friday morning.
Master your human GTM skills AI can’t replace inside GTMcraft,
Koen
Your (human) GTM Coach
—
PS. If this is not for you, forward it to 1 founder who is making a revenue call alone this quarter. The regular Friday edition is back next week.
