The 90-second version
The GTMcraft MCP is live: a speed dial to 100+ GTM operators, inside your own AI, for any GTM question in your own context.
What goes in: podcasts, newsletters and LinkedIn posts from 100+ GTM operators, plus my own weekly operator interview, my newsletter and my posts.
What comes out: 250+ playbooks, refreshed every quarter. Each solves 1 GTM challenge in 1 bowtie stage, in 5 steps, powered by a human skill and an AI skill.
The European read: the operator input comes from my week inside European GTM, country by country.
The first 50 unique keys go out from tonight. Reply MCP to this email to claim one.
Read time: ~6 min
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.
Your GTM speed dial
Earlier this week, a founder-CEO asked me for half an hour. He wanted one thing: validation of next year’s GTM motion and his team structure. We sat down and walked through it.
That is what I do in the Revenue Room, for a full quarter. But not every question needs a quarter. Some just need quick alignment from someone who has run it.
You want a CRO or a head of sales next to you at any moment. For a quick validation, the latest insight, or a second opinion before you commit. Someone who knows your context and answers in your own numbers. And you cannot wait a week for that.
So that is the job I built the GTMcraft MCP for. A speed dial to 100+ GTM operators, inside your own AI, 24/7.
MCP stands for Model Context Protocol. It is a standard plug that lets your AI read an outside library while it answers you. Claude, ChatGPT and any AI that supports MCP can use it. Connect it once. Then dial it for the job you have this week.
Validate next year’s plan. When the plan goes to the board, and you want a second opinion on the motion and the team before you hire against it. Ask: “Here is my plan for next year. Which part would an operator challenge first?” You get the early-plan play, including the 3 questions I ask before I present a plan: where could it break, which key accounts does it rest on, and what would the newest leader in the room change.
Clean your Q4 forecast. When the board call is in 2 hours. Ask: “Which of my Q4 deals should leave the forecast?” You get the Q4 forecast play, opened up below.
Coach your first seller. When your first hire is 6 weeks in and not closing. Ask: “Which 1 skill should my seller practise this week, based on these 3 calls?” You get the coaching play, the skill and the sources.
Open a renewal on the customer’s number. When a renewal is 90 days out and nobody signed the value. Ask: “Which renewals in the next 90 days have no signed number?” You get the renewal play, the skill and the sources.
Catch up on what changed. When you have 20 minutes on a Friday. Ask: “What changed in outbound this month, and what should I test?” You get what changed, who said it, and the play it touches.
Every answer comes back with the play, the skill and the sources. Next to your own deals, in the AI you already use. A search box gives you a reading list. This gives you the move.
You can chat with it, and you can build skills on top and schedule them. For the same founder-CEO, we built 3 on the spot, from his HubSpot and the MCP:
a pipeline review of where the quarter really stands,
a closing review with 3 questions per late-stage deal answered by the owner in the room,
and an execution plan per rep and per account.
His team runs the reviews before the Friday sales meeting and leaves with homework for the week. The execution plan is still in test on a few deals. The rule behind the closing review: a deal that cannot answer its 3 questions today loses its forecast category.
Plug it into your AI, your context and your team. A founder gets a speed dial on the deals they still sell themselves. A sales leader gets one shared playbook the whole team asks the same way, so every rep runs the same play.
Why your plays never go stale
A playbook written once stays where it was. The market does not.
This library runs on a loop with 2 inputs.
Input 1: what 100+ GTM operators say. Their podcasts and newsletters every week, their LinkedIn posts every day. Collected and read for you.
Input 2: my European operator week. My weekly operator interview, my newsletter 3 times a week, and my LinkedIn posts. This is the part nobody else can copy: what I see in European GTM, country by country, every week.
Both inputs feed 250+ playbooks. Every quarter, every play is refreshed with the latest: new sources in, steps updated. Your AI reads that current version through the MCP.
Here is what that looks like in practice. In October, 3 operators shaped my Q4 coverage play.
Matt Green on who attends the meeting (18 October).
John Barrows on evidence-based deal reviews (19 October).
Jeff Ignacio on coverage ratios (20 October).
By 29 October, all 3 sources were inside the play. Once I sign it off, anyone asking their AI about Q4 coverage gets that version.
One playbook, opened up: your Q4 forecast
Every play has the same shape: 1 challenge, 1 bowtie stage, 5 steps, a human skill and an AI skill. Here is use case 2, opened up. As I wrote on Wednesday, this play sits behind your coverage number. Here is the plain Q4 version.
The challenge (Selection stage): your Q4 forecast counts deals that will not close.
List every deal you expect to close in Q4.
Flag each deal whose close date moved twice.
Ask each buyer for a dated next step.
Move every deal with no answer to Q1.
Commit only the number you can defend.
Human skill: pipeline management. You have to ask the buyer, and you have to accept the answer.
AI skill: Coverage Strip. It counts how often each close date moved, on your own CRM export.
Founders: start with your 10 biggest deals and 45 minutes, even alone. Sales leaders: run it on your team’s commit before Monday’s review.
My take: this month I said it out loud. When I flagged it, the library held 200+ plays, and it did not need more plays. It needed a refresh process. A play can sit there “Confirmed by Koen” while my own thinking and the best operators have already moved past it. That is a quiet way to give people old advice with a new date.
So every play now gets refreshed every quarter, from both inputs, and I still read every refreshed play myself before it goes live.
My co-founder Simon built the first version 4 years ago, as a custom GPT, and over 10,000 people have used it since. The MCP is what comes next, and what it does is simple: it puts the current version of every play inside the AI you already use, next to your own deals.
My rule: a play earns its place by being current, not by being written.
Save this for your Q4 forecast review. Send it to 1 founder who still runs the forecast from memory.
How to get access
The plays stay free. Every one of the 250+ plays is on Notion, for everyone:
The MCP is the connection, and I am releasing the first 50 keys. Each key is unique to 1 person, and the MCP is paid. Want one of the 50?
Reply MCP to this email tonight, or DM me MCP on LinkedIn, and I will send you the details. Access lives in the GTMcraft community on Circle.Want to see it first? See what your AI pulls for your job. Pick a founder or leader job and watch it play out.
Why this matters now
Q4 ends on Thursday 31 December. From Monday 2 November that is 59 days. The last 14 days of the quarter open on Friday 18 December. A forecast you strip on Monday leaves 46 days before that window to win back the deals that earn it. Claim a key this weekend, run the 5 steps on Monday.
One question for the room
If your AI could read 1 playbook before your next forecast call, which GTM challenge would you pick?
Go deeper with GTMcraft MCP
Scale on plays and skills, not prompts. This play and 250+ more are free and live in GTMcraft OS on Notion.
An annual subscription adds the GTMcraft MCP: one connection from your own AI to 6 libraries.
The podcast library.
The newsletter library.
The LinkedIn library, refreshed daily with the best posts from leading GTM operators.
The playbook library.
The competency library for human skills.
The AI skills library.
Plus the full edition archive.
Connect it once and ask it which of your open deals show 2 tells.
Master your human GTM skills AI can’t replace inside GTMcraft,
Koen
Your (human) GTM Coach
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PS. Co-written by Wispr + 3 GTMcraft Skills + Claude Opus 5.5; edited & approved by Koen
