$ man programmable-gtm

Programmable GTM

Go-to-market run as code. APIs, Python scripts, and a coding agent instead of a chain of point-and-click SaaS tools. The play lives in a script you can read, rerun, and version, not in a workflow builder you rent.

by Shawn Tenam

the SaaS chain model charges you seat prices for point-and-click access to the same APIs you could call directly. when a play lives inside a vendor's workflow builder, you can't diff it, you can't rerun it against last quarter's list, and you can't take it with you when you leave. when the play is a script, you own the pipeline end to end. you pay API prices instead of seat prices. and every play is reproducible: same input, same script, same output, six months later. that reproducibility is the real unlock. a campaign stops being a thing you did once and becomes a function you call.

my entire stack runs this way. enrichment is Python scripts calling Apollo and Prospeo directly. sending is API-managed infrastructure. qualification is a prompt in a script, not a column in a SaaS table. the coding agent is the operator: I describe the play, it writes the script, the script runs against the data lake, and the output routes to sending or the CRM. when a play works, it gets committed. when a partner asks 'can we do that again for this new list,' the answer is one command, not a week of rebuilding. the test for whether something belongs in the stack: can a script call it at 2 AM without a human clicking anything?