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Documentation Index

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GA-6 · GTM Architect · 150 XP · ~20 min
There is no universal “best GTM stack.” The right stack depends on company stage, team size, ICP complexity, and motion type. A 10-person company with one founder doing outbound needs different tools than a 200-person company with a 20-rep SDR team. This module teaches you to design stacks that match context — and to know when a stack needs to evolve.

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Stack by Stage

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Seed / Pre-Seed (1–10 employees, founder-led GTM)

Core needs: Find leads fast, validate messaging, book meetings without overhead.
CategoryTool OptionsWhy
CRMHubSpot Free / AirtableLow cost, easy setup
Contact sourceApollo.ioAll-in-one: find + enrich + sequence
Email infrastructureGoogle Workspace + InstantlyAffordable, reliable
Data enrichmentBitscaleAI-powered enrichment without enterprise pricing
AnalyticsSheets / NotionLow overhead
Total monthly cost: $200–500/month

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Series A (11–50 employees, first sales team)

Core needs: Scale what’s working, build process, start measuring attribution.
CategoryTool OptionsWhy
CRMHubSpot Pro or Salesforce StarterReporting + pipeline visibility
Contact sourceApollo + LinkedIn Sales NavBroader ICP coverage
SequencerApollo Sequences or Instantly ProVolume + reply tracking
Email infrastructureMultiple warmup domains3–5 sending domains
Data enrichmentBitscale + ClearbitDeeper enrichment per contact
SignalLinkedIn alerts + CrunchbaseBasic signal detection
AnalyticsHubSpot reports or LookerPipeline attribution starting
Total monthly cost: $2,000–5,000/month

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Series B (51–200 employees, scaling SDR team)

Core needs: Efficiency at scale, full attribution, tech stack optimization.
CategoryTool OptionsWhy
CRMSalesforce EnterpriseFull attribution, complex routing
Contact sourceZoomInfo + LinkedIn Sales NavLargest coverage
SequencerOutreach or SalesloftAdvanced analytics, AI features
Email infrastructureWarmy + 10+ sending domainsHigh-volume sending
Data enrichmentBitscale + enrichment waterfallMaximum coverage + quality
SignalBombora + Crunchbase + job board monitoringFull signal coverage
Intent6sense or DemandbaseAccount-based intent
AnalyticsSalesforce + Tableau or LookerFull funnel attribution
AutomationZapier / n8n for integrationsWorkflow automation
Total monthly cost: $15,000–40,000/month

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Stack Evaluation Framework

When evaluating any tool for your GTM stack, score it on six dimensions: 
Evaluate this tool for our GTM stack:

Tool name: {{tool_name}}
Use case: {{intended_use_case}}
Company stage: {{company_stage}}

Score 1-5 on each dimension:
1. Coverage: Does it cover our ICP well?
2. Accuracy: Is the data/output reliable?
3. Integration: Does it connect cleanly to our existing stack?
4. Cost efficiency: Value relative to price at our volume?
5. Time to value: How quickly can we operationalize it?
6. Scalability: Will it still work 2x our current volume?

Calculate total score (max 30). Recommend: adopt / trial / defer / reject.

Return as JSON.

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Stack Evolution Triggers

Know when your stack needs to change:
SignalImplication
Bounce rates creeping above 3%Email infrastructure not scaling with volume
CRM data quality degradingEnrichment source coverage has gaps
SDR ramp time > 90 daysProcess and tooling too complex for new hires
Attribution gaps in the funnelAnalytics integration incomplete
3+ tools doing overlapping functionsTech debt accumulating; consolidation needed
Sequencer not logging activity back to CRMIntegration broken; attribution blind
Run a quarterly stack review: for each tool, document utilization, actual cost, and whether you’d buy it again today.
Quick Check: What are the three company stages and their primary GTM stack needs? What six dimensions should you evaluate when selecting a tool? Name three signals that indicate your stack needs to evolve.

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GA-6 Challenge: Design a GTM Stack (+150 XP)

Design a complete GTM stack for two different company stages (your choice of which two). Requirements:
  • Tool selection with rationale for each category (both stages)
  • Stack evaluation scoring for 3 specific tools using the 6-dimension framework
  • Cost estimate per stage
  • Migration plan: if a Series A company is moving to a Series B stack, what’s the transition sequence?
  • A 2-paragraph brief: what’s the most common stack mistake you see at each stage?

Submit GA-6 Challenge →

Submit your stack designs + migration plan. +150 XP on approval.

Next: GA-7 — GTM Architect Capstone →

The final capstone. Design and build a complete, integrated GTM system from scratch. Earn the GTM Architect certification.