GTM stack
The set of tools a company uses to find, win, and keep customers, with the CRM at the centre.
What it is
A GTM stack is every tool involved in go-to-market work: finding prospects, reaching them, closing deals, billing, and supporting customers. The CRM is where all of it should meet.
What it usually includes
- CRM. The system of record for people, companies, and deals. Attio, in this case.
- Enrichment. Tools such as Clay that add company and contact data.
- Outreach. Sequencing tools such as Lemlist for email and LinkedIn.
- Billing. Stripe or similar, so revenue data sits next to the account.
- Support. Intercom or similar, so the account team sees open conversations.
- Automation. n8n or the CRM’s own workflows to move data between them.
What makes it work
A stack is only as good as its connections. Each tool should read from and write back to the CRM, so a rep opening an account sees billing status, recent support tickets, and outreach history in one place.
Common mistakes
- Buying tools before deciding what the CRM needs to know.
- One-way syncs that push data out but never bring it back.
- Integrations nobody monitors, so failures go unnoticed for weeks.
Why it matters
More tools do not mean more pipeline. A small, well-connected stack beats a large one held together by exports.
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