Scott Martinis
Years of product advice to GTM software vendors means Scott knows how the tools you're comparing work underneath. Based in Nashville, working with GTM teams only.
AboutWhy B2B Catalyst
Most AI in GTM saves time. We aim it at what your buyers decide.
We're forward-deployed GTM engineers for GTM teams only. We diagnose on your data, build with your people, measure the lift, and you own everything we build.
Book a call30 min · no prep needed
Five approaches, and where each one breaks
| Approach | What it's good for | Where it breaks |
|---|---|---|
| Meeting factories. Outbound agencies and Clay studios that sell volume | Scaling a strategy that already works | They automate before they understand your business. Work is counted in meetings booked, in workflows nobody on your team can run. |
| RevOps-first shops | Clean systems of record and routing | A quarter of audits and roadmaps before anything reaches a buyer. AI arrives last, if it arrives at all. |
| AI GTM tools and platforms | A packaged agent for one function, or a system of record | Each sees only what its product touches and keeps your context. CRM AI runs behind Claude and ChatGPT, so reps copy and paste anyway. |
| AI implementers. Big consultancies, generic AI agencies, Claude rollouts | Broad AI rollouts at large companies | They know the models but not your funnel. They measure adoption, and nothing ties the work to revenue. |
| Doing it yourself. Your team in Claude or ChatGPT | Fast research and first drafts for one person | Ungoverned chaos. Everyone has their own prompts, nothing shares context, and nothing links the work to revenue. |
What you get from us that you won't get elsewhere
GTM teams only
Every team in your funnel, from marketing to customer success, and the executives over them. We don't do general AI transformation.
ExecutiveDiagnosis on your data
We look at your funnel the way a lean operator looks at a factory floor: where does work pile up, where do good leads go to die, where is your best rep doing something nobody else does? Then we compare wins against losses at that moment.
Our processMeasured on lift
Most GTM work is measured in meetings booked. We measure the buyer's decision, against accounts that didn't get the play over the same weeks, because our job is to help grow revenue per head.
Our processYou own everything
Data model, code, skills, prompts and the repo are yours, wherever the work runs. When we leave, the person who runs it is on your team.
What you own: your GTM brainForward-deployed, the way Palantir does it
Palantir made the forward-deployed engineer famous: senior builders embedded with the people who do the work, shipping on real data until it works for them. We run that model for revenue teams. We work in your Slack, on your data, beside the people who use what we build.
The teams reporting results with AI in GTM, as covered in Brendan Short's The Signal, all had GTM engineers working this way, though none of those results used a control group. Most teams don't have those engineers. The heart of go-to-market engineering was always turning enablement into code, and that's the work we do. About us
Two companies, two ways to put AI in front of customers
The biggest mistake people make with AI agents is they try to save time instead of creating a better buyer experience. If you don't create a better buyer experience, you don't increase revenue.
Automate the conversation
- Klarna let an AI assistant take two-thirds of service chats, about 700 agents' work.
- In 2025 the CEO said it produced lower-quality service, and Klarna started hiring people again (Bloomberg, May 2025).
Give people the context
- Verizon gave 28,000 service reps an assistant built on about 15,000 internal documents.
- Sales through the service team rose nearly 40% (Reuters, Apr 2025).
- We take the Verizon approach. How we work
Who you'll work with
Founder
Builds with Scott
A full-time GTM engineer
The second senior builder on every engagement, with coding agents doing the configuration and first drafts.
Where most teams start: the GTM AI Bootcamp
4 weeks · $5,000 for the first five teams, then $10,000, credited toward Implementation if you continue. One week each to diagnose, choose, build with your users and hand off.
What you walk away with
A play your team has run at the buyer decision losing you the most revenue, aimed at more of the right meetings and more pipeline per head.
Why it holds up
We build it on your data, check each signal on past deals it wasn't built from, and build alongside the people who'll use it. Senior people do the work.
When you see it
The play is in your team's hands by week 4, with the first early numbers at handoff. The business number follows in the weeks after.
What you put in
Read-only access, four of your people and two working sessions a week. We do the building.
GTM AI BootcampBefore you book
Are you against Clay agencies and AI tools?
No. We use Clay and recommend tools, and they're good at what they're built for. What's usually missing is deciding what to build, and checking afterwards whether it moved the number.
How is this different from an agency?
Agencies run automation only they can operate. If you want to build in house, we don't want to outsource it. You own the systems and run them.
Isn't this just a Claude rollout?
A rollout gives your team a tool. We aim the tool at the decision that costs you the most, and measure the result. How we work
Where's your proof?
There are no client results on this site yet, so judge us on your own deals. On the call we tell you where we think your revenue is stuck. By the end of week 2 of the bootcamp you hold the diagnosis and the predicted result in writing, before anything is built.
Where's your line stuck?
Compare us on your own data
30 minutes. Bring the number you're missing and the options you're weighing. We'll tell you where we'd start, or who'd fit better.
Book a call