Context beats models: build your AI GTM stack and test it live
Everyone has the same AI models now. What sets a team apart is the context it feeds them: why customers bought, what reps hear on calls, how you position against the alternatives.
In most companies that knowledge sits in scattered docs and in people’s heads, so every AI tool you plug in writes generic output. This workshop shows you how to write that context down once, in a form any AI tool can use, and keep it current.
Build your context layer
You build the context layer from your own docs: positioning, ICP, battle cards, brand voice. Then you design the loop that keeps it alive: call transcripts and won/lost deals update the context instead of turning into insights that die in Slack.
Test it on your revenue motion
With the context in place, we put it to work on both sides of the funnel:
Maxime covers outbound: segments drawn from why customers actually bought, an offer only your company can make, and a channel picked on purpose.
Marceau covers inbound: creatives and landing pages generated from your positioning, with the creative doing the targeting.
You’ll also hear what we picked up from two months alongside top GTM operators in San Francisco.
What you walk away with
You work on your own company during the session and leave with:
A GTM context layer built from your own docs (positioning, ICP, battle cards, brand voice), structured so any AI tool can use it
A feedback loop design that turns call transcripts and won/lost deals into updates to that context, instead of insights that die in Slack
An outbound play built on that context: segments drawn from why customers actually bought, an offer only your company can make, and a channel picked on purpose
An inbound play built on that context: creatives and landing pages generated from your positioning, with the creative doing the targeting
A short list of what to build next and what to skip
Who it's for
People getting into GTM engineering:
Startup founders running their own GTM
RevOps people who want to build
Salespeople and SDRs moving into GTM engineering
GTM engineers early in their career
It suits companies from seed to growth stage, where you can ship without much red tape. It's less suited to large enterprises.
Before you come
Pack your laptop
A Claude Code or Codex account with enough tokens to build during the session (required).
A few sales call transcripts + any documents enabling your sales team.
Agenda
12:45 – 1:15 PM | Arrival and coffee
1:15 – 1:45 PM | The framework
1:45 – 2:30 PM | Build your list
2:30 – 3:00 PM | Networking break
3:00 – 3:45 PM | Rewrite your message
3:45 – 4:20 PM | Choose your channels
4:20 – 4:45 PM | Live teardown
4:45 – 5:00 PM | Group discussion
5:00 – 6:00 PM | Pizza and drinks
Meet your hosts
Maxime Bellemare (LinkedIn) GTM Engineer at Meo Health
Maxime was scraping public data for prospect lists in 2021, before "GTM engineer" was a job title. He started in computer science, then spent several years in tech sales learning what code couldn't teach him. Two years ago he moved formally into GTM engineering, and today he's the GTM engineer at Meo Health, a health-tech startup selling to clinics. His rule: get close to customers first, then build only what that reveals is worth building.
Marceau Boulenger (LinkedIn), VP Marketing & RevOps at FLiiP
Before FLiiP, Marceau spent eight years at Lightspeed Commerce, where he started as a marketing business analyst in 2017. He went on to run marketing operations, BI and analytics, and information systems before heading growth marketing. He has spoken at MOPsCON on marketing data. At FLiiP he is rebuilding how the marketing team works around AI, from paid acquisition to the free tools prospects use.