Ivan Falco

Most GTM tech companies I talk to are in one of these spots:

1️⃣ Relying on founder-led outbound or referrals only

It worked to get to where you are… but reply rates are dropping, deals are slower, and you know this won’t get you to the next stage.

2️⃣ Team spread too thin & too many tools

Too many tools duct-taped together, wrong or messy data, SDRs burned out, one marketer doing everything, sales and marketing not really talking. Attribution is a mess.

3️⃣ Tried to add more channels, got chaos instead of scale

A bit of LinkedIn content here, a bit of LinkedIn ads there, maybe a webinar or two, some paid search… but nothing sticks.

4️⃣ No bandwidth

You know where you want to go. But you don’t have the bandwidth (or a world-class GTM team) to design and run a “modern GTM” motion that actually compounds.

That’s where I come in.

👉 What I do

I help GTM tech companies build and run one LinkedIn-led GTM system that creates predictable pipeline in 90 days.

We design one motion and align:

- Outbound → driven by real signals & the same target accounts
- LinkedIn content → built to speak to those accounts and feed sales
- LinkedIn ads → warming and surrounding the same buying committees
- Attribution & tracking → so you actually see what moves pipeline

Sales and marketing stop operating in silos.
Everyone executes the same 90-day plan.
The work compounds instead of resetting every month.

⚙️ Why it’s worth listening to me

I’ve been in GTM for close to a decade:

Started as a sales rep → felt quota pressure, declining reply rates, and the “what is marketing even doing?” frustration

Moved into growth for SaaS ($500k - $1M in a year) → built funnels, ran paid, fixed broken ops

Ran my own ads agency (Brought it to $200K) → learned what “clients expect results yesterday” really means

Joined as Head of Growth at ColdIQ → helped them go from $2M → $7M ARR in 12 months.

Helped AirOps generate over $7M in pipeline and 7-figures in closed revenue in less than a year.

In ColdIQ, I’ve seen and worked inside GTM systems for hundreds of B2B SaaS companies (SaaS + agencies).


🎯 Who I’m best for

I focus on GTM tech and GTM agencies, because I’ve lived GTM from every angle, sales, marketing, growth and agency, and I understand the pressure and constraints of your team & the teams you sell to.

GTM tech (sales tech/ marketing tech / revops tech)
GTM agencies
$1M–$20M ARR

🚀 If you want help

If this resonates and you want a teardown of your LinkedIn GTM + a concrete 90-day plan:

👉 DM me “GTM” and I’ll send you how I run these sprints.

Facebook Ads & Google Ads Expert | Co-founder

Can you run your whole GTM on Claude Code?

We’re answering that this Thursday.

We’re using Claude Code for GTM:

Paid media.
Outbound.
Reporting.
CRM ops.

All through AI agents we built ourselves - and that we’re deploying across 70+ B2B clients.

On February 26th, we’re opening our terminals and showing the full setup. Live.

What we’ll walk through:

Outbound
→ cold email sequences written from real performance data
→ AI-powered reply handling in under 2 minutes
→ ICP scoring and signal-based lead prioritization on autopilot

ABM/Ads
→ AI agents that manage LinkedIn, Meta & Google ad accounts
→ automated campaign creation, reporting & optimization
→ running paid media from the terminal

RevOps
→ bidirectional CRM sync between Attio, Lemlist & Instantly
→ live dashboards pulling every data source into one view
→ campaign diagnostics that used to take hours, done in 60 seconds

What you’ll walk away with:

→ how to build your first Claude Code GTM agent from scratch
→ the skill architecture behind 32 skills, 12 agents & 2,108 files
→ which GTM use cases deliver ROI today and where to start

We’ll show how the agents work live.
Then break down the architecture so you can build your own.

February 26th - 1:30 PM EST

SIGN UP HERE: https://lnkd.in/ey_ckHPr

I’ll see you there!

Everyone's going crazy about Claude skills.

Nobody talks about the architecture that makes them work.

A skill without a framework around it is just a fancy prompt that drifts after 2 sessions.

Here's how to actually structure Claude Code so it compounds:

Every project needs 5 layers:

1) Identity - one file that's always loaded. Tells Claude who it is, what the rules are, and where to route tasks.

2) Rules - guardrails that load automatically based on what folder you're working in. No manual prompting.

3) Skills - step-by-step workflows. Only activated when a task matches. Not everything loads at once - that's the point.

4) Agents - sub-agents running on cheaper models. Research, code review, QA. Each one isolated, each one focused.

5) Memory - persistent state across sessions. What Claude learned yesterday, it remembers today.

That's the foundation. But here's where it gets powerful.

Separate the brain from the muscle.

The brain (governance) holds your SOPs, quality standards, and blueprints. It audits. It reviews. It enforces consistency.

The muscle (operations) does the actual work. Ads, outbound, content, RevOps.

Key rule: working agents never modify their own instructions. They file improvement proposals. The brain reviews. You confirm. Changes go live.

That's how the system learns without drifting.

Inside operations, 3 layers:

1) Knowledge - strategy and methodology. Playbooks. Never touches live APIs.
2) Execution - bots and scripts. Real operations. Never makes strategic calls.
3) Context - i.e: per-client data. Completely isolated from each other.

Each layer loads its own rules automatically based on where you're working.

What this gives you:

→ Every skill gets built the same way
→ Rules fire without you thinking about it
→ Memory carries forward (no re-explaining every session)
→ Every correction you make compounds over time
→ Destructive actions get blocked before they run

This is the difference between "I use Claude Code" and "Claude Code powers my GTM."

I built a full framework - folder structure, governance loops, knowledge tiers, self-improvement cycle, everything.

Comment "FRAMEWORK" and I'll send it.

Claude Code just kickstarted a new era in software.

I call it "Mutable SaaS" and it will kill most tools in your stack.

Right now you pay $50–500/month for each tool in your stack.

You get what they give you: 
→ No changes → no flexibility → you can't prompt your own features

What’s coming is the opposite.

Someone builds a base version of every tool 

→ CRM 
→ Sequencer 
→ Enrichment 
→ Attribution 

All open-source.

You pay a fee for the starter version.

Then you tell AI what other features you need and it builds it for you.

→ “Connect my CRM to my outbound tool”
→ “Add a feature that scores leads by intent”
→ “Build me a dashboard that tracks pipeline by source”

Done.

→ One prompt 
→ No developer 
→ No waiting 6 months for a feature request.

The building blocks that power everything 

→ payments
→ data 
→ hosting 
→ email

Those stay.

The tools sitting on top of them charging you monthly?

That’s the layer that disappears.

Think WordPress, but for your entire GTM stack.

Software designed to be changed.

Built so any AI can read them, fix them and add to them.

And here’s the real unlock.

The best GTM agencies won’t just run your ads or outbound.

They’ll build, customize, maintain your entire tech stack on these frameworks.

For a recurring fee.

If your SaaS doesn’t do one of these:

→ Provide a framework others build on
→ Operate as an API layer
→ Deliver a network effect that can’t be copied

The shift is already happening. You'll feel it very soon.


P.S. I'm going live next week to show how we're building our entire GTM stack with Claude Code. Comment below if you want to join the webinar.

We ran "Clay Ads" before Clay Ads existed.
Driving $10M+ in pipeline.
We're showing how next Thursday.

Clay recently released "Ads". But the feature isn't the strategy.

We've been running this exact motion for over a year for AirOps (Series B):

Coordinated outbound + LinkedIn Ads + webinars hitting the same accounts from every angle.

This is ABM done properly. Not a sync button. A system.

On March 12th, Eoin Clancy (VP of Growth, AirOps) and I are breaking down the full playbook. Live.

What we'll walk through:

→ Where AirOps started: ~$536K/month pipeline, early wins, couldn't scale past experimentation
→ How we built and tiered target company lists with Clay - instead of treating every account the same
→ Syncing outbound + LinkedIn Ads to hit the same companies from both sides
→ How signals from one channel triggered plays in the other
→ 80% of ad spend behind founder/team/influencer content, not product ads - and why it outperformed everything
→ Using webinars as an outbound play - input-request invites that drove 112 positive replies
→ What worked, what didn't, and what we'd do differently starting from zero

The results:

→ 10x ARR growth
→ Ad spend scaled 20x with positive ROI
→ 15x pipeline ROI
→ 164 deals - 30 closed-won
→ 1,058 outbound replies

If you run demand gen, growth, or GTM - and you want a repeatable motion that compounds instead of random tactics - this is the behind-the-scenes.

The playbook, not the button.

March 12th - 1:30 PM ET

SIGN UP HERE: https://lnkd.in/exnAZQMK

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