Training
Our training programme for go-to-market engineering
Tentt's GTM engineering training teaches the full stack we use on client work every day, from Clay and Claude Code to ad-led outbound, RevOps and attribution models. Plus a community with weekly calls, technical reviews and strategy sessions.
Taught by working GTM engineers
Who it's for
The training is for you if you want to build go-to-market systems yourself, whether you're a founder, a sales or RevOps lead, or someone becoming a GTM engineer. You're probably dealing with:
- •Plenty of tools, but no clear way to put them together.
- •Tutorials that cover one tool, never the whole system.
- •AI that feels powerful, but you're not sure how to use it for GTM.
- •A CRM and reporting setup that can't tell you what's working.
What it helps you achieve
By the end, you'll be able to:
- Design a GTM system around your needs before you pick a tool.
- Build lists, enrichment and outreach with Clay, data APIs and scrapers.
- Use Claude, Claude Code and AI agents to do the heavy lifting.
- Structure your revenue systems and attribution so you can see what works.
What does the training cover?
19 modules in 5 phases, in the order you'd build a real system: design it, get the data, add AI, reach out, then measure what works.
Phase 1Most important
Process and system design
The most important part of the course. Design the process and the system before you touch a tool.
- Module 01
How GTM systems work
Understand what a GTM engineer actually builds, and why tools alone never fix the problem.
- What GTM engineering is, and what it isn't
- Demand generation and the funnel
- Inbound, outbound and how they connect
- The parts every system shares: trigger, data, filter, action, record
- Module 02
Process mapping
Map how leads really move through your business today, and design how they should.
- Mapping every step from first touch to closed deal
- Finding the manual steps and bottlenecks
- Process maps for inbound, outbound and handoffs
- Designing the future-state process
- Module 03
System design
Plan and mock up a system around your needs, working back from the meetings you want.
- Understand the people you sell to, and why they buy
- Work back from meetings to replies, sends and leads
- Map and mock up the system before you build
- Choose your offer: push it, or push assets and content
- Module 04
Choosing your tools
Know the tooling ecosystem well enough to pick the right tool for each job.
- Data, AI, sending and dialling, and CRM
- Do you still need Clay or Apollo?
- Picking a CRM for your team's size and complexity
- One tool for each job
Phase 2
Data
Build lists nobody else has.
- Module 05
Building your TAM
Size your total addressable market and turn it into a list you can use.
- Turning your ideal customer into filters
- Sizing the market
- Finding local businesses with search data
- Finding the right people, not just the companies
- Module 06
Clay
Use Clay properly, and know when you don't need it.
- Tables, columns and enrichment
- Waterfall enrichment for emails and phones
- Claygent for web research
- Keeping credit costs under control
- Module 07
Data APIs
Pull and enrich data straight from APIs, without being locked into one platform.
- What data APIs give you that platforms don't
- Calling an API for the first time
- Combining providers for better coverage
- Choosing providers by region and motion
- Module 08
Custom scrapers
Build your own scrapers to find data that isn't in any database.
- Scraping websites for contact details
- Finding the generic inboxes most people never reach
- Turning scraped data into scoring inputs
- Doing it at scale without breaking things
Phase 3
AI
Let AI do the research, qualification and building.
- Module 09
Working with AI models
Use Claude, Claude Code, Codex or your chosen model to research, qualify and build faster.
- Picking the model for the job
- Research and categorisation at scale
- True or false qualification questions
- Building GTM tools with Claude Code
- Module 10
Building AI agents
Build your own agents, including Claude agents, that run parts of your GTM for you.
- What an agent is, in plain terms
- Building your own Claude agents and skills
- Agents for research and qualification
- Scoring models, like a succession score
Phase 4
Outbound and inbound
Turn data and demand into conversations.
- Module 11
Writing copy
Write outreach that earns replies, and use AI to scale it without sounding like AI.
- Leading with what changed for them
- Cold email, LinkedIn and cold call scripts
- Building a copywriting skill for your offer
- Testing and improving what you send
- Module 12
Signals and multi-channel outreach
Reach the right people at the right moment, on the right channel.
- Finding signals: hiring, funding, new leaders, site visits
- Layering signals on top of volume outbound
- Routing hot signals to a caller or SDR
- Running email, calls and LinkedIn together
- Module 13
Ad-led outbound
Use ads to warm up your market, so your outreach lands with people who already know you.
- Turning your lists into ad audiences
- Warming your TAM with LinkedIn and Meta ads
- Following up ad engagement with email and calls
- Retargeting people who visit your site
- Module 14
Inbound systems
Capture, qualify and route every inbound lead in minutes, whichever way they come in.
- Form fills, calendar bookings and asset opt-ins
- Enriching and qualifying before the call
- Routing good fits to a booking link or SDR
- Identifying website visitors who never fill in a form
Phase 5
Revenue systems
Measure what works, and scale it.
- Module 15
RevOps and your CRM
Structure your revenue system so every lead, reply and meeting has a home.
- How to structure revenue systems
- HubSpot, Attio or a custom CRM
- Routing, ownership and handoffs
- Keeping the data clean as you grow
- Module 16
CRM enrichment
Keep every record in your CRM complete, accurate and useful, automatically.
- Filling gaps in company and contact data
- Enriching new records as they arrive
- Spotting job changes and stale records
- Deduplicating and cleaning what's already there
- Module 17
Attribution models
Know which signal, channel and message booked each meeting, and pick the model that fits how you sell.
- First-touch, last-touch and multi-touch attribution
- Self-reported attribution: asking how they found you
- Attributing outbound, inbound and ads together
- Building your attribution model in the CRM
- Module 18
Reporting
Turn your attribution into reports that tell you what to do next.
- Tracking every reply, call and meeting
- Reporting on channels, signals and reps
- Visibility as the team grows
- Deciding what to double down on and what to cut
- Module 19
Playbooks
Put it all together into playbooks you can run again and again.
- Outbound, inbound and signal-based playbooks
- Matching the playbook to the business
- Running and improving a playbook week to week
- Everything in between
Community
Is it more than a course?
Yes. The training comes with a community of GTM engineers, so you're never building on your own.
- Weekly group calls
- Technical reviews of what you're building
- Strategy sessions on your GTM
- A community of GTM engineers to learn alongside
For businesses
Can we license the training for our team?
Yes. We license the GTM engineering training to businesses, so your whole sales, marketing or RevOps team learns to build and run the same system.
- Train your whole team on one shared system
- Sales, marketing and RevOps learn the same playbooks
- Build GTM engineering skills in-house
- Fewer tools bought on guesswork
GTM engineering training FAQs
What is Tentt's GTM engineering training?
It's a training programme that teaches go-to-market engineering end to end: Clay, Claude and Claude Code, data APIs, TAM building, copy, custom scrapers, AI agents, RevOps, revenue systems and attribution models.
Who is the training for?
Founders, sales and RevOps leads, and anyone who wants to become a GTM engineer or build go-to-market systems in-house.
Do I need to know Clay or how to code first?
No. The programme starts with how GTM systems work and how to design one, then builds up to data, AI agents, outreach and full revenue systems.
Is it only about Clay?
No. Clay is one module. You'll also learn to work directly with data APIs, Claude Code and other models, so you can choose the right tool for each job.
Is there a community?
Yes. The training includes a community of GTM engineers, with weekly calls, technical reviews of what you're building, and strategy sessions.
Can businesses license the training?
Yes. We license the training to businesses, so your sales, marketing or RevOps team can learn to build and run GTM systems in-house. Book a call to talk it through.
How do I join?
Book a call below. We'll talk through what you want to build and whether the training is the right fit.
How to get started
Book a time below, for yourself or your team. We'll talk through what you want to build, and if the training is a fit, we'll get you started.
Taught by working GTM engineers