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GTM Align
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AI + Go-to-Market Advisory

Automation accelerates everything. Including failure.

We help founder-led B2B companies turn early traction into a repeatable revenue motion. We find where sales, marketing, systems, and ownership stop lining up, then fix what matters.

Book a GTM DiagnosticSee what the Workflow Audit covers

A 30-minute working session with a co-founder. Not a sales call.

Workflow alignment diagramA solid workflow reaches an intervention point, then becomes unresolved before an open terminal.

fig. 01

The Problem

You don't have an automation problem. You have an alignment problem.

If the process is broken, AI just breaks it faster.

Sound familiar?

  1. The founder is still carrying the deals that matter.
  2. Leads exist, but follow-up depends on who touched them last.
  3. Sales and marketing report activity without agreeing on what is true.
  4. New tools and AI added motion, but not clarity.
  5. Big accounts show interest, then stall before wider adoption.

What We Do

Most engagements begin with diagnosis.

Entry point: Diagnose

AI + GTM Workflow Audit

Map one workflow and find where execution breaks.

Start with a 30-minute GTM Diagnostic focused on one workflow. If deeper analysis is warranted, the next step is a separate AI + GTM Workflow Audit.

Book a GTM Diagnostic

What it answers

  • Where is the friction?
  • What should be automated?
  • What needs better human ownership first?

Align

Sales Process and GTM Systems Design

Clarify ownership, handoffs, messaging, and rhythm so execution stays coordinated.

Build

Implementation Planning and Lightweight Build Support

Turn the recommendation into workflow specs, prompt systems, process maps, or automation plans.

Lead

Fractional GTM and Partnership Support

Senior GTM judgment for sales process, partnerships, hiring, and execution.

The work is not more automation. The work is better execution.

Point of View

Closing the gap between automated and effective.

AI should improve real work.

Faster follow-up. Cleaner handoffs. Less repetitive work.

Not every problem is an AI problem.

Some need automation. Some need ownership first.

Human judgment stays central.

Trust, nuance, strategy, and accountability stay human.

How It Works

A focused process for finding useful leverage.

  1. Diagnose the workflow

    Map how leads move, where handoffs break, and where memory runs the process.

  2. Find the useful leverage

    Spot where systems improve speed, ownership, context, or consistency.

  3. Separate AI problems from process problems

    Decide what needs AI, automation, process change, or clearer ownership.

  4. Design the next move

    Turn the diagnosis into a map, prompt system, or implementation plan.

  5. Support execution where useful

    Help the team put it to work.

Why GTM Align

We are not AI theorists. We are GTM operators.

For teams that need sharper processes, not another deck.

Revenue and GTM experience

Frontline sales, business development, and revenue leadership.

Sales process and systems thinking

How leads, opportunities, messaging, follow-up, handoffs, and accountability move.

Scale-up pattern recognition

The messy middle: traction, inconsistent execution, and manual work that no longer scales.

Applied AI judgment

AI where it improves speed, consistency, decisions, or follow-through.

John Eitel

Co-Founder, GTM Align

CRO of Orum. Built Canva's first sales-led motion.

Joined Canva after it reached $250M on product-led growth and built its first sales-led motion. 20+ years leading GTM organizations across Rackspace, WP Engine, Canva, Demandbase, and Orum. Advisor to B2B startups on adding and scaling sales motions.

LinkedIn

Breen Eitel

Co-Founder, GTM Align

Ground-floor BD builder. AI workflow strategist.

Thirteen years building business development for startups and scale-ups: BigCommerce's enterprise pivot (company-record lead conversion), Lumesse's first North American BD motion, and teams across Apple, Ethoca, WorkJam, Arena, and Trust Science. Leads GTM Align's client work day to day.

LinkedIn

Two brothers, one firm. John founded GTM Align and advises from Austin; Breen leads it day to day from Tampa Bay. We work with founder-led teams across the U.S.

First Step

Book a GTM Diagnostic.

Find where execution leaks, which workflows may deserve AI, and what to fix first.

Book a GTM Diagnostic

If useful, the audit clarifies:

  • The highest-friction workflow
  • Where handoffs break
  • Which AI use cases have business value
  • The simplest useful next move