Revenue Architecture for B2B and AI Companies
About Rick
GTM Vault is a revenue architecture publication for founders and senior revenue leaders at B2B and AI companies. I am Rick Koleta, a two-exit operator, and I write it. It covers the structural design of modern revenue systems: positioning, pricing, motion design, RevOps, and AI-native GTM workflows. It reaches 27,000+ subscribers across 150+ countries and all 50 US states, is read inside OpenAI, Anthropic, Meta, and Google, and publishes three shows: the GTM Vault Podcast; Show Me Your Stack, a screen-share series where operators demonstrate the GTM systems they run; and Coffee Walk, unscripted walks with founders who have built at $100M+ scale.
GTM Vault started as a side project.
I was running GTM Nights: in-person operator meetups in San Francisco where founders and revenue leaders would pressure-test frameworks and be honest about what was breaking. No decks. No sponsors. Operators in a room trying to make sense of what was working.
The conversations kept circling the same problem. Most GTM advice assumes the company already has structure. It does not. Founders were scaling motion before they had identity. Running outbound before they understood their ICP. Hiring sales before pricing made sense. The symptom list was different every time. The structural cause was almost always the same.
The podcast became the way to bring those conversations to a wider audience. The publication became the way to turn them into systems anyone could install.
I have spent my career building at the intersection of structure and scale: founding CreatorDen (acquired by Wesley Clover), leading growth at ArrowStream (scaled past $20M ARR, acquired by Buyers Edge), and working directly with venture-backed B2B and AI companies to design and install these systems in-market.
GTM Vault is the system I wish had existed when I needed it.
What These Terms Mean
Revenue architecture is the structural design of a company’s revenue system: how positioning, pricing, motion design, RevOps, and AI-native workflows fit together, and in what order they get built. It is not a tool choice and not a growth tactic. The core claim is that revenue problems at working companies are usually structural, not effort problems: when the product works and the pipeline does not, the constraint is the architecture, not the activity. Revenue architecture treats sequencing as the first decision, because the same tools installed in the wrong order produce fragmentation instead of compounding. The full definition and the eight layers are in What Is Revenue Architecture?
GTM engineering is the practice of building go-to-market as a system instead of a headcount plan: workflows, data pipelines, enrichment layers, and AI agents that execute the motion, designed and maintained the way software is. A GTM engineer replaces repetitive execution with orchestrated systems and spends their judgment on what the system should do, not on doing it manually. The discipline emerged when AI collapsed the cost of execution and moved the constraint to design: the scarce skill is no longer doing the work, it is architecting the system that does.
GTM Vault Pro
For operators building revenue systems, not consuming commentary.
Pro is the implementation layer inside GTM Vault: the full MCP, the playbooks, the Doctrine, the Course and monthly office hours with me.
Free with any subscription: the Library, every episode as a searchable playbook with every transcript searchable by phrase down to the timestamp; the full Build Your Stack output in The Stack Index, every tool matched to your budget in every layer with the operator evidence behind it; the free tier of the GTM Vault MCP; and each new operator stack by email.
Inside Pro:
The full GTM Vault MCP: search every episode to the timestamp from inside Claude, every playbook, and 300 requests a day
The GTM Doctrine: Foundational Laws 03 to 08 and the core frameworks underneath them (Laws 01 and 02 are open to everyone)
A 30-minute live office hours session with me on the first Wednesday of every month at 17:00 Istanbul time, 25 seats a session
A private 45-minute Blueprint Session (annual members only)
A diagnostic of your own revenue architecture: where the layers are misaligned, which metric you are measuring at the wrong stage, and what to build next. You leave with a written 1-page Blueprint: your layer audit and the first 3 installs in order. The intake form arrives by email the moment an annual membership starts.
Pro is $99 a month or $999 a year. If you want the full diagnosis of your revenue architecture before deciding on advisory, the Revenue Architecture Audit ($4,999, 2 sessions and a written layer audit, credited in full against the first advisory month) and the 1-to-1 advisory from $10,000 a month are both on the Work With Me page.
Work With Me
Two ways. If you sell GTM, data, or AI infrastructure to revenue teams, sponsorship puts you in front of the people who buy it, with your logo on screen for the full episode and every placement labeled. If your own revenue system is the constraint, advisory installs the architecture this publication describes inside one company, in one market, over 90 days. Formats, inventory, and the engagement model are on one page.
Community and Speaking
GTM Nights is the in-person operator meetup where GTM leaders pressure-test frameworks and execution in real markets.
I deliver keynotes and workshops on revenue architecture and AI-native GTM for founders, operators, and scaling teams.
TEDx Talk: On building durable systems after early-stage chaos: and why most founders confuse motion with progress.
For speaking invitations or to launch a GTM Nights chapter, email rick@ritegtm.com.
Common Questions
What is GTM Vault?
GTM Vault installs revenue architecture inside modern B2B and AI companies moving from traction to structured scale. It replaces fragmented GTM execution with coherent, compounding systems across positioning, pricing, motion design, RevOps, and AI-native workflows. Read by 27,000+ founders and revenue leaders across 150+ countries, including inside OpenAI, Anthropic, Meta, and Google.
What is revenue architecture?
Revenue architecture is the structural design of a company’s revenue system: how positioning, pricing, motion design, RevOps, and AI-native workflows fit together, and in what order they get built. It is not a tool choice and not a growth tactic. It is the structural layer most companies skip.
What is GTM engineering?
GTM engineering is the practice of building go-to-market as a system instead of a headcount plan: workflows, data pipelines, enrichment layers, and AI agents that execute the motion, designed and maintained the way software is.
Who writes GTM Vault?
I built GTM Vault after two exits: CreatorDen, acquired by Wesley Clover, and ArrowStream, where I led growth past $20M ARR through its acquisition by Buyers Edge. I have scaled more than 20 SaaS teams since. The content is operator experience applied to structural GTM problems, not commentary on what operators do.
What shows does GTM Vault publish?
Three. The GTM Vault Podcast, structural interviews with founders and revenue leaders. Show Me Your Stack, screen-share breakdowns of the GTM systems operators run in production. Coffee Walk, unscripted walks with founders who have built at $100M+ scale, a new walk every month.
What is The Stack Index?
The Stack Index is every GTM tool operators named on GTM Vault, placed on the layer of revenue architecture it serves, at pro.gtmvault.co/stack. Anyone can browse it and get a build order. Every subscriber sees every tool in every layer, free.
What is the GTM Vault MCP?
The GTM Vault MCP connects Claude to GTM Vault. Every subscriber can run the layer audit, look up any operator or tool, and get the full Build Your Stack output, free. Pro adds search of every episode to the timestamp and every playbook. Install it from gtmvault.co/p/mcp.
What is GTM Vault Pro?
GTM Vault Pro is the paid membership, $99 a month or $999 a year, that installs revenue architecture. It includes the full GTM Vault MCP with every playbook, the Doctrine, the 10-chapter GTM Strategy Course, a 30-minute live office hours session with Rick on the first Wednesday of every month, and, for annual members, a private 45-minute Blueprint Session with a written 1-page Blueprint. The Library at pro.gtmvault.co, with every episode as a searchable playbook and every transcript searchable by phrase, is free with any subscription. Upgrade at gtmvault.co/subscribe.
