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, written by Rick Koleta, a two-exit operator. It covers the structural design of modern revenue systems: positioning, pricing, motion design, RevOps, and AI-native GTM workflows. GTM Vault reaches 26,000+ subscribers across 141 countries and all 50 US states, is read inside OpenAI, Anthropic, Meta, and Google, and publishes the GTM Vault Podcast and Show Me Your Stack, a screen-share series where operators demonstrate the GTM systems they actually run.
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 actually breaking. No decks. No sponsors. Just 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 doesn’t. 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 platform became the way to turn them into systems anyone could install.
I’ve 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.
GTM Vault
Trusted by 26,000+ operators across 141 countries and all 50 US states. Read inside frontier AI labs and global technology companies including OpenAI, Anthropic, Meta, and Google.
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.
This is applied GTM engineering grounded in operator experience, not commentary.
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.
How GTM Vault Works
GTM Vault operates across three layers:
Public research and podcast: Free frameworks, operator interviews, and the Show Me Your Stack video series featuring GTM engineers walking through live production workflows.
Private revenue architecture inside Pro: Written episode analyses for every Show Me Your Stack episode, the GTM doctrine, the full 10-chapter GTM Architecture Course, a private GTM Engineering Blueprint Session, 100+ frameworks, and templates for operators building at scale.
Direct advisory for teams installing systems: Selective, founder-led engagements for companies moving from reactive execution to predictable, compounding growth.
GTM Vault Pro
For operators building revenue systems, not consuming commentary.
Pro is the private revenue architecture layer inside GTM Vault.
Inside Pro:
1 Private GTM Engineering Blueprint Session (annual members only)
A working session to diagnose your primary GTM constraint and install a disciplined 90-day execution architecture across Marketing, Sales, and CS.
Advisory and Embedded GTM Architecture
For teams installing systems in real markets.
Revenue architecture engagements are founder-led and selective, focused on structural diagnosis and 90 day installation across marketing, sales, product, and customer success.
Select engagements only.
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 launching a GTM Nights chapter, reach out to book a session.
