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 140+ 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 private revenue architecture layer inside GTM Vault.
Inside Pro:
The Pro Library: every podcast and Show Me Your Stack episode as a searchable playbook, with every transcript searchable by phrase down to the timestamp
The GTM Doctrine: every Foundational Law and the core frameworks underneath them
The full GTM Vault MCP: search every episode to the timestamp from inside Claude, all thirty-four playbooks, and 300 requests a day
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.
Pro is $49 a month or $499 a year. It also opens 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.
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 140+ 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. Free subscribers see the top pick in each layer. Pro members see every tool in every layer.
What is the GTM Vault MCP?
The GTM Vault MCP connects Claude to GTM Vault. Every subscriber can run the revenue system audit, look up any operator or tool, and get the top pick per layer from Build Your Stack, free. Pro adds search of every episode to the timestamp and all thirty-four playbooks. Install it from gtmvault.co/p/mcp.
What is GTM Vault Pro?
GTM Vault Pro is the paid membership, $49 a month or $499 a year, that installs revenue architecture. It includes the Doctrine archive, the 10-chapter GTM Strategy Course, the Pro Library at pro.gtmvault.co with every podcast and Show Me Your Stack episode as a searchable playbook and every transcript searchable by phrase, the full Build Your Stack output in The Stack Index, the full GTM Vault MCP, and, for annual members, a private 45-minute Blueprint Session. Upgrade at gtmvault.co/subscribe.
