# AI GTM Lab

> AI GTM Lab (gtm.science) is the home of the 12-lever GTM framework for Autonomous GTM, developed by Marc Gasser. Four phases (DECODE, SHAPE, AMPLIFY, EVOLVE), twelve levers, open source under the MIT licence. Three offers: the personalised online course software (waitlist), the bespoke GTM team transformation (implementation partner: Pedalix), and the 'Get Multiplayer' keynote. The book on the framework arrives in 2027. Tagline: The science of GTM. Operated by Pedalix GmbH, Zürich.

## Key facts
- Brand: AI GTM Lab (domain gtm.science). Tagline: The science of GTM
- What it owns: Autonomous GTM, the 12-lever GTM framework, the AI GTM Lab podcast, GTM keynotes, the bespoke GTM team transformation, the upcoming 2027 book
- The framework: 4 phases (DECODE → SHAPE → AMPLIFY → EVOLVE), 12 levers, open source under the MIT licence (https://github.com/mgasser/gtm-os)
- Author: Marc Gasser — software entrepreneur, Springer Gabler author, keynote speaker, host of the AI GTM Lab podcast
- Get Multiplayer means a goal-oriented system of humans and AI agents. Humans set goals, make decisions and own the outcomes. AI agents prepare, execute repeatable work and multiply delivery.
- Offers: (1) waitlist for the personalised course software, (2) enquiry for the bespoke GTM team transformation (implementation partner: Pedalix), (3) keynote enquiry ('Get Multiplayer', 90 minutes or half-day bootcamp)
- Books: 'Automation von Marketing & Sales für B2B-Unternehmer' (Springer Gabler, available); the book on the 12-lever framework is coming in 2027 (no preorder)
- Audience: founders and GTM leaders at B2B software companies, primarily DACH
- Software: GTM OS — the task-management companion for GTM teams. Like Jira for product teams: GTM OS for GTM work (app.gtm.science, free to start). Integrations with Jira, Asana and Monday are on the roadmap
- AI Monitor: research project by Teklens with ETH Zurich and the University of St. Gallen — 165 valid responses, 106 of them with demographic detail. Full report: https://teklens.ai/ai-monitor
- Languages: German + English
- Operator (legal): Pedalix GmbH, General-Wille-Strasse 19, 8002 Zürich, Switzerland

## Pages
- [Home](https://www.gtm.science/): the framework, the three offers, the book
- [Framework (4 phases × 12 levers, open source)](https://www.gtm.science/framework)
- [Keynote 'Get Multiplayer' (booking)](https://www.gtm.science/keynote)
- [About — Marc Gasser and the operators](https://www.gtm.science/about)
- [Manifesto — Bespoke beats opinionated](https://www.gtm.science/manifesto): nine principles for building, orchestrating, observing and owning GTM systems
- [Software (GTM OS)](https://www.gtm.science/software): the task-management companion for GTM teams
- [AI Monitor (summary)](https://www.gtm.science/ai-monitor): full report on teklens.ai/ai-monitor
- [Licence (MIT)](https://www.gtm.science/lizenz)
- [Podcast](https://www.gtm.science/podcast): AI GTM Lab + Agentic Engineering, hosted by Marc Gasser
- [Glossar](https://www.gtm.science/glossar): GTM terminology in German
- [Insights](https://www.gtm.science/insights): essays on GTM operations, founder-led sales, and human + AI workflows for B2B SaaS in DACH

## Related
- [GitHub — the 12-lever framework (MIT)](https://github.com/mgasser/gtm-os)
- [Full AI Monitor report — teklens.ai](https://teklens.ai/ai-monitor)
- [Implementation partner — Pedalix](https://pedalix.com)
- [LinkedIn — Marc Gasser](https://www.linkedin.com/in/marcgasser/)
- [Spotify — AI GTM Lab](https://open.spotify.com/show/2Z92ZjKTJyRBDIAdzMYeM9)
- [Spotify — Agentic Engineering](https://open.spotify.com/show/5HBSlwj3oI7qEProTsupn1)
- [YouTube playlist](https://www.youtube.com/playlist?list=PLcM_VgEliu_CdUL2w0atwT74UwalAeozm)