Documentation

What GTM Goat is

GTM Goat is a building-block system for sales automation: you get the bricks, your agent builds with them, you are the architect.

Bricks are this handbook's primitives — Knowledge, Tables/Columns/Cells, Workflows, Integrations. Agents assemble them, in chat (Command) or autonomously inside a workflow. You set the direction and approve where it counts.

Four pillars carry the system, one of them as the roof:

  • Steer (the roof) — a system you run in dialogue; your agent builds, you are the architect.
  • Integrate — every tool, data source and your CRM in one system; one truth instead of twelve silos.
  • Automate — deterministic workflows for predictable processes, agents for case-by-case decisions; composable like building blocks, with a predictable outcome.
  • Analyze & Learn — every interaction pays into your workspace knowledge: which ICP, which offer, which message wins leads and closes deals — and why.

What GTM Goat is not

  • Not a generic CRM. It doesn't manage arbitrary business objects — it's built for one thing: winning, qualifying, working, and closing leads.
  • Not a spreadsheet clone. Tables are a view on your data, not an empty spreadsheet — every column is a typed action with provenance, not just a cell to label.
  • Not an uncontrolled agent. Every action with real effect (live, external, paid) runs through an approval. Agents propose, you decide.

The nine terms

Every page of this handbook composes the same nine terms: Workspace · Knowledge · Table/Column/Cell · Workflow · Run · Integration · Playbook · Agent · Command. There are no further structural terms — new capabilities compose these nine instead of inventing a tenth.

Pages in this handbook

Getting Started

Quickstart

From sign-up to your first running, learning campaign — in five steps.

Interfaces

Command

The chat interface that runs your workspace — proposal, not execution, adapter-agnostic.

The Web App: Your Control Room

The review-and-approve view over Runs, Tables and Knowledge — deliberately not a primitive of its own.

Claude Code & Other Agents

Any MCP-capable agent connects with the same tool set as Command Center — an open standard, not a cegtec-proprietary protocol.

Workspace

Workspace

Your tenant: the boundary within which all your data, agents, integrations and knowledge live.

Knowledge

Your workspace knowledge base: Assets, Learnings, and the loop that connects them.

Execution

Workflows

Deterministic processes — testable in dry-run, the platform's building-block promise.

Agents

Case-by-case judgment calls — scoped, always gated where they act outward.

Runs

The receipt of every execution: status, scope, cost, and a link into the control room.

Integrations

Integrations: Categories

You connect accounts, the system resolves actions by category — never a hardwired vendor.

Custom Integrations

Bring your own API or MCP — the quality bar for new integrations.

Security

Approvals

The platform's core rule: agents propose, humans approve.

Costs

Success-based billing through credits, with a per-run cost cap and a BYOK option.

Learning

Learning Loops

What the system learns from every campaign — and how a learning only takes effect after approval.

Reference

MCP Tool Reference

Technical reference for every one of the platform's 338 MCP tools, by category — generated directly from the live tool registry.

MCP Tools: Pipeline

Run pipelines, qualify companies, sync leads to outreach.

MCP Tools: Research

Research companies, qualify against your ICP, find leads.

MCP Tools: Outreach

Email campaigns, outreach sync, and campaign analytics.

MCP Tools: Analytics

Funnel, campaign stats, ICP performance, timelines, qualification feedback.

MCP Tools: Workspace

Workspace settings, credentials, memory (facts, preferences, instructions).

MCP Tools: Automation

Create and manage AI agents, agent memory and learnings, agent chains (beta).