Hiring an AI GTM Engineer right now is a slog. The candidates barely exist, the ones who do are expensive, and the role doesn't yet have a recognised career ladder. The faster move is to take someone already inside your business who's curious, technical-leaning and close to the revenue motion, and train them up. That's what this programme does. Six months. One designated Champion. A working GTM Engineering function by the end of it.
Every B2B leader I speak to has worked out they need someone whose job is the intersection of go-to-market and AI engineering. Someone who can write a prompt and a SQL query, talk to a sales rep and a data engineer, ship a working agent and brief the CMO on what it does.
Recruiting one externally is hard. The supply isn't there yet, the people who exist command £100k+, and even when you hire well it takes them six months to ramp into your stack and your motion. By then the playbook's changed again.
The faster, cheaper, more defensible move is to train one of your own. Almost every GTM team has someone with the raw ingredients. They're already curious about AI, already messing about with it in their spare time, already close enough to the revenue motion to know what would matter. They just don't have the structured training, the senior coaching, or the time to do it properly.
The AI Champion is one person you nominate as the embedded learner. They don't need to be a developer. They need to be close to the revenue motion, technically curious, and ready to spend a meaningful slice of their week on this for six months.
In most engagements the Champion turns out to be a RevOps lead, a sales engineer, a growth marketer, or a senior SDR who's been quietly building things on the side. Occasionally it's the founder. Less often, it's a CRO themselves.
If you don't have an obvious candidate, we'll work through the team on the discovery call. Picking the right person matters more than any other decision you'll make about this programme.
Each phase has clear outcomes and a clear handoff into the next one. The whole programme runs in parallel with normal client delivery, not in a side-of-desk training tab.
The Champion learns the craft by shipping real things. We work side by side. Weekly 1:1 coaching, daily Slack support, plus two team-wide sessions a month to start the wider upskilling.
The Champion starts leading builds. I review. We swap roles: they're the engineer, I'm the senior reviewer. Bigger pieces of work, more cross-functional rollouts, more responsibility for embedding things into the team's day-to-day.
The Champion runs the function. I move into a lighter-touch advisor role. By the end, the Champion is running their own build queue, leading the team's AI literacy programme, and reporting into leadership directly. I'm out.
Real capability, not certificates. Below is the working brief I write up for each Champion at the start of the programme and grade them against at the end.
Translate a vague leadership ask into a one-page scope with success criteria, dependencies, and a realistic timeline.
Build a working Claude skill, agent or prompt pipeline tuned to a specific GTM workflow. Test it. Deploy it. Get it adopted.
Connect AI tooling into the CRM, calendar, comms and data warehouse with the right auth and the right guardrails.
Walk into any GTM workflow, audit where AI changes it, and ICE-score the options. Recommend with conviction.
Run AI literacy sessions for sales, marketing and CS. Embed the daily and weekly rituals that make AI usage stick.
Write a one-page weekly update that a CRO, CFO or CEO can act on. Run a quarterly AI roadmap review.
Compare with hiring a senior AI GTM Engineer at £100k+ fully loaded, plus six months of ramp time. This is faster and cheaper, and you keep the person at the end.
The right fit makes this work. The wrong fit wastes everyone's six months. I'll be direct on the discovery call.
Roughly 50% of their working week across months 1 to 4, dropping to 30% in months 5 and 6 as they move into solo operation. If their manager won't release that much time, the programme will struggle. Best to surface that on the discovery call.
It happens. The programme has a clause for it. If the Champion leaves within the first 60 days, you can swap them out at no cost. After that, the rest of the engagement either continues with a new Champion at a reduced fee, or pauses for up to 90 days while you find one. Written into every contract.
I guarantee what I can control. I guarantee the time, the coaching, the assets that get built, the team training, the documentation. I can't guarantee the Champion's effort, their manager's support, or whether the broader team adopts what gets built. Both halves have to do the work. I'll tell you on the call whether I think the conditions are right.
A fractional CRO or consultant does the work for you. The work leaves when they leave. This programme builds the capability in someone you already employ, so it stays. The other difference is price. Fractional engagements often hit £100k+ over six months. This is £45k.
Yes, and lots of clients do. The implementation solution covers builds you want shipped fast or that are too big for the Champion to take on in their early months. The programme covers everything else and builds the capability. They run in parallel cleanly.
Three options. The Champion runs it fully solo and you're done. You move into a lighter-touch advisor retainer with me (typically £2k a month) for monthly sense-checks. Or you commission a second engagement, usually under the implementation solution, for the next phase of builds. There's no expectation either way.
Usually within 4 to 6 weeks. I run a small number of these at a time. If you want to start sooner, say so on the call and I'll be straight about the calendar.
Tell me about your team, the candidates you might have for the Champion role, and where you'd want them to be by month six. I'll tell you whether this is the right fit, whether one of the other solutions is, or whether something else makes more sense.
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