—– A free newsletter for founders and operators
You're not bad at
marketing.
You just never learned
the loop.
Every business that grows, SaaS, ecomm, clinic, personal brand,
even a job hunt, runs on the same four stage GTM loop. Most
people never see it. They just keep guessing which channel to try
next.
GTM Club breaks down the loop every week so you stop guessing
and start building systems that compound.
Aryan Tiwari
GTM Partner, funded startups and SaaS. Photo coming soon
—– The problem
Here’s what “figure it out yourself” actually looks like. You Google best B2B marketing channels 2026. You copy five of them into a Notion doc. You assign owners who are already underwater.
You call it a go to market plan.
Three months later, your CAC is ugly, your funnel is duct taped together, and nobody on your team can explain why conversions dropped.
You didn't have a marketing problem. You had a loop problem.
You were running tactics without a system. Picking channels before picking an ICP. Spending on acquisition before understanding retention. Asking for referrals from customers you hadn’t properly onboarded.
Every failed GTM you’ve seen, yours, your friend’s startup, that agency that burned through your budget, failed at the same place. They skipped a stage in the loop, or they never knew the loop existed.
—– The problem
Four stages. Same loop, every game.
Whether you’re launching a SaaS product, filling seats at a dental conference,
growing a podcast from zero, or landing your next job, the loop is identical. The fill
changes. The loop doesn’t.
01
ICP
Research. Competitors. Market.
Know exactly who you’re talking to
Before you write a single ad, send a single email, or post a single piece of content, you need to know exactly who you’re talking to and why they should care. Most companies skip this. They target “founders” or “marketers” or “small businesses” and wonder why nothing converts.
Fix the ICP first. Everything downstream depends on it.
€8K a month was going to three buyer personas that had never converted, not once, at one health tech SaaS. The fourth persona generated 90% of revenue.
02
Acquire
TOFU to MOFU to BOFU
Move them from stranger to customer
Once you know who you’re talking to, you build the funnel that moves them from stranger to customer. Top of funnel gets attention. Middle builds trust. Bottom converts. Most founders throw budget at the top and ignore the rest.
When we rebuilt an event funnel for a health tech company, we segmented by clinic size and geography and wrote three different email sequences for three buyer stages.
Goal was 35 seats at a UK pitch event. We filled 32. Zero ad spend.
03
Retain
Research. Competitors. Market.
Retention builds the business
Acquisition gets the attention. Retention builds the business. Most SaaS companies run
events, then send one generic “thanks for attending” email. That’s it. No personalized follow
up. No second or third touch.
We built a three touch post event sequence: personalized recap on day one, a relevant case
study on day three, a direct ask with a clear next step on day seven.
The companies that win aren’t the ones with the biggest top of funnel. They’re the ones whose customers actually stay, get results, and feel heard.
04
Refer
Reviews. Testimonials. Word of mouth.
Where the loop restarts
This is where most growth strategies end, but it’s actually where the loop restarts. Happy
customers become your best acquisition channel. A single case study from a real customer
outperforms a month of paid ads.
We took a podcast from 100 downloads a year to over 64,000 by inviting guests who weren’t
prospects. They were relationship builders.
$90K in revenue from an engine that started with one podcast and one clear ICP. Stage 04 feeding straight back into stage 01.
—– Universal application
The loop works everywhere. Here's proof.
ICP
Your highest LTV customer segment, not “everyone who might use
software.”
Acquisition
Content plus outbound plus events, sequenced by buyer stage.
Retention
Onboarding, support, NPS loops.
Referral
Case studies, integrations, partner programs.
One SaaS rebuilt their GTM around a single ICP and stopped bleeding €8K a month on personas that never converted.
—– What you get
What GTM Club actually gives you.
Weekly GTM breakdowns
Every week we take a real business, SaaS, ecomm, creator, clinic, and
break down their GTM through the four stage loop. What’s working. What’s
broken. What they should do next.
Real case studies, not theory
We don’t teach frameworks in a vacuum. Every breakdown uses real
numbers, real companies, real decisions.
Framework templates you can steal
ICP worksheets. Funnel maps. Retention audit checklists. Follow up
sequence templates. Take them, use them, modify them for your business.
Founder community access
Connect with other founders, operators, and builders who think in systems.
Share your GTM problems. Get feedback from people who’ve seen the loop
work across industries.
Live GTM teardowns and founder interviews
Submit your GTM for a live breakdown. Watch us tear apart real funnels, real messaging, real acquisition strategies, and rebuild them using the loop.
—– Your options
Your options, honestly.
Who this is not for
- If you want someone to do your marketing for you, this isn't it. GTM Club teaches you the system. You still have to run it.
- If you're looking for growth hacks and viral tricks, you'll be disappointed. We don't do hacks. We do loops.
- If you think marketing is just ads, this will challenge that. The loop covers ICP, acquisition, retention, and referral.
- If you're not willing to look at your own GTM honestly, don't join. The breakdowns are blunt.
- If you want polished corporate content with stock photos and buzzwords, go read a McKinsey report.
Who this is for
- Founders who are past the "build it and they will come" phase and need a real GTM system.
- Startup operators and first marketing hires who got handed a budget and a Notion doc and told to figure out growth.
- Builders who know their product is good but can't figure out why nobody's buying.
- Anyone who's tired of spending money on channels that don't convert and wants to understand why.
- People who think in systems, not tactics.
—– Final word
Same loop, every game.
The loop doesn’t care if you’re selling software, filling event seats, growing a podcast, or landing
a job.
01 ICP → 02 ACQUISITION → 03 RETENTION → 04 REFERRAL → BACK TO 01
Learn it once. Apply it everywhere.
Every week, one GTM breakdown. One real business. One loop.
Discord and Skool for international members coming soon.
© 2026 theGTM.club. All rights reserved.
A free newsletter and community by Aryan Tiwari.