The shift: From Playbooks to Embedded Go-To-Market Agents

At Shift90, we work alongside Go-to-Market (GTM) teams to build better habits and embed a capability they can use. We teach our revenue acceleration method, activate your message, and equip your teams to move fast, within weeks, not months. This is why we intentionally describe ourselves as a “Revenue Acceleration Practice” and not a “Consultancy”.

Where there is an urgent need for change, we help teams align around a new story in under thirty days. That includes extracting buyer insight, walking the buyer journey, building the buyer narrative, and training sellers to deliver it. Where momentum stalls, the issue we’ve observed is organisational inertia, and not lack of clarity or our ability to create and share insight.

What Our Agents Do

We design internal Agents - tools built to support specific jobs, deliver our transformation, and embed within commercial teams once we have completed our work. Each is shaped by deep customer insight derived from customer “Switch” interviews. This single version of truth permeates all our agents' efforts to achieve their job to be done and overcome GTM bottlenecks.

Doris, our messaging Agent, helps unify the story. She turns Jobs-to-be-Done (JTBD) insight created by Chris, our JTBD analyst and Customer Hero Storyteller, into sales scripts, campaign language, and narratives that “William," the whiteboard builder, can use to create a positioning canvas, conversational storyboard, and whiteboard story. We use Doris to sharpen execution across Sales, Marketing, and CS.

These Agents function as internal assets. They are trained in the business, speak the customer’s language, and help teams act quickly and consistently.

We Build Capability, Not Deliverables

Shift90 engagements are hands-on. We coach teams directly and structure each phase around creating tangible progress. Teams learn to use the methodology and tools in real time, not as a handover at the end.

The aim is to create momentum in 90 days. But we also know that commercial transformation isn’t a switch flip. Change management slows things down in many teams, especially when a new hire steps into a leadership role with a strong brief but a fragmented team.

We’ve seen this pattern with Chief Growth Officers and Chief Customer Officers. They arrive with a mission and urgency, but the internal adoption rate sets the pace. Without support, change loses momentum and expectations miss the mark.

Our Approach: Fractional, Phased, Fast

All engagements start with a GTM Diagnostic assessment followed by executive interviews. Several Agents analyse the diagnostic assessment survey, summarise executive interview findings, and help us create the GTM strategy recommendations. Once an agreement is signed, customer "Switch" interviews can commence to surface commercial insight and align teams on what’s possible.

We interview six to ten customers, understand what caused these buyers to change, and build a usable cause-level messaging framework. If it is not feasible to interview customers, we can reverse engineer well-written case studies around the buyer vs product/company into an accurate messaging model.

Next, we activate the message by working with sales and marketing leaders to ensure the narrative fits corporate and product guidelines. Then we train customer-facing teams through whiteboard storytelling sessions and embed sales conversations that help sellers, consultants, and Customer Success teams sell clearly.

This phased model allows clients to move quickly while absorbing change sustainably.

A Smarter Way to Embed Change

We continue to develop more Agents like Doris. Some support outbound outreach, others simplify content development or coach teams to plan and summarise meetings using strong qualification techniques.

Each is designed to solve a specific commercial challenge. Each is deployable, trainable, and made for day-to-day use.

If your sales, marketing, or customer teams are still operating on fragmented messaging or stuck in stop-start cycles, an engagement with Shift90 and our leave-behind internal agents might be a better option.

Let’s build together!