AI GTM Master Playbook
The full AI marketing operating system we run on every DTC engagement. Ten function-areas plus a weekly master manager that decides what ships next. Set up in Claude Code in an hour. Paste the bundle URL into Claude Code and it walks you through setting up every critical tool you're missing — GitHub included.
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- What it does: installs a complete AI marketing operating system into your Claude Code project. Thirty-five sub-playbooks across ten function-areas. One weekly master manager that reads every channel on Monday and decides what ships next.
- Output: a working Claude Code project folder with a populated CLAUDE.md brief, thirty-five scoped sub-playbooks, a master manager wired for weekly cadence, and a first weekly review committed to git.
- Runs in: about an hour, end-to-end, from paste to installed and running.
- You need: Claude Code installed, and a short CLAUDE.md business brief (Claude interviews you for it). Everything else — GitHub account, GitHub CLI, API keys for your tools, pandoc — the install prompt walks you through live if you don't already have it.
- For: founder-led premium DTC brands, AOV $500 or two times category median, running marketing themselves or through a small team.
- Cost: free. Your only spend is the API credits your own accounts consume, typically $20 to $200 per month depending on scale.
- Built by: Nishant Kapoor. Chartered Accountant (EY), INSEAD MBA, ten years operating DTC brands. Scale stories include Suttons & Robertson £1.5M to £5M, consumer wearable $0 to $3.5M, London luxury ecommerce £2M to £6M.
What this playbook does
Most founder-led DTC brands run their marketing through a patchwork: a Notion doc with a few SOPs, one-off ChatGPT sessions for creative, an SEO agency sending monthly PDFs, Meta Ads on autopilot, Klaviyo set up by someone who left two years ago, and a personal Google Sheet of initiatives ranked by gut feel. The result: every decision takes a week, half the stack goes unused, and nobody can tell you what's actually moving revenue this month.
This playbook replaces that with a three-layer AI marketing operating system installed into your own Claude Code project. Layer 1 is the tool connections: Claude Code talks to your stack via API. Universal tools (GA4, Search Console, Google Ads, Google Merchant Center, Meta Ads) are assumed — every DTC brand runs them. Your variable stack (commerce platform, ESP, CRM, reviews app, on-site behaviour) is declared once in a Tool Inventory block, and every sub-playbook adapts its steps, auth, and API calls to whichever tools you run. Where Claude doesn't already have embedded instructions for a tool, it WebFetches the vendor's current docs on the fly. Layer 2 is the thirty-five sub-playbooks covering every marketing function end-to-end. Layer 3 is the weekly master manager: one playbook above the other thirty-five that runs every Monday, reads every channel, decides what worked, kills what didn't, and reprioritises the week. The master manager is the differentiator. Most marketing stacks ship channel-by-channel. This one ships the orchestrator that ties them together every Monday morning.
What you get
A working Claude Code project folder, version-controlled in your GitHub repo, with everything you need to run DTC marketing as an operating system with a weekly cadence.
Ten deliverables that together constitute your AI marketing operating system:
- Always-on Meta and Google campaign engine. Bidding, audiences, creative briefs, kill rules. Paid-ads sub-playbook plus creative-fatigue scoring plus competitor-ads intelligence running on a weekly cadence.
- Site health and content gaps audited any time. Technical SEO, on-page, schema, backlinks, Core Web Vitals. Full SEO audit sub-playbook runnable on demand and scheduled into the monthly cadence.
- Citation presence and whitespace tracked weekly. AI search visibility across ChatGPT, Claude, Perplexity, Google AI Overview. AEO sub-playbook runs every Monday inside the master manager.
- Pillars, briefs, drafts, and distribution at scale. Twelve-month content strategy sub-playbook, content-gap analysis, blog-post publishing, repurposing across LinkedIn, X, Instagram, TikTok.
- Outreach pipeline and journalist database in one. Influencer and PR sub-playbooks with DocuSeal, Airtable, and Drive integrations. Outbound to influencers, journalists, and partnership leads from one system.
- Page, funnel, and form audits on demand. CRO sub-playbooks powered by Microsoft Clarity heatmaps and session recordings. A/B test setup and popup CRO included.
- Lifecycle flows, segmentation, and deliverability. Email and CRM sub-playbooks that adapt to whichever ESP and CRM you run — Klaviyo, Mailchimp, Brevo, HubSpot, ActiveCampaign, Omnisend. Welcome, abandoned cart, post-purchase, win-back, churn prevention.
- Hooks, scripts, ad variations, and UGC briefs. Creative sub-playbook producing bulk ad variations, hook taxonomies, short-form video scripts, and UGC creator briefs in your founder voice.
- Daily dashboard and tracking integrity audits. Analytics and ops sub-playbooks covering GA4, Meta Pixel, GTM, attribution stitching, and a daily-refresh Google Sheet dashboard.
- Weekly orchestration that decides what ships next. The master manager. Reads every channel on Monday morning, kills what isn't working, and reprioritises the week. The differentiator the other nine function-areas compound into. The deliverable most marketing stacks skip.
How the playbook flexes
Pick the install mode that fits where you are today. Claude confirms your choice before writing anything.
| Mode | When it applies | What changes |
|---|---|---|
| Full install | Most tools configured, founder committed to the full system | All 35 sub-playbooks installed. Master manager runs every Monday. First weekly review produced on day one. |
| Selective install | You want only the function-areas you're actively working on | Claude asks which of the ten function-areas to scope to. Installs only those sub-playbooks plus the master manager. |
| Audit-only | You want the diagnostic before committing to install | Claude runs the GTM audit sub-playbook against your brand. Produces the ranked action list. Stops before installing anything else. |
| Dry-run | You want to see the plan without writing any files | Claude prints the full install plan: directory structure, files, credentials needed. Zero files written until you approve. |
Tools the operating system uses
Universal — every DTC brand runs these.
- Claude Code as the execution engine
- GitHub as the source of truth for every playbook, brief, and weekly review
- Google Analytics 4 for sessions, conversions, revenue
- Google Search Console for impressions, clicks, positions
- Google Ads for paid search performance
- Google Merchant Center for the product feed
- Meta Ads for paid social performance and Pixel event health
- Google Cloud API (PageSpeed Insights, Gemini) via a single shared key
Your stack — varies by business, declared in the Tool Inventory. Every sub-playbook adapts its steps, auth, and API calls to whichever tool you run for each function. Where Claude doesn't already know a tool, it WebFetches the vendor's current docs on the fly.
- Commerce / CMS: Shopify, WooCommerce, BigCommerce, Webflow, Magento, Squarespace, custom
- Email / lifecycle: Klaviyo, Mailchimp, Brevo, HubSpot, ActiveCampaign, Omnisend
- CRM: HubSpot, Salesforce, Attio, Airtable, Pipedrive, or none
- Reviews: Judge.me, Yotpo, Okendo, Stamped, Trustpilot
- On-site behaviour: Microsoft Clarity, Hotjar, FullStory
- SMS: Attentive, Postscript, Klaviyo SMS
- Helpdesk: Gorgias, Zendesk, Intercom, Front, Help Scout
- Automation / glue: Zapier, Make, n8n, Cloudflare Workers
Optional SEO enrichment.
- Ahrefs or DataForSEO for ranked keywords, backlinks, traffic estimates
- Apify or Serper for live SERPs and competitor ad scraping
The synthesis pass: what makes this different
Most marketing stacks ship channel-by-channel. An SEO playbook here, a paid-ads playbook there, a separate email framework, an analytics dashboard template. Each one is useful on its own. The problem is nobody connects them. The founder ends up holding the synthesis in their head every Monday morning, cross-referencing ten dashboards to decide what ships this week.
The AI GTM Master Playbook ships the orchestrator that ties the other nine function-areas together every Monday morning. The master manager reads actions.md, pulls the last seven days of data from every configured channel, compares against prior week and against target, flags anomalies, maps each one to the responsible sub-playbook, and produces a weekly review report with the top five items to ship this week ranked by ICE. That orchestration pass is the deliverable most marketing stacks skip. It's the difference between thirty-five disconnected playbooks and a single operating system.
Ready to install your AI marketing operating system?
Enter your email. We'll send you the Google Doc link. Paste it into Claude Code and you'll have the full operating system installed in about an hour.
Questions we get asked
What is an AI marketing operating system?
An AI marketing operating system is a single Claude Code project that holds every marketing sub-playbook for your brand plus a weekly master manager that orchestrates them. Instead of ten tools and ten logins, you have one project folder, one CLAUDE.md business brief, thirty-five scoped sub-playbooks, and a Monday cadence that decides what ships next. Claude Code executes. You approve. The system learns across weeks because every output is committed to git and read by next Monday's master manager.
Is this a free marketing playbook?
Yes. The playbook itself is free. Your only spend is the API credits your own accounts consume when sub-playbooks run, typically $20 to $200 per month depending on how many sub-playbooks you run weekly and how large your brand is. No account required with us, no sales call, no follow-up unless you want one.
How is this different from a single SEO or paid-ads playbook?
A single-channel playbook (SEO audit, paid ads, email sequence) covers one function end-to-end. The AI GTM Master Playbook covers ten function-areas with thirty-five sub-playbooks plus the weekly master manager that orchestrates them. The difference is breadth plus orchestration. A single-channel playbook gives you a great SEO audit. This one gives you a running marketing department.
How long does the install take?
About an hour from paste to installed and running, depending on how many API keys you already have wired and how thoroughly you answer the business-brief interview. The first weekly review typically runs inside the same session. Most of the hour is the interview. Actual file creation is under ten minutes.
Do I need to be technical?
You need to be comfortable running Claude Code from a terminal, editing a `.env` file, and pushing to GitHub. You do not need to write code, design schemas, or configure servers. The install prompt does the technical work. Your job is to answer business-context questions honestly and approve the install plan.
Which tools do I need to have already?
Minimum: Claude Code, GitHub, Google Analytics 4, Google Search Console, plus whatever commerce platform runs your checkout (Shopify, WooCommerce, BigCommerce, Webflow, Magento, Squarespace — declare it in the Tool Inventory and the playbooks adapt). Recommended: add an ESP (Klaviyo, Mailchimp, Brevo, HubSpot, ActiveCampaign, Omnisend), on-site behaviour (Microsoft Clarity or Hotjar), Meta Ads and Google Ads if you're running paid. Optional but high-leverage: Ahrefs or DataForSEO for SEO, Apify or Serper for competitor scraping. Missing any is fine: the install prompt walks you through sign-up for each missing tool live during Step 2.
Does this work if I'm on WooCommerce, Mailchimp, or a different stack than yours?
Yes. The operating system is built stack-agnostic. You declare your tools once in a Tool Inventory block inside CLAUDE.md — commerce platform, ESP, CRM, reviews app, on-site behaviour, SMS, helpdesk, automation layer. Every sub-playbook reads that block before running, resolves each function to your actual tool, and adapts its steps, auth, and API calls. Where Claude doesn't already have embedded instructions for a given tool, it WebFetches the vendor's current API and how-to docs on the fly and writes tool-specific instructions into the sub-playbook. You get the same operating system whether you're on Shopify + Klaviyo + Gorgias or WooCommerce + Mailchimp + Zendesk.
What if I don't have a GitHub account or the GitHub CLI yet?
No prep needed. The install prompt detects the gap during Step 3 and walks you through it live: account signup at github.com, installing the GitHub CLI for your OS, authenticating via `gh auth login`, creating a private repo for your brand, and pushing the initial commit. Takes about five minutes. Same pattern for every other missing tool in your stack — Clarity, any ESP, Microsoft Merchant Center, ad platforms. You paste the bundle URL into Claude Code and say "read this and run it." Claude handles the setup walkthroughs.
Who built this playbook?
Nishant Kapoor, founder of EntireCommerce AI. Chartered Accountant (EY), INSEAD MBA, ten-year DTC operator. Scale stories include Suttons & Robertson £1.5M to £5M in three years, a consumer wearable $0 to $3.5M in eighteen months, London luxury ecommerce £2M to £6M in two years, and consumer electronics $0 to $5M in two years.
How does this compare to HubSpot or other martech stacks?
HubSpot and similar martech stacks are centralised SaaS platforms. You log into their dashboard to see your marketing. The AI GTM Master Playbook is the opposite pattern: every playbook and every output lives in your own GitHub repo, every execution happens inside Claude Code, every tool talks via API. Your marketing is a version-controlled repo you own, plus the AI operator that runs it. No per-seat fees. No vendor lock-in. Claude Code is the only layer you pay for.
Does the master manager run automatically?
You choose during install. The master manager can run automatically every Monday at 9 AM via cron or a Claude Code scheduled trigger, or you can run it manually each week by pasting the prompt into Claude Code. Either way, the output is the same: a weekly review report at `data/weekly-reviews/{YYYY-MM-DD}.md`, an updated actions.md with the week's P0s, and a one-paragraph founder briefing.
Can I run this myself, or do I need you?
You can run it yourself. Claude Code does the execution; your domain knowledge does the judgment. If you want a senior operator to run this plus the ongoing weekly cadence for you on a live engagement, book a call.
Your playbook is ready
Four files plus a combined Word doc. Pick your delivery mode below. Drop the bundle into your Claude Code project. Install the operating system for your brand in about an hour.
Copy the link. Paste into Claude Code with "read this and run it." It guides you through setting up every missing tool — GitHub included.
Clone or fork into your project. Standard git workflow.
Open the Google Doc above. Copy its URL. Paste it into Claude Code with:
"Read this and take me through it step by step."
Claude handles everything else. Interviews you for your business context. Walks you through any missing API setup live. Installs the operating system. You don't need to manage files or copy prompt content manually.
Prefer to do it manually? Run in three steps
- Get the files. Open either the Google Doc or the GitHub repo above. Both contain the same files:
README.md(setup and run instructions),CLAUDE.md(business-briefing template), andgtm-master-playbook.md(the master install prompt Claude runs). - Drop them into your Claude project. Copy the files into a new folder on your machine. Run
git init. Open Claude Code inside that folder. Fill in theCLAUDE.mdtemplate with your business details (or let Claude interview you during install). - Run the install. Paste the contents of
gtm-master-playbook.mdinto Claude Code and hit enter. Claude interviews you, inventories your tools, walks you through any missing API sign-ups, installs the thirty-five sub-playbooks scoped to your brand, wires up the weekly master manager, and runs the first weekly review. About an hour end-to-end.
What each file does
README.mdSetup instructions, cost overview, prerequisite tools, quick-start checklist, troubleshooting. Read this first if you prefer the manual install path. Takes ten minutes to follow.
CLAUDE.mdBusiness-briefing template. Claude reads this on every session start so every sub-playbook is grounded in your specifics. Fill it in yourself or let Claude interview you during install.
gtm-master-playbook.mdThe master install prompt. Claude reads it and walks through ten install steps: business-brief interview, tool inventory, sign-up walkthroughs, directory setup, API verification, sub-playbook install, master manager cadence, voice gate, first weekly review, git commit.
gtm-master-playbook-deliverables.svg / .pngA one-page visual summary of the ten function-areas and the master manager. Useful for onboarding a teammate or pitching the system to a founder or CFO.
gtm-master-playbook-bundle-combined.docxCombined Word doc of the README, CLAUDE.md template, and master install prompt. Useful for sharing the full bundle with a team member via Google Drive without zipping the folder.
Sections that need your access to populate
Sub-playbooks that depend on internal tools (Klaviyo, Microsoft Clarity, GA4, Shopify Admin, Meta Ads, Google Ads) stub out honestly during install if the tool isn't configured. The stub includes a "grant access to unlock" note and the exact steps to wire the tool in. No fabricated numbers. No filler output.
Wiring all the recommended tools cleanly takes sixty to ninety minutes end to end. Happy to walk you through the setup on a short call. Easier to do together than to chase credentials alone.
What to do with the operating system once installed
Every Monday, run the master manager. Approve the week's priorities. Let Claude execute the sub-playbooks during the week. Review output as it arrives. Commit everything to git.
Week one is thin because the system hasn't built up week-over-week signal yet. Week four is sharp. Week twelve is a different business. The sub-playbooks compound across weeks because every output is version-controlled and read by next Monday's master manager.
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