Make the Best Out of This Summer
GTM summer sale inside - GTM in a Box.
Dear GTM Strategist,
Happy 4th of July to our American friends. I hope you have a fantastic holiday and fuel yourself with the inspiration, motivation, and joy! 🎆
Q3 is here - how to get the best of it?
In our business, July and August are slower in terms of sales, business development, and events. We finally have more time to work on new product development, content strategy refinement, and those good old things that we have been passively avoiding for 6 months now because we were just too busy.
So my husband Anze and I went for a mini retreat to work on our Q3 plans - more specifically, OKR-ing. In this Substack, I want to share some of the best planning and making sure that it is done practices that we’ve developed over the years of ruthless execution and radical honesty when reflecting why some plans “stuck on paper”.
We’ll dive into:
Process of preparing OKRs
How to turn your OKRs into your operational compass
How to make an AI assistant that will coach you through the process.
And I have a sweet summer deal for you. 🌴
ALL my materials, including:
100+ assets from the checklist
50+ pages of masterclass transcripts
350+ pages of the book
are ready for you to build your custom GTM coach.
They are packed at a special price $297 (40% saving).
This offer is valid for a week (until July 10th).
We prepared instructions on how to get up and running quickly, so you can create your own custom AI GTM coach using trusted materials that work in practice, not some SaaS vendor's SEO articles or hallucinogenic intelligence.
You need trusted, proven knowledge assets, a guided approach, and your proprietary intelligence to make it work beyond “what your competitors can get too”.
So, let’s get started!
Love them or hate them, best-in-class tech companies use OKRs
A technical founder I coach said it beautifully:
“I hate OKRs.
They work.”
But first, what are OKRs?
From The Go-To-Market Strategist by Maja Voje:
OKRs (Objectives and Key Results) are a simple goal-setting system that helps teams align around what matters most and measure progress clearly.
“Objectives are qualitative, directional goals. Key Results are specific, measurable outcomes that indicate whether progress is being made toward the objective.”
Here is a quick example by a PLG company to illustrate how they are done:
A recent study by Steven Macdonald, founder of OKRs Tool (n=200 startup founders), showed that startups that have OKRs:
68% of startups hit $1M ARR faster
39% saw impact in 1–3 months
42% hit their goals regularly
89% wish they had started earlier
But the devil’s in the details.
Setting them up is the “easy part”.
Sticking to them makes the real difference.
5 tactics to make OKRs work for you
Most teams wait too long to take goal-setting seriously.
If you don’t know where you are going, how will you know you’ll get there?
Also true: investors want these numbers.
How to turn your OKRs from a “piece of paper” to a powerful compass that will help you win the market?
1. Don’t wait for the perfect moment
OKRs are not for when you're ready. By the time you feel the chaos, it's already costing you. I even recommend OKRs to a one-person business, but when you have a team of 5-10, serious issues with alignment will become apparent. And big news - you don’t have to do them quarterly; you can make them today by the end of the year, or whatever makes sense to you.
2. Start with one OKR per team/owner
An ideal place to start with OKRs is 1-3 Objectives (one product, one marketing/growth/sales, one fundraising/building a sustainable business model is a fine frame for the first objectives), especially if you work in a team of 1-10 people; 1-2 will be plenty to handle. Do not set up 10 objectives and assign them to the same people, you’ll probably stretch them too thin. Keep things light and manageable.
3. Review daily/weekly - not quarterly
Some teams treat OKRs like a quarterly checkbox. Big mistake. I read mine daily at the start of the quarter (Anze says that’s maniac behavior - but it works). Make sure your OKRs live in a visible, shared space. Revisit them weekly. And stay flexible. If something shifts - market, team, opportunity - adjust. Just don’t lose sight of the bigger picture and your mission-critical.
4. Anchor OKRs in actual work
OKRs are not ideas or aspirations. They’re prioritization tools. Ground them. Put them to your Jira, Notion, ClickUp - wherever you track tasks. Make sure you put deadlines for key results in your product to a sprint, roadmap item, or campaign - and reserve time for them. There will always be something urgent/interesting/FOMO - but the work is not getting done by itself.
5. Give every KR an owner
No owner = no outcome.
If everyone’s responsible, no one is.
Assign clear owners. Align OKRs with what motivates them—ideally, co-create them to ensure alignment. Don’t just cascade goals and hope for buy-in.
Here’s the question:
If your team is too busy for OKRs, are you leading them toward the future, or just managing the present?
You can’t expect 100% focus, but you can reserve 20% of their week to make a meaningful impact. If you’re serious about OKRs, make space for them.
Outsource Your Discipline: Create an AI GTM Coach That Holds You to the Plan
My personal GTM AI coach is called Coach Nova 🛰️, and I speak with it at least five times a day.
Coach Nova is trained to be concise, non-hyped, and realistic. I taught it to answer like Goggins, Bedros, and Hormozi. Over-hyped and friendly communication can be off-putting, and ChatGPT, “not each line that I write is a significant step forward to my goals!” It is just a line that may or may not work. I need someone who will be brutally honest with me and push me to act. No excuses.
But everyone has their own motivation style, background, and knowledge. Therefore, to get the best results possible, I encourage you to build your own AI GTM coach this summer.
Here is how:
Get “GTM in a Box” - all my knowledge assets at the BIGGEST discount this year; $297 for a book, checklist with AI prompts, and a 5-hour video masterclass.
We prepared all the assets in the right format (masterclass video transcripts, book PDF) so you can easily upload knowledge assets to your AI tool (ChatGPT, Claude…).
You can add some of your knowledge assets.
You can use my instructions or match them to your style - no worries, we prepared step-by-step instructions on how to set everything up, no coding (d’oh!)
And you got it!
It is cheaper than a single session with me - how cool is that 🤠
Even if you are not into “vibe marketing,” those proven materials will save you tons of time, produce results and ROI like they have for more than 8,500 people so far.
The deal is valid until July 10th.
Cool - I hope you’ll take me on the challenge.
Have a great Q3 and promise me that you will commit to some objectives!
I am cheering you on!
(or like my Coach Nova would say - stop thinking, start doing)
