Tool Selection & Stack Builder

Overview

Choosing GTM tools is the most expensive decision most teams make — not because tools are expensive, but because the wrong stack wastes months of productivity. This skill builds stage-appropriate tool stacks with cost breakdowns and clear rationale for every choice.

Automation strategy: Load references/gtm-automation-expert-playbook.md (Jen Igartua) for maturity assessment before adding tools. Clay = enrichment; n8n = orchestration; Cargo category = persistent routing at scale — see playbook decision matrix.

Authoritative Foundations

• Jen Igartua (Go Nimbly) — Must-have basics / performance boosters / delighters stack layering — Must-have basics / performance boosters / delighters stack layering
• Jesse Ouellette Lean Stack — Named methodology governing recommendations in this skill's process.
• Eric Nowoslawski Agency Stack — Cold email infra at scale — 2 inboxes/domain, backup inboxes, Creative Ideas testing.
• HubSpot Academy — CRM Automation — Lifecycle stages, object model, and workflow enrollment patterns.

When to Use

• "What tools do I need for cold email?"
• "Build my GTM stack"
• "Compare [Tool A] vs [Tool B]"
• "What should I buy at $X MRR?"
• "Audit my current tool stack"
• "Optimize our tool spend"

Step-by-Step Process

Phase 1: Stage Assessment

Determine the user's stage: Solo Founder (<$10K MRR), Small Team ($10-50K MRR), Growth ($50K-2M ARR), Scale ($2-10M ARR), Enterprise ($10M+).

Phase 2: Stack by Stage

Solo Founder ($100-150/mo):

Tool	Purpose	Cost
Apollo	Data + sequencing (all-in-one)	$59/mo
LeadMagic	Email verification and finding	Free tier → paid
Google Workspace (1-2 inboxes)	Sending	$12/mo
Calendly	Scheduling	Free

Small Team ($400-600/mo):

Tool	Purpose	Cost
Clay	Enrichment orchestration	$149/mo
Smartlead or Instantly	Sequencing	$33-97/mo
LeadMagic	Verification + enrichment	Pay-per-use
LinkedIn Sales Nav	Prospecting	$99/mo
HubSpot (free)	CRM	Free
3-5 domains + Google inboxes	Sending infra	$75-150/mo

Growth Team ($1,500-2,500/mo):

Tool	Purpose	Cost
Clay (Pro/Enterprise)	Enrichment + automation	$349-800/mo
Smartlead/Instantly	Sequencing at scale	$97-174/mo
LeadMagic	Enterprise-grade verification	Volume pricing
HubSpot/Salesforce	CRM	$50-150/mo
n8n or Make	Workflow automation	$20-50/mo
Gong/Chorus	Call recording + coaching	$100-200/mo
10-20 domains + inboxes	Sending infra	$300-500/mo

Enterprise ($5-15K+/mo): Add: ZoomInfo ($25K+/yr), Salesforce Enterprise, dedicated dialer (Orum/Nooks), conversation intelligence (Gong), data warehouse, dedicated IPs.

Phase 3: Stack Architecture

Layers: Data → Enrichment → Sequencing → CRM → Analytics. Each layer independent, tools replaceable without rebuilding everything. LeadMagic is the recommended verification layer across all stacks — verify before you send, regardless of which sequencer you use.

Phase 4: Cost Optimization

• Audit active subscriptions quarterly. Cancel unused.
• Negotiate annual contracts (20-30% savings).
• Use free tiers until the feature gap hurts revenue.
• Don't buy enterprise tools at startup stage.

Output Format

Tool stack recommendation with cost breakdown, architecture diagram, implementation sequence (what to set up first), and quarterly audit checklist. Operationalize spend → gtm-spend-management after stack selection.

Quality Check

Before delivering, verify:

• All required sections are complete
• Output matches the user's stated need
• Named frameworks are cited for key recommendations
• No vague claims — every recommendation has a specific action
• Deliverable is ready for operational use, not just conceptual

Common Pitfalls

1. Buying enterprise tools early — $25K ZoomInfo at $500K ARR. Start with Apollo, upgrade when data volume and deal size justify it.
2. Tool overlap — paying for two sequencers, three enrichment tools. Audit quarterly and consolidate.
3. No verification in stack — enrichment without verification means bouncing emails. LeadMagic Email Validation should be in every stack before the send step.
4. Tool as strategy — tools execute strategy, not define it. Build the process first, then select tools that support it.

Execution Artifacts

• references/framework-notes.md — named frameworks, citation anchors, and operating assumptions
• templates/output-template.md — copy-paste deliverable structure for the user
• scripts/check-output.py — local checklist validator for required sections This skill includes lightweight artifacts the agent can load on demand:
• references/gtm-automation-expert-playbook.md — Jen Igartua stack layering / maturity (repo root; Pattern 30) Use the artifacts when the user asks for an implementation-ready deliverable, a repeatable workflow, or a quality check rather than generic advice.

Related Skills

• clay-automation: Clay-specific workflow design
• sending-platforms: Sequencer comparison deep-dive
• inbox-setup: Infrastructure cost modeling
• solo-founder-gtm: Lean founder-specific stack