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Tom Grainger
Tom Grainger writes The GTM Game, a free newsletter about B2B go-to-market, sales and outbound, and hosts The GTM Game podcast, where he talks to GTM leaders about how they run go-to-market.
He’s CEO and co-founder of Advanced Client, a GTM engineering agency based in the UK. Advanced Client designs and installs GTM, inbound and outbound systems for B2B companies: signal-led targeting, enrichment, sequencing, lead routing and CRM architecture, built inside the tools a team already uses. The thinking is human-led relationships with automated systems doing the work behind them, and once the build is handed over the client owns the whole thing. At Advanced Client, Tom leads strategy and system architecture.
Before that, in 2019 and 2020, Tom was an SDR in the maritime industry, running full-cycle sales. That meant prospecting, research, keeping the CRM up to date and chasing admin, with the actual selling fitted in around it. Seeing how much of a rep’s day went on work that didn’t need to be manual is what led him to build Advanced Client.
The podcast
The GTM Game podcast is hosted by Tom Grainger. It’s on Spotify, Apple Podcasts and YouTube. Episodes so far:
- How to beat the VC treadmill with Ajinkya from Trellus (Trellus.ai), with Ajinkya (AJ), co-founder of Trellus (3 March 2026)
- Why AI Won’t Replace Great Salespeople With Jack Porter From BirdDog (getbirddog.ai), with Jack Porter from BirdDog (18 February 2026)
- Why Value Beats Volume in GTM with Matt at Prospeo (Prospeo.io), with Matthew Putnam, head of sales at Prospeo (10 February 2026)
What he writes about
Each issue rounds up recent B2B go-to-market news with sources, then adds Tom’s take. The main themes:
- Outbound and cold outreach
- AI SDRs and automation
- Signal-led selling
- Speed to lead and lead routing
- ICP and list building
Latest issues:
- 94% of GTM leaders just said AI is not replacing their team (15 October 2026)
- You're probably emailing the same list as your competitors (12 October 2026)
- I speedran a full cold email campaign using only AI (9 October 2026)
- If they hadn't sent this cold email in 2017, they wouldn't have made $400 million (6 October 2026)
- If I were a founder or a C-suite exec at a software company, I'd send this to my sales team today (1 October 2026)
Find Tom elsewhere
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