Make Friends with the Enemy

Make Friends with the Enemy: A Real‑World GTM Playbook from the Battleground
Make your next customer a deliberate win, not a lucky break.

Make Friends with the Enemy: Stories from the Battleground is a brutally practical go-to-market playbook disguised as 40 fun true stories from technology sales. From generals yelling "fix it," to a bird that took down a country's payments, Roberto "Tito" Stainbach shows you what actually happens in the field - and how to turn it into revenue.

• Find hidden demand and choose accounts with evidence, not hope.
• Turn customer pain into repeatable sales plays with clear offers and owners.
• Extend your reach using partners, developer communities, and customer education.
• Run pipeline reviews that match reality, not wishful forecasts.
• Adapt your GTM across countries, company sizes, and technology shifts, including AI.

Across 24 chapters, 41 indexed stories, and a Toolkit of 14 ready-to-use templates, you get Sales Plays, Coverage Maps, Partner Capacity Maps, Weekly Pipeline Reviews, and more you can copy on Monday morning.

Read the stories to see what works. Steal the tools to make it work for you.