Teams are being asked to embrace agentic AI and show results, and plenty are still dipping a toe in. They use AI as an assistant that drafts, summarizes, and fetches, when it could be a partner carrying complex work from signal to outcome. The free Agentic GTM Certification helps marketing and RevOps teams make that jump, turning signals into contextual intelligence that people and agents can act on together.
Getting there takes more than a better prompt. It takes innovation, experimentation, and one shared picture of the buyer. The course packages what 6sense and other B2B practitioners have learned from building agentic programs. It runs 70 minutes across six modules, and you finish with an action plan you can start this month.
What you’ll cover in six modules
Each module includes a video, and a short knowledge check follows each video. A final exam closes the course.
- Module 1, The Agentic GTM era: why independent buying groups have outgrown the MQL and lead model.
- Module 2, What are signals: how to tell a signal from an attribute, classify signal types, and find the gaps in your coverage.
- Module 3, Contextual intelligence and how to use it: how context turns a raw signal into the right action for the right account, and when an agent should hand a decision to a person.
- Module 4, What is AGENTS and why it matters: the six-pillar framework for building one trusted context and acting on it.
- Module 5, Your organization’s Agentic GTM: who owns what, how to sequence your rollout, and when to automate a play versus keep a person involved.
- Module 6, Practicum: Rate your team on each AGENTS pillar and draft your action plan.
Module 1: Why buying groups change the job
Module 1 opens with a shift every marketing and RevOps team feels. Buyers research on their own, in groups, and form opinions before a seller enters the picture. The 6sense, 2026 B2B Buyer Experience Report shows how much happens before first contact:
- Buying groups average about 10 people.
- Buyers are about 59% of the way through their cycle when they first talk to a seller.
- 71% of buying groups start with two or more vendor preferences.
The MQL and lead model was built to find the one person who raises a hand. A group of 10 weighing their options mostly in private calls for a different read on the account. Kerry Cunningham, Head of Research at 6sense, walks through what that means for where you spend your effort, and why a single signal on its own tells you very little.
Module 2: Signals
A signal is time-relevant information that helps someone make a decision. Knowing a company is large is an attribute. Knowing it just hired a new CPO is a signal. Module 2 starts with that distinction, then teaches you to sort signals three ways:
- Type: events, changes of state, trends, and calculated signals.
- Half-life: A job change calls for a fast response, while ICP fit moves over months.
- Source: 1P, 2P, and 3P data, and how well you cover all three.
You finish with a way to audit your own coverage and find the gaps. Ross Howard, Staff Product Manager at 6sense, leads the module.
Module 3: Context
Raw signals fall short on their own. Picture a CPO changing jobs and the news reaching several companies. One sees a cold title. Another knows what the new employer has been researching, so it can open the conversation with something more relevant, since it already has a clue about the problem the CPO may be asked to solve. Context is where an advantage builds.
Daniel Davis, co-creator and evangelist at TrustGraph, adds a question every team will face: When should an agent act on its own, and when should it bring in a person? His answer borrows from safety engineering and cybersecurity.
Module 4: AGENTS
AGENTS is a six-pillar loop that gives your team, and every AI tool they use, one picture of each buyer’s needs, decision stage, and journey so far. Then it helps you act on that picture and learn from the results. The pillars are Aggregate, Govern, Explain, Navigate, Take Action, and Self-Improvement. The first three build the foundation. The last three put it to work, and Self-Improvement feeds what it learns back into Aggregate, so the loop gets sharper with every cycle.
Govern is the pillar teams skip most often. It gives every team, tool, and agent one shared source of buyer information, with a named owner, a set way of keeping it current, and a way to check where any answer came from. That matters because a rep working from bad data makes one bad call, while an agent working from the same data repeats that call at scale.
Explain is where signals start to make sense. An LLM handed a pile of signals can only guess at which ones matter. Explain applies pattern recognition to match each signal to the right account and buying group, then reads those signals together. Each recommendation arrives with a confidence score and the reasoning behind it, so people and agents see why an account is active as well as what it did.
Jon Miller, CEO and founder at Phave and a co-founder of Marketo and Engagio, joins Jason Telmos, VP of Product GTM Strategy at 6sense. They explain why the foundation comes first and why buying groups, rather than leads or accounts, become the unit you prioritize.
Module 5: Your organization
Tools rarely stall an agentic program. Missing owners do. Lisa Cole, CMO and AI advisor at 2X, opens the module with a simple test: Can you name the actual people responsible for the business case, segmentation and campaigns, sales adoption, the context layer, and upsell and churn signals? Accountability sits with named people.
Next comes sequence. The rollout follows four steps in order:
- Curate the right context
- Align on strategy and outcomes
- Architect tools and agents against that strategy
- Empower people to adopt them within the right constraints.
Each step builds the foundation for the next, and skipping one causes programs to stall.
Then comes control. Patrick Spychalski, co-founder of The Kiln, shows how to decide which plays to fully automate and which to keep a person in. A low-value deal with a huge pool of accounts is a good candidate for automation. A high-value deal with a small pool of top-tier accounts calls for a human in the loop.
Carly Urmann, Chief Strategic Architect at Workato, closes the module with the story of building a governed context layer inside a real company.
Module 6: Building your own plan
The practicum is where the course becomes your own. You rate your team Strong, Partial, or Gap on each AGENTS pillar, using plain questions such as whether you can see potential buyers who never fill out a form. Then you choose the pillar where you have the most to gain and draft a short action plan: one goal, two or three tasks, two blockers, and a review date 30 days out. The plan stays under 400 words, short enough to share with your team and start next week.
Who gets the most from the course
The course is built for the people who make agentic GTM work day-to-day, and each role leaves with something to use.
- Marketing: Learn to build segments and coordinate campaigns around whole buying groups, so your messages reach the people who shape the decision.
- RevOps: Get a framework for owning the shared source of buyer information and maintaining update processes so every team and agent can work from the same picture as you scale.
- Sales: See how to drive rep adoption and test whether account rankings hold up.
- Customer Success: Learn to turn upsell and churn signals into timely action.
Start the Agentic GTM Certification
Agentic GTM works best when it makes sense to everyone on the team. The course takes 70 minutes, costs nothing, and ends with an action plan you can start this month. Enroll in the Agentic GTM Certification and bring a teammate.
