Fable Security is a human risk management platform that changes employee behavior with hyper-targeted interventions. Backed by Greylock and Redpoint, the company is growing at breakneck speed — and so is its sales team.
Fable hired 15 sellers in just a few months, with no sales enablement or product marketing team to ramp them. Miranda Carter, Fable’s Director of Marketing Programs & GTM AI Operations, needed a way to get reps up to speed on offerings, but messaging was spread across static spreadsheets, Notion docs, and leaders’ heads.
When Fable centralized its messaging source of truth into Octave, they got messaging out of spreadsheets. The Octave MCP instantly enabled sellers through Claude, where they worked day-to-day. And leaders had visibility into canonical positioning with a fast path to cascade messaging updates to the team.
“At a company retreat, our team said they wanted a GTM brain. I knew instantly it had to live in Octave.”
— Miranda Carter
Director of Marketing Programs & GTM AI Operations, Fable Security
Today, Fable gets reps on the phone in just 2 days through enablement solutions built on intelligence in Octave. Every customer-facing role (and agent) can tell the same story — and reps get answers to their questions in Claude instantly. The marketing team can quickly spin up assets aligned with Fable’s brand voice.
Integrated with Gong and Granola, Octave listens to what messaging is working in the market to improve Fable’s strategy with every sales call.
Miranda turned an idea for a GTM brain into reality through thoughtful leadership alignment and organizational change. Hear her tips for a successful rollout on Noah Adelstein’s blog: “How Fable Security ramped 12+ reps in days with their GTM brain”
Build or buy?
A solution that maintains itself
Miranda evaluated building versus buying an intelligence system, but realized that an in-house DIY solution would take too much time to build from scratch, require too much ongoing manual maintenance, and wouldn’t be transparent enough for leadership to view and update.
“Maintaining GTM brain infrastructure yourself — even something as simple as an .MD file — isn’t sustainable. Your GTM brain needs to plug into all your tools easily. Your whole team needs to understand how to update it. And it needs to adapt and create its own feedback loop on your data. Can someone build a lightweight brain? Yes. Do you want to hire someone just to maintain this GTM brain monster that you created? No.”
— Miranda Carter
Director of Marketing Programs & GTM AI Operations, Fable Security
Octave offered an instant onramp to bringing quality context to all of Fable’s tools, with out-of-the-box integrations and MCP. It also came with recursive self-improvement built in: Octave mines customer calls in Granola and Gong for patterns and insights, and proposes updates to the context graph.
Fable began with a POC in Octave to enable SDRs. The first step was to set up their Octave Library. It came with an initial version based on their website messaging, and from there, the team fine-tuned the positioning using Claude. They supplied it with leadership’s favorite messaging frameworks and used Octave’s Library audit skill.
Miranda held an Octave training for the leadership team and showed the founders how to interrogate their positioning with Claude and revise the library based on what they saw. Through this process, the team became confident in the solution. Today, a few key people maintain the Octave instance — including the CEO, CPO, CRO, and marketing stakeholders — which removes Miranda as the bottleneck.
Ramp time
Sales reps hit the phones by day 2
All new reps at Fable go through a single 30-minute working session to get ramped on the GTM brain. In the session, they get set up with the Octave MCP in Claude and complete onboarding exercises through prompts that teach them who Fable sells to, Fable’s messaging, and more.
Fable took this onboarding a step further and worked with the GTM engineers at RevLogic to build a sales training portal for new reps based on Claude prompts that pull from Octave context.
Miranda also instilled an “ask Claude first” culture. When reps have questions about the product or how to respond to prospects, they know exactly where to look — and the answer reflects Fable’s current, approved messaging.
Instead of waiting on enablement that doesn’t exist, new reps are on the phones with prospects within 2 days of being hired.
Adapting quickly
Flowing new messaging across the team instantly
Before Octave, training the sales team on a new use case or feature meant pointing them to Notion docs. With Octave, any change to messaging propagates across the team instantly.
When Fable added support for Google Workspace to its product, its co-founder / CPO used Claude to fold the new integration’s messaging into Fable’s existing context and playbooks. When a prospect mentioned the Google integration on a sales call soon after, the rep used Claude to quickly generate an accurate response about it.
No extra support was needed to update the positioning source of truth, and no training was needed to deploy it. It was simply live — everywhere reps work.
Field learnings
An engine that improves with every call
Octave’s integrations with Gong and Granola process rep sales calls, gathering valuable messaging, patterns, and market signals from every conversation.
Based on what reps are hearing in the field, Octave recommends messaging and positioning changes. Miranda reviews these suggestions weekly. The approve/reject loop keeps a human in the loop and the context quality bar high.
From an all-hands idea to a brain built to last
A few short months after the idea of a GTM brain came up at a company retreat, Fable has one — transparent to the leadership team and key marketers, maintained by the people who own the story, and improving with every sales call.
Fable’s product changes employee behavior by delivering the right nudge, at the right moment, inside the tools where people already work. Its go-to-market now runs on the same principle: the right messaging, at the moment a rep needs it, in the tools where they already sell.
