Fable Security is a human risk management platform that changes employee behavior with hyper-targeted interventions. Backed by Greylock and Redpoint, the company rocketed out of stealth mode with a Series A round in hand, and plans to grow its team at breakneck speed.
Fable planned to double or triple its sales team in just a few months, but had no training content or product marketers to ramp them. The company’s messaging was spread across static spreadsheets, Notion docs, and leaders’ heads.
Miranda Carter, Fable’s Director of Growth Marketing, centralized messaging into Octave and worked with RevLogic to design an enablement platform that leans on Octave context to generate just-in-time training.
"What we learned in sales calls yesterday appears in our battlecards and training today. Octave powers just-in-time sales enablement through our new onboarding platform. Since deploying Octave, we get reps on the phone and productive 2 days after they start."
Beyond onboarding, reps use Claude with the Octave MCP to generate account-specific selling guidance, and the marketing team can quickly spin up assets for different industries.
Training immediately reflects new feature launches and learnings from the field, because Octave analyzes sales calls in Gong and Granola to measure what’s working and cycle improvements back into context.
Ramping reps
Sales reps hit the phones by day 2
All new reps at Fable receive Claude and the Octave MCP, then work through an onboarding program designed by RevLogic. It guides reps through five Claude “Adventures” — a series of prompts that reveal what Fable sells, who they sell to, and how to describe the core value. AI role-play certifications, like a first-call conversation, are interspersed.
“It’s a new way of thinking. In our years of enablement experience, Octave has given us the ability to create an evergreen learning experience that’s also adapting and evolving. The agility is unlike anything we’ve ever built.”
Trainings are generated in the moment, so they always draw from the latest messaging in Octave. This means that any learnings from sales calls over the last week, or that morning’s feature launch, can appear in today’s training instantly. No need to wait for an asset update-and-sunset cycle. And because they’re ephemeral, there are no old versions floating around creating risk.
In the new system, new reps are on the phone with prospects within 2 days of being hired. After onboarding, they can always go back to Claude to ask for guidance about how to sell to a specific company or industry, or how to respond to a customer email. Claude 3D-prints specific guidance for that account and selling context.
“To be direct, I wouldn't trust putting a training prompt into Claude without context parameters from Octave because we couldn't guarantee that the outputs would be sound. Enablement is a highly powerful weapon you don’t want to just hand out to an LLM.”
Build or buy
A solution that maintains itself
The idea of a GTM brain first came up at a company retreat. Miranda evaluated the options of building versus buying an intelligence system, but realized that an in-house DIY solution would take too much time to build from scratch. It would also require too much ongoing manual maintenance as the product changed, and wouldn’t be transparent enough for leadership.
“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.”
Octave offered an instant onramp for high-quality context in all of Fable’s tools, with out-of-the-box integrations and MCP. It also came with recursive self-improvement built in.
To roll out Octave, Fable seeded their library with the messaging on their website, then used Octave’s Library audit skill in Claude to guide a positioning tune-up, providing it with leadership’s favorite messaging frameworks. Today, a few key people have access to maintain the Octave instance — including the CEO, CPO, CRO, and marketing stakeholders — by accepting Octave’s suggestions and pushing one-off updates.
Miranda’s thoughtful leadership alignment set up the Octave rollout for success. Hear her tips on Noah Adelstein’s blog: “How Fable Security ramped 12+ reps in days with their GTM brain”
Instantly in the field
An engine that improves with every call and launch
Any change to Fable’s messaging propagates across the team instantly.
For example, when Fable added support for Google Workspace, co-founder and CPO Sanny Liao folded the new integration’s messaging into Fable’s Octave context via Claude. When a prospect mentioned the Google integration on a sales call soon after, the rep used Claude to quickly generate an accurate response. No enablement team was needed to update a training and deploy it. It was simply live where reps did their daily work.
Octave analyzes sales calls in Gong and Granola to measure what’s working best in the field, cycling improvements back into Octave context so that recent learnings appear in trainings immediately without waiting for a bulk enablement update. Miranda reviews these suggestions weekly to keep a human in the loop.
In the competitive, fast-moving security space, it’s critical that reps are trained on the latest feature launches, value framing, and industry-specific personalization. Octave allows Fable to 3D-print unique trainings in the moment to reflect real-time approved messaging.
From an all-hands idea to a brain built to last
As Fable continues to scale its team, its story scales with it — transparent to the leadership team and key marketers, 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.
“At a company retreat, our team said they wanted a GTM brain. I knew instantly it had to live in Octave.”
