How Do You Track GTM Experimentation and Learnings in Your Team?

Hey all and happy Wednesday Question here.. Curious how you’re approaching GTM experimentation today. Do you use a dedicated tool / platform to track experiments (acquisition, activation, retention etc) and learnings, or is it mostly docs, sheets, and intuition? I’m playing around with a small side project (AI learning from past experiments to suggest next ones) and wanted to sanity-check if this is actually a problem others care about.