Jonathan Moss

Experity

Leading a team of senior Growth, GTM and Data leaders focused on establishing new growth vectors, building go-to-market strategies for the established and new business, and optimizing the system (data, process, and technology) that underpins the revenue machine. 

2024 results: 
↳ Grew top and bottom line by double digit % (first time in since 2021)
↳ Exceeded annual plan in revenue and EBITDA 
↳ CAC payback <12 months 
↳ LTV/CAC 5:1 
↳ Increased volume and conversion rates at every stage of the bowtie while decreasing sales cycle time across all product and service mixes 
↳ Reduced time to install by 2.5x 
↳ Reduced churn by 50%
↳ Launched 2 new revenue streams 

My teams are responsible for the following: 

Growth: establish growth vectors (e.g. adjacencies, new categories, product innovation), build out a 0 to 1 business within our incubator, and launch go-to-market 

Go-to-Market Strategy & Planning: planning and execution to accelerate durable growth across our platform of products/services 

GTM Operations: building, managing, and optimizing our GTM system that underpins our revenue factory. 

AI: building and implementing AI strategies across the GTM team, product and service lines. 

Data: structuring, aggregating, analyzing and providing insights for the GTM teams that drive our strategic decisions and operations. 

Revenue Enablement: accelerating employee productivity and knowledge across all GTM teams.

EVP - Growth, GTM Strategy and Operations

Established and lead the Executive AI committee comprising CTO, SVP of Strategic Partnerships, Chief Medical Officer and SVP of Technology. 

Implemented 5 AI initiatives 
2024/2025 roadmap for 10+ initiatives

Executive Chair - AI committee

OpenAI

Forum Member

Pavilion

Co-Chair AI in GTM

Executive Member

Winning by Design

Revenue Architect & GTM Ambassador

AI Business Network

Co-Founder

MetaVRse

✅ 140+ Metaverse / Web3 Products and Projects 

🌎 9 World-Firsts

💻 1 Award-Winning, Proprietary 3D Creation Platform (Metaverse, Web3)

👩‍💻60k+ Creators

♟️Established strategic partnership with Microsoft

Founding Team, Executive Board Member & Strategic Advisor

Led global vision, strategy, and execution for all facets of revenue generation, go-to-market, operations, customer success and product management within a high growth technology industry.

🚀Launched the Metavrse Engine from stealth April 2020 including SaaS and professional services. 

✍️Negotiated and Signed deals with Siemens Healthineers, Samsung, MasterCard, JP Morgan and other Fortune 500 companies. 

📚$2M+ booked revenue in the first 12 months. 

♟️Established strategic partnerships including NVIDIA, Qualcomm, EPIC Games, Meta (formerly Facebook), and Autodesk. 

🛣️Developed product roadmap with feature prioritization, UX/UI design, and technical integrations.

Chief Revenue Officer (CRO)

Booster

Booster is a clean technology company that provides mobile energy delivery, including renewable and sustainable fuels, through its marketplace. 

🛠️ Elevated go-to-market strategy, built the revenue engine and led sales team that secured $56M in bookings with 79% net revenue growth and 215% Enterprise segment growth

⚙️ Implemented sales motions with aligned systems across the customer journey, automated workflows and insights that led to a 60% more outbound lead volume, 2.5x meetings, and 4.6x opportunity creation, 56 day reduction in sales cycle time, 25% conversion rates and a 45% increase in deal size

✅ Transformed top of funnel strategy through diversification of marketing channels and building infrastructure which led to 10x inbound lead volume accounting for 30% of new business, up from 2%

🚀 Implemented Customer Led Growth strategy that led to a better customer experience, 2x faster growth and improved LTV/CAC

🤝 Series C ➡️ D Senior Leader

🎯 Built annual operating plan and forecasts (quarterly, monthly, weekly) with 96%+ accuracy  

🎙️Built brand and content strategies that elevated Booster to over 60%+ Share of Voice and 90%+ positive Brand Sentiment

🚀 Launched platform business (including a marketplace) with complete P&L ownership

📈Grew platform from $0 to $6M+ in ARR since launching in December 2022

🔋Built partnerships that enabled Infrastructure as a Service for EV Charging, Hydrogen, LNG, and CNG delivery 

🚚 Drove product roadmap strategy that allowed for mixed energy fleets to manage energy consumption, vehicles insights and payments for both sides of the marketplace 

📍Developed geo-spatial models and algorithms for route and location based density to enable effective dynamic pricing, sales and marketing prioritization

💰Developed pricing strategy transitioning legacy margin model to a product (SaaS) and services (Consumption) model

Vice President - Revenue & Revenue Operations

REEF

REEF is a technology company that transforms urban real estate into thriving mobility and logistical hubs via a marketplace.

🎯 Led GTM strategy and execution across sales, revenue operations, and customer success that secured $70M in new bookings and expansion that increased revenue from $30M to $100M+ throughout the United States, Canada, and Europe.

⚙️ Implemented sales process with aligned systems across the customer journey, automated workflows and insights that led to a 36 day reduction in sales cycle time, 40% increase in conversion rates and a 25% increase in deal size.

📱Developed and implemented product led growth strategies that led to a 3x revenue growth expansion from the demand side of the marketplace.

⛓️Interconnected and consolidated technology stack to increase efficiency and efficacy across marketing, sales, and customer success (Salesforce, ZoomInfo, Marketo, LinkedIn Sales Navigator).

Executive Vice President - Revenue & Global Revenue Operations

OYO USA

OYO is a global travel technology company that connects guests to owner-operators via a marketplace. It offers full-stack hospitality software and revenue management solutions to hotel owner-operators.

🎯 Led strategy and execution for go-to-market, revenue operations, and sales training that led to growth from $17M to $200M throughout the United States, Canada, and India.

📈Developed and implemented product led growth strategies that led to a 2x revenue growth and 3x margin expansion from the demand side of the marketplace.

🛣️ Create and maintain data and insights across the entire customer journey that increased direct sales close rate by 2.5x, increased deal size by 50% and decrease sales cycle by 45 days.

⛓️ Interconnected and built the sales tech stack to align with the customer journey and automated work flows to drive 2x sales efficiency and efficacy.

Vice President Revenue Operations & Enablement

T-Mobile

A demonstrated record of success and achievement, marked by a promotion to a position of increased influence, authority, and accountability. Fulfilled a critical role building and executing strategies to govern sales, communication, and training professionals in franchise stores, small business team, national retail team, and in Direct to Consumer teams encompassing over 40,000 individuals responsible for 80% of all revenue. Maintained accountability for $25M in P&L.

•Supervised a 190-person team engaged in sales enablement, learning (e.g. in-person, virtual, eLearning, and AR/VR), strategy/planning, sales tech stack, process design, LMS, other Learning technology and communication tools. 

•Recognized for Performance (Top 5%)

•Successfully accelerated the ramp-up period for new sales personnel from six months to one month, as measured by five key performance metrics - New Customer Acquistion, Renewal Rate, Average Revenue Per User, Value Added Service Attach Rate, and Emerging Product Attach Rate.  

•Positioned the company to be listed in the Great Places to Work list for 2018 to 2019.

•Sparked a 25% increase in revenue per subscriber as a result of training programs for existing sales representatives, improving their ability to promote and secure agreements for products, services, and accessories.

•Developed quantitative and qualitative analytics and dashboards to measure sales intelligence, performance, deal/funnel intelligence, and trainer performance across 40,000 employees. 

•Scope of training curricula and collateral spanned New Hire, Management Fundamentals, Advanced Leadership Programs, Behavioral Skills Workshops, Gamification, and over 250 sales and leadership videos.

•Recognized as the first training team in the world that formed a co-development partnership with the Apple Master’s Program.

Senior Director Sales Enablement | Learning

Responsible for operations encompassing 15,000 employees and 8,000 points of distribution across 22 states, representing $14B in revenue. Directed teams engaged in Go-To-Market strategy, Communications, Retail Technologies, Customer Support & Success, Performance/Competitive Analytics, Workforce Planning, Facilities and Distribution strategy.

•Developed operational and customer success strategies that led to $825MM increase in profit and 2,100 basis points in NPS.

•Executed over 20 go-to-market projects with budgets in excess of $10MM.

•Led Go-To-Market and Operational implementation of new channels including Direct to Consumer, Uber, Walgreens, and AAA. 

•Managed $1B+ budgets for labor, facilities, service and repair centers, new store builds, remodels, and equipment.

•Developed automated dashboards for 40+ operational and customer experience metrics with tangible costs and actions. 

•Implemented a variety of technology solutions to assist the sales, operations and customer support teams, including intelligent process automation, digital chatbots, Microsoft Office 365, Salesforce, and a number of SaaS tools.

Director Multi-Channel Sales Operations

Turning GTM into a revenue factory through recurring impact & helping GTM leaders do the same | GTM Executive leveraging AI ✨ | Keynote Speaker & Advisor | Podcast 🎙️ Host |

You know how companies either burn a ton of cash trying to scale or hit a growth ceiling they just can’t break through?

What I do is step in, audit their GTM strategy, financials, and operations, and then engineer a smarter, more scalable system (typically including AI). Whether that’s digitizing their physical business, refining their go-to-market motion, or unlocking new revenue streams, I build the strategies and systems that fuel sustainable, high-impact growth.

Companies I’ve worked with have seen a median growth rate of 87%

My journey has given me diverse experiences across many different industries, business models, products, and functions at different scales. 

➡️ Experience across multiple industries including Software (SaaS), Healthcare, Retail, Real Estate, Hospitality, Transportation/Logistics, Telecommunications. 

🚀 Company Stages: Venture Capital, Private Equity, and Bootstrapped at Pre-Revenue, Seed, Series A, Series C, Series D, Publicly traded 

💵 Investment Partners: Sequoia, Lightspeed, Madrona, GTCR, Warburg Pincus, Mubadala Capital, AirBnB, Microsoft, JP Morgan, UBS Asset Management, Softbank and JC2 Ventures 

💰Company Revenue: $0-$15B (87% median growth rate; over $1B of capital raised)
     👉 $0-$6M+
     👉 $0-$7M+
     👉 $17M-$200M+
     👉 $30M-$100M+
     👉 $80M-$150M+
     👉 $165M-$260M+
     👉 $190M-$2XX (Current role)
     👉 $13B-$15B+

📍Geographies: North America, LATAM, EMEA, and APAC

✅ Team Size: 1-200

🤓 Experience
👉 AI: 6+ years     
👉 GTM: 20+ years
     👉 Sales: 12 years (B2B); 10 years (B2C)
     👉 Revenue Operations: 13 years
     👉 Customer Success / AM: 9 years
     👉 Product: 9 years
     👉 Revenue / Sales Enablement: 5 years
     👉 Marketing / Demand Generation: 3 years
     👉 Business Development/Partnerships: 3 years

Last week, OpenAI didn’t just launch another tool.

They declared war on half of SaaS.

Meet AgentKit: OpenAI’s framework for building, deploying, and managing autonomous agents. On the surface, it looks like a “developer toolkit.” 

Underneath? It’s a full-stack strategy to replace or absorb entire software categories.

And here’s the kicker: they’re not being subtle about it.

They showcased six internal agents that just happen to overlap with… almost every B2B software vertical.

They’re not chasing the “agent hype.” They’re building the operating layer for AI-native work.

Here’s what makes AgentKit a big deal:

Agent Builder: A drag-and-drop workflow canvas for multi-agent orchestration.

Connector Registry: A native app store for tool and data integrations.

ChatKit: An embeddable chat UI that kills frontend build time.

Evals + Tracing: Real-time testing and performance tuning for agent quality.

This isn’t a “feature drop.” It’s a platform power move.

If OpenAI becomes the layer where agents are built, deployed, and governed... they own the ecosystem. Just like Apple did with the App Store.

And if you’re in SaaS, you have two options:

Partner and build agents on OpenAI.

Compete, but know your “app” might soon be embedded in someone else’s product or platform. 

The walls between apps and intelligence are dissolving fast.

My spicy take: In five years, 80% of B2B SaaS will either be agentified or commoditized.

If you’re not experimenting with multi-agent architectures and orchestration frameworks like AgentKit right now… you’re already behind.

Because OpenAI isn’t just building agents, they’re building the execution layer of business software.

And when that layer shifts? Everything above it has to evolve or vanish.

Check out the agents they already released below ⬇️

Growth and Operations Executive | AI & Business Advisor | Dean of AI School | Writer, Speaker & Podcast🎙️Host | Growth & Revenue Architect

“One AI year is seven Internet years.”

Just look at that curve.

The Internet took over a decade to reach this scale.

ChatGPT? Two years.

If your team is still “evaluating use cases,” you’re already behind.

The compounding speed of AI adoption means waiting is the new risk.

You snooze, you lose.

Inspo and stolen from Sunny Madra

Your CEO keeps pressing: “𝘞𝘩𝘢𝘵’𝘴 𝘰𝘶𝘳 𝘈𝘐 𝘴𝘵𝘳𝘢𝘵𝘦𝘨𝘺?” Your board wants ROI on every dollar spent. Meanwhile, your reps are already using ChatGPT for prospecting, deal notes, even email drafting.

And you? You’re stuck in the middle under pressure to deliver, but with no real playbook.

That’s not just you. Talking with hundreds of GTM leaders, we’ve seen the same story: pilots that stall, budgets wasted, strategy missing. No surprise only 𝟴% 𝗼𝗳 𝗰𝗼𝗺𝗽𝗮𝗻𝗶𝗲𝘀 𝗮𝗿𝗲 𝘀𝗰𝗮𝗹𝗶𝗻𝗴 𝗔𝗜 𝗲𝗳𝗳𝗲𝗰𝘁𝗶𝘃𝗲𝗹𝘆.

That’s why we built something new: Sales Assembly's 𝗔𝗜 𝗔𝗿𝗰𝗵𝗶𝘁𝗲𝗰𝘁𝘂𝗿𝗲 𝗟𝗮𝗯. 

"𝗟𝗔𝗦𝗧 𝗖𝗔𝗟𝗟" 𝘁𝗼 𝗴𝗲𝘁 𝗶𝗻 𝗶𝗳 𝘆𝗼𝘂 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗯𝗲 𝗽𝗮𝗿𝘁 𝗼𝗳 𝘁𝗵𝗶𝘀 𝗰𝗼𝗵𝗼𝗿𝘁

This isn’t “Top 10 AI tools for sellers.” 

This is organizational AI strategy—guided by our 𝗦.𝗖.𝗔.𝗟.𝗘.™ 𝗙𝗿𝗮𝗺𝗲𝘄𝗼𝗿𝗸 that takes you from setting the right outcomes to launching pilots to building governance that sustains adoption.

Here’s what you’ll actually 𝘸𝘢𝘭𝘬 𝘢𝘸𝘢𝘺 𝘸𝘪𝘵𝘩:

→ A 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗢𝘂𝘁𝗰𝗼𝗺𝗲 𝗖𝗵𝗮𝗿𝘁𝗲𝗿 that ties AI directly to revenue goals.
→ A 𝗪𝗼𝗿𝗸𝗳𝗹𝗼𝘄 𝗙𝗿𝗶𝗰𝘁𝗶𝗼𝗻 𝗠𝗮𝗽 quantifying the bottlenecks costing your business time and money.
→ A 𝗖𝗮𝗽𝗮𝗯𝗶𝗹𝗶𝘁𝘆 𝗠𝗮𝘁𝗰𝗵 𝗠𝗮𝗽 linking your highest-priority use cases to the right AI functions.
→ A 𝗣𝗶𝗹𝗼𝘁 𝗣𝗹𝗮𝗻 + 𝗧𝗶𝗴𝗲𝗿 𝗧𝗲𝗮𝗺 so you launch with control, not chaos.
→ A 𝗦𝗰𝗮𝗹𝗶𝗻𝗴 𝗕𝗹𝘂𝗲𝗽𝗿𝗶𝗻𝘁 + 𝗔𝗜 𝗖𝗲𝗻𝘁𝗲𝗿 𝗼𝗳 𝗘𝘅𝗰𝗲𝗹𝗹𝗲𝗻𝗰𝗲 𝗺𝗼𝗱𝗲𝗹 to keep momentum alive past the first pilot.

No vague inspiration. No tool-of-the-week. 

Just a board-ready AI roadmap—with budget justifications, risk mitigation, and change management built in.

Five live sessions. Two facilitators who’ve actually implemented AI at scale Jonathan M Kvarfordt, MBA and myself). 

A cohort of revenue leaders wrestling with the same boardroom pressure you are.

𝘔𝘰𝘴𝘵 𝘤𝘰𝘮𝘱𝘢𝘯𝘪𝘦𝘴 𝘫𝘶𝘮𝘱 𝘵𝘰 “𝘴𝘤𝘢𝘭𝘪𝘯𝘨” 𝘣𝘦𝘧𝘰𝘳𝘦 𝘵𝘩𝘦𝘺’𝘷𝘦 𝘦𝘷𝘦𝘯 𝘥𝘦𝘧𝘪𝘯𝘦𝘥 𝘴𝘵𝘳𝘢𝘵𝘦𝘨𝘺 𝘰𝘳 𝘮𝘢𝘱𝘱𝘦𝘥 𝘵𝘩𝘦𝘪𝘳 𝘸𝘰𝘳𝘬𝘧𝘭𝘰𝘸𝘴. 𝘐𝘧 𝘺𝘰𝘶 𝘥𝘰𝘯’𝘵 𝘧𝘪𝘹 𝘵𝘩𝘪𝘴 𝘨𝘢𝘱 𝘯𝘰𝘸, 𝘺𝘰𝘶’𝘭𝘭 𝘴𝘱𝘦𝘯𝘥 2026 𝘦𝘹𝘱𝘭𝘢𝘪𝘯𝘪𝘯𝘨 𝘵𝘰 𝘺𝘰𝘶𝘳 𝘣𝘰𝘢𝘳𝘥 𝘸𝘩𝘺 𝘺𝘰𝘶’𝘳𝘦 𝘴𝘵𝘪𝘭𝘭 𝘱𝘪𝘭𝘰𝘵𝘪𝘯𝘨 𝘸𝘩𝘪𝘭𝘦 𝘤𝘰𝘮𝘱𝘦𝘵𝘪𝘵𝘰𝘳𝘴 𝘢𝘳𝘦 𝘤𝘰𝘮𝘱𝘰𝘶𝘯𝘥𝘪𝘯𝘨 𝘪𝘯𝘵𝘦𝘭𝘭𝘪𝘨𝘦𝘯𝘤𝘦 𝘥𝘢𝘪𝘭𝘺.

The Lab runs October 16–November 20.

Your choice: duct-tape AI into your existing chaos or architect it into the foundation of your GTM engine.

Jeff Rosset Matt Green

5% of companies are future-built. The rest are falling behind.

That’s not hyperbole. It’s data. 

BCG’s 𝘉𝘶𝘪𝘭𝘥 𝘧𝘰𝘳 𝘵𝘩𝘦 𝘍𝘶𝘵𝘶𝘳𝘦 2025 report found that only 𝟱% 𝗼𝗳 𝗰𝗼𝗺𝗽𝗮𝗻𝗶𝗲𝘀 𝗮𝗿𝗲 𝗴𝗲𝗻𝗲𝗿𝗮𝘁𝗶𝗻𝗴 𝘀𝘂𝗯𝘀𝘁𝗮𝗻𝘁𝗶𝗮𝗹 𝘃𝗮𝗹𝘂𝗲 𝗳𝗿𝗼𝗺 𝗔𝗜, while 60% aren’t seeing meaningful returns at all.

The gap isn’t about access to technology. Everyone has ChatGPT, Copilot, or Gemini. The real difference? How they lead, organize, and execute.
Future-built companies don’t treat AI as a shiny tool, they treat it as a 𝗰𝗼𝗿𝗲 𝗼𝗽𝗲𝗿𝗮𝘁𝗶𝗻𝗴 𝘀𝘆𝘀𝘁𝗲𝗺 for how they create value.

They follow five interconnected strategies that separate them from the pack:

1️⃣ 𝗧𝗵𝗲𝘆 𝗹𝗲𝗮𝗱 𝗳𝗿𝗼𝗺 𝘁𝗵𝗲 𝘁𝗼𝗽. AI isn’t buried in middle management. It’s CEO-sponsored, fully funded, and tied to revenue and margin targets. These companies make AI a board-level growth lever, not a side project.

2️⃣ 𝗧𝗵𝗲𝘆 𝗿𝗲𝘀𝗵𝗮𝗽𝗲 𝗮𝗻𝗱 𝗶𝗻𝘃𝗲𝗻𝘁 𝘄𝗶𝘁𝗵 𝗶𝗺𝗽𝗮𝗰𝘁. Instead of automating busywork, they reinvent entire workflows..turning marketing, manufacturing, and R&D into AI-native engines. Nearly 90% of their value comes from 𝗿𝗲𝘀𝗵𝗮𝗽𝗶𝗻𝗴 𝗮𝗻𝗱 𝗰𝗿𝗲𝗮𝘁𝗶𝗻𝗴, not just optimizing.

3️⃣ 𝗧𝗵𝗲𝘆 𝗼𝗽𝗲𝗿𝗮𝘁𝗲 𝗔𝗜-𝗳𝗶𝗿𝘀𝘁. Humans and digital workers collaborate in hybrid systems. Business and IT share ownership. Governance is real. These companies measure AI’s impact like P&L metrics, not proof-of-concept slides.

4️⃣ 𝗧𝗵𝗲𝘆 𝘀𝗲𝗰𝘂𝗿𝗲 𝗮𝗻𝗱 𝗲𝗻𝗮𝗯𝗹𝗲 𝘁𝗵𝗲 𝗿𝗶𝗴𝗵𝘁 𝘁𝗮𝗹𝗲𝗻𝘁. More than 50% of their employees are being upskilled in AI this year. They treat workforce enablement as the moat, because you can’t scale agents without humans who know how to orchestrate them.

5️⃣ 𝗧𝗵𝗲𝘆 𝘂𝘀𝗲 𝗳𝗶𝘁-𝗳𝗼𝗿-𝗽𝘂𝗿𝗽𝗼𝘀𝗲 𝘁𝗲𝗰𝗵 𝗮𝗻𝗱 𝗱𝗮𝘁𝗮. No more scattered pilots. They invest in interoperable platforms, reusable agents, and centralized data foundations. Every new use case strengthens the platform for the next one.

And the results? Future-built companies see:
→ 𝟭.𝟳𝘅 𝗳𝗮𝘀𝘁𝗲𝗿 𝗿𝗲𝘃𝗲𝗻𝘂𝗲 𝗴𝗿𝗼𝘄𝘁𝗵
→ 𝟯.𝟲𝘅 𝗵𝗶𝗴𝗵𝗲𝗿 𝘀𝗵𝗮𝗿𝗲𝗵𝗼𝗹𝗱𝗲𝗿 𝗿𝗲𝘁𝘂𝗿𝗻
→ 𝟮.𝟳𝘅 𝗿𝗲𝘁𝘂𝗿𝗻 𝗼𝗻 𝗶𝗻𝘃𝗲𝘀𝘁𝗲𝗱 𝗰𝗮𝗽𝗶𝘁𝗮𝗹

The lesson is simple but not easy: You can’t “install” AI transformation, you have to architect it.

AI won’t replace companies. But 𝗳𝘂𝘁𝘂𝗿𝗲-𝗯𝘂𝗶𝗹𝘁 𝗰𝗼𝗺𝗽𝗮𝗻𝗶𝗲𝘀 𝘄𝗶𝗹𝗹 𝗿𝗲𝗽𝗹𝗮𝗰𝗲 𝘁𝗵𝗼𝘀𝗲 𝘁𝗵𝗮𝘁 𝗮𝗿𝗲𝗻’𝘁.

“𝗪𝗵𝗮𝘁’𝘀 𝘁𝗵𝗲 𝗥𝗢𝗜 𝗼𝗳 𝗔𝗜?” That’s the question every exec keeps asking, and for most, it’s still maddeningly elusive.

But according to BCG’s 𝘞𝘪𝘥𝘦𝘯𝘪𝘯𝘨 𝘈𝘐 𝘝𝘢𝘭𝘶𝘦 𝘎𝘢𝘱 report, the data is finally in. 

There 𝘪𝘴 a clear ROI story, just not for everyone.

Only 𝟱% 𝗼𝗳 𝗰𝗼𝗺𝗽𝗮𝗻𝗶𝗲𝘀 are seeing the compounding returns everyone else is chasing.

And the difference is simple. The companies generating 𝗿𝗲𝗮𝗹 𝗥𝗢𝗜 𝗳𝗿𝗼𝗺 𝗔𝗜 reinvest their gains right back into AI.

Future-built companies already achieved: 
📈 𝟱.𝟯𝘅 𝗺𝗼𝗿𝗲 𝗿𝗲𝘃𝗲𝗻𝘂𝗲 𝗶𝗻𝗰𝗿𝗲𝗮𝘀𝗲 (6.2% vs 1.2%) 
💰 𝟯𝘅 𝗴𝗿𝗲𝗮𝘁𝗲𝗿 𝗰𝗼𝘀𝘁 𝗿𝗲𝗱𝘂𝗰𝘁𝗶𝗼𝗻 (6.0% vs 2.0%)

Instead of pocketing those gains, they doubled down: 
🔁 𝟮𝟲% 𝗺𝗼𝗿𝗲 𝗜𝗧 𝘀𝗽𝗲𝗻𝗱 𝗼𝘃𝗲𝗿𝗮𝗹𝗹 
⚙️ 𝟲𝟰% 𝗵𝗶𝗴𝗵𝗲𝗿 𝘀𝗵𝗮𝗿𝗲 𝗼𝗳 𝗜𝗧 𝗯𝘂𝗱𝗴𝗲𝘁 𝗱𝗲𝗱𝗶𝗰𝗮𝘁𝗲𝗱 𝘁𝗼 𝗔𝗜 
💡 𝟭𝟮𝟬% 𝗺𝗼𝗿𝗲 𝘁𝗼𝘁𝗮𝗹 𝗔𝗜 𝗶𝗻𝘃𝗲𝘀𝘁𝗺𝗲𝗻𝘁 𝘁𝗵𝗮𝗻 𝗹𝗮𝗴𝗴𝗮𝗿𝗱𝘀

That reinvestment creates a flywheel of growth. 

By 2028, those same companies expect: 
🚀 𝟮.𝟭𝘅 𝗵𝗶𝗴𝗵𝗲𝗿 𝗿𝗲𝘃𝗲𝗻𝘂𝗲 𝗶𝗻𝗰𝗿𝗲𝗮𝘀𝗲 
💸 𝟭.𝟰𝘅 𝗺𝗼𝗿𝗲 𝗰𝗼𝘀𝘁 𝗿𝗲𝗱𝘂𝗰𝘁𝗶𝗼𝗻

It’s a virtuous cycle: value realized → reinvested → multiplied.

Here’s the uncomfortable truth: If you’re still treating AI ROI like a one-time project instead of a compounding investment, you’ll never catch up.

The ROI of AI isn’t a single event. It’s a 𝘀𝘆𝘀𝘁𝗲𝗺 𝘆𝗼𝘂 𝗯𝘂𝗶𝗹𝗱. 

And the future-built 5% are already showing what that system looks like.

👀 Everyone’s watching AI models. Few are watching the 𝘦𝘹𝘦𝘤𝘶𝘵𝘪𝘰𝘯 𝘭𝘢𝘺𝘦𝘳.
And that’s where the trillion-dollar disruption is coming.

Here’s why: Commerce has always lived inside websites, apps, and custom UIs. But the second you can browse, compare, and buy directly in 𝗰𝗵𝗮𝘁, the “storefront” flips.

ChatGPT isn’t just an assistant. It’s quickly becoming the 𝗲𝘅𝗲𝗰𝘂𝘁𝗶𝗼𝗻 𝗹𝗮𝘆𝗲𝗿, where transactions actually happen. 

And whoever controls the execution layer controls distribution, monetization, and customer experience.

This isn’t small. E-commerce is a 𝗺𝘂𝗹𝘁𝗶-𝘁𝗿𝗶𝗹𝗹𝗶𝗼𝗻-𝗱𝗼𝗹𝗹𝗮𝗿 𝗺𝗮𝗿𝗸𝗲𝘁.

The implications?

🛒 Shopify, Wix, Squarespace: your storefronts are at risk.

🛍️ Amazon, Walmart, Target: if discovery shifts to agents, you’re forced to integrate or lose basket share.

💳 Stripe, PayPal, Adyen: payments could be routed through OpenAI’s rails.

📲 Meta, TikTok, Snap: “social commerce” looks a lot weaker when the transaction happens inside ChatGPT.

🧩 Even Salesforce, HubSpot, ServiceNow: execution of sales and service could migrate out of your UI and into agentic workflows.

This is the 𝘈𝘱𝘱 𝘚𝘵𝘰𝘳𝘦 𝘮𝘰𝘮𝘦𝘯𝘵 all over again. Apple didn’t need to build every app, they just controlled the layer where apps lived. 

OpenAI doesn’t need to build every commerce experience. They just need to be the default execution layer, take a cut, and force partnerships on their terms.

The playbook is clear:
1. Capture the interface (chat/voice).
2. Capture the execution layer (transactions).
3. Monetize like a platform (take rate + distribution).

For incumbents, this is existential. 

Do you partner and give up margin, or do you try to build competing agent ecosystems fast enough to avoid extinction?

🔥 My take: Most will partner. Few will survive independently. The leverage is too strong.

We’re not just talking about “AI assistants.” We’re watching the early days of 𝗰𝗼𝗺𝗺𝗲𝗿𝗰𝗲 𝗰𝗼𝗻𝘀𝗼𝗹𝗶𝗱𝗮𝘁𝗶𝗼𝗻 𝗶𝗻𝘀𝗶𝗱𝗲 𝘁𝗵𝗲 𝗮𝗴𝗲𝗻𝘁 𝗹𝗮𝘆𝗲𝗿.

Question for you: if your business depends on people transacting in 𝘺𝘰𝘶𝘳 UI today, what happens when they transact in 𝘊𝘩𝘢𝘵𝘎𝘗𝘛’𝘴 instead?

𝗜𝗳 𝘆𝗼𝘂 𝘁𝗵𝗶𝗻𝗸 𝘆𝗼𝘂’𝗿𝗲 𝗯𝗲𝗵𝗶𝗻𝗱 𝗼𝗻 𝗔𝗜… 𝘆𝗼𝘂 𝗮𝗿𝗲𝗻’𝘁. 𝗬𝗲𝘁.

But the window is closing fast.

According to BCG’s 𝘞𝘪𝘥𝘦𝘯𝘪𝘯𝘨 𝘈𝘐 𝘝𝘢𝘭𝘶𝘦 𝘎𝘢𝘱 report, only 𝟱% 𝗼𝗳 𝗰𝗼𝗺𝗽𝗮𝗻𝗶𝗲𝘀 𝗮𝗿𝗲 “𝗳𝘂𝘁𝘂𝗿𝗲-𝗯𝘂𝗶𝗹𝘁” actually generating substantial value from AI at scale. 

The other 95%? Still talking about it, experimenting, or stuck in pilot purgatory.
Here’s the breakdown:
• 𝟭𝟰% 𝘀𝘁𝗮𝗴𝗻𝗮𝘁𝗶𝗻𝗴 – doing little or nothing with AI.
• 𝟰𝟲% 𝗲𝗺𝗲𝗿𝗴𝗶𝗻𝗴 – experimenting but not scaling.
• 𝟯𝟱% 𝘀𝗰𝗮𝗹𝗶𝗻𝗴 – starting to generate some value.
• 𝟱% 𝗳𝘂𝘁𝘂𝗿𝗲-𝗯𝘂𝗶𝗹𝘁 – systematically generating outsized returns.

And the payoff for that 5%? 

They’re seeing 𝟭.𝟳𝘅 𝗳𝗮𝘀𝘁𝗲𝗿 𝗿𝗲𝘃𝗲𝗻𝘂𝗲 𝗴𝗿𝗼𝘄𝘁𝗵, 𝟮.𝟳𝘅 𝗵𝗶𝗴𝗵𝗲𝗿 𝗥𝗢𝗜, and 𝟯.𝟲𝘅 𝗯𝗲𝘁𝘁𝗲𝗿 𝘀𝗵𝗮𝗿𝗲𝗵𝗼𝗹𝗱𝗲𝗿 𝗿𝗲𝘁𝘂𝗿𝗻𝘀 than the rest of the field.

So what separates them? It’s not the tech, it’s the 𝘢𝘳𝘤𝘩𝘪𝘵𝘦𝘤𝘵𝘶𝘳𝘦 around it. 

Future-built companies aren’t chasing AI tools; they’re building AI-first systems of work. 

They follow five proven plays: 
1️⃣ 𝗟𝗲𝗮𝗱 𝗳𝗿𝗼𝗺 𝘁𝗵𝗲 𝘁𝗼𝗽. AI is a CEO-level agenda, not a departmental experiment. 2️⃣ 𝗥𝗲𝘀𝗵𝗮𝗽𝗲 𝗮𝗻𝗱 𝗶𝗻𝘃𝗲𝗻𝘁. They use AI to create 𝘯𝘦𝘸 𝘸𝘰𝘳𝘬𝘧𝘭𝘰𝘸𝘴 𝘢𝘯𝘥 𝘳𝘦𝘷𝘦𝘯𝘶𝘦 𝘴𝘵𝘳𝘦𝘢𝘮𝘴, not just automate old ones. 
3️⃣ 𝗢𝗽𝗲𝗿𝗮𝘁𝗲 𝗔𝗜-𝗳𝗶𝗿𝘀𝘁. Humans and agents collaborate in hybrid teams with shared ownership across business and IT. 
4️⃣ 𝗨𝗽𝘀𝗸𝗶𝗹𝗹 𝗲𝘃𝗲𝗿𝘆𝗼𝗻𝗲. Over 50% of their workforce is being trained in AI this year. 
5️⃣ 𝗕𝘂𝗶𝗹𝗱 𝗳𝗼𝗿 𝗿𝗲𝘂𝘀𝗲. A central AI platform and strong data foundation make every new workflow faster and cheaper to deploy.

Here’s the good news: Even if you’re not future-built yet, you can be. 

The playbook is public. The path is proven.

The only thing that’s changing is the speed of the gap. 

And by 2026, it might not just be a gap...it’ll be a gulf.

So the question isn’t 𝘪𝘧 you’re behind. It’s 𝘩𝘰𝘸 𝘭𝘰𝘯𝘨 𝘺𝘰𝘶 𝘱𝘭𝘢𝘯 𝘵𝘰 𝘴𝘵𝘢𝘺 𝘵𝘩𝘦𝘳𝘦.

Your top seller just closed another massive deal. Again.

Everyone claps. Slack lights up. But behind the smiles, there’s frustration.

The rest of the team is still stuck chasing dead-end prospects, wondering why the magic never transfers.

Sound familiar?

Here’s the hard truth: you’re not scaling performance. You’re scaling luck.

For years, revenue leaders (myself included) have thrown training, comp plans, and pep talks at this problem. It never works.

Because the gap between your top 20% and the rest isn’t just talent, it’s intelligence.

Your best reps know which accounts to prioritize. Which products to position. 

Who really makes the decision. And exactly when and how to deliver the message.

That intelligence lives in their heads, not in your systems.

Until now.

AI is changing the game. Not as a replacement for sellers, but as the 𝗶𝗻𝘁𝗲𝗹𝗹𝗶𝗴𝗲𝗻𝗰𝗲 𝗹𝗮𝘆𝗲𝗿 that makes everyone as smart as your best performers.

Instead of new hires taking 9 months to ramp, they’re productive in week one. 

Instead of average reps guessing on deals, they’re guided to the right accounts and messaging in real-time. 

Instead of pipeline being a mystery, it becomes predictable and proactive.

If you’re still solving your sales performance problem with headcount and training, you’re burning money.

The future of sales isn’t about more reps. It’s about smarter systems.

Your stars aren’t superhuman. They’re just working with better intelligence. 

And the companies that figure out how to scale that intelligence across every rep? 

They win.

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Earlier this week, I sat down with Harvard Business Review to talk about the next real frontier of AI; not generative, but agentic.

The conversation wasn’t about “another layer of automation.”

It was about reimagining how work actually gets done; in healthcare, in go-to-market, and inside the enterprise itself.

Most companies spent the last decade digitizing what already existed.

Agentic AI does something different.

It coordinates, acts, and learns across systems in real time.

Externally, this means patients finally experience connected care instead of fragmented interactions.

Our platform, Care Agent, is building an intelligent orchestration layer that unifies clinical, operational, and consumer experiences. 

It turns every patient journey into a continuous, context-aware conversation that’s simpler, faster, and more human.

Internally, we’re starting to use the same agentic AI to reimagine how businesses operates.

Agents can prioritize leads, route data, personalize campaigns, and close the feedback loop between marketing, sales, and success in real time, not in quarterly retros.

It’s not “AI-assisted work.” It’s AI-orchestrated performance.

The real ROI of AI doesn’t come from using smarter tools. 

It comes from redesigning your system around how those tools think, act, and learn.

Future-built organizations won’t just use AI.

They’ll run on it.

And when that happens, whether in a clinic or a boardroom, work finally starts working for us.

Can't wait for the article to come out. 

Oh and I joined their Advisory Council awhile back.. time to update the LinkedIn.

Taplio

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