Jonathan Moss

Experity

Leading a team of senior GTM and Data leaders focused on building, managing, measuring and optimizing the revenue factory and architecture. 

2024 results: 
✔️ Grown top and bottom line by double digit % 
✔️ Exceeding 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 mixes 
✔️ Reduced time to install by 2.5x 
✔️ Reduced churn by 50%
✔️ Launched 2 new revenue streams 

My teams are responsible for the following: 

Go-to-Market Strategy & Planning: growth strategies, planning and execution to accelerate top line growth across our platform of products/services along with assessing entering new markets and verticals. 

GTM Operations: building, managing, and optimizing our GTM system (data, technology, process) that underpin 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. 

Center of Excellence: onboarding of products and service, providing professional services, and customer experience. 

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

Moss Ventures

Helping Founders & GTM teams build GTM strategies, optimize their revenue operating system and leverage AI to decrease the $2T wasted annually through advisory, consulting and coaching. 

We provide data analysis and insights, business strategy and training too!

Oh.. and helping those in GTM with a little bit of therapy with the GTM Therapy Newsletter.

Who we have helped: 
The Valla Group
Xactly - Vista Equity Partners PortCo
BigSpring AI 
Cherry3D
Jarrett Solutions
Goalster
Metavrse
RV2EZ

Partners: 
Gartner
Harvard Business Review 
Winning By Design
Pavilion
GTM Partners

Founder

Pavilion

AI in GTM Co-Chair

Winning by Design

GTM Ambassador

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.

Head of 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

Verizon

Managed $260MM P&L with 327,000 customers across 9 territories. Led a team of 222 sales and account management professionals, ranking in the Top 1% across the organization. 

  •Product Portfolio included: SaaS, IoT, Streaming Content, Mobile Phones, Tablets, Internet Back-up, 
    Home Phone, Cable Services

Excelled across key metrics, increasing the customer base by 48%, coupled with a 57% gain in revenue and a 15% lift in NPS.  Personally submitted 14 ideas to the Verizon Powerful Answers project that generated $1B in revenue.

Responsible for creating and executing strategies, initiatives, processes, programs, and communication to increase customer experience, acquisitions and retention, profitability, and process efficiency through sales, marketing, finance, and operations

Selected to be part of the High Potential Leadership Program led by the Market President. 

Streamlined Point of Sale System Enhancements and Workplace Efficiencies leading to company EBITDA savings of $599 million

Part of team that created Data Gifting with upside of $500 million in annualized revenue

Submitted Idea that turned into Verizon Smart Rewards

Developed and Promoted 72 Employees (35 in 2015)

Go To Market Strategies, Implementation, Execution for 375 stores in 9 states

Accomplishments:
VZ Thumbprint Recipient 
Credo Award Winner
Winner's Circle Recipient (2013, 2014)
Selected for High Potential Leadership Program (16 chosen)
14 Implemented Powerful Answers Ideas 
(Over $1B in Sales & Cost Savings)
Top 3 Ideas: #65355, #48138, #48132
Top 1% in Total Sales & Revenue
Top 2% in YOY Growth
Top 7% in Customer Experience & KPI Balanced Scorecard

Projects:
Smart Rewards
Next Bill Summary
Fraud Task Force
Gifting Data
Interactive Data Alerts
Navigation Across Channels
Content Transfer w/ Cloud Integration
Mobile Productivity Tools (Mobile Iron)
VZ Notifications
Created 100% Retail SMB In Store Specialist Program

District Manager I Retail and Small-Medium Business | Sales and Customer Success

Coaching, Training, and Developing over 150 employees in the Greater Nashville Area. Assisting with the Strategic Implementation of Initiatives and Results in Sales, Marketing, Finance, and Operations for 7 locations. 

Developed and Promoted 15 Employees

2012 Winner's Circle District

Q1 2013 Marni Cup Winner

Developed Content and Taught Regional Frontline Development Program

Floating General Manager I Retail and Small-Medium Business | Sales and Customer Success

#1 in Region (140 Locations) for Overall Balance (Sales, Revenue, Profitability, Costs)

Increased Sales/Revenue by over $5 million dollars

Increased Customer Growth by 66%

Increased Customer Loyalty/Retention by 28%

Promoted 5 of 25 Employees and 1 Employee of the Year

Ranked Top 15 in South Area (530 Locations)

General Manager I Retail and Small-Medium Business | Sales and Customer Success

#1 Location for Year over Year Growth out of 140 Locations

#1 Location for Customer Loyalty (Churn) out of 140 Locations

Assistant General Manager I Retail and Small-Medium Business | Sales and Customer Success

Top 5% of Sales Consultants in Company

Averaged over $400,000 in Sales per Month

Sales Consultant I Retail and Small-Medium Business | Sales and Customer Success

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

A mix of an entrepreneur and scaled operator skilled at crafting go-to-market strategies, implementing AI across businesses, developing high-performing teams, and optimizing the GTM systems to drive durable growth. 

The majority of my career has been spent digitizing the physical world by reimagining legacy industries that are heavy on atoms (e.g. physical presence) and transforming them into bits (e.g digitizing the way they operate).

My superpower is architecting revenue (traffic to churn) across the go-to-market operating system (e.g. data/insights, processes, and technology) and helping people be a culture catalyst for organizational success.

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, 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: 5+ years     
👉 GTM: 21+ years
     👉 Sales: 12 years (B2B); 10 years (B2C)
     👉 Revenue Operations: 13 years
     👉 Customer Success / Account Management: 9 years
     👉 Product: 9 years
     👉 Revenue / Sales Enablement: 5 years
     👉 Marketing / Demand Generation: 3 years
     👉 Business Development/Partnerships: 3 years

Executive Member

Your growth didn’t stall because of the market. It stalled because of 𝘺𝘰𝘶. Sorry not sorry. But don't take it personal. 

When companies hit unexpected plateaus, the blame often lands on sales, marketing, or the economy. But the real culprit? Operational Debt.

It’s what happens when your systems, processes, and execution fall short of the original growth plan.

SaaS leaders have ignored this for over a decade. We scaled GTM orgs fast. Built playbooks on the fly. Taped over complexity with headcount.

And now the bill is due.

Public SaaS growth dropped from 38% to 16% in just 14 quarters. Free Cash Flow is up—but only because companies have slashed costs and choked growth. Thanks David Spitz 

Here's how we fix it:
• Get aligned - sales, marketing, customer success, and product are 𝙨𝙩𝙞𝙡𝙡 𝙣𝙤𝙩
• Stop running old playbooks - I still see people running plays from circa 2020, 𝙨𝙩𝙤𝙥 𝙖𝙡𝙧𝙚𝙖𝙙𝙮
• Coach and develop your team - practice, review the game film, make the adjustments
• Audit your GTM systems like you’d audit legacy code.
• Refactor processes with scalability in mind.
• Invest in better data foundations before layering on AI.

Yes, AI can help—but not until you clean house. Otherwise, it’ll just automate your chaos.

Most SaaS “slowdowns” are self-inflicted. Growth didn’t ghost you. You buried it under operational mess.

Time to pay off the debt—and start scaling for real.

Thanks Jacco van der Kooij for the inspo and all the great insights as always my friend!

Bridging the AI and business impact gap | Executive, Operator, AI & Business Advisor, Board Member, Leader, Husband and Dad | Writer, Speaker & Podcast 🎙️ Host | Revenue Architect

Everyone’s hiring LLM experts.
But no one’s fixing the real problem.

It’s not about prompt engineering or model tuning.

It’s about systems thinking.

Companies are racing to bolt AI onto broken processes…then wondering why they’re not seeing ROI.

They don’t need more AI experts.

They need people who understand how business actually works.

The winning combo: 
📌 Deep knowledge of the business process
📌 A growth mindset
📌 An understanding and curiousity on on leverage AI to solve real business challenges 

That’s where systems thinkers live.

They don’t just know the tools…they know how to change the system.

Inspo: Allie K. Miller

The Go-To-Market (GTM) org is changing fast and AI is driving the shift.

It’s no longer just about better messaging or faster prospecting. It’s about rethinking the entire GTM operating model from the ground up with agents, automation, and AI-first workflows leading the charge.

Most GTM teams are still running playbooks written in 2018. But the companies winning in 2025? 

They’re hiring and building GTM Innovation org. 

What does that look like?
📌 They act like a startup founder inside the org.
📌 They test, learn, and ship zero-to-one AI-powered workflows.
📌 They partner with Sales, Marketing, Customer Success, RevOps and Enablement to drive real revenue lift.
📌 And they aren’t afraid to break things (because status quo = stagnation).

This org isn’t a “nice to have.” They’re your launchpad into the next era of revenue growth.

Shout out to Vanta for being another one leading the way. 

AI isn’t just another tool. It’s a new GTM infrastructure layer. And if you don’t have someone leading that innovation, you’re already behind.

In 12 months, every GTM team will either have this role… or be hiring for it in panic mode.

Who’s your GTM innovator? If you don’t know… it might be you.

Let’s build.

🔥 “Our leads are down!” 💥 “Conversion rates are tanking!” 🚨 “GTM costs are through the roof!”

Everyone’s shouting about the symptoms. But barely anyone’s treating the real disease.

Here’s what most exec teams 𝘵𝘩𝘪𝘯𝘬 is happening:
↳ Leads are drying up
↳ Conversion rates are falling
↳ GTM costs are rising

So they spin in circles: New vendors. More headcount. AI tools to “optimize.”

But here’s the twist: 𝗧𝗵𝗼𝘀𝗲 𝗮𝗿𝗲𝗻'𝘁 𝗰𝗮𝘂𝘀𝗲𝘀…𝘁𝗵𝗲𝘆’𝗿𝗲 𝗲𝗳𝗳𝗲𝗰𝘁𝘀.

The 𝘳𝘦𝘢𝘭 cause? We're still running 2020 playbooks in a 2025 world. Layering AI on outdated processes just means… 💩 Same crappy results, now automated.

Want change? Start with the system, not the symptoms:
↳ Audit your GTM motions, brutally.
↳ Kill the sacred cows (yes, even that SDR workflow).
↳ Use AI to 𝗿𝗲𝘁𝗵𝗶𝗻𝗸, not just 𝗿𝗲𝗽𝗹𝗶𝗰𝗮𝘁𝗲.

You’re not just competing on cost anymore. You’re competing on creativity, agility, and speed.

Let’s stop blaming the thermometer when we’re the ones standing in the fire. 🔥 

Time to rewrite the playbook.

Images and Inspo: Jacco van der Kooij

Everyone’s talking about AI. But here’s what they’re 𝘢𝘤𝘵𝘶𝘢𝘭𝘭𝘺 using.  

(Spoiler: ChatGPT isn’t just popular—it’s in a league of its own.)

Let’s cut through the hype and look at the numbers.  

These two charts show 𝘳𝘦𝘢𝘭 AI tool usage across the web. And they reveal three big things:

1. 𝗖𝗵𝗮𝘁𝗚𝗣𝗧 𝗱𝗼𝗺𝗶𝗻𝗮𝘁𝗲𝘀.  
   4.7 𝘣𝘪𝘭𝘭𝘪𝘰𝘯 monthly visits. That’s nearly 5x more than Canva at #2. They have won the mindshare moat of the every day consumer. 

2. 𝗡𝗲𝘄𝗰𝗼𝗺𝗲𝗿𝘀 𝗮𝗿𝗲 𝗲𝘅𝗽𝗹𝗼𝗱𝗶𝗻𝗴.  
   DeepSeek? Grew 2026% last month. But will it last? I am not sure. 

3. 𝗠𝗼𝘀𝘁 𝘁𝗼𝗼𝗹𝘀 𝗮𝗿𝗲 𝗯𝗹𝗲𝗲𝗱𝗶𝗻𝗴 𝘁𝗿𝗮𝗳𝗳𝗶𝗰.  
   Even Claude and Microsoft Copilot are down. People are 𝘱𝘪𝘤𝘬𝘺 now. I think Claude has focused more on winning the Enterprise and being the place to go for coding. 

✅ What this means for teams using AI:

↳ Don’t chase shiny tools. Follow the traffic—it’s a proxy for what’s sticky and usable.  
↳ Test niche up-and-comers like JanitorAI or DeepSeek. They’re growing for a reason.  
↳ Focus on 𝘶𝘵𝘪𝘭𝘪𝘵𝘺 over novelty. If it doesn’t solve a real problem, people bounce.

Pro Tip: Ask ChatGPT to analyze my own tool stack. What’s duplicative? What’s underused? What’s worth automating?

🚨 It’s officially go time.

The GTM AI Podcast just dropped—and the first episode does not hold back.

Jonathan M Kvarfordt, MBA sat down with Mustafa Saeed, Cofounder & CEO of Luella, and they went deep on what’s broken in email and how AI can actually fix it. Buckle up for some truth bombs.

But that’s just the start. This week’s GTM AI Newsletter is loaded:

 ⚡ Tool of the Week: Spark-Hire.AI (yes, it's spicy)
 🤖 Should we really give AI this much control?
 🧠 Bill Gates' latest AI prediction
 💸 How ServiceNow saved $350M with AI agents
 📈 AI agent results from a top ad agency
 🧪 BONUS: New research on why multi-agent frameworks keep failing

We're building something big with the AI Business Network and GTM AI Academy.... and you're early.

Check it out. Share your hot takes. Let’s make some noise.

Let’s freakin’ go.

View newsletter: GTM AI Newsletter & Podcast

This is sponsored by the AI Business Network and GTM AI Academy For the full breakdown of all these articles, you can read for free at the www.gtmaipo

Open article: 4/1/25: Luella AI CEO Interview, Control to AI Agents mistake?, Bill Gates & AI, ServiceNow Savings with AI, Ad Agency AI Agents, Sparkhire.com by Jonathan Moss • 7 min read

4/1/25: Luella AI CEO Interview, Control to AI Agents mistake?, Bill Gates & AI, ServiceNow Savings with AI, Ad Agency AI Agents, Sparkhire.com

What will AI not replace? We know what it should, but there's one thing it 𝘴𝘵𝘪𝘭𝘭 can’t do.

Jacco van der Kooij and I talk shop on the GTM AI podcast (dropping soon)

We’ve optimized sales so much for the seller, we forgot the buyer.  

Endless forms. Rigid scripts. Robotic sequences. Only add friction to the buying process.  

And now we’re shocked AI is doing it better than we are when it comes to sales?

Here’s the truth no one wants to say out loud:  

Most of what sales teams do today?  AI can and will replace.

But what 𝘤𝘢𝘯’𝘵 it replace?

✅ Human connection  
✅ Real-world relationships  

Unless your product has a low ACV, that is a simple plug and play, traditionally run with a PLG motion. 

Then, relationships aren't that important.  

In the clip below, we go deep on this shift.  

What AI 𝘸𝘰𝘯’𝘵 replace. What it 𝘴𝘩𝘰𝘶𝘭𝘥.  

And how sales leaders need to rethink their entire playbook.

Real talk. Buyers don’t need you. It is important we all understand that. 

They need clarity, speed, and zero friction—and AI delivers that faster than your best rep ever will.

We’ve been operating under a lie in B2B sales: that more process = better results.  

But in reality? We've over-engineered the sales process and created a friction-filled mess for buyers.

I have had conversations with Jacco van der Kooij Dave Boyce Andy Jolls and many other executives on this very topic. 

Here’s what’s changing:

↳ Buyers are now more informed than sellers.  
↳ AI is learning exponentially. Humans… linearly.  
↳ And GTM motions? They’re shifting from seller-led to buyer-driven—PLG, HLG, AILG, all blended by 𝘩𝘰𝘸 the buyer wants to engage.

So what does this mean for sales?

↳ Selling is becoming optional. But 𝘥𝘦𝘭𝘪𝘷𝘦𝘳𝘪𝘯𝘨 𝘪𝘮𝘱𝘢𝘤𝘵 is not.  
↳ The best GTM strategy? Remove friction. Let AI guide buyers to impact.  
↳ Stop optimizing for "sales efficiency"—start optimizing for 𝘣𝘶𝘺𝘦𝘳 𝘤𝘭𝘢𝘳𝘪𝘵𝘺.

I recently watched a sales team nail this:  

They used AI to pre-analyze buyer intent signals, auto-personalize content, and eliminate the need for a discovery call. The buyer literally said, “This felt like magic. I already knew this was the right decision.”

🌶️ take: If your sales process 𝘳𝘦𝘲𝘶𝘪𝘳𝘦𝘴 a rep to explain the value... maybe the value isn't that clear.

We’re entering a world where the most successful companies will 𝘯𝘦𝘷𝘦𝘳 have to convince buyers.  

They’ll just deliver impact—fast, effortlessly, and on the buyer’s terms.

So let’s stop clinging to the funnel.  

And start designing a buying experience that feels like pressing "Buy Now" on Amazon.

Because in the age of AI, buyers don’t search.  

They arrive.

AI isn't just changing how we work. It's redefining why we work. Today’s GTM AI Podcast was 🔥. I sat down with Jacco van der Kooij (Founder of Winning by Design) to break down the real impact of AI on modern go-to-market teams.

We’re not just automating tasks.

We’re redesigning the business blueprint.

For years, GTM meant brute-force: hire more reps, blast more emails, pray for pipeline. But that model? It’s broken. We’ve shifted from “growth at all costs” to “profitable, scalable, AI-led growth.”

Here’s how Jacco breaks it down:
✅ Product-Led Growth (PLG) gets users in the door.
✅ Human-Led Growth (HLG) builds trust.
✅ AI-Led Growth (AILG) makes it sustainable.

When your business starts running like a factory, with AI optimizing every process, you get scale without doubling headcount. And in today’s economy, that’s a superpower.

But let’s be clear: humans still matter. A lot.
 
In high-value deals, trust wins. Brand wins. Relationships always win.
The magic is using AI to reduce friction, so your people can do what they do best: connect, inspire, and close.

If you’re still trying to scale with the same old outbound motion and a bloated sales team, you're not just behind. You're bleeding cash.

This episode was a masterclass in the new era of GTM.

Listen now, take notes and maybe rethink your 2025 plan.

Because the renaissance of business?

It’s already here.

Open article: 4/8/25: The Silent Restructuring of Intelligence: Why Agents, Not Chatbots, Are Rewriting GTM Strategy by Jonathan Moss • 5 min read

4/8/25: The Silent Restructuring of Intelligence: Why Agents, Not Chatbots, Are Rewriting GTM Strategy

Growth isn't optional. It's oxygen. Jacco van der Kooij and I talk shop about this on an upcoming GTM AI pod episode from AI Business Network. 

No matter how much runway you raise, eventually… you need revenue.  

And that means customers.  

Not just any customers... 𝙝𝙖𝙥𝙥𝙮 ones.  

Here’s the growth equation most founders forget:  
1. Growth is a 𝘳𝘦𝘲𝘶𝘪𝘳𝘦𝘮𝘦𝘯𝘵, not a nice-to-have.  
2. Growth comes from customers, not capital.  
3. Customers only stick around (and bring friends) if they’re 𝘩𝘢𝘱𝘱𝘺.  

Fundraising is a tool.  
But it’s not a business model.  
You can’t scale a company on vibes and venture checks.  

AI can help you build faster onboarding flows, spot churn before it happens, personalize outreach.  

But the 𝘤𝘰𝘳𝘦 still comes down to this: are you building something people love and is a pain killer, not a vitamin. 

🌶️ take:  Customer success isn't a department. It’s the whole company.  

Your product, your support, your speed feeds into customer happiness.  

Neglect that, and you’re just burning fuel with no engine.  

So if you’re thinking about how to grow this year—start with the people already paying you.  
They’re the real VCs.

Are AI SDRs a scam? All depends on how you define and use them. But either way they can be a shortcut to terrible results and damage to your brand. 

 Leslie Venetz posted that AI SDRs are a scam. Is she right? Depends. 

For the longest time people have given an untrained, junior employee the power of a sales engagement tool, a list of contacts, a generic sequence and goal quantity based goal.

If you use AI and automation on top of this already broken process you will only 1000x a bad process and you will get bad results. 

If you are calling that an AI SDR, then she is right.   

If you have defined what outcome you want AI to own, have the right foundational (e.g. strategy, ICP/Persona, personalization, data and process) elements in place,  treat AI like your digital teammate through training (e.g. brand, culture, value proposition, etc.), and you have properly trained the person using AI.

If you are calling that an AI SDR, then she is not right.   

The challenge isn't if AI SDRs are a scam.. it is how you are defining and using them.

Neil Weitzman completely agree with you on not worrying about labels and focusing on problems. We all have a lot of them. 

There is a lot of noise in the market today about the definition of an AI SDR, AI agent, Copilot, and more... which is only confusing people. 

I see all the time people talking about building AI agents, but when you pull the hood back it is really just an automated workflow with an AI agent like a webscrapper. 

I have seen great AI agents and swarms of agents working together, advising a few of these companies. 

They are truly making a difference in fixing GTM which is extremely broken as people are still running old, inefficient playbooks. And yes static playbooks are still a thing. Crazy I know. 

These companies and their products are focused on the problem of helping sellers sell better/faster/smarter and eliminating the friction that we have put into the buying process. Because we have added a ton of it over time. 
 
Focus should always be about what problem you are trying to solve.  

But here’s the truth:
↳ If your ICP is vague
↳ your data is trash
↳ and your process is duct-taped together...

AI just helps you scale garbage faster.

Here are the differences
↳ 𝗔𝘂𝘁𝗼𝗺𝗮𝘁𝗶𝗼𝗻: Sequences, scraping, surface-level personalization. Saves time, but that’s it.
↳ 𝗔𝘂𝗴𝗺𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻: AI copilots that help humans run smarter plays with better data.
↳ 𝗔𝗴𝗲𝗻𝘁𝘀: AI that can take action on its own—with a human in the loop for oversight and context.

Each has a place. But none are magic wands.

If your go-to-market motion is broken, AI won’t fix it. It’ll expose it. And then amplify it.

And that is what you will see if you use AI the wrong way, regardless of if you call them AI SDRs or something else.

There are core GTM models today, but a new one is emerging fast.

Jacco van der Kooij and I unpack this and much more on the GTM AI Pod launching tomorrow. Make sure you tune in. 

Core GTM Models today: 
↳ 𝗣𝗿𝗼𝗱𝘂𝗰𝘁-𝗟𝗲𝗱 𝗚𝗿𝗼𝘄𝘁𝗵 – the self-serve, try-before-you-buy era.
↳ 𝗛𝘂𝗺𝗮𝗻-𝗟𝗲𝗱 𝗚𝗿𝗼𝘄𝘁𝗵 – the classic sales-led motion with reps driving deals.

But there’s a new kid on the block: 

↳ 𝗔𝗜-𝗟𝗲𝗱 𝗚𝗿𝗼𝘄𝘁𝗵 – and no, it’s 𝘯𝘰𝘵 just automation.

AI-led growth is about more than faster emails or automated workflows.

It’s about AI actually driving pipeline. 
→ Building your TAM. 
→ Prioritizing accounts. 
→ Personalizing at scale. 
→ And even kicking off conversations.

It's not replacing sales. It's reshaping 𝘸𝘩𝘰 does what—and 𝘩𝘰𝘸 𝘧𝘢𝘴𝘵 you can scale.

The deeper transformation? AI-led growth makes product-led and human-led growth both more efficient.

It’s the glue that connects data to action, and teams to outcomes.

We’re not just watching a shift. We’re in the middle of a go-to-market revolution.

Let's go!!! It is time for the GTM AI Podcast and newsletter.

Brought to you from the AI Business Network and GTM AI Academy

This week we have:
Season 2, Episode 13 with Jack Siney 🧢 the CEO of FrontRace diving deep into AI Metrics that win deals and actually increase sales performance

GTM AI Tool of the week: ProxyAI -- new fun one ;)

And the features in the free newsletter this week are:
-Hard Truth about AI in GTM
--GTM AI Report from the GTM AI Academy
---Cybernetic Teammate Research Study
---AWS and Limitless Labor
----Claude FINALLY updates to access internet

Dive in! Enjoy!

Open article: 3/25/25: AI Metrics that wins Sales Podcast, Hard Truth about AI in GTM, GTM AI Report, Cybernetic Teammate, AWS AI, Claude Update, Proxy AI by Jonathan Moss • 7 min read

3/25/25: AI Metrics that wins Sales Podcast, Hard Truth about AI in GTM, GTM AI Report, Cybernetic Teammate, AWS AI, Claude Update, Proxy AI

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