If anyone were to ask me what keeps me up at night, without question it’s how GTM is evolving.
Speaking of which, here are three interesting developments:
Clay just raised $40M at a $1.25B valuation, signaling that GTM orchestration- breaking down the silos between sales, marketing, and BDRs- is happening now.
DeepSeek, a small open-source AI company, built a GPT-4-level model for 20x less than industry giants like OpenAI, proving that AI-driven efficiency is no longer reserved for big tech.
And HubSpot’s search traffic has dropped by over 80%, yet their growth remains unaffected, and their stock is near all-time highs. At $2B+ ARR, they’re running a different GTM playbook.
The GTM shift
GTM has evolved. Full stop.
What worked in the 2000s, 2010s, and even the early 2020s? It doesn’t work today. And the back half of this decade is playing by new rules.
For me, the question isn’t if companies adapt - it’s who will, and who won’t.
In a few years, we’ll probably see a list of companies that were once market leaders but got left behind because they stick to the mindset of “what they’ve always done.”
And yes, AI plays a key role in this GTM shift.
But will AI replace us?
That’s the narrative everywhere, right?
AI is changing the game in GTM and B2B sales, but it’s not here to replace people.
Sure, it can boost efficiency, crunch data, and scale faster than we ever could.
But at the end of the day, buyers don’t build relationships with algorithms. They trust people.
The real win is using AI to amplify human connection, not replace it.
How you can adapt
The answer isn’t just “add AI” to your GTM and call it a day.
It’s about building a strategy first, one that’s flexible and buyer-centric, and then seeing how AI can help you get there faster.
Strategy should dictate your tech stack, not the other way around.
With your strategy in place, here’s how to keep your GTM adaptive:
1- Use a continuous feedback loop
So you can adjust your strategy based on customer and market research. Your market is evolving. Your buyers are evolving. Your GTM should too.
2- Make quick decisions
Because moving fast is a competitive advantage. Use insights from step 1 to pivot fast- whether it’s tweaking product features, shifting pricing strategies, or refining your marketing based on how your ICP buys.
3- Align with your GTM team
Marketing, sales, product, and CS all should be on board and execute the updated GTM. We all know what happens when different teams work in silos.
4- Refine as you go
Based on your GTM execution, identify and double down on the sources that generate pipeline effectively. This helps you continuously optimize and stay ahead.
It’s not AI-led GTM
It’s AI-led growth.
GTM isn’t a one-and-done strategy, but it’s an ongoing process of adapting, evolving, and staying ahead. And AI can help you move faster and smarter.
But the real differentiator?
How quickly you learn, adapt, and connect with your buyers.
Between the lines
GoToWebinar came up in a conversation a few weeks ago, and it took me way back.
It reminded me of something Jobs said brilliantly:
“If you don't cannibalize yourself, someone else will.”
And GoToWebinar is the perfect example of that. Remember when it was the go-to platform for webinars?
Back then, it was the standard, but GoToWebinar struggled to keep up with:
user experience
pricing flexibility
diverse integrations
engagement features
browser-based accessibility
Fast forward to today: platforms like Zoom and Google Meet have adapted fast and now dominate the market, while GoToWebinar holds a modest market share of ~0.6%.
Yes, you either adapt or you stay behind. That’s why your GTM can’t just collect dust.
Thanks for reading & see you next Saturday!
Alon
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