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New Research: 7 GTM Truths AI Won’t Change
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This week’s research note includes:
GTM Research: 7 Truths AI Won’t Change
GTM OS Certified Partner Spotlight: Margie Agin
Upcoming Events and Access
Research: 7 Truths AI Won’t Change
Everything feels unstable right now.
Markets shift mid-quarter. Buying committees reshuffle. AI rewires workflows faster than teams can adapt.
That instability has created a convenient lie: that nothing is solid, everything is changing, and the fundamentals no longer matter.
They do.
AI is not changing how growth works. It is exposing where growth was already broken.
These GTM truths still hold. Ignore them and AI will amplify the damage.
1. GTM is the growth lever. Not sales or marketing or AI usage.
Most companies blame execution.
Sales needs better reps. Marketing needs more leads. CS needs better playbooks.
That diagnosis is lazy.
Growth is constrained by GTM strategy. Who you target. Why they buy. How value is delivered. How teams coordinate to move revenue forward.
When that system is unclear or fragmented, growth stalls. No amount of AI tooling fixes it.
AI accelerates execution. It does not resolve strategic confusion.
Read: How to Connect Strategy to Execution
2. Revenue does not disappear. It leaks.
Most B2B companies miss revenue targets every year.
Not because teams are underperforming, but because they are misaligned.
Sales, marketing, product, and customer success operate as separate machines. Buyers experience one journey. Companies deliver four versions of it.
Revenue misses are self-inflicted.
AI increases the speed of those leaks.
Read: The CEO Guide to RevOps
3. Customers want frictionless experience.
The functional ownership model is obsolete.
Marketing owning leads, sales owning deals, and customer success owning renewals is an internal fiction. Buyers experience one journey. Most companies deliver three disconnected ones.
Every handoff introduces friction. Every misalignment slows deals, weakens trust, and increases churn.
Revenue is created across the full lifecycle, not inside functions.
Alignment is not a cultural initiative. It is an operating decision.
When teams are not aligned around a shared GTM motion, performance degrades. Customers feel it immediately.
Several of the top 15 GTM problems are related to lack of alignment.
Read: 5 Questions to Diagnose Why Marketing, Sales and CS Are Out of Sync
4. Real growth is driven by loops. Not funnels.
Funnels describe internal process. They do not describe buyer behavior.
Funnels are dead, growth compounds in loops.
Usage creates expansion. Customers create demand. Feedback reshapes product and messaging. Advocacy compounds.
Companies still optimizing funnel stages are optimizing symptoms.
AI can model these loops. It cannot invent them.
Read: The Funnel is Dead, Long Live the Funnel
5. Speed is a function of trust. Not AI.
AI enables speed. That is the trap. Speed scales confusion without clarity.
More content. More outbound. More experiments. More dashboards.
Without clarity, you scale noise.
Clear ICPs. Clear value. Clear ownership beat velocity every time.
Speed without direction does not create growth. It creates exhaustion.
6. GTM is not a strategy. It’s a transformational process.
Most companies do not have a strategy problem.
They have a translation problem. Strategy without execution is not strategy.
Strategy lives in decks. Execution lives in the field. The distance between them is where deals stall and forecasts fail.
Once you realize that GTM is a transformational process and that you make 100s of decisions each day that are GTM, you will realize that you need a system.
Closing that gap requires a unified GTM operating system that connects intent to execution across teams.
AI widens the gap when the system is missing.
7. If the CEO doesn’t own GTM, no one does
GTM crosses every function. That makes it a CEO responsibility.
Delegating GTM produces predictable outcomes. Local optimization. Tactical noise. Inconsistent growth.
High-performing companies treat GTM as a system. The CEO sets direction. Aligns teams. Defines success. Revisits it constantly.
AI does not remove this burden.
It makes abdication more expensive.
Everything is changing.
The fundamentals are not.
Read: The Manifesto for CEOs
Tools change. Systems scale.
Everything above is what GTM University was built for.
GTM University exists to help operators and executives stop reacting to chaos and start building a real go to market system. It teaches the fundamentals that do not change, even as tools, channels, and AI evolve.
You learn how to design a GTM strategy, align teams around it, and execute with discipline across the full revenue lifecycle.
This is not theory. It is the operating model used by hundreds of GTM leaders in the field.
Build a GTM system that holds up under pressure.
Certified Partner Spotlight: Margie Agin
Turning Complex Tech into Buyer-Ready Messaging that Sells
You can have the best product in the category but if your message doesn’t land, your pipeline stalls. Margie Agin, founder of Centerboard Marketing, helps B2B tech scale-ups that sell to skeptical technical buyers get more meetings, demos, and deals.
With a focus on cyber security, IT, and OT, and a track record across 70+ companies, Margie digs deep into customer insights, sales calls, and competitive research to uncover what really drives buying decisions. From there, she builds positioning, messaging, and content that align GTM teams and accelerate deals.
Where Centerboard Delivers Impact:
Positioning that differentiates you in a sea of competitors
Strategic narrative that guides your customers’ buying process
Rapid, consistent content execution across websites, sales decks, campaign and product launch assets
Embedded collaboration and enablement to ensure messaging survives the jump from marketing to sales
If your team struggles to explain what you do or why it matters, Margie helps you get buyer-ready—and stay that way.
Learn more: Margie Agin Partner Page →
If you’d like to be a certified GTM Partner like Margie and more than 70 others, we’d love to talk to you about how to make that happen.
GTM Events
A list of upcoming events of interest to GTM professionals
January 12, 2026: How to Break Into Private Equity as a Fractional or Interim CMO / GTM Leader (led by GTM Certified Partner Alan Gonsenhauser)
January 23, 2026: Creating Boundaries for GTM Leaders (led by GTM certified partner Sarah Allen-Short)
February 9, 2026: How to Break Into Startups as a Fractional CRO or GTM Leader (led by GTM Certified Partner Marc Sabatini)
Love,
Sangram and Bryan
p.s. Access GTM University | Hire GTM OS Certified Partners | Read Fractional Friday
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