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This week’s research note includes:

• GTM Research: The Campaign Is Dead. Long Live the Experiment.

• Spotlight: GTM Certified Partner DNA Business Consulting

• Upcoming Events

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Research: The Campaign Is Dead. Long Live the Experiment.

We love a good GTM playbook.

But playbooks are built for predictable environments—and predictability is dead.

AI didn’t just change how we generate content. It changed the very fabric of go-to-market strategy. Today, the most effective GTM teams aren’t “launching and optimizing”—they’re testing and learning in real-time.

This shift isn’t optional.

It’s existential.

Thesis: In the Age of AI, Experiments > Campaigns

AI accelerates feedback loops and shortens the time between idea and insight.

The result? A complete rethinking of how GTM teams operate. The era of 6-month campaign cycles and static planning decks is over. The future belongs to teams who run smarter experiments, faster.

And yes—this affects all six GTM motions:

• Inbound: Is your content resonating? Test it in real-time.

• Outbound: Are your sequences working? Let AI optimize the messaging.

• Product-led: Are your freemium triggers converting? Experiment with onboarding flows.

• Event-led: Which formats drive qualified pipeline? Test everything from topic to timing.

• Partner-led: Which co-marketing messages convert? Test variations across segments.

• Community-led: What engagement tactics build real connection? Learn from feedback loops inside your community platform.

READ: Are you a modern marketer? It’s all about experimentation.

Why Traditional GTM Is Breaking Down

Old GTM motion:

• Six-month planning cycles

• Waterfall-style campaign launches

• Static customer journeys

New AI-shaped GTM motion:

• Dynamic personalization

• Micro-experiments

• Always-on optimization

We’re not saying strategy doesn’t matter. It matters more—but only if it’s coupled with agile execution.

We’re watching the tension between Execution Rigor and Execution Agility hit a boiling point. In the AI era, agility wins.

Experiments Are the New Campaigns

This isn’t just a mindset shift. It’s a functional, operational shift.

• Marketing: Run dozens of content and ad variations. Measure engagement and intent signals in real time.

• Sales: A/B test your outbound sequences. Use generative AI to tailor outreach at scale.

• Customer success: Test onboarding flows. Experiment with success enablement cadences.

• Revenue Tech Stack. If your stack doesn’t support experimentation, it’s slowing you down.

Speed to Insight > Perfection of Planning

High-growth GTM teams won’t win because their strategy was perfect on paper. They’ll win because they learned faster than the competition.

You don’t need a big bang. You need a test-and-learn board:

• What messages resonate with your top accounts?

• Which call-to-action actually converts?

• What onboarding tweak boosts usage by 20%?

Stop waiting for confidence. Start measuring curiosity.

Action Step: Build a GTM Experimentation Board

Right now, this quarter: What can you test? Here are some ideas to test across the GTM Operating System.

Pillar 1: Total Relevant Market (TRM): Where can we grow the most?

• Use AI to cluster your current customer base and run outreach to the top 3 lookalike segments. Which cohort converts better?

• Test different data enrichment vendors or models to score accounts—see which method most accurately predicts pipeline velocity.

Pillar 2. Market Investment Map: Which products create the highest customer value?

• Test different GTM motions (e.g., inbound vs. outbound vs. product-led) on a single product to determine which drives the best ROI.

• Run pricing/packaging experiments by offering value-based tiers to different customer cohorts—track expansion and retention.

Pillar 3. Brand & Demand: How will you engage your customer with a differentiated POV?

• A/B test 5–10 headline versions of your POV content across LinkedIn, email, and paid media. Let engagement dictate your core messaging.

• Use AI to rewrite the same thought leadership article in three tones (technical, visionary, tactical)—see which earns the most demo requests.

Pillar 4. Pipeline Velocity: Which GTM motions get you to your revenue goal faster?

• Have SDRs run two outbound talk tracks—one AI-generated, one human-written—and track meetings booked.

• Use AI to simulate buyer objections and train reps with real-time roleplay; measure ramp time improvement.

Pillar 5. Customer Time-to-Value: What’s your ROI in the customers’ mind?

• Test two onboarding email sequences: one video-heavy, one text-based—track activation and first-value milestones.

• Use product usage data to trigger AI-personalized nudges; compare usage rates to static onboarding flows.

Pillar 6. Customer Expansion: How else can you upserve your customers?

• Run a micro-pilot of cross-sell messaging to one customer segment using AI-personalized emails. Did it lead to more expansion pipeline?

• Launch an advocacy challenge in your customer community (e.g., write a review, share a tip). Track engagement and NPS lift.

Pillar 7. Revenue Operations: Which GTM metrics drive your business health?

• Use AI to flag inconsistencies in lead scoring or funnel conversion—then test changes to the scoring model.

• Run a 30-day ops sprint using a single source of truth dashboard—does it speed up decision-making vs. fragmented reporting?

Pillar 8. Leadership & Management: How do you bring clarity, alignment, and trust for your team?

• In addition to your next QBR or all hands meeting, add a short-form Loom update and async Notion board—does it save time while improving alignment?

• Test weekly vs. bi-weekly GTM standups across teams to identify which cadence sustains momentum and focus.Your next great growth lever won’t come from a long-range plan. It’ll come from a small, fast experiment, run by a curious GTM team that moves faster than everyone else.

If you’re ready to take your business to the next level with smart, strategic GTM experiments backed by research and experience, book a call with Bryan and Sangram to see how we can help.

Book a Strategy Call

Spotlight: GTM Certified Partner DNA Business Consulting

DNA Business Consulting helps tech and professional services companies overcome growth plateaus by aligning strategy, execution, and teams. Working closely with CEOs and commercial leaders, they solve urgent go-to-market challenges, build pipeline, and create scalable systems for growth and M&A readiness.

They serve founder-led or investor-backed companies between $5M–$20M, especially those looking to scale beyond the founder, align commercial functions, or prepare for rapid expansion.

Led by GTM veteran David Babst (formerly of Google), DNA embeds quickly to assess, lead, and activate high-impact change. Whether launching a new product, preparing for acquisition, or building a first GTM plan, they bring structure and momentum.

Core services include:

• Fractional GTM leadership

• Positioning and launch strategy

• M&A and integration planning

• Customer journey and experience design

Common challenges they address: stalled pipeline, team misalignment, sales/marketing leadership gaps, poor customer insights, and integration complexity.

Events: Where We’ll Be Speaking in 2025

(DM Sangram for a discount code to attend or to get slides after the talk)

Catch us at our upcoming keynotes and webinars:

• The DemandXChange (hosted by TrustRadius): No Fluff, No Complexity: Build Your GTM Strategy in 8 Steps on One Slide Keynote, Live on June 5th at 12 pm ET

• How Data Powers GTM Success: Systems, Signals, and Strategy (hosted by Sprout.ai), June 18 on LinkedIn Live

• INBOUND (hosted by Hubspot), September 3-5 in San Francisco

• DRIVE 2025 (hosted by Exit Five). September 10-11, Burlington, VT

Love,

Bryan and Sangram