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For decades, the world of CRM has been stuck in a rut. Sales teams were hired, cultures set, processes designed, and then forced into a standard CRM system. Despite all our efforts to modernize go-to-market (GTM) teams, we’ve failed to change CRM due to legacy technology, which has slowed down the evolution of sales process and culture.
Now, twenty-five years after the last CRM revolution, everything is changing, and it’s happening all at once. Customers are researching and buying in entirely new ways, relationships are long-term and built differently, and products are increasingly becoming services. All of this is unfolding just as AI is unlocking massive opportunities across sales, marketing, and the entire customer journey. A new revolution in GTM teams is finally not only possible but absolutely necessary to build the successful cultures, processes, and tools for the next 25 years.
Unified with feature roles and
much wider responsibilty.
This revolution is here, and it will be led by GTM builders.
Companies will now continuously build, customize, and iterate on their GTM processes, tooling, and culture, much like they build and iterate on products to fit their target customers. Instead of fragmented teams separately chasing demand generation, qualified sales opportunities, new customers, and expansion orders, there will be one unified team. These GTM builders will leverage AI at every step to enable, measure, and improve the customer journey. The unified GTM team will feature roles with much wider responsibilities, empowering territory managers to customize their own GTM process to fit the unique needs of their specific customers and products.
While the arrival of cloud enabled the first CRM disruption, AI is not only enabling this current disruption but also making it a fundamental requirement, given how significantly it has altered customer behavior. The world’s largest B2B software market, CRM, is currently dominated by legacy players built for a world of manual inputs and rigid workflows. It was essentially data storage, reporting, and workflow management. Simply layering AI on top of these legacy systems won’t empower GTM builders to meet modern GTM requirements. To truly unleash AI’s potential, a new underlying architecture is absolutely necessary.
