The GTM Weekly

I am trying something new here - the link to my Substack article is front and center here. I would love it if you subscribed there as well.

I will continue to share via there and here.

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So isn’t there this saying “life gets in the way”? I actually love to write - probably too much that I write too long. Anyway - no one is likely missing me as I have missed a few weeks.

That said - I deeply thank all of you that say nice things to me about all of this work. So THANK YOU.

We are going to chat a little bit about the shift and role that AI is playing into the sales profession today. It won’t be about how to use ChatGPT or any other basic crap you can ready from anyone :). So Let’s go!

AI Native Sales: Building a Revenue Team for the Next Decade

AI is going to accelerate or kill sales professionals in GTM across all roles. Obvious comment? Sure - perhaps it is. If so - than why are so many digging their head in the sand like this isn’t here and have no idea how to use it?

Literally in my travels of speaking with over 1k people in GTM over the last 6 months I would say 1% are ready and prepared. The rest are equally divided by ignoring or nodding the head but not know what to do or simply not doing it.

Adapt or die! Up to you.

From how reps prospect to how buyers make decisions, AI is changing the way revenue teams operate. Yet, there’s a gap: while AI companies are proliferating, everyone wants to work for one but yet many sales reps lack the skills to sell AI effectively—or leverage it to scale their own output.

Don’t get me started on the crap I get every day and one issue I will share it all. It is SO BAD. One guy said to me this week “Sorry man - you are right to call me out as my AI is not just where it needs to be”.

Thanks - appreciate being a test lab for you. Maybe I should be flattered but guess what? Your Enterprise buyers will NOT BE.

The future belongs to AI Native Sellers: reps who not only understand AI but also know how to use it in the RIGHT way.

What Is an AI Native Seller?

An AI Native Seller is a sales professional who:

• Understands AI Fundamentals: They can explain complex AI concepts in simple terms to non-technical buyers.

• Uses AI to Scale Output: From personalized outreach to lead scoring to social output to research to education and so much more. Simply put they leverage tools to increase efficiency and precision.

Interview question going forward - “Can you walk me through your AI stack”. Yes - for a sales rep. Remember the days you loved to hear how a BDR would leverage “sequences” :)

• Adapts to the AI-Driven Buyer Journey: They understand that AI buyers value use cases, ROI, and clear differentiation—and they tailor their messaging accordingly. You could argue this is table stakes for any buyer journey. I get it and true but the default from any buyer is “Is this just a wrapper on a GPT model”. No one wants to get burned yet there are 1,500 AI start ups out there…hmm….

The Buyer Journey and the GTM Stack

The accompanying diagram (below) lays out the layers that modern revenue teams must integrate into their strategy to succeed in the AI era. I have discussed some of it in my LI posts and will continue to expand. For now - a few notes on the buyer journey.

1. What Buyers Want: Asymmetrical Advantage, Frictionless Execution, Measurable Impact

Buyers are looking for three key outcomes:

• Asymmetrical Advantage: Tools that help them do more with less, outmaneuver competitors, and achieve faster results. Yeah - seems Make Money, Save Money and Reduce Risk doesn’t go away just because you sell AI. Duh……

• Frictionless Execution: Seamless integration into workflows with minimal friction and quick ROI.

• Measurable Impact: Quantifiable outcomes that align with their strategic goals—whether increasing revenue, reducing costs, or lowering risks.

2. The Revenue Stack: From Data to Execution

The layers in the diagram show how AI-powered sales and marketing can address these demands:

• Steak Dinner Layer: Traditional relationship-building combined with modern outreach techniques (ABM, LinkedIn outreach, and SEO influence).

• Digital Marketing Layer: Leveraging content distribution, paid ads, and retargeting to meet buyers where they are.

• Content Layer: Generating thought leadership and triggers through videos, blogs, LinkedIn posts, and case studies.

• The ‘Play’ Layer: The tactical execution layer where actions like prospecting, account-based strategies, and automation happen.

• IOA (Integration, Orchestration, and Automation) Layer: Connecting all tools and ensuring workflows are streamlined and efficient.

• Data Layer: Feeding all other layers with enriched data, including ICP insights, competitor movements, and website traffic alerts.

3. Modern Talent Requirements

With AI, architecture matters. Teams need roles like:

• GTM Architect: Data-driven leaders who can integrate and execute across the stack.

• Head of Revenue Marketing - 100% focused on Revenue with the GTM Architect

The “pair” of these two is the “killer app”. If you nail those two to execute it is game over.

• CROs, CMOs, and CEOs aligned around GTM strategy, analytics, and metrics. Obvious yeah but from experience - easier said than done.

The Most Critical Skill: Creativity in Sales

The days of cookie-cutter sales motions are over. Modern sales reps must think like marketers, creating unique, engaging, and memorable experiences for prospects. This means:

• Personalized Outreach: Using creativity to stand out (you know what I mean)

• Content Creation: Building their own thought leadership through posts, videos, or insights on platforms like LinkedIn. (see above)

• Narrative Selling: Telling compelling stories that connect emotionally with prospects while showcasing ROI.

Creativity isn’t just a nice-to-have; it’s going to be THE differentiator between average reps and top performers. Can you connect all of the above on your own!

How to Identify and Hire AI Native Sellers

Finding AI Native Sellers—or those with the potential to become one—requires a targeted approach. Here’s how to spot them and evaluate their readiness:

1. Look for Marketer-Like Behaviors

• Are they creating original LinkedIn content?

• Do they engage thoughtfully with industry conversations online?

• Have they demonstrated creativity in previous roles?

• Is their LI profile optimized or is a picture of their dog?

2. Assess Their Curiosity and Tech Aptitude

• Ask questions about how they stay current with technology trends in the industry and GTM

• Look for candidates who can articulate how they’ve used or evaluated a “modern AI stack” improve their performance. This is NOT about a tool - it is about an attitude.

3. Prioritize Coachability

• Run scenarios in interviews where they need to adapt to a new concept or tool on the spot. Show me before and after research, show me a good LI post you think would work, show me a good LI campaign and why.

• Evaluate their openness to learning new frameworks and processes.

Pro Tip for Interviews: Include a hands-on exercise. Ask candidates to craft a mock LinkedIn post targeting a specific buyer persona, or have them outline how they’d leverage an AI tool to improve a sales motion. This reveals both their creativity and technical comfort.

Closing Thought

The companies and sales teams that embrace this shift now will be the ones who thrive tomorrow. As leaders, it’s our responsibility to equip your teams with the tools, knowledge, and mindset they need to succeed in the world that is more crowded than ever!

The AI sales revolution is here—be the team that sets the standard, leads the conversation, and defines what success looks like going forward.

If you have read this far - bravo and just know I am here to help advise or help you build out your teams capable of this :)