Moss Ventures

The Go-To-Market (GTM) org is changing fast and AI is driving the shift. It’s no longer just about better messaging or faster prospecting. It’s about rethinking the entire GTM operating model from the ground up with agents, automation, and AI-first workflows leading the charge. Most GTM teams are still running playbooks written in 2018. But the companies winning in 2025? They’re hiring and building GTM Innovation org. What does that look like? ?? They act like a startup founder inside the org. ?? They test, learn, and ship zero-to-one AI-powered workflows. ?? They partner with Sales, Marketing, Customer Success, RevOps and Enablement to drive real revenue lift. ?? And they aren’t afraid to break things (because status quo = stagnation). This org isn’t a “nice to have.” They’re your launchpad into the next era of revenue growth. Shout out to Vanta for being another one leading the way. AI isn’t just another tool. It’s a new GTM infrastructure layer. And if you don’t have someone leading that innovation, you’re already behind. In 12 months, every GTM team will either have this role… or be hiring for it in panic mode. Who’s your GTM innovator? If you don’t know… it might be you. Let’s build.

Growth isn't optional. It's oxygen. Jacco van der Kooij and I talk shop about this on an upcoming GTM AI pod episode from AI Business Network. No matter how much runway you raise, eventually… you need revenue.? And that means customers.? Not just any customers... ?????????? ones.? Here’s the growth equation most founders forget:?? 1. Growth is a ??????????????????????, not a nice-to-have.?? 2. Growth comes from customers, not capital.?? 3. Customers only stick around (and bring friends) if they’re ??????????.? Fundraising is a tool.?? But it’s not a business model.?? You can’t scale a company on vibes and venture checks.? AI can help you build faster onboarding flows, spot churn before it happens, personalize outreach.? But the ???????? still comes down to this: are you building something people love and is a pain killer, not a vitamin. ??? take:??Customer success isn't a department. It’s the whole company. Your product, your support, your speed feeds into customer happiness.? Neglect that, and you’re just burning fuel with no engine.? So if you’re thinking about how to grow this year—start with the people already paying you.?? They’re the real VCs.

Everyone’s hiring LLM experts. But no one’s fixing the real problem. It’s not about prompt engineering or model tuning. It’s about systems thinking. Companies are racing to bolt AI onto broken processes…then wondering why they’re not seeing ROI. They don’t need more AI experts. They need people who understand how business actually works. The winning combo: ?? Deep knowledge of the business process ?? A growth mindset ?? An understanding and curiousity on on leverage AI to solve real business challenges That’s where systems thinkers live. They don’t just know the tools…they know how to change the system. Inspo: Allie K. Miller

What will AI not replace? We know what it should, but there's one thing it ?????????? can’t do. Jacco van der Kooij and I talk shop on the GTM AI podcast (dropping soon) We’ve optimized sales so much for the seller, we forgot the buyer.? Endless forms. Rigid scripts. Robotic sequences. Only add friction to the buying process.? And now we’re shocked AI is doing it better than we are when it comes to sales? Here’s the truth no one wants to say out loud:? Most of what sales teams do today???AI can and will replace. But what ??????’?? it replace? ? Human connection?? ? Real-world relationships? Unless your product has a low ACV, that is a simple plug and play, traditionally run with a PLG motion. Then, relationships aren't that important.? In the clip below, we go deep on this shift.? What AI ??????’?? replace. What it ????????????.? And how sales leaders need to rethink their entire playbook.

Would you be interested in getting access to people, resources including AI agents, and training that can help you ???????????????? ???? for your ???????????????? ?????? ????????????????? After having thousands of conversations about this Jonathan M K. and I realized that this was a huge gap, at least with everyone we talk too. Everything out there is either generic or technical. No wonder you see all the research about confidence in AI initiatives being low from Executives and the ROI isn’t being achieved. We can help you change that.. We will make a big announcement in the coming weeks with the entire intention of helping ????????????????, ????????????????????, ???????????? ???? ?????????????????? ?????????????? across any business to be able to bridge the gap between AI literacy and business impact. This technology is going to continue to evolve and only get better, more intelligent and more capable from here. ???? ???????? ???? ???????? ?????? ???? ???????? ??????????????, ???? ???????????? ?????????? ?????? ?????? ??????????. Whether you are a... Founder / Solopreneur ? C-Level Executive ? Senior Leader ? First leadership role ? We got you. What will this include? ? Direct access to Experts ? AI tool directory (with an AI agent to help) to match your use case to the right tool ? AI agent marketplace - where you can hire or test agents ? Research ? Resources ? Training ? Content - Newsletter, Pod, and more. This is a passion project for both of us to continue to give back! We were already doing this in many different channels so decided to organize it all into one. See you soon!

My heart is full. And honestly, I’m still riding the high.? There are a few core tenets I’ve lived by:?? ?? ????% ???? ???????????????? ???? ????????????—your mindset is everything.?? ?? ???????? ????????, ????????????????????, ?????? ???????????????????????? lead to success ?? ??????—???????????? ???? ????????????????—curiosity will take you further than you can imagine, ???? you get comfortable being uncomfortable.? But sometimes, you wonder:?? ?? Am I doing the right things??? ?? Is this resonating with people??? ?? Am I actually making an impact?? P.S. I have these conversations with many Founders and Executives on a regular basis so you would think that I would take my own advice ?? Tuesday night was one of those rare moments when it all came together.? Huge thanks to Randi-Sue Deckard ?? ?????? Elizabeth McCalley.eth ?? for inviting me to speak at the Pavilion chapter event on a topic I ???????? ?????? ??????????????: ???????????????? ?? ???????????? ?????? ????????????????????. The responses I received afterward confirmed a few things:?? ? The work I’m doing ??????????????.?? ? What I’m sharing is ????????????, even if it gets drowned out by clickbait posts that overpromise and underdeliver.? The session wasn’t recorded, but good news—I’ll be recording it for members of the ???? ???????????????? ?????????????? ?????? Pavilion To everyone who reached out after the event—thank you. Your words mean more than you know.? And if you missed it… shoot me message here or in Pavilion's slack and I will get you the recording.

?????? ?????????? ???????????????????? ???? ????????????. ???? ??????’?? ?????? ????—???????????? ???? ?????????????? ???? ???????? ??????????????.? Buyers don’t want a process. They want to have ?????????????? ????????????. Yet, B2B sales forces them into: Form Fills ?? Delay in responses (if you even get one) ?? Calendar Tetris ???? Junior person asking a bunch of questions, but can't answer many ?? Calendar Tetris again ???? The same questions from a different person ?? Calendar Tetris again ???? A demo ?? Calendar Tetris again ???? Negotiations, follow-ups, etc. ?? More calendar Tetris?????? We’ve optimized sales but ignored how people ???????? to buy.? The Problem: Our GTM Model is Outdated?? For decades, GTM has been about ?????????????? buyers through funnels. We refined outbound, automated inbound, and obsessed over conversion rates. But here’s the brutal truth:? ? Buyers don’t want to be "nurtured" through a process. They want instant impact.?? ? They don’t want ???????? sales conversations. They want fewer obstacles.?? ? They don’t want “personalized outreach” from SDRs who don’t know them. They want AI to ?????????????????? serve up the best options for them.? The Fix: AI-First GTM That Eliminates Friction?? AI has the power to revolutionize how we ??????, not just how we ????????. But that requires rethinking GTM from the ground up.? 1?? ???????? ???????????? ????????????????????. AI should ?????????? buyers—not force them into funnels.?? 2?? ?????????? ???????? ?????????????? ???? ????????????. AI should ?????????? outcomes before purchase.?? 3?? ?????????? ???????????????? ??????????????????. AI should remove friction, not automate inefficiencies.? The winners won’t use AI to ???????? better. They’ll use AI to make ???????????? better.? You can’t just bolt AI onto legacy sales processes and expect transformation. You have to rebuild.? ?? AI-driven sales outreach that still requires 10 follow-ups? That’s not innovation.?? ?? AI-generated email copy sent to the wrong ICP? That’s not efficiency.?? ?? AI-powered chatbots that still route people to a human rep? That’s not frictionless.? Forget outbound vs. inbound. The future is AI-Led Growth (AILG), where buyers dictate their journey and AI removes every obstacle between interest and impact.? ?? Instead of ?????????????????? for solutions, buyers will simply ???????????? at the right one.?? ?? Instead of ?????????????? for a rep, buyers will get instant, AI-powered confidence in their decision.?? ?? Instead of ?????????????????????? a contract, they’ll get seamless, transparent pricing.? In this new era, GTM isn’t about targeting buyers—it’s about removing friction so they can ?????? when they’re ready.? Here is a great read from Jacco van der Kooij that dives into this and more!

I see this way to often and it is only making it more difficult for the average person to cut through the noise. Please stop saying you are building AI agents when it is really just a workflow with Zapier, Make, Clay or something similar with an AI as part of it. These are not agents, they are workflows with AI as part of a step or multiple steps in the workflow. This is no different than what has been around for 2 years. It is important that everyone be able to understand the difference between automation, GenAI, AI Agents, and Agentic AI. Don't get me wrong, these are powerful tools and definitely have utility ??????????. ?? take: These workflow tools have an expiration date on them. Why? The UX/UI and building workflows eliminates the vast majority of users from being able to use it or get that utility from it. Agencies set them up and either charge a ton to maintain them or they disappear causing challenges with the business.? Powerful in the right hands? Yes. Powerful in most people's hands? No. This is one reason why Manus got 2M signups in 7 days. They show workflows that can be done by anyone through natural language with AI agents executing them for you. Natural language is the future UX/UI, not where agents work for me and I do not have to work for the software. OpenAI dropped an AI agent builder for their platform, but only for technical people. Again, showing why Manus got so much interest. I am sure OpenAI is working on the same thing as they are building agents and will make their platform way easier to build on just like ChatGPT is today. There are others that have this now Swan AI Rox to name a few. I am hoping some of the workflow tools can make this pivot. Time will tell. Because everyone wants a way to accomplish their objectives without engineering, complex implementations and big agency fees. It is coming, get curious, stay familiar with what is out there today and where it is leading because no one (outside of a smaller group) wants to see more 37 step workflows that they have to put together themselves or have someone else do it for them. I believe Amos Bar-Joseph will approve this message. ??

I am not a vibe coder, but I can build using AI. I would like to know where they hang out because I have a lot of things we can do together. It isn't about the tool, it is about what outcome I want AI to own. ???????????? ???????? ???????? ???????? ????????????? ???????????? ?????? ????????. ???????????? ???????? ?????????? ???????? ???????? ??????? ???????????? ?????? ???? ???????? ???? ?????? ????????????????. I can use the AI tools like Replit Cursor Lovable Anthropic to bring my ideas to life, get the code, get help deploying it and actually deploy it now. That was something I had never been able to do before. This is a powerful unlock for domain experts and those that have always wanted to build things, but never good. These are the superpowers that AI can give you. However, I didn't ask what AI tool I should use. I understood what outcome I wanted AI to own, then I explored tools like the ones above. That is the right approach, but yet too many people do it the opposite. I get asked at a 10:1 rate the question "What AI tools should I use?" v. "What outcome should AI own?" This is why we have so much tech bloat. This is a mindset shift, but the right one.

?? Klarna kicked 1,200 SaaS providers (including Salesforce!) to the curb. Yep, you read that right. Klarna CEO Sebastian Siemiatkowski casually dropped that bombshell on an earnings call, and SaaS companies everywhere suddenly felt the ground shake. While this isn't recent news, Salesforce CEO Marc Benioff was asked about it recently. Sebastian recently posted on X about what they did and why. Why such a drastic move? Klarna realized their company data was fragmented across hundreds of SaaS tools, causing inefficiencies and preventing effective use of AI. Basically, they had a giant "garbage in, garbage out" scenario on their hands. Here’s how your company can get on Klarna’s level: ? ?????????? ???????? ???????? ?????????? – ruthlessly cut apps creating redundancy. ? ???????????????????? ???????? ???????? – use graph databases (like Neo4j) to unify and streamline your data landscape. ? ?????????? ????-?????????? – optimize your SaaS selection around compatibility with AI and knowledge management. Klarna used knowledge graphs inspired by Wikipedia, harnessing AI to create one powerful, centralized data hub. Goodbye messy SaaS landscape, hello streamlined AI productivity. Most SaaS providers risk becoming nothing more than glorified databases unless they adapt fast. Klarna's move isn't the death of SaaS—it's SaaS’s wake-up call. Bottom line: If your company still relies on dozens of disconnected SaaS apps, it’s time for a data detox. What can you do? Let your team and company be curious about AI, use it in their day to day operations and learn what are the most valuable ways to leverage it for better business outcomes.