The GTM Truth: AI won't fix your GTM
Omar Fogliadini
The GTM Truth-Teller. Founder. GTM & AI SaaS expert. I help founders and business leaders to scale a profitable AI-enabled business - without the Silicon Valley noise. DM me to learn more
What's up GTM friend?
Every company today is trying to "fix" its go-to-market with AI.
But AI isn't fixing GTM. It's scaling whatever is already in place. And if what's in place is a broken process, AI is just going to break it faster.
You don’t need more pipeline. You don’t need more automation.
You need a GTM system that actually works.
Let’s talk about what happens when AI meets bad GTM.
100% Human - This wasn’t AI-generated. It’s hand-crafted, unedited, and I can pretty much guarantee that there is some sort of typo or grammatical error. But it’s real, and that’s the point.
Every week, I’ll break down a real-world business experience or challenge a GTM myth - and leave you with an actionable plan.
Why? Because GTM needs a reality check. We’re all drowning in information, with everyone claiming to have the “magic tool” or “magic service.” I'll try to be your GTM Truth-Teller: I’ll cut through the noise and give you the raw, unfiltered truth.
I do this because writing helps me stay sharp and default to action. Your comments? They push me to see things from angles I hadn’t considered.
Case #1: B2B SaaS – AI Can’t Fix Sales Waste
?? Company Profile:
The Problem:
What Happens When AI is Just a Patch?
More activity, same result.
What Happens When GTM is Fixed First? The best companies redesign their GTM before applying AI.
Now AI Makes an Impact:
The Takeaway: AI doesn’t make bad reps good. It makes great reps unstoppable.
Case #2: Tech-Enabled Services – AI Can’t Fix Bottlenecks
?? Company Profile:
The Problem:
What Happens When AI is a Shortcut?
More speed, same bottleneck.
What Happens When GTM is Fixed First? Instead of using AI as a reporting shortcut, the agency redesigns client workflows:
Now AI Makes an Impact:
The Takeaway: AI can automate tasks. But if you automate inefficiencies, you scale inefficiencies.
What Do These Cases Have in Common?
? Companies thought AI would fix execution gaps.
? Companies that won fixed GTM first, then scaled with AI.
If your sales team isn’t closing, more automation won’t help. If your client teams are stretched thin, AI won’t magically create capacity.
AI doesn’t change GTM fundamentals. It amplifies them.
Before deploying AI in your GTM, ask yourself:
?? AI-led GTM isn’t about tools. It’s about system design. Fix the foundation first. Then let AI scale what actually works.
Omar
Your GTM Truth-Teller ??
My Commitment to You
If you’ve made it this far, thank you for reading.
This newsletter will unpack these ideas week by week. If you’re a business leader staring at the “Lego pieces” of your GTM - data, tools, AI, and processes - and wondering how to put it all together, drop me a line with what else you'd like me to cover, or if you have a specific GTM challenge you want to discuss, grab some time here.
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