Let the Agents Run.

Hello!

 Heard of AI?

Yeah, me too. It’s the topic right now and honestly, it’s getting a little tired.

Even if the fatigue is setting in for you, I promise you’ll get something out of this issue. Because we still have to talk about it. Not the hype. Not the end-of-days hot takes. Just how AI actually fits into the marketing playbook today.

This edition is your 3-layer dip: strong foundation, smart agents, and real humans scaling together. No silver bullets, just what’s working IRL.

So here we go…

Agentic AI is here—and it’s moving fast.

Startups like Sweep are raising $22.5M to automate GTM workflows. Their bots sync your CRM, run alerts, ping Slack, and execute sales plays automatically.

It’s exciting. It’s efficient. It’s dangerous, if you’re not ready.

AI doesn’t fix a bad GTM strategy. It makes it move faster.

The Modern GTM Stack: Built for Speed

AI is changing how we execute go-to-market, but if the foundation isn’t strong, the entire system breaks under acceleration.

Here’s how to think about your GTM infrastructure in an AI-first world:

1. The Foundation Layer → Strategy + Structure

This is where most teams quietly fail.

They jump to execution: campaigns, sequences, outbound plays, without answering the hard questions:

• Who are we actually trying to reach?

• What signals tell us an account is ready for engagement?

• What does a coordinated play look like across sales, marketing, and success?

• Do our systems support this flow, or block it?

This layer includes:

• Defined ICP & buying stages

• Prioritized intent or behavioral signals

• Message-market fit

• Clean CRM and clear handoffs

• Agreement on what qualified means

Without this, you’re automating noise.

2. The Agent Layer → Execution at Scale

This is where agentic AI lives.

Once the foundation is in place, you can start handing execution to AI-powered systems, like:

• Bots that update Salesforce in real time

• Agents that launch email sequences when signals are detected

• Workflows that sync product usage data to sales teams

• Campaign adjustments based on live performance

This layer gives you:

• Speed

• Consistency

• 24/7 execution

But it’s only effective if it’s running the right plays.

Agents can’t compensate for a lack of strategy, they only amplify what you give them.

3. The Human Layer → Insight + Judgment

This is where your strategic advantage lives.

AI won’t tell you:

• When to pivot the ICP

• Why accounts are stalling mid-funnel

• Which motions to prioritize next quarter

• What’s broken in your pipeline that no dashboard is catching

Leaders still need to:

• Connect the dots across systems

• Spot market shifts and behavioral patterns

• Evolve strategy based on results

• Ensure internal alignment and adoption

The human layer turns data into decisions and keeps your GTM stack from running off the rails.

Need help building the foundation before you scale with AI? Book a 20-minute consultation.

When these layers work together:

• Strategy fuels execution

• Agents scale it

• Humans steer it

That’s how you build an GTM System supported by AI that actually works.

Not just noise, momentum.