Jonathan M K.

VP of GTM Strategy & Marketing - Momentum | Founder GTM AI Academy & Cofounder AI Business Network | Business impact ​> Learning Tools | Proud Dad of Twins

I’m Jonathan, an AI and GTM strategist passionate about transforming how businesses harness AI for real impact. With over 15 years in Revenue Excellence, Enablement, and GTM Acceleration, I’ve successfully developed and implemented transformative enablement programs for global organizations, Fortune 500 companies, and startups. Recognized in SEC’s 2023 & 2024 Enablement Ones to Watch and honored as an Enablement Legend by Seismic and the Enablement Squad, I strive to stay ahead of industry trends.

4 Years ago I deep dove into AI after enabling an AI tech for an internal team and it's customers and in 2022, I founded the GTM AI Academy to bridge the gap between learning AI tools and creating tangible business outcomes. My mission is to provide AI-driven strategies that cover all functions of a Go-To-Market (GTM) team, helping professionals implement actionable use cases for their own companies. I also consult on AI integration and strategy for high-growth businesses, offering GTM insights that drive revenue growth and efficiency.

If you’re looking to leverage AI either for Yourself, Your team, or C-Suite and Board level advising, refine your GTM strategies, or accelerate business outcomes, feel free to connect. I’m always open to discussing the future of AI in business and how to make true impact.

Head of GTM Revenue Enablement & Product Marketing

- Develop and execute revenue enablement strategies to drive sales growth and enhance customer experience.
- Collaborate with cross-functional teams to align revenue goals, optimize processes, and identify market opportunities.
- Conduct market research and competitive analysis to stay ahead in the payment media industry.
- Implement and oversee enablement programs, including training, tools, and resources for our presales, CSM, BDR, partner, and sales team.
- Analyze sales performance data and provide insights to improve revenue generation and forecasting accuracy.
- Cultivate strong customer relationships and support our clients in adopting Simetrik's solutions effectively.
- Drive continuous improvement initiatives to enhance revenue processes and strategies.
-Manage the Product Marketing team creating internal and external facing assets such as videos, blogs, one pagers, white papers, case studies, success stories.

Every vendor promises autonomous AI for GTM. None of them can actually deliver it…. Yet. 

Here’s why and what you need to build instead.

The gap between AI hype and reality isn’t about model capability. It’s about architecture.

We go deep in this concept in the IGNITE book released just barely.

Most companies are trying to buy autonomous GTM from a single platform. 

That’s like expecting one tool to handle your entire tech stack. It won’t happen.

What actually works is a 5-layer architecture where each layer does what it’s built for:

Layer 1: Data Foundation
Your CDP, CRM, data lakehouse, and identity resolution create the ground truth. Without clean, unified data, everything built on top collapses. This is where 70% of AI projects fail, not because the AI is bad, but because the data is garbage.

Layer 2: Integration Layer
MCP (Model Context Protocol), APIs, and connectors let your systems talk to each other without building custom integrations for every combination. This is the “USB-C for AI” one protocol that connects everything.

Layer 3: Agent Layer
This is where specialized AI agents live. The Analyst pulls insights. The Strategist recommends next moves. The Content Agent generates variations. The Optimizer runs experiments. Each agent is narrow and verifiable, not trying to do everything.

Layer 4: Execution Layer
Ads, email, web personalization, campaign launches. This is where AI decisions turn into real actions. Current systems handle this autonomously for narrow tasks (bid optimization, send-time) but still need human approval for creative and strategy.

Layer 5: Human Oversight
Governance, strategy, brand stewardship, guardrails. Humans don’t disappear, they move up the stack. You own the creative direction, relationship decisions, and high-stakes judgment calls that AI can’t verify.

The reality check:
Gartner predicts 60% of brands will use agentic AI by 2028. They also predict 40% of agentic AI projects will be canceled by 2027.

The difference? 

Companies that win aren’t deploying the most AI. They’re architecting human-AI collaboration with clean data, proper governance, and realistic expectations about what AI can actually do autonomously today versus three years from now.

The people winning last year and this one are the ones planning for this future so when the tech is available they are ready. 

Are you?

This 2026 LinkedIn Bible is the roadmap to 1M+ followers. My man Chris Donnelly is letting me share, want in?

You can either view LinkedIn like a content creation chore, 
Or, like so many successful founders, as part of your business strategy. 

I decided to go all in on LinkedIn 2 years ago, 
And the results have been unbelievable. 

Literally 1000s of warm leads and an entire 8-fig business since then.

All because I built systems that turned LinkedIn into a primary revenue driver.

And now, I'm giving you my complete framework.

This is everything you need to transform LinkedIn into a lead gen machine.

Inside, you'll learn:

✅ The 4 highest-performing post types for lead generation
✅ How to set your 2026 "why" and align content to business outcomes
✅ How to identify your ICP and what content actually resonates with them
✅ The 30/30/30/10 engagement rule that builds genuine relationships at scale
✅ The deplatforming strategy that protects you from algorithm changes forever
✅ Lead magnet to email segmentation flows that move people towards your offer
✅ How to create a community feel in your comments that drives deeper connection
✅ Content repurposing systems for Instagram that multiply your reach with minimal effort

You don't need a content team or years of trial and error.

You need the right positioning, post strategy, and engagement system.

When you grab The 2026 LinkedIn Bible, 
You'll also receive an invite to Lead Generation Live.

It's a free 4-hour masterclass, 
With some of the most respected entrepreneurs in the world:

- Daniel Priestley (Entrepreneur and author of "Key Person of Influence")
- Nathan Barry (Founder of Kit)
- Sara Davies MBE (Founder of Crafter's Companion and Dragon's Den investor)
- Eric Partaker (CEO Coach of the Year with 1.1M LinkedIn followers)

We're covering exactly how to turn attention into actual business growth in 2026.

Want in? 
-Like this post
--Comment 2026 
And I will send you the link

They are limiting live attendance to 15,000 people, 
And hey expect this to go quickly due to the size of our guests' audiences. 

If you can, join us on January 15th from 12:30 pm to 5:00 pm GMT !

If you're ready to turn LinkedIn into a lead generation machine in 2026...

♻️ Repost to help your network make real progress on LinkedIn in 2026.

Day 3 of 4! More amazing peeps coming at you for the Momentum.io 2025 GTM AI/2026 Ones to Watch awards where we show off the dudes!

Again we sent out the nominations to our community and email list and had A TON of nominations, we widdled them down based on the quality and amount of nominations.

The awards are about those who are innovative, push boundaries, and are execution focused or are the doers. I am pleased to celebrate the first round of men.

Lokendra Khandelwal
Jose Zuma
Frank Nardi
Micael Oliveira of Amplemarket
Arnaud Belinga 🧊🔨
Shelton Banks
Oleg Tomenko
Navin Persaud
Glen Torregiani
Alex Kutsishin
Hussain Al-Shorafa
Toby Carrington
Doni Lerner
Jose Carlos Cortizo Perez
Fivos Aresti
Yanir Zamir
Mavon Tran
Dan Rosenthal
Eric Fisico
Mitch Osborne
Thanbir M.
🟠 Nick Thomas
Brandon Smith
Alex Sloan

Congrats and more tomorrow!

Jonathan M Kvarfordt, MBA

Day 2 of 4! The second half of the amazing ladies who won the 2025 GTM AI/2026 Ones to Watch awards!

We sent out our nomination list to our connections and email list, we received thousands of replies and went through to find the most impressive and most repeated people, yesterday we released this list: https://lnkd.in/euCghk9W

Today we have our second half! To win, people were featured because of their innovative Doer mentality, people who lead and also get shi! done.

We have:
Katie Nocerino (Hillman) 
Dione Hedgpeth
Tessa Whittaker
Patricia De Nardi
Megan Prince
Nina LaRouche
Rupa Boddu
Sabika Hassan
Dannii Mathers
Rupa Boddu
Julia Nimchinski
Brigette Sjoboen
Julia MacDonald
Alina Vandenberghe 🌶️
Ellie S.
Meeta Pandey, Ph.D
Gail Behun
Liza Adams
Azzy Maizer
Tahnee Perry
Prasangika Rai
🐰 Jen Igartua
Amanda Kahlow
Sally Weiss
Donna McCurley
Christa Brutus, PMP, MM, LSSGB, ASCP(C)
Ashley Blackwell-Guerra
Dannielle Sakher
Jessica Meyers

Congrats! Men incoming tomorrow!

Hey friends in #enablement... here is a fun one ;)

Day 4 of 4 and last list from Momentum.io and the 2025 GTM AI/2026 Ones to Watch awards.

We sent this out to our community of thousands of people, received hundreds of nominations and we widdled them down those who were either:
1-Nominated multiple times with quality reasons why
2-Impressive and impactful stories

This is the list of innovative doers, the ones who execute and have vision, the balance between AI and human hard work.

Happy to celebrate the last but not least:
Umer Maqsood
Justin Parnell
Shawn Jahromi, MBA
John-Henry Scherck
Yogesh Kochhar
Brian Dietmeyer
Andrew Mezheritskiy, MBA
Andrew Cooper
Julian Teixeira
Rahul Jaglan 🧑🏽‍🚀
Alex Lindahl
Kumail Mukadam
Kevin Chu
Laurence Judah
Mike Y.
Seth Stover
Arjun Ganatra
Kyle Norton
Jacco van der Kooij
Jonathan Moss
Mark Turner
Collin Rhea
Daniel Clune
Ben Perceval
Connor Schaars
Patrick Kalie
Nathan Follen
Logan Atkinson-Wall
Omri Sela
Usher (Arshia) Razavi
Adarsh S Lathika
Mark Roberge
brendan short
Elio Narciso
Evan Morgan
Akash Bose
Oran Akron
Jordan Crawford

Well deserve list of amazing peeps who we deeply admire and respect!

Giving away more goodies on the GTM AI Podcast, want it? Comment below.

Most GTM teams are drowning in research and prep work. The top 5%? They automated all of it and closed 3x more deals.

I just sat down with Dannielle Sakher (VP of GTM at MindStudio) who walked me through the exact AI agents she uses to close enterprise level partnerships.

Not theory. Not "use cases." Actual workflows running behind the scenes at one of the fastest-moving AI platforms right now.

What she showed me:
→ LinkedIn outreach that's personalized at scale (200+ quality requests per week vs. the typical 50) 
→ Pitch optimization that pulls live prospect research in real-time 
→ Meeting prep that collapses 3 hours of work into 2 minutes 
→ Contract review that flags every high-risk term without legal bottlenecks 
→ Launch teasers that make partnerships feel real before they exist

Here's what hit me hardest: Dannielle is automating the high-value stuff that made her successful in the first place.

The secret sauce activities most people stop doing when they get promoted because there's "no time." AND she puts in her own flavor and genius to take it to the next level.

Personalized research. Deep prep. Creative pitch assets. She built agents to do them at scale.

The result? More pipeline. Higher close rates. Zero sacrifice on quality.

Want the AI Agents she shows me for free?
-Like this post
--Comment, "MINDSTUDIO" and I will send you the newsletter and 5 AI agents she shows off and the podcast video walk through
---Repost cuz your Mamma said to help peeps like me

You can have these up and running and use them within 15 min, lets get er done!

So I partnered with HSE and we created THE 2026 Trends report, want it?

As of today, AI methodology revolves around defining the stages of its market entry, changes in value propositions, and the construction of a completely new architecture.

In 2026, AI capabilities are set to advance faster than the methodologies designed to govern them, creating a widening gap between technological potential and effective use.

I’m excited to share my perspective and partner with Julia Nimchinski and Hard Skill Exchange with Momentum.io on the report, “2026: In Pursuit of AI Methodology”, focused on the trends and predictions shaping AI-native GTM.

The report brings together 80+ contributors – CXOs, VCs, founders, and analysts – examining how AI is moving from experimentation to operating models.

The analysis reflects what is actually working as AI transitions from isolated pilots to embedded GTM systems.

Fourteen trends emerged:
-AI becomes a managed role (3.41%)
--Narrative + intent as the control plane (3.41%)
---Enablement as the agentic operating layer (7.95%)
----Systems of action replace systems of record (5.68%)
-----Orchestration re-centralizes control (5.68%)
------Operating models shift to live loops (10.23%)
-------Personalization moves from rules to reasoning (3.41%)
------Incumbents split: embed AI vs. rebuild (11.36%)
-----Buyer-side AI + AEO as a core discipline (11.36%)
----Trust, proof, and human connection increase in value (7.95%)
---ROI discipline tightens (11.36%)
--Generalists outperform narrow specialists (5.68%)
-Governance and data readiness become scaling gates (9.11%)
AI enters through high-friction insertion points (3.41%)

Want access for free?
-Like this post
--Comment "HSE"
---Repost cuz its fun

And I will send you the link to get the report FOR FREE.

Huge thank you to Julia Nimchinski for being an amazing partner last year and this one, this report is kick a!!

I stopped building workflows in Zapier and N8N.

Now I just describe what I want done. 🤯

This week on the GTM AI Podcast, my man Jonathan Moss aka JMo walked through a 5-Part AI Framework that's saving him 15+ hours a week.

Here's what he covers:

→ How to replace complex automation tools with simple prompts
→ The framework structure that gets consistent results
→ Real examples of workflows that used to take hours... now done in minutes
→ Why "knowing what's possible" is now the only skill that matters

And we're also giving you access to the NotebookLM guide that goes even deeper - it's a resource on how to actually use these tools for unique applications.

I'm genuinely proud of this one. It's practical, and you can start using it today.

Want the podcast link + the guide?
-Like this post
--Comment "JMo" below and I'll send you the goods.

Or get it here: https://lnkd.in/e_KVqn-h

Thank you as always!

View newsletter: GTM AI Podcast & Newsletter

Welcome as per usual to our weekly Podcast and newsletter! This week our own Jonathan Moss goes through a 5 part AI Framework using several easy to us

Open article: 1/16/26: The 5-Part AI Framework That Saves GTM Teams 15+ Hours Weekly by Jonathan M Kvarfordt, MBA • 6 min read

1/16/26: The 5-Part AI Framework That Saves GTM Teams 15+ Hours Weekly

Coaching and developing people has always been an area of great passion.  I believe in providing psychologically safe spaces to help people understand their barriers and capabilities to achieve sustainable success.  

I have worked alongside some of the biggest companies in the world, helping GTM teams apply AI where it improves outcomes and avoid it where it destroys trust, clarity, or judgment.

Blending Human, Artificial, and Business Intelligence has been key to driving innovative spaces for leaders and their teams to develop new performance metrics.

Leading with an AI first mindset, will win the innovation race and create the space needed to focus on the human skills that really matter.  

Improving emotional intelligence means not only can you better serve yourself, but, significantly develop those around you too.

As a huge advocate of well-being and mental health, I believe for teams to build thriving and high performing cultures, stress and resilience practices needs to be intentionally embedded.  Emotionally intelligent leaders can identify the needs of their people and catch burn out before it causes harm.

Dannii Mathers

I love a good announcement, so here's one from me to kick the week off.

Last year I partnered with SBR Consulting to deliver highly successful projects to some incredible GTM teams.  

Not only did I enjoy learning about their methodologies, their approach to transformation and watching their clients metrics improve significantly.  What I loved the most was observing the way they worked together as team.

When people genuinely make you feel like you're part of their team, despite being on the 'outside', you know you're on to a good thing.  

When you know you can learn from some of the brightest minds in the industry and when your values are completely aligned, the rest is easy..

So...I no longer wanted to work from the outside.  

I am excited to say I have joined the team and I’m looking forward to continuing to build deep, applied capability in AI, sales and leadership performance for the teams we serve.

Bringing the power of Emotional Intelligence & Artificial Intelligence together to improve leadership capabilities and holistic performance

These are my people…

Last week we came together and I met many of the team for the first time.

I thought I’d be spamming you all with endless selfies today, especially as it was the first time Celine Grey and I met in person after all these years of friendship!!

However, I was so engrossed in deep conversation, making deep connections that my phone didn’t make an appearance. 

This is the moment I knew I’d found my people.. They’re smart, they’re funny and they care immensely about the work they achieve for clients.

I heard this first hand from an incredible client that came along to give their experience.

Now, I’m off to my next high, as I head off to the mountains ⛷️.  Until next week folks

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Half of CEOs now believe their job depends on getting AI right this year and they're putting their money where their anxiety is...

→ CEOs are doubling down (literally). Companies plan to double AI spending in 2026 - from 0.8% to 1.7% of revenue. 

This is creating an internal frenzy "what can we quickly get AI to do..."

Many Exec teams are purposefully slowing down AI rollouts due to error concerns, so don't fall into the speed trap.

Think of your new agents as new employees, they still have learning and onboarding to do before you can fully trust the outputs.

If you're in RevOps or Enablement, bridge the trust gap by showing tested quick wins and managing change carefully.

It's interesting listening to a number of women talk about their aggressive health goals for January and it sounds a little like this;

More restriction.
Fewer calories.
More “discipline”.
Especially when weight loss suddenly feels harder in your 40's & 50's.

The problem....
Your brain experiences chronic dieting as stress - not self-improvement.  This means:
• Less fuel for the brain
 • Higher cortisol
 • Slower cognition
 • Poor mood regulation

Now add a demanding leadership role.
Strategic thinking.
Complex decisions.
Emotional regulation.
Executive presence.

All of these rely on cognitive energy and nervous-system stability.  Avoid under-fueling a high-performance brain.

I built a free custom GPT and an app through Google AI Studio, to provide guidance around the nutrients needed for optimal health for women in their 40's and above.  If you want free access to help with your brain performance DM me.

You've either woken up today raring to go with excitement and energy for the New Year, or with dread and overwhelm.

There is so much promise and hype for 2026 and what AI will help us achieve in our businesses and this is where the uncertainty and overwhelm can start to spiral.

Leading confidently in the fast age of AI isn’t about knowing every tool.
It’s about knowing what matters most to your people, to your business.

Clarity over noise.
Judgment over speed.
Human insight alongside machine intelligence.

This year isn’t about chasing trends.
It’s about building real understanding so decisions feel steadier, teams feel safer, and growth is intentional, not frantic.

Confidence comes from depth.
And depth is a choice.

2026 is the year you stop reacting to AI (overwhelm) and start leading with it....

Many GTM leaders think they are comfortable with they’re knowledge.  In reality, they’re more likely  complacent.

I spent last week on the slopes.  Usually, I’m a "Red and Blue" runner. I know the rhythm, I know my speed, and I know I’ll get to the bottom safely. It’s comfortable.

But this time, I stared down a Black Run.
My heart rate spiked. My brain screamed "stay on the red." But I realised something…

Comfort is a reward for past work,
Complacency is a risk to future growth.

I took the Black Run. It was scary, it was far from perfect, and it required a level of focus I hadn't used before. 

By the time I hit the bottom, something clicked and changed for me.


In GTM, the "Black Runs" are the AI shifts we’re all avoiding.

It’s easy to stick to the "Blue Run" of incremental efficiency.

It’s scary to attempt the "Black Run" of restructuring your entire GTM architecture around what is now possible.

The difference between the two?
• Comfort is knowing your current AI stack works.
• Complacency is assuming it will still be enough six months from now.

If you aren't feeling that slight "top of the mountain" vertigo in your strategy right now, you aren't growing. You’re just sliding.

How are you pushing your boundaries this quarter?

The perpetual AI race continues...Anthropic announces Claude for Healthcare following OpenAI’s ChatGPT Health release. 

Claude just made a pretty clear statement: healthcare AI isn’t a side quest anymore.

Anthropic’s new Claude for Healthcare is aimed at the unglamorous work that creates bottlenecks with revenue + care.

This is big leap forward, but I am sure it will be contentious for some people as compliance moves from “risk” to a trusted “ready-to-buy.” 

I believe this will be instrumental for healthcare and no doubt save countless lives.  People are already using AI for self-diagnosis, at least now this can be wrapped around with more regulations.

Your GTM team doesn’t need “more AI.”

They need AI that understands your messy context, without 12 tabs and a Slack/Teams detective mission.

Start by understanding what capabilities you already, where small tweaks can make a big difference.  

If you use Google Workspace, this post is for you....

This week, Google Gemini introduced Personal Intelligence that lets Gemini connect the dots reason across multiple sources (e.g., Gmail, Photos, Search/YouTub), not just fetch a single email/photo. (Opt in - safety first)

This means better account prep + follow-ups because context lives everywhere (inboxes, notes, links, screenshots).

Antigravity adds “Agent Skills: Google shipped a way to package repeatable skills agents can use when needed.  Claude have been doing this already and it's been a big success.

RevOps + Enablement can bake the playbook into the workflow (naming rules, CRM hygiene, approvals) so the team isn’t reinventing process in every prompt.

That's all for now...

LeanData's 2026 report confirms what operators already suspected when it comes to success or failure of AI projects.  AI amplifies whatever you've built. Clean data and clear routing, you are off to the races.

Messy handoffs and lack of ownership? AI makes it worse, faster!  RevOps leaders should audit processes before adding intelligence layers, not after.

What to pay attention to:
Fix foundations first before feature chasing.  Think "where does our process break?" before asking "what can AI do?" 
Design AI as part of a system, don't bolt it onto broken workflows.

One thing you can do this week: 
Audit one GTM process where your team loses deals or wastes time. 

Before adding AI, ask: "is the underlying logic clear enough that a new hire could follow it?" If not, AI won't fix it, it'll just automate confusion.

I feel a paradox Friday theme coming along..

A recent survey shows 45% of Americans say they’d rather live in the past than the future (largely due to fear of AI and the Terminator coming to a town near you)

At the same time, OpenAI launches ChatGPT Health. (I love this by the way)

Public sentiment says: “AI isn’t safe.”
Institutional behaviour says: “AI is trusted in one of the most regulated environments we have.”

That matters to your teams.

If AI can operate in healthcare, does this mean the bar for “AI-ready” GTM teams just moved??

The real shift:
AI is moving from assistive to decision-grade, even while fear remains high.

Average teams will add tools.

AI ready teams will redesign decision rights;

What humans approve, 
What AI recommends, 
What AI decides.

"Less than 5% of UK adults receive regulated financial advice. Yet most advice models still target the wealthiest 1%."

Our latest podcast is with Jonathan Tweedie from RBC Brewin Dolphin “Wealth management & leadership advice”

Listen to part 1 here: https://lnkd.in/eVaYyiCE

Less than 5% of UK adults receive regulated financial advice. Yet most advice models still target the wealthiest 1%. (Source: FCA Financial Lives Survey)

The regulator’s push for “targeted support” is a start, but the industry must go further, creating graded, affordable advice journeys that build trust and relevance for the majority.

At SBR Consulting, we help firms rethink engagement strategies to make advice accessible and sustainable. 

Jonny Adams Matt Best Mandy Hudson Bill Bauer Katia Sand Alan Morton Kryštof Hon Josef Dvorak Stuart Lotherington Issy Philpot (née Chappel)

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