Founder | B2B GTM | Scale without headcount by mapping your playbooks into an AI revenue engine

Be honest - how many Linkedin posts have you seen this year saying that XYZ tech/playbook/widget is absolutely essential to your GTM this year?

Probably a lot

We now have thousands of sales and marketing technologies on the market

And all of them are pitching their solution as best in class

With playbooks, agencies, influencers to sell them

And yes, we have preferred tech vendors

Here's the difference

We don't throw you in canned playbook, we actually look at your Go to Market model before making recommendations

Let me tell you a funny story

I talked with an SDR team that was booking 80 meetings a month with parallel dialers and 10k emails per SDR per month

But 60% of their meetings got disqualified

Why?

They didn't qualify target accounts before doing outreach

Tech and playbooks don't save you deploy the wrong one at the wrong time

So what do we do different?

When you work with us, we start with an assessment

We look at your funnel metrics, your best customers, your messaging/copy, and get input from your team on detailed attributes that make up a great customer

That you CAN'T find in an off the shelf tool

After that we use our knowledge of best practices and tooling to identify the biggest opportunities to unlock more revenue per headcount in your team

This could look like

> Customer analysis
> Serviceable Addressable Market Mapping (because TAM is where you lose deals not win them)
> Target Account Lists
> Automated Contact Prospecting & Enrichment
> Pipeline Validation (we build out a script, test it to book meetings for you, help you take the meetings through completed discovery with next steps, then give you a completed call framework, email sequence, and discovery framework)
> Outbound Sales Team Coaching (Phone first)
> Sales Process Optimization
> Managed Cold Emails & Cold Calling
> Inbound Lead Flow Optimization
> AI Business Case Building (which we used to open a $300k+ opp at UPS)
> Implementation of Nooks, Clay, Evergrowth, and other sales tooling

Yes, we do that under one roof

Yes, it was very hard to find a team good enough to do all of this in one place

If you want to learn more, book a time here: https://calendly.com/b2bcatalyst/your-gtm-system-audit-linkedin
> Cold Email Infrastructure

Scott Martinis

I analyze your outbound data before telling you what’s broken | CEO, B2B Catalyst

I've spent 8 years building outbound systems for B2B companies. Teams of just the founder to 50 SDRs.

Over the years I realized success isn't nearly as random as it looks. 

There's a specific hierarchy of constraints, and if you don't solve them in the right order, your outbound fails.

The problem is that methodology usually takes months of manual consulting work.

Recently I compressed it with AI.

I fed 21 sales call transcripts, 585 cold call records, every script, deck, and playbook a company had into the system.

It found a two-layer messaging problem nobody had diagnosed.

Wrong product frame combined with wrong awareness level. 

That alone explained why cold calls weren't converting.

They had 6 script iterations that accumulated over months of gut-feel revision. None of them were working. 

The system identified which proof points were actually landing on calls, and zeroed in on a new approach built from their own data.

It took an evening.

I'm publishing the full methodology next week, prompt templates, benchmarks included. Free.

But first, I want to run it for 3 more companies. For free.

What I need: your last 30 days of email sends and replies, cold call recordings, and discovery calls. That's it. 15-20 minutes of exports.

Signal enrichments on your companies and contacts are nice to have, but not needed.

What you get back: a constraint map, messaging diagnostic, rep coaching briefs, and talk tracks revision suggestions. In days.

DM me "sprint" if you want in. I'm taking 3.

Maximus Greenwald

ceo @ warmly.ai | revenue ops obsessed | ex-google | follow to watch me try to build a sales tech unicorn

Follow me for researched insights around Demand Gen, Sales & Marketing problems and how they can be solved with AI, grit & Purple Cow Marketing 🟣🐮.

Go-To-Market & Marketing for B2B will change forever with AI. From talking to 100s of CMOs & CROs from our customer base, we will soon see legendary, small demand-generating marketing teams who create massive pipeline with full-funnel orchestrations & automation. I'm deeply passionate about building AI Marketing & Sales Agents to aid this evolving landscape. 

Founders - Read my founder newsletter "Going CLEAR" to get the behind-the-scenes on growing our AI Marketing startup, Warmly. https://www.linkedin.com/newsletters/7174798574000439296/

GTM Teams - How to build a repeatable sales motion from 0 to 250+ paying customers:
> https://www.growthunhinged.com/p/the-path-from-0-to-100-paying-customers
> https://www.growthunhinged.com/p/a60761fe-4af2-4a29-9ca7-7b479565f31a

Personal interests: triathlons, telemark skiing, chess, rugby & freestyle rap (amateur but having fun)

Warmly,
Max

Cofounder & CEO

maximus greenwald

It took 21 days shy of 4 years but we landed our first 7-figure deal this month.

Here's a good reminder on why everything is harder & takes longer than you think:

I took this picture - Feb 1, 2022 with my leadership team at Warmly.ai at the San Diego Zoo.

It was to commemorate our #1 startup goal: take down an elephant.

Better known as: sell to a Fortune 500 enterprise customer.

Specifically a 7-figure deal.

We were at $35k ARR and wanted a 7-figure deal.

Fat chance!

But...

23 months later we had done the hardest part: sign a 6-figure deal ($950,000) deal.

81 meetings, 3 in-person, 21 stakeholders & 4 (!) times realizing the original decision maker wasn't the real decision maker and needing to get to the Final Boss.

But it wasn't 7-figures :( 

It became my Moby Dick. Er, Moby Elephant.

2 years later (21 days ago) and almost 4 years since we took this picture - finall signed! The mythical elephant, the mythical 7-figure deal.

ps. Now off to get 10 more!

ceo of warmly.ai, the #1 GTM brain for agents and humans | sharing behind-the-scenes marketing insights & trends | ex-Google & Sequoia scout

My sales team skipped prospecting hour to go to dinner instead. I should have been angry but I wasn’t.

Why? Because our TAM agent prospected for them while they ate.

We’re entering into a wild era - full telemetry into B2B buyer behavior combined with the muscle of AI (across the web and your CRM) to find your best leads.

But it’s hard to make this list:
- you can’t ask Chatgpt to find you 10 leads that will actually convert
- you can’t ask your CRM to find you 10 leads that will actually convert

You need a long term memory store of your GTM data combined with the world’s data to make it happen.

The result is a ready-for-you prospect list that updates each hour and can be sent into any channel by inbound/outbound/human agents

We’ve been hard at work testing our GTM agent harness with our customers & are excited to show folks now —> check out our website to learn more about Warmly, ‘s TAM agent.

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The traditional Chief Revenue Officer role is dying. The new CRO job of today is really the Chief Customer Officer - which is why we gave ours the CS org.

SaaS is getting squeezed from every direction right now. AI tools are replacing entire product categories overnight. Buyers are consolidating vendors. 

Switching costs that used to protect your base are evaporating because the new alternative took 3 weeks to build, not 3 years.

Even good businesses are watching customers leave. Not because the product is bad. Because the market is moving that fast.

Which means the CRO who only knows how to hunt net-new logos is standing on a shrinking island.

The CRO 1.0 playbook was simple. 

⭐️ Raise capital. 
⭐️ Hire SDRs. 
⭐️ Run outbound. 
⭐️ Close new ARR. 
⭐️ Celebrate on the all-hands. 
Repeat.

Customer fit? Worry about it later. 
Retention? That is someone else's problem. 
The top of funnel will cover the leaks.
That playbook is broken.

CRO 2.0 looks a lot more like a Chief Customer Officer.

Here is what that actually means in practice.

Retention is the new growth lever. 

When AI is giving your buyers a new alternative every quarter, keeping customers is harder than winning them. The best CROs are injecting real operational rigor into CS (thank you Keegan Otter).

They are treating churn like a revenue problem, not a support problem. Because it is.

Expansion revenue is not a bonus. 
It is the plan. 

Net-new is expensive and slow. 
Growing within your existing base through upsell, cross-sell, and deeper adoption is where the math actually works. 
Turn $1 into $5, not $1 into $1.50.
Acquisition has to be surgical. 

You cannot afford to sell to bad-fit customers anymore. 
The CRO who lets reps close anyone with a pulse is building a churn machine. 

AI changes how the CRO operates, not just the market around them. 

The best revenue leaders focusing on CS while letting AI do the TOFU work identify which accounts are heating up.

P&L fluency is table stakes. 
GRR, NRR, CLTV, CAC payback. 
The board does not want to hear about pipeline coverage ratios anymore. 
They want to know the business is efficient and durable. 
The modern CRO has to speak finance as fluently as they speak sales.

Creative revenue strategies replace brute force. 

Customer-led growth. 
Partnerships. 
Channel. 
Community. 
Referral networks built by reps who refuse to ghost after the sale. 

When you cannot just throw more bodies at the number, you get resourceful!

If this role sounds less like a VP of Sales with a bigger title and more like someone who owns the entire customer lifecycle from first touch to renewal... that is the point.

The market created CRO 1.0 when capital was cheap and growth forgave everything.

AI is creating CRO 2.0 because the businesses that survive will be the ones who protect and grow the revenue they already have.

Same title. Fundamentally different job.

#revenue

Here's something most people miss: building AI agents for GTM is fundamentally harder than building agents for coding or support.

Here's why:
--
Coding agents work because code is deterministic. 
A test passes or it doesn't.
Support agents work because knowledge bases are static. 
The answer to "how do I reset my password" doesn't change week to week.
GTM is different. 
What worked yesterday stops working tomorrow.

Example:
--
You connect Clay to Outreach. 
You wire up your intent data to your sequences.
You build the orchestration workflow everyone on LinkedIn told you to build.
You hit play.
And nothing changes.

I've started calling this the event horizon. 

The point where you've done everything the playbooks tell you to do, and you still can't see what's next.

The tools are connected. The data is flowing. But you're still manually deciding who to reach out to, what to say, and when to say it.

The workflows automated the keystrokes. 
They didn't automate the judgment.

Each account's context is unique. The "right" decision requires synthesizing signals that change hourly. 

And there's no ground truth. Only outcomes you won't see for months.

This is why GTM is 6 to 12 months behind the coding agent frontier.
But it's also why the opportunity is massive.

The teams figuring this out aren't just connecting more tools. 
They're building context graphs like Warmly,. 
Not just data points, but connected understanding of everything happening with an account that agents can actually reason over.

Not "someone visited your pricing page."
More like: 
- they visited pricing after reading a competitor comparison
- after their VP of Sales engaged with content in your category
- while their company is hiring three SDRs
- six months into a contract with your competitor.

That's context. And almost nobody has it structured in a way that matters.

The window to build this is about six months. After that, the playbook will be obvious and everyone will have agents running outreach :) 

Right now, the edge goes to teams treating this as their primary initiative instead of a side experiment.

Who on your team is thinking about this full time? 
Alan Zhao and I would love to chat with them

Why pay $15M for a Super Bowl Ad when Bad Bunny gives you free product placement?

About 18 months ago, my co-founder Alan and I launched a podcast called Revenue Rebels & it failed. I thought the name was great. We booked some guests. Talked to revenue leaders. Put episodes out there.

And it just... didn't land.

No real theme. No narrative arc. 

No reason someone should pick us over the 50,000 other MarTech and sales tech podcasts fighting for attention. 

We were throwing spaghetti at the wall and hoping for "traction."

So we stopped. 
Classic founder move.
If the numbers don't pop in month one, kill it and move on to the next thing.

That was a mistake.

I sat down with Dave Gerhardt for Episode 6 of Founder Brand and he called this out directly. 

He said the single biggest mistake founders make with podcasting is treating it like a short-term campaign. 

He compared it to training for a marathon. 
You don't run 5 miles and decide running isn't for you.

His own Exit Five podcast only hit its stride after he committed to shipping weekly. 

He told me the growth curve follows the consistency curve almost perfectly. Not the other way around.

But here's the part that really changed how I think about it.

A podcast isn't a podcast. 
It's the engine for everything else.

Dave calls it the Content Flywheel. 
You sit down for one hour. 
You have a real conversation about your industry. 

And that single hour becomes:
1/ 5 LinkedIn posts that actually get engagement. 
2/ A 1,500-word newsletter built around the one nugget that made your guest laugh. 
3/ A serialized series your customers want to follow.

You're not blocking time to "create content." 

You're mining the conversations you already have as a founder, with customers, investors, partners, your team, and turning raw signal into something that compounds.

I think about this a lot at Warmly,. 

It goes like this:
- Every week I'm deep in conversations about how B2B teams find and act on buying signals. 
- Those conversations are full of insights that would take me hours to write from a blank page. 

But in a 30-minute conversation? They just come out.

The other thing Dave said that I can't stop thinking about: as a founder, you are the only person who can do this well. 

You're the crazy person who decided to start the company. 
You're the one having the hard conversations with buyers and churned customers and skeptical investors. 
People want to hear that perspective. 
Even when your voice is raspy and you're running on half a brain. 

(Which, for the record, was me during this recording.)

Consistency IS the strategy. 

Full conversation with Dave here: https://lnkd.in/gQA59vEB

There's only 1 required question in my Calendly to book time with me. I've had it there for over 5 years & the responses always make me smile.

Plus they kick off the convo in a real, relationship-building way.

It's: "What dish reminds you most about childhood"

Are there AI law firms yet? I'm looking for a fantastic (expensive is fine) lawyer who can be human-in-the-loop for my startup's use of Claude's Legal Plug-in.

Goal is to drop my legal bill from 100hrs/month human time to 10hrs/month human time.

Lawyers who can advise/help on complicated situations + best practices but give the heavy-lifting to AI to speed them up so I don't run up a huge legal bill...

How are other founders experimenting with AI legal?

I’m looking to beef up our integrations at Warmly, - what are the best non-obvious CRMs, SEPs & Data Providers out there that we should connect with?

Integrations are the heart & soul of a connected tech stack for GTM and critical to our building of the GTM context graph.

Our favorite & most used integrations today are Outreach, Salesforce, HubSpot , Demandbase , Clay, Apollo, Salesloft, 11x, RB2B , Vector 👻 , Metadata  

Plus coming this quarter we’re adding Microsoft Teams, Gong Engage, Marketo & have room for 7 more!

I’ve been hearing good things about
- Attio 
- Connect The Dots 
- Pipedrive 
- Instantly.ai

Everyone's trying to build their own AI GTM agent right now. Most will quit in a week. Here's why:

It's not because the AI isn't good enough. It is because the infrastructure isn't there.

Here's what happens when you give Claude Code access to your CRM and intent tools and say "go prospect for me":

Wooo millions of signals per day! Dang: That's not fitting in a context window.

Wait why am I seeing the same person 3 times? The agent doesn't know that 3 different records are actually the same person.

Try my website traffic! Shoot Half your "website visitors" are bots. The agent doesn't know that either.

How about using this data vendor we bought? Grrr one data vendor gives you 60% coverage and it goes stale every 3 months.

Let's sync my CRM! Oops, you burn through CRM API calls. You still can't filter out existing deals and customers.

End result: you spent a week and a bunch of tokens to get... a list. Not pipeline. A list.

We spent 2 years building the actual infrastructure so you don't have to endure this.

Our TAM Agent:
- Aggregates all activity and signals to map your TAM
- Does entity and identity resolution
- Creates the full context graph
- Enriches email, LinkedIn, and phone
- Real-time updates
- Doesn't break because you accidentally updated a prompt

The outcomes for us internally:
- 10 paid tools became 2 (Warmly and Claude Code)
- LinkedIn Ad CTR 4x'd. CPC down 50%
- Outbound went from 0.1% conversion to 3-10% depending on the play

Want in?

Two ways in: 

1/ comment "TAM" and I will send you the guide on context graphs. 

2/ Or book on our site, write "Give me that TAM" in the how-did-you-hear field, and we'll build your first dynamic audience for free.

Here are my top 5 SuperBowl Ads & what marketers can learn from them:

1. Pringles – “Pringleleo” (Sabrina Carpenter)

Theme: Irresistible craving meets playfulness

Why it stood out: Pop star Sabrina Carpenter brings humor & narrative to a snack ad by literally building her dream partner out of Pringles... then watches fans devour him. "Once you pop" is such a good tagline.

Watch it: https://lnkd.in/dJWyikfX 

Learnings for marketers: Narrative and character can make even commodity products feel personal.

2. Dunkin’ – Good Will Dunkin’ (Ben Affleck + 90s Sitcom Icons)

Theme: Nostalgia with star power

Why it stood out: Dunkin’ leveraged a spoof of Good Will Hunting with an all‑star cast of ’80s and ’90s sitcom legends. This turned nostalgia into cultural currency that resonated with multiple generations. 

Watch it: https://lnkd.in/dw95HaXg

Learnings for marketers: Nostalgia creates belonging.

3. Squarespace – Buy Your Domain (Emma Stone)

Theme: Surreal creativity meets brand utility

Why it stood out: It reposition'd them from a template‑builder / functional tool to cultural statement. You have to have your domain.

Watch it: https://lnkd.in/d_-GYyiW 

Learnings for marketers: Making you scared/feel left out can drive urgency to buy

4. Budweiser – “American Icons”

Theme: Emotional Americana & brand heritage
Why it stood out: Budweiser leaned into an emotional narrative with a young Clydesdale + a bald eagle. It celebrated its 150‑year legacy with storytelling, music, and visuals that resonated deeply post‑pandemic era. 

Watch it: https://lnkd.in/diAimPEa 

Learnings for marketers: heritage and values drive emotional storytelling

5. Salesforce/Slack - "Million Dollar Challenge" (Mr Beast)

Theme: Scavenger hunt while using the tool

Why it stood out: Mr Beast is known for challenges and would not ordinarily work with a B2B CRM company. It was a call to action for folks to find something mysterious and win $1,000,000

Watch it: https://lnkd.in/ds7ye4-U 

Learnings for marketers: get people excited with a big wow offer (and get that to drive adoption of your product)

Big picture for marketers watching yesterday:

1/ Narrative > Noise: Story‑driven spots cut through clutter.

2/ Cultural Context Matters: Nostalgia, music, + stars are hooks. If you think "I know that" then you lean in

3/ Surprising-ness works: a challenge or a sing-a-long (from the Coinbase ad) will cement in people' minds that you "got them"

A GTM context graph that 2x conversions with the #1 best list of hottest leads that pulls continuously is here 👀 

⬇️ see what Alan Zhao & Team Warmly have been cooking on below!

Cofounder, Head of Product, Marketing, & AI @ Warmly.ai | Building the GTM Brain | #1 Context Graphs for GTM Agents & Humans

AI is crazy now... I met a CRO at a series B company who gave Claude Code access to his CRM, intent tools, and sales calls and it one shotted an agent harness that automated his GTM. 

None of this happened btw.

But it won't stop people from trying it on their own. 

Here are some of the walls you'll hit:

Millions of signals hit your GTM stack every day. That's not going to all fit in the agent's context window. 

You need pre-compaction, boiling it down to what matters before the agent ever touches it.

Also, this has to happen in real-time. Not a scheduled job. Pipeline doesn't wait for your cron job to finish.

Then you need to do entity resolution to understand if different signals are applied to say 3 different people or they're all actually the same person. 

Then signal validation. Half your "website visitors" are bots, the other half are real but not the right person. Does the agent know that? No.

Then enrichment. One data vendor gives you 60% coverage. But it goes stale every 3 months. You don't know when and for who. Neither does the agent. So you pile on 5 more vendors to waterfall data until you hit 95% coverage.

Then CRM integration. Deal stages, activity history, ownership, last contacted. You run out of API calls to your CRM regularly now. And somehow you still can't filter out deals and customers.

After all of that you still just have a list of companies. Not a pipeline. A list. 

And you just burned a week and a bunch of tokens getting there.

Most teams will learn this the hard way.

We spent 2 years building the actual infrastructure so you don't have to endure this pain. 

We call it our TAM Agent and it:
- Aggregates all the activity and signals you need to map your TAM
- Does the entity and identity resolution
- Creates the full context graph of your TAM 
- Enriches email, linkedin and phone
- Real-time updates
- Doesn't break because you accidentally updated a prompt somewhere

In the new AI world. Outcomes or it doesn't count. 

For us that's:
- 10 tools we paid for became 2 tools (Warmly and Claude Code) to build a good list
- LinkedIn Ad CTR 4x'd. CPC down 50%
- Mass outbounding used to be 0.1% conversion. Now with full context, our outbound conversions is 3-10% depending on the play (yes automated).

Two ways to get started:

Comment "TAM" and I'll send you our guide on context graphs and building GTM agent harnesses so you can try on your own. 

Or go book a meeting on our site, and write "Give me that TAM" in the "How did you hear about us" field. We'll give you free credits, free consultation, and just build your first dynamic audience for you + give you the follow ups afterwards.

According to Gmail I am a literal heathen. They launched an "improve word choice" feature & essentially every single sentence I write seems to be underlined.

Come at me AI. I'll have a higher cold email reply rate than you 'n ur grammar any day.

Is this happening to others?

+1 on AI handling the “human middleware” with human SDRs handling a key account list omni-channel

Co-founder/CRO @ CS2 | GTM Ops For B2B Tech

I've been reflecting on Adam Schoenfeld's newsletter talking about how AI companies are hiring human SDRs.
 
It's very interesting to see the most forward thinking AI companies out there: OpenAI, Anthropic, Clay, etc hiring SDRs. A role that many people have declared as dead the last 12 months. 
 
That said, I spoke with a marketing leader last week that is using a AI SDR tool for $150 a month and said their conversions went up. 

And we're working with clients where they are making their sales team more productive by automating a lot of their jobs with AI (but still keeping the humans doing what they can uniquely do). 

So who is right? 

We will see how this develops. But our take at CS2 is:
 
(1) However old your company is, at a minimum you should act like you are starting with a blank page and design the SDR function with AI embedded.
 
(2) For enterprise deals (complex sales, multi-threading, 6-7 figure opps), you very likely need humans across the sales cycle. 
 
The human is doing the high-judgment work: relationship building, multi-threading, reading the room on complex deals.
 
(4) But, AI should handle the "human middleware": research, data entry, follow-up sequences, meeting prep, harvesting signals, writing email drafts. Making your team more effective and more efficient. 
 
(5) Try to get to a place where one SDR can probably handle 2-5x the accounts

(6) Test full AI automation on the side. Run a pilot with AI handling the full cycle to meeting booked. See how it works. Bring learnings back to the human+AI mode. And overtime see where the best results are. 

This take will likely evolve over time.
 
I'm curious on how far people have got with AI+automation across a complex sales cycle? Fully automated or sales + AI?

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