Revenue Ramp

On a mission to change discovery from a stage to a predictable process 🏆

✅ Fix the skill gaps causing your sales reps miss quota. Say goodbye to losing deals, excessive discounts, and inflated pipelines.

✅ Enable your reps to spot red flags in their open pipeline and self-correct before deals stall.

✅ Get access to sales frameworks you can apply instantly, no matter which stage the deal is in.

You're one business case away from buyers choosing you. Uncover the insights you need to build a strong one!

Founder & CEO

As a full-cycle Account Executive turned Sales Manager I’m sharing actionable advice to get your deals unstuck.

Follow & Subscribe to take your sales game to the next level!

📹 Youtube: https://www.youtube.com/@viktorfromsales

Content Creator and Sales Coach

Techstars

Mentor

Pavilion

A community of Revenue professionals within the world’s fastest-growing SaaS organizations who have deep expertise within sales, marketing, customer success, revenue operations, and finance.

Use my link and become a member today! 👇🏻

Member

VisualLabs

Expand your operations without rising service costs.

We help B2B companies take control of field work with clever system design and Agentic AI.

Microsoft Solutions Partner for Dynamics 365 and Power Platform

Head of Sales and Marketing (Fractional)

Advisor

Bitrise

- Responsible for growing, developing, coaching, and enabling the EMEA Account Executive team

- Scaled the EMEA AE team from 2 to 9 reps

- Restructured the new AE onboarding process to cut onboarding time from 6 down to 4 weeks while increasing AE aptitude

EMEA Sales Manager

- First sales rep at Bitrise, now a 40+ person sales team (Series A to C)

- Actively participated in multiple GTM projects including but not limited to:
   - introducing premium support (scope and pricing)
   - launching a new enterprise plan with a completely new pricing model
   - breaking down silos across the GTM team

- History of consistent target attainment across net new and expansion sales
   - 2019: 123.6%
   - 2020: 103.6%
   - 2021: 135.6%

- Primary industries sold to: Finance&Banking, Retail, Mobility, and Travel

- Sales methodology used: MEDDPICC, Command of the Message, SPICED

Enterprise Account Executive

PROVICE

-Responsible for direct sales of APM solutions for large accounts in the service industry (new sales, upselling and cross-selling)
-Account relationship management for the sake of maintaining high customer satisfaction
-Developing the image of a trusted advisor through daily social media marketing activities
-Close collaboration with the marketing team to enforce the sales and marketing strategy

Dynatrace Account Manager

Gostech Kft.

-Stabilised the revenue flow of the company within 6 months
-Exceeded margin growth plans by 30% after 12 months
-Currently diversifying the product and market portfolio
-Advising the sales and marketing strategy development process
-Responsible for advanced software and machine vision sales
-Conducting project-based budget planning
-End-to-end project management
-Carrying out regular market research
-Taking part in supplier negotiations
-Preparing monthly sales forecasts

Senior Sales Engineer

Keyence

Senior Sales Engineer - Vision and Measurement

-Seeking out prospects according to sales strategy
-Complex problem solving throughout multiple industries within production automation
-Regularly showing complex solutions in the form of product demonstrations
-Taking part in trade shows
-Coaching new starters so they can improve faster
-Compiling price quotations depending on the needs and means of the customer
-Managing multiple projects simultaneously
-Programming and integrating sold solutions
-Providing sufficient training based on customer requirements
-Staying a reliable point in the customers' lives when they are in need of after sales support

Sales Engineer - Vision and Measurement

GE Healthcare

My main responsibilities were making quarterly reports in excel, supporting sales staff in siebel and handling various administrative tasks within the domains of logistics.

Sales Support Intern

Steal my sales frameworks for free (link in bio) | B2B Sales Consultant 👨🏼‍💻 | ex-Bitrise (YC W17) from 3M to 22M | Sales programs for landing your first customers and closing enterprise deals predictably 💪🏻

🇭🇺 ENTJ-A from Budapest, Hungary.
🇬🇧 Used to live in the UK. You wouldn't be able to tell I'm not a native speaker.
🇩🇪 I can hold a decent conversation in German. Help me practice and I'll owe you eine Flasche Bier. 🍻
🇩🇰 Graduated in Denmark as well. 🎓 Great country and the flag is a big plus!

🌍 You'll find me doing outdoorsy stuff with friends in my spare time or cooking. I'm a foodie so will try anything local. 🍽️🏄🏂

💼 On a mission to change discovery from a stage to a predictable process 🏆

🔍 Highlights:

I’ve helped Bitrise scale from $3M to $22M ARR:

1️⃣ starting as their Founding Sales Rep closing deals worth less than 3k USD to begin with

2️⃣ proving that we can close 40k+ deals too in my first 3 months, and

3️⃣ landing deals up to 400k as an Enterprise Account Executive.

4️⃣ In my last year at Bitrise I was promoted to lead the EMEA Account Executive team. Ended up growing them from 2 to 9 sales reps during my tenure.

In this time I’ve seen the Sales team grow from 1 to 50+ people and the GTM team scale from less than 5 to 100+ people.

💡 Bitrise wasn’t the first company I’ve had success at either.

Prior to joining:

1️⃣ I was among the top 10% of Sellers at Keyence, one of the largest Private companies globally with a world-class Sales team, and

2️⃣ stabilised the revenue flow of a new Value Added Reseller within 6 months as their Founding Sales Rep.

💡 What now?

🏆 I still love training and mentoring Sales reps and wanted a way to do that without having to deal with corporate politics. So I started my own Sales Consultancy.

If you made it this far, why not try my frameworks? If you like what you see, let's talk about how we can train your team to crush their quota on repeat!

Viktor Hatfaludi

Personio

As Director of International, I'm cross-functional responsible for all our Revenue operations within UKI, Nordics, Benelux, Spain and our Rest of World teams. Within this operation we are working with 75+ talented professional (Marketing, Sales Development, Account Executives, Partnership Managers, Solution Engineers, Implementation Managers, Customer Success Managers, Account Managers and Support) to serve our thousands of International customers to enable their businesses so they can focus on the HR they signed up for.

Director of International 🇪🇺

As Head of Benelux, I'm cross-functional responsible for the Benelux Revenue operations within Personio. Within the Benelux we are working with 35+ talented professional (Marketing, Sales Development, Account Executives, Implementation Managers, Customer Success Managers, Growth Managers and Support) to serve our hundreds of Benelux customers to enable their businesses so they can focus on what matters most: their PEOPLE.

Head of Benelux 🇳🇱🇧🇪🇱🇺

GTM OS

Co-Founder

I represent a group of 150 wonderfully talented Revenue Executives from some of the fastest-growing companies in the Netherlands, Belgium and Luxembourg. Together, we have a confidential and dependable space to share best practices, strategize, and problem-solve with peers.

I'm fortunate to co-lead this chapter with our founding father André Bressel and the amazing Greg Higgens & Brendon Montgomery.

Co-Lead Chapter Amsterdam

Pavilion (formerly Revenue Collective) was founded in 2016 as a support network for revenue leaders. Since opening our first chapter in New York City, we’ve grown into an international center providing peer-to-peer connection, training and development, and career resources for all high-growth professionals. We’re always imagining new ways to help current and future leaders unlock and achieve their professional potential. 

For more information about Pavilion or to become a member of one of our worldwide chapters, visit joinpavilion.com.

Member, Chapter Amsterdam

trumpet 🎺

Async selling isn’t theory for me. It’s how my teams sell.
And Trumpet makes it scalable.

If you're serious about closing deals faster, keeping control, and creating a buying experience that matches how people actually make decisions…

Your team needs a Digital Sales Room. A single place where deals move forward.

Want a behind-the-scenes look at how we use Trumpet in real deals?

DM me “Trumpet” I’ll walk you through exactly how we use it.

Brand Ambassador

Winning by Design

The Winning by Design Ambassador Program is a tight knit community of like-minded GTM leaders, who embrace scientific, sustainable revenue growth at SaaS & Technology businesses.

Interested joining the team?

👉 https://winningbydesign.com/ambassador-program

Ambassador

MessageBird

As Head of Sales - 24sessions, I managed the video revenue amongst our New Business (new logo), Account Management (net expansion) and Strategic Partner Channel team (channel revenue). Acquired by MessageBird in February, 2021

Head of Sales & Strategic Partnerships 24sessions

Teamleader CRM

As Country Manager I managed the Dutch Marketing, Sales, and Customer Success team (16 FTE).

✔️ Country Strategy
✔️ Managing P&L
✔️ Budget and Forecast
✔️ Hiring & Recruitment
✔️ Lead Generation 
✔️ Sales Channel development
✔️ Operational structure & process

Country Manager NL 🇳🇱

Managing and coaching our local sales teams Ghent, Amsterdam, Berlin, Madrid, Milan, and Paris (45 FTE).
 
✔️ Sales Strategy & Processes 
✔️ Sales Onboarding Bootcamp
✔️ Sales Playbooks & Content
✔️ Sales Training & Coaching 
✔️ Sales Forecasting & Benchmarking
✔️ Peer2Peer Social Learning

Sales Coach & Operations Manager

In the period of 6 months, I have been responsible for creating, implementing, and executing the sales structure, processes, training, and coaching programs for our 45 sales reps in 6 European countries. As Project Manager, I worked very closely with Project Owner Sjoerd Göddeke to successfully implement the Sales Design, Training, and Coaching framework of Winning By Design into our customer-centric sales teams in our Amsterdam, Berlin, Ghent, Madrid, Milan, and Paris offices.

Sales Enablement Project: Winning By Design

Account Executive

WeHandcraft

WeOrder is based on a B2B Transaction Platform & ERP solution to help grow your retail chain or wholesale business. We assist SME businesses doing efficient and better administration. Our online platform makes ordering between you and your customer easy, convenient and effective. No more Excel or handwritten sales or purchase orders or transactions. *Acquired by Blue-Donut.com*

Co-Founder / Business Development

Sweebr (Acquired)

In 2012, Sweebr (founded in Haarlem, the Netherlands) was the first ever software company that provided HTML5 POS-software, offering retailers a solution that is truly independent of POS hardware. Sweebr aimed to liberate retailers from the chains of many of their current POS-providers by having information flow easily between applications. Focusing on smaller retailers in the early days, mid-market retailers were increasingly asking for the same agile, hardware-, OS- and channel-independent solutions. *Acquired by Countr POS*

Happy Customer Scout

Stam-Aardappelen

At Stam I have been responsible for implementing and maintaining Food Safety Procedures according the BRC Global Standard. Five years in a row rewarded with a A status. Next I was responsible for implementing and maintaining SAP Business One ERP system. 

About Stam.
Stam Potatoes is a family-owned wholesale company specialized in delivering high quality potatoes and onions for a wide variety of clients such as supermarkt chains, food wholesalers, restaurants, and more.

BRC Global Standard for Food Safety, SAP Business One Implementation

Preparing for the future by innovation and focusing on efficiency. Implemented new ERP software, fresh new Stam identity, and a focus on the latest Food Safety Global Standard.

Project Efficiency & Professionalism

Head of Benelux @Personio | Unlock the Power of Your People

Over the past 12 years in SaaS, I’ve seen firsthand where most Founders and Revenue leaders fail: 

- No structured Go-To-Market strategy → Running multiple GTM motions at once. Growth stalls, especially beyond the home market.
- No consistent sales process → Relying on individual performance instead of repeatable systems. No scalable growth engine.
- No clear revenue insights → Looking at blended metrics instead of pinpointing what drives conversions. Low rep productivity, declining ARR per FTE.

I get it. Day-to-day operations take over, and revenue inefficiencies stack up.

The bad news? You’re responsible for fixing it.

The good news? I can help you and your SaaS business.

How I help B2B SaaS teams ($5M-$25M ARR) scale faster:

- GTM & Sales Strategy – Structuring inbound, outbound, and partner strategies across SMB, Mid-Market, and Enterprise.
- Sales Process Optimization – Improving conversion rates and reducing reliance on top performers.
- Playbooks & Execution – Building structured systems, coaching frameworks, and checklists for consistent revenue growth.
- High-Performing Teams – Hiring, developing, and structuring commercial teams with clear accountability.

Results I’ve helped drive:

→ Increased sales team efficiency by 2X through scalable sales team structuring and skill development frameworks.

→ Improved win rates to 25% by implementing structured tactical and operational Go-To-Market tactics.

→ Built GTM playbooks that accelerated ARR growth for early-stage and scaling SaaS companies to $10M ARR.

How we can work together: 

1. Coaching & Advisory – Hands-on support to build a scalable sales engine.
2. On-Demand Sessions – Solving your biggest sales execution challenges.
3. GTM Playbooks & Frameworks – Proven templates for predictable growth.

Scaling isn’t about luck. It’s about building the right systems.

What’s blocking your revenue growth today? Let’s fix it.

DM me and let’s chat.

Koen Stam

If AI isn’t in your GTM strategy, you don’t have a GTM strategy.

The GTM leaders winning today aren’t just executing playbooks. They’re shaping how AI transforms customer acquisition, sales, and revenue operations.

Most GTM leaders treat AI as a side project. But in today’s fast-evolving landscape, your grasp of AI isn’t just a personal advantage, it’s a competitive moat.

The power of AI-driven GTM leadership:

1. Credibility and market authority
 
Customers and peers trust leaders who understand the next wave of change. Sharing AI insights positions you as a forward thinker shaping the future of revenue growth.

2. Talent magnetism and team evolution
 
The best talent wants to work with leaders who stay ahead of the curve. Showing your AI expertise signals to top performers that you’re building for the future, not clinging to the past.

3. Pipeline acceleration and operational leverage
 
AI isn’t just tech, it’s leverage. Smart use of AI tools and strategy can shorten sales cycles, personalize engagement at scale, and open new market opportunities.

How to get started:
• Go from “reading about AI” to “testing AI”: share what you learn along the way.
• Engage with other AI-in-GTM voices: collaboration accelerates your learning curve.
• Tie AI insights back to GTM outcomes: revenue, efficiency, and market positioning.

A GTM leader’s AI fluency isn’t optional; tt’s a strategic advantage. The best GTM leaders don’t just run teams, they shape conversations, influence industries, and unlock new growth levers.

If you want to learn fast, learn from the top voices already leading the AI-in-GTM conversation (not in particular order) 👇

 1. Dharmesh Shah 
 2. Yamini Rangan 
 3. Jacco van der Kooij 
 4. Saanya Ojha 
 5. Jason M. Lemkin 
 
 6. Liza Adams 
 7. Aaron Levie 
 8. Kyle Poyar 
 9. Kieran Flanagan 
10. Maja Voje 
 
11. Kevin "KD" Dorsey 
12. Kyle Norton 
13. Santosh Sharan 
14. Jordan Crawford 
15. Jonathan Moss 
 
16. Jonathan M K. 
17. Greg Isenberg 
18. Allie K. Miller 
19. Sam Jacobs 
20. Jake Dunlap 

Who would you add?

Leading International @Personio | Building community @Pavilion | Architecting Growth @Winning By Design | Showing revenue teams what’s next @GTM OS

This week I spoke with two founders. Both under €3M ARR. Both ready to hire SDRs and AEs.
My advice was simple: don’t.

In 2026, GTM doesn’t start with sales. It starts with creators.

Yamini Rangan, CEO of HubSpot, said it best:
“The salesperson of the future isn’t just a seller. They’re a creator and a builder.”

She’s right.

If you can’t build demand yourself, no sales hire will save you.

The 2020 GTM playbook is over.
At the early stage, your first hires should build momentum, not chase quotas.

I’ve seen the same pattern for more than a decade. Teams start by hiring closers, then spend the next year fixing the story those closers are trying to sell.

In 2026 the winners are the ones who figure out message and motion before they scale headcount.

Here are 4 of the 7 tactics top GTM operators use to become builder-creators:

1/ Narrative-market fit before product-market fit

If your story doesn’t resonate, no feature will fix it.
Validate your message with 10 to 20 founder-led ICP calls every week.
When buyers start repeating your words back to you, you’ve got pull.

2/ Founder-led marketing as the primary channel

Until €5M ARR, the founder is the brand.
Publish three times a week. Share what you learn from real customer calls.
Treat it like prospecting. Because it is.

3/ Outbound as message testing, not volume

Stop blasting 500 messages to prove effort.
Send 50 insight-driven ones to test what really lands.
Outbound is your best lab for clarity.

4/ Proof loops and trust compounding
Capture customer wins as content.
Turn every success into a short story, clip, or quote.
Proof builds faster than promises, and it compounds every time you share it.

The other three tactics go deeper into educational outbound, continuous narrative feedback, and how to operationalize founder-led growth.

I’ve compiled all seven in my GTM OS archive with 10,000+ real GTM signals from 100+ operators.
It shows exactly how founders turn early clarity into predictable growth.
Link in comments.

Founders who learn to create signal before they scale people will move faster than the rest.

Who are you hiring first: creators or closers?

Most sellers think they close deals.
They don’t.
Their buyers do.
Your job is to make sure they know how.

Most buyers today are first-time buyers.
They have never bought your category before.
Or never done it inside their current company.

That’s risky.

Because when your buyer lacks experience, your job isn’t to close.
It’s to guide.

That’s where your Mutual Action Plan (MAP) matters.
It’s not a document.
It’s a confidence plan for your buyer.

A great MAP helps them win internally.
It gives them the arguments, the business case, and the timing to align every stakeholder.

That’s real buyer enablement.

5 Foundational MAP Tactics ↓

For teams introducing MAPs for the first time

1/ Introduce the MAP early

Do it right after mutual interest is confirmed.
Say, “To stay aligned on what success looks like, let’s build a simple action plan together.”
Keep it short: 6 to 8 steps to go live.
Use Google Sheets or Notion. The tool doesn’t matter.
Ask the buyer to add their own milestones and dates.

Why it works: buyers take ownership early. You move from project manager to partner.

2/ Co-own it with the buyer

A MAP filled out alone is just another internal doc.
Build it live during a call.
Ask what success looks like, what internal steps exist, and who owns them.
After the call, send it back and say, “I added what we discussed. Adjust anything that doesn’t fit your process.”

Why it works: buyer contribution equals buy-in. Engagement becomes a qualification signal.

3/ Keep it simple and outcome-based

Early MAPs fail when they become admin work.
Use three columns: Milestone | Owner | Target Date.
Make milestones sound like buyer outcomes, not sales tasks.
For example:

“Send proposal” becomes “Align on ROI and next-step approval.”

“Demo complete” becomes “Validate fit with key users.”
Limit it to eight milestones max.

Why it works: simplicity keeps it alive. Buyers will actually use it.

4/ Review and update it every call

MAPs die when ignored.
Start each meeting with, “Let’s check where we are on the plan.”
Spend two minutes updating milestones.
Highlight blockers or delays.
If the buyer stops engaging, that’s your first risk signal.

Why it works: steady rhythm creates accountability and momentum on both sides.

5/ Anchor the MAP to a real buyer deadline

MAPs without real urgency drift forever.
Ask early, “What’s driving your timing?”
Budget renewals, implementation windows, or internal go-lives all count.
Put that date at the top of the MAP.
Work backward from it and reconfirm when timelines change.

Why it works: you stop pushing deals and start co-managing a shared project with a clear finish line.

When buyers trust your process, they sell for you.
When they don’t, deals stall.

You’re not selling anymore.
You’re enabling them to buy.

Are you already working with Mutual Action Plans?


PS. If you want to start introducing MAP, consider trumpet 🎺.

More revenue leaders need to say it out loud: customer success generates more revenue than new logos ever will.

We’ve spent years glorifying acquisition, chasing the next logo and the next pipeline win. But the real test of leadership in 2026 isn’t how fast you can add customers. It’s how deeply you can serve the ones who already chose you.

When the tide of easy growth goes out, retention is the foundation that keeps you standing.

New revenue is only a fraction of what sustains a company. The real engine is the customers who stay, and the people who show up every day to help them succeed.

If you want recurring revenue, create recurring impact. That impact doesn’t come from product alone. With so many alternatives on the market, it’s your people, your customer success teams, who turn commitment into loyalty.

The best companies already know this.
Retention isn’t a metric. It’s a mindset.
Customer success isn’t a cost center. It’s a growth engine.

When you invest in your customers, they invest back.

At Personio, I have the privilege of working with an incredible customer success and account management team led by Alba, together with regional leaders Felipe, Alvaro, and Julia. Their teams build trust with customers every day, across regions and industries. And we’re looking for the next CSM to join our international team. Someone ready to help us deepen those relationships even further.

If that sounds like you, or someone you know, let’s talk.

(Senior) Customer Success Manager Benelux (d/f/m)  

I upgraded my best performing GPT who was used over 5,000 times in the last 2 years. 

My best GTM mentors don’t know me. 
They write LinkedIn posts.
They host podcasts.

3+ years ago, I stopped consuming content randomly.

I started archiving LinkedIn posts and podcasts with structure, intent, and prompts.

Instead of scrolling endlessly or multitasking through episodes and posts, I built GTM Podcast & LinkedIn libraries:

• 25+ podcast shows
• 100+ GTM operators
• 1,250+ podcast episodes
• 1,000+ hours of GTM learnings
• 10,000+ tactical LinkedIn posts
• Analysed for GTM micro-learnings
• Connected to AI for direct GTM advice 

Why? Because GTM education isn’t something I leave to chance.

I learn from the best: founders, CROs, operators, investors while walking, traveling, or doing deep work.

And I don’t just listen. I study. I learn. 
And I apply those learnings in my day2day.

Here’s how I turn content into action:

• I tag each piece of content by topic, from strategic to operational.
• I summarize key takeaways and highlight playbook-worthy ideas.
• I prompt those insights into AI to speed up application.

Some of the podcasts I return to over and over:

 1. Topline – Asad Zaman,AJ Bruno & Sam Jacobs 
 2. The Revenue Leadership Podcast – Kyle Norton 
 3. The Revenue Formula – Toni Hohlbein 
 4. 30 Minutes to President's Club – Armand Farrokh, Nick Cegelski, Mark Kosoglow 
 5. Collin Cadmus Podcast – Collin Mitchell 
 6. Exit Five – Dave Gerhardt 
 7. Outbound Squad – Jason Bay 
 8. Make it happen - John Barrows 
 9. GTMnow - Sophie Buonassisi 
10. And many more GTM podcasts

The signal is out there. You just need to structure it.
We have been doing just that for the last 3+ years.

Every one of those posts and episodes on GTM topics have been:

1. Archived in a Notion database.
2. Analyzed with Notion AI in micro-learnings
3. Indexed with a Pinecone vector database
4. Connected to the OpenAI API
5. And turned into a GTM revenue assistant

You can now voice prompt your biggest revenue challenge and get solutions pulled from the best minds in the game.

If you're curious to test it, subscribe to koenstam [dot] substack [com] to gain direct access. 

(Voice) prompt your way to better GTM advice.

Yesterday I joined The Revenue Formula podcast to reflect on what it really takes to win in 2026.
It turns out, it’s not about doing more.
It’s about doing better.

Everywhere I look, teams are planning next year around new channels, new plays, new tools.
But sometimes the biggest unlock isn’t something new.
It’s something we already built.

Our existing programs, channels, and systems often hold more potential than we realize.
The challenge is that we keep adding instead of improving.

I’ve seen it happen across markets and teams.
Inbound slows.
Outbound drags.
CAC rises.
And our instinct is to add more.
More people, more tools, more ideas.

But more doesn’t make things clearer.
Better does.

Yesterday, Toni and I talked about the five plays that consistently help teams improve what already works:

• Async selling – adding value between meetings, not just during them.
• Ecosystem-led growth – building with partners, communities, and events.
• Cross-functional GTM – one buyer journey, one team.
• Process over people – clarity before headcount.
• Retention and reward – growing around those who already deliver.

None of this is theory.
It’s what I’ve seen work again and again.

As we plan for 2026, maybe the question isn’t “what should we add?”
Maybe it’s “what could we do better?”

Because growth rarely comes from doing more.
It comes from doing better.

Last week at SaaS Summit Benelux, one question kept coming up:
“How do we grow in 2026 with the same or smaller budget?”

Everyone’s instinct was the same: do more.
More pipeline. More SDRs. More campaigns.

But the best operators I know are asking a different question.
Where can we do better before we do more?

Because growth doesn’t stop when markets slow down.
It stops when your GTM system leaks efficiency.

Inside GTM OS, we’ve identified 7 tactics by proven GTM experts every team can use to scale smarter:

1) Signal-based GTM: Focus only on in-market accounts that are ready to buy.

2) ICP discipline: Cut to your real customer base and double down.

3) Unified efficiency dashboards: Connect GTM, Ops, and Finance around one truth.

4) Process-led GTM: Build scalable systems before adding headcount.

5) Retention and expansion: Treat your customer base as your primary growth motion.

6) AI-native workflows: Turn data and context into daily leverage for reps.

7) Continuous governance: Review, measure, and optimize efficiency like financial health.

Doing better is not glamorous.
It’s alignment, rhythm, and iteration.
The kind of work that doesn’t make headlines but shows up in revenue.

If you’re planning for 2026, start here:
Don’t add until you optimize.
Don’t expand until you prove.
Don’t hire until your process scales itself.

The next wave of SaaS growth will come from doing better, not doing more.

This post is part of GTM OS Weekly #46: 7 Strategies to Execute GTM by Doing Better.

Join GTM OS to access 100+ playbooks, 25+ revenue assistants, and AI workflows built for efficient growth.

#46-How Top GTM Teams Execute Better, Not More  in 2026

Most people think AI means adding new tools.
That’s exactly why their AI projects fail.

The real advantage?
Using AI to amplify the tools you already have.

Before you chase another fancy pilot, ask yourself:

• Where are the real gaps in your customer journey?
• Where is your data clean enough to actually make AI useful?
  
That’s where the leverage lives.

This came up when Tony Holbein invited me on The Revenue Formula.
We spent the whole episode cutting through the AI noise and focusing on what really drives pipeline.

We’ve been using digital sales rooms for years.
When AI started blending into them, something changed.

In trumpet 🎺, the system now acts like a CRO in your pocket: tracking who’s engaged, what’s missing, and what to send next.
Pair it with Gong, and suddenly you’re getting smarter on every call without adding another tool to your stack.

Your CFO doesn’t want another subscription.
They want proof your current stack is working harder.

So before buying something new, check what you already own.
Because the best teams aren’t adding, they’re optimizing.

That’s how AI stops being hype and starts driving pipeline.

How are you using AI in your current tech stack?

I made this 1 critical mistake as a GTM leader.

Here is what I learned since.

I made a big mistake as a GTM leader when I thought I could transfer my winning GTM programs to a new leadership role seamlessly. I soon realized that not all GTM strategies are created equal:

• Inbound ≠ Outbound.
• SMB ≠ Enterprise selling.
• 10K ACV ≠ 1M ACV sales cycle.
• Series A startup ≠ Series E scaleup.
• Full-cycle AEs ≠ SDRs and AEs model.

However, there are 5 traits I've consistently seen in successfully executed GTM programs:

1. 𝗠𝗮𝗿𝗸𝗲𝘁 𝗨𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱𝗶𝗻𝗴: Continually optimize processes with quantitative win/loss analysis and qualitative customer insights. It's all about the right mix.

2. 𝗜𝗻𝗰𝗿𝗲𝗺𝗲𝗻𝘁𝗮𝗹 𝗜𝗺𝗽𝗿𝗼𝘃𝗲𝗺𝗲𝗻𝘁𝘀: Keep iterating your GTM execution; there are no silver bullet solutions. Incremental improvements compound over time.

3. 𝗗𝗮𝘁𝗮-𝗱𝗿𝗶𝘃𝗲𝗻 𝗗𝗲𝗰𝗶𝘀𝗶𝗼𝗻 𝗠𝗮𝗸𝗶𝗻𝗴: Base improvements on solid data and analysis by RevOps. Don’t fall into the trap of doing it all yourself. Focus on execution and leave data analysis to experts.

4. 𝗖𝗿𝗼𝘀𝘀-𝗳𝘂𝗻𝗰𝘁𝗶𝗼𝗻𝗮𝗹 𝗔𝗹𝗶𝗴𝗻𝗺𝗲𝗻𝘁: Align with all relevant internal stakeholders for your business plans, but mainly focus on your direct team.

5. 𝗨𝘀𝗲-𝗰𝗮𝘀𝗲 & 𝗝𝗼𝗯𝘀 𝗧𝗼 𝗕𝗲 𝗗𝗼𝗻𝗲 𝗳𝗼𝗰𝘂𝘀𝗲𝗱: Invest in ongoing coaching and training of your team on relevant use-cases and customers’ Jobs To Be Done. Your team needs to understand the market, challenges, and personas.

The latter is especially underestimated. 
You shouldn’t build your GTM team around a Superstar culture. You need a Science culture.

The difference?

Superstars focus on people.
Science focuses on processes.

Ask yourself, are you fixing a people or a process problem? I am convinced you can be successful in any GTM program if you focus on building a Science Culture over a Superstar Culture.

Build your fundamentals in this order:
1. Processes.
2. Technology.
3. Enablement.
4. Skills.
5. Team.

Improvement and iteration of each process within your GTM program is crucial. It isn’t static but a dynamic process.

Do you believe in superstars or science in GTM?

Every founder says they need more pipeline.
None of them realize they are the missing pipeline.

Most founders still think posting on LinkedIn is a distraction.
But look around: Adam Robinson, Yamini Rangan, Sam Jacobs, Irina Novoselsky, Gal Aga.
Their content doesn’t just build audience. It builds pipeline.

Last year during Pavilion GTM2024, Adam Robinson said:

“The ability to create world-class organic social content… then amplify it with ad spend… is the fastest, most efficient, and highest leverage way to grow a startup that has ever existed.”

He’s right.
I’ve archived and studied 15 CEO creators. Together, they’ve built audiences of over 1.1M followers.
Each post is a micro-learning in modern GTM: credibility, clarity, and demand creation in motion.

This year, I’ve published 300+ posts in 300+ days.
Not one written by me.
All co-created with my Content Architect, my AI partner in crime.

It listens to my voice notes, identifies the angle, chooses the tone, builds the hook, and we refine together.
It doesn’t replace my voice.
It amplifies it.

This is what Founder-Led GTM looks like in 2025:

• Authentic founder voice → credibility
• AI workflow → consistency
• Personal content → inbound demand

Ignore it, and you’re leaving money, talent, and influence on the table.

How to start your Founder-Led GTM motion tomorrow:

1. Capture, don’t craft. Record one 5-minute voice note about what you learned this week. Raw is perfect.
2. Turn thoughts into angles. Ask: what does this teach my ideal buyer? What pain does it solve?
3. Publish with purpose. Use AI to help with clarity, not personality. Keep your tone human, your insights sharp, and your cadence consistent.

Tomorrow’s newsletter breaks down the full Founder-Led GTM Operating System and how to turn your voice into pipeline.

Subscribe if you’re ready to lead with your voice.

Six months ago, our GTM team at Personio started experimenting with AI. Today, it shapes how we plan, sell, and serve customers. What began as a company-wide experiment became a step-by-step playbook for AI transformation in GTM.

When our CEO, Hanno, launched “AI Surge Week,” every team at Personio got access to LLMs to build and test ideas.
Adoption rose fast, but real transformation required more than enthusiasm.

We learned that becoming an AI-powered GTM requires structure, ownership, and habit.

Here are five lessons you can use to build your own AI-powered GTM.

1/ Make it a leadership motion

AI transformation succeeds when leaders create the space for it.
Free people’s time to redesign workflows, dedicate budget for experiments, and decide which tools to back.

Try this: pick one key workflow this quarter and give a small team full support to rebuild it with AI.

2/ Build a cross-functional GTM team

Our working group includes data and systems, RevOps, GTM engineers, and business leads.
This mix of technical skill and business context turns ideas into scalable workflows.

Try this: assign one person from each function to identify where AI can remove friction or improve decisions.

3/ Prioritize with clear frameworks

We use Jobs-to-Be-Done to find time drains across roles and Customer Journey Mapping to link those tasks to growth impact.

Try this: shadow one sales or success rep for a day and list every repetitive task that AI could automate or simplify.

4/ Build a culture of AI

Adoption happens when people are curious and safe to experiment.
We lead by example, showcase internal wins, and celebrate them company-wide.

Try this: share one small AI win each week in your team Slack or all-hands.

5/ Combine your stack with your context

Great AI depends on your data quality and internal knowledge.
We started with existing tools like Salesforce, Gong, and Snowflake, then trained models on Personio-specific content.

Try this: before adding new tools, clean your CRM and centralize your customer data.

AI transformation is not a tech project.
It is an operating shift that compounds over time.

Which part of your revenue engine is ready for AI transformation next quarter?

I used to think consistency was about discipline. Now I see it’s about identity.

Almost three years ago, I made a simple promise to myself.
To show up. To share what I was learning. To write it down, even when it wasn’t perfect.

What started as a few scattered posts became a rhythm.
Then a habit.
Then a way of thinking.

I didn’t start posting to grow my brand. I started posting to grow as a person.
Every time I wrote something, I understood my work, my values, and my community a little better.

Some posts resonated. Some didn’t.
That’s fine. Not everyone is supposed to find value in what you share. That’s what makes it real.

But over time, something unexpected happened.
People I’d never met started showing up in conversations.
Colleagues became collaborators.
Readers became friends.
And slowly, credibility turned into connection.

That’s the power of sharing over gaining.
It’s how communities are built.
One story, one post, one act of generosity at a time.

After more than a thousand posts, I’ve learned that consistency isn’t a task list.
It’s identity.
It’s who you become when you decide to keep showing up.

If I can help one person with one post, that’s success.

So if you’ve been waiting for the perfect idea or the right moment, here’s my advice:
Start now.
Not to grow your brand, but to grow yourself.

What’s your reason for being active on LinkedIn?

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Koen Stam

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The Battle

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Koen Stam

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