If you’re immersed in the world of GTM and startups like we are, you know there’s no shortage of opinions circulating on the internet. Every month I share a handpicked collection of things I’m reading/listening to in the GTM world that are worth your time. If you’ve come across something cool that I’ve missed, send it my way.
“Work backwards from the message”
AI can pull together a mountain of prospect data and still write a terrible sales message. Jordan Crawford explains why more data or better prompts won’t help you. You need to work backwards from the message your buyer wants to receive. Jordan shares how to build smarter outbound campaigns by figuring out what to say first, then finding exactly who needs to hear it. Less AI-powered spam, more “wait, how did you know that?” moments.
Work Backwards From the Message
And Jordan recently joined Scale’s Pipeline Council to share how narrowing context can help teams get 10x more out of AI.
How to Get 10x Results from AI in Go-to-Market | Jordan Crawford
“The Shift To Anti-AI Channels and other 2026 B2B GTM Trends”
Kyle Poyar and Maja Voje surveyed 300 B2B companies to find out what’s hot and what’s not for 2027 planning. From AI search’s breakout moment to the enduring power of relationships, you can let the data show you what will be winning customers in the year ahead.
What’s working in B2B GTM in 2026
“24 MCP workflows to bring your GTM stack into Claude”
We’ve officially entered the MCP era, and that’s how we have to roll now. Claude alone is extremely useful, but its true power shines when it’s connected to the rest of your stack. Emily Kramer hosted the MKT1 MCP Showcase with 7 GTM tools live demoing their MCPs in Claude.
If you want to learn to get the best out of your MCPs, this is your guide.
24 MCP Workflows to Bring Your GTM Stack into Claude
“The AI operationalization gap in GTM””
There are two states a revenue team can be in: 1) AI works for one person at a time. 2) AI takes on meaningful jobs across the whole team. Pouyan Salehi calls the gap between them “operationalizing AI.” In his guest post on The Signal, he shares why that gap exists and how to close it.
Operationalizing AI for revenue teams
“AI SDR’s second wave”
Remember when AI SDRs were supposed to replace the outbound team? Adam Schoenfeld, who tracks the AI x GTM market, says that first wave didn’t deliver and vendors pulled a Home-into-the-bushes move and walked it right back. The second wave is going after inbound lead qualification instead, a narrower job agents can actually handle. A useful reality check.
“Brand shouldn’t be the first cut: How to build a 2027 B2B marketing budget”
Most teams start planning with last year’s number and write the strategy to fit it. Kimberley Kasper argues for flipping the order: look at what worked, set the strategy, then build the budget. She also shows how optimistic conversion assumptions stack up across the funnel to inflate targets, and why brand shouldn’t be the first line you cut.
How to Build a 2027 B2B Marketing Budget: Strategy Before Spend
Craig Rosenberg is the Chief Platform Officer at Scale Venture Partners, where he works with portfolio companies on GTM strategy and execution. He was the co-founder of TOPO, which was acquired by Gartner, and the host of The Transaction podcast.