Author
Antoine Buteau

Antoine Buteau

4 min read Free

Agentic GTM Series #10: The Agentic GTM Operating System

Agentic GTM does not become real because a team buys tools or launches a few automations. It becomes real when the revenue organization can name its loops, govern them, improve them, and trust the operating artifacts they produce. That is the Agentic GTM operating system: not a new department, not
4 min read Free

Agentic GTM Series #9: The Dark Side: Automated Spam, Fake Pipeline, and Brand Damage

Agentic GTM can make a revenue team sharper. It can also make a revenue team worse at terrifying speed. The failure mode is not science fiction. It is ordinary GTM dysfunction with a larger engine: bad targeting, lazy personalization, weak data, pipeline theater, unclear ownership, and incentives that reward activity
3 min read Free

Agentic GTM Series #8: RevOps When Agents Run the Loops

RevOps already owns enough problems. Agentic GTM adds a new one: what happens when agents start creating, changing, and routing the operating artifacts that the revenue team depends on? This is not a redefinition of RevOps. RevOps still owns the revenue operating system: process, data, systems, handoffs, inspection, and accountability.
3 min read Free

Agentic GTM Series #7: Human Review for Trust-Heavy GTM Moments

"Human in the loop" is too vague to be useful. It can mean anything from careful expert review to a tired rep clicking approve on a queue of machine-written messages. Many teams add human review as a comfort blanket. They assume the presence of a person makes
3 min read Free

Agentic GTM Series #6: Agentic Account Planning

Account plans have a bad reputation because many of them deserve it. They are often built for inspection, not execution. A seller fills out a template before a QBR, lists stakeholders, writes a few objectives, copies in opportunity details, and then the plan sits untouched until the next ritual. Everyone
3 min read Free

Agentic GTM Series #5: Personalization With a Relevance Gate

Personalization is the easiest place for Agentic GTM to become embarrassing. Agents can generate endless variations of outreach. They can mention a prospect's role, company news, hiring plan, podcast quote, LinkedIn post, funding announcement, tech stack, or industry trend. They can make every email look handcrafted at a
3 min read Free

Agentic GTM Series #4: Enrichment Without Data Exhaust

Enrichment is one of those GTM words that sounds responsible while quietly making systems worse. The idea is sensible: add missing context to accounts, contacts, opportunities, and customers so people can make better decisions. The failure mode is just as common: append every available field, trust too many vendors, preserve
3 min read Free

Agentic GTM Series #3: Trigger Detection: Knowing When the Account Becomes Interesting

Most GTM teams are better at building lists than reading time. They know which accounts fit the ICP. They know which personas they want. They know which segment matters. But they are much weaker at answering the operational question that decides whether outreach feels useful or annoying: why now? Trigger
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