The traditional sales funnel is outdated and ineffective for modern go-to-market approaches. Ownership of GTM must be clarified across teams with a stronger emphasis on measurable metrics rather than meetings. Marketing should focus on business outcomes and accountability instead of vanity activities. SaaS is evolving into services-first models where services act as the front end of software, enabling outcome-based engagements. Fractional roles provide economical, specialized expertise as organizations seek flexibility. AI is reshaping operations, user interfaces, and productivity, influencing future GTM strategies and organizational design.
This week on Playbook Broken, we're speaking with Sangram Vajre, co-founder of Terminus and GTM Partners, who delivers sharp, unapologetic insights into modern go-to-market (GTM) strategies. Sangram discusses why the traditional sales funnel is outdated and how SaaS is transforming into services software. He emphasizes the importance of metrics over meetings and proposes a redefined approach to GTM. This episode also explores the impact of AI, services becoming the front end of software and the shift towards fractional roles in organizations.
Episode guide 00:00: Introduction and guest welcome01:34: The death of the traditional funnel05:34: Ownership of go-to-market strategies12:28: The business of marketing17:19: The shift from SaaS to services24:19: The evolution of software services25:17: The shift to outcome-based services26:18: Economic sense of fractional services27:03: The disruption of traditional business models30:32: The role of ego in business decisions34:06: AI's Impact on business operations36:20: Future of UI and AI integration41:22: Managing energy and productivity44:31: Conclusion and final thoughts
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