Most “AI in GTM” is just lipstick on a broken funnel.
Vendors pretend they’re replacing your SDRs. Leaders pretend they’re “AI-powered” already. But when you look under the hood, most of what’s sold as GTM AI today is nothing more than a chatbot glued to a spreadsheet.
Koen Stam has lived it. He runs sales at Personio. On the side, he’s been building G-T-M-O-S, a tool to make AI actually useful for revenue teams. He’s seen what happens when AI is shoved into a process without context, clean data, or a real use case.
And he’s calling bullshit on most of what’s out there.
In this episode, we talk about what AI is actually good at in GTM right now—and what it definitely isn’t.
We dig into:
Why “AI SDRs” fall apart after 3 emails
How bad data and lazy prompts ruin 90% of AI rollouts
Why SDRs and AEs shouldn’t be “training” models—they should be using them
The real value of AI today: research, summarization, and prep (not outbound)
How leaders can give reps back 30% of their week with the right workflows
Main takeaways:
AI won’t fix a broken process. It makes your inefficiencies louder.
The problem isn’t the model. It’s your lack of usable context and data.
Real gains happen in prep, follow-up, and churn visibility—not inbox spam.
AI won’t replace reps. Reps who use AI will replace reps who don’t.
🎧 Listen here:
