The GTM Playbook Is Dead — Here’s What Comes Next

In a recent podcast conversation with Michele Griffin — former GTM lead at Andreessen Horowitz and now founder of Premier GTM — we explored how go-to-market (GTM) strategy is evolving in the age of AI. One thing was clear: the traditional B2B sales and marketing playbook is being rewritten in real time.

“Startups used to run on playbooks. Now, the winners will run on feedback loops.”

Michele’s insight reflects a broader shift we’re seeing across SaaS and enterprise: GTM is no longer about executing a static sequence of steps. It’s about learning fast, adapting faster, and building AI-native systems that continuously evolve.

Here are four takeaways from our discussion:

1. AI-native is the new default.Adding AI to an old process isn’t enough. Founders building today are designing their GTM from the ground up to be AI-native — automating research, personalization, prospecting, and even follow-ups.
2. Lean teams are a feature, not a bug.Michele made the case that founders can — and should — delay building large sales teams. If you can reach Series B with two humans and a well-orchestrated AI stack, do it.
3. Enterprise buyers are moving faster than you think.The old model of slow-moving procurement cycles is shifting. Boards are pressuring leadership to modernize data and infrastructure for AI-readiness — and they’re doing it now, not in five years.
4. Feedback beats playbooks.Instead of relying on one-size-fits-all messaging and personas, winning GTM orgs are instrumenting their processes for continuous learning: real-time ICP refinement, live persona mapping, and signal-driven campaign adjustment.

As Michele put it: “We’re entering the era of intelligent GTM.”

Premier GTM is at the forefront of this transformation — helping AI-first startups, investors, and enterprise teams design go-to-market strategies that are built for speed, feedback, and scale.

If you’re rethinking how to reach your customers in an AI-dominated market, this episode is worth your time.