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Howdy y’all! 👋
Back with another Friday round-up: a bite-sized editorial by yours truly followed by a few links that are worth your time.
Let’s get into it.
Salesforce’s CEO, Matthew McConaughey, announced “Claudeforce” last week. It’s an integration between Salesforce and Anthropic/Claude (Salesforce owns 1% of Anthropic; turned $50M into $1B…so far; not bad!).
Okay, I know McConaughey is not Salesforce’s CEO (Uncle Benioff is). And Unc has been talking about going headless since April (impressively early, honestly) and this may seem like simply an extension of that vision. But, I think it’s a bigger tell.
Here’s the announcement video:
Here’s what they say in the launch video, in reference to the SaaSpocalypse:
It is not the end of software. It’s the end of software that makes humans do all the work.
So what’s replacing it? Software that can actually do.
Software stops becoming a destination, it starts becoming a teammate. Not another place to go. A presence right there with you. In the flow of work. At the moment work is happening.
He’s talking about Claude. Not Salesforce. People are no longer working out of Salesforce. Of course, if you talk to anyone in go-to-market, this has been the case for a decade. But now, they’re admitting it.
The launch of Claudeforce shows us four distinct lessons:
You have to meet reps where they’re actually doing the work today: in LLMs (where they have their context/preferences ‘saved’). In other words, work is happening in the LLM. Not the CRM.
With that said, sources of truth are still valuable in the AI era (not being vibe-coded away)—one could argue, more valuable.
The intelligence layer is increasingly moving out of your software stack and into the LLM (or custom harness, alongside models).
Software is moving from being a place of recording actions, to a place that takes actions (eg: agents). Here’s the line from the announcement video:
Systems that don’t just record the business, but help run it. This is where software becomes action. This is where decisions become outcomes.
I’m not saying I think agentforce/claudeforce is going to be the biggest winner (maybe… though, I’m skeptical, and honestly haven’t heard a single person raving about using it). But I do think that a lot of people should be taking this as seriously as Uncle Benioff is. Whether you’re using software as a seller, buying software as a RevOps person, building something in-house as a GTM Engineer, or starting a company as a founder, this is a new paradigm. And you have to build in a different way.
I’m very bullish on companies building in this new way—Clarify is a great example; they’re building an autonomous CRM—where founders are okay admitting that work is evolving. They’re not trying to be the the cockpit where reps work 8-hours a day. That’s not how work happens anymore. You can’t jam an LLM into your product. Instead, you have to figure out how to jam your product into the LLMs. And I realize this is not easy… from a technical perspective (API/MCP/CLI), and/or from a business perspective (eg: it impacts pricing strategy, margins, marketing, account management, everything).
I certainly don’t have the answer. But I do know that the launch of Claudeforce is a warning shot to anyone in GTM. This is the beginning of a new way of working with software. One where agents and humans collaborate. The UI/UX changes. And we have the opportunity to rethink much of what we’ve held on as ‘true’ for the last decade. What a time to be in tech-land!
Other corners of the internet worth exploring this week:
OAI dropped GPT-6 Astra, scoring a 99.9% on ARC-AGI 3 which is nerdspeak for what they later said about the model: “this is the start of the AGI era.” Sheesh.
Anthropic is trying to “claudify” their go-to-market motion:
So basically a GTM Engineer on steroids. If even Anthropic is hiring this role, every company will. Also… could this be a step towards the application layer (eg: building gtm tech that they commercialize? probably not, but I’ll be watching this closely!).
NVIDIA acquired Hugging Face (a host for open-source AI models) for $12.9B (apparently an easter egg in the exact dollar amount lol). Speaking of hosting…
The Signal hosted our first IRL event this week at a Sauna & Cold Plunge spot here in Austin. We had 25 gtm operators nerding out over tacos and beers before sweating and shivering together.
Eric Nowoslawski tweeted this: “I know this’ll be hard to believe, but I can’t stand the content on LinkedIn anymore and thinking about stopping and just doing YouTube. The content quality on LinkedIn (maybe even including mine) is so bad. I spend all my time here and on YouTube.” I responded (see below) and now I’m starting to think… we should actually make “GTM Twitter” a thing. Peep the tweet to see who to follow on X (there were a ton of great suggestions).
The whole OpenAI/Hugging Face story in plain English: The Rise and Fall of Agent Civilizations, by Dwarkesh Patel. Long read (or listen), but fascinating.
Oh, and Cybercabs launched (including here in Austin, completely taking over). Wild to see this happen.
Last, but not least… a big thank you to Krista and Eric for sharing how they’re using Grok Bot for GTM on this week’s Live Show (follow both of them on X). Here are my biggest takeaways from the conversation/demos. Watch the full show:
That’s it for today. If you enjoyed this post, I’d be grateful if you send it to one person you think would also like it.
As always, thank you for your attention and trust. I do not take it for granted.
Have a great weekend, gtm folks!
–Brendan 🫡
PS: Next week’s article is about a CRO who is personally using Claude Code to run his 100+ org. It’s wild. See you then. :)
agree on LinkedIn -- i just cant seem to post there right now. and i also find some content but its like finding diamonds in the rough.