This Week in GTM
+ AI x GTM Summit, Recap
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Hey y’all!
Big week in GTM-land! Clay announced a ChatGPT app. Qualified was acquired by Salesforce. And The Signal had its first event (online)!
AI x GTM Summit Recap
Thanks to everyone who showed up for the summit (600+ registrants and 300+ people attended live!); I’m truly grateful. Attendees stayed for 85 mins on average. Check out a full breakdown of attendance metrics by personas, seniority, location, time-spent, and a few of the notable companies: summit.thesignal.club (fun fact, I coded this site in Claude, and did my first commit (!!) in github to get it live).
Thank you to our epic presenters (give them a follow)!
Sorting the world into your CRM (GTM gold is stuck in your top seller’s brain: How to extract+operationalize it) by Andreas Wernicke and Matthew Silberman
Infrastructure for agentic GTM: data stack, orchestration, and activation (PLG-focus) by Nico Druelle
Getting agents deployed into your GTM systems: pitfalls, opportunities, and best practices by Joe Rhew
Nuanced viewpoint on AI-generated outbound email copy with me and Eric Linssen
Automating signals that work in your specific market by Soham Maniar
Learn, Build, Scale: A Revenue Leader’s AI Transformation Roadmap by Kyle Norton
Plus, my co-host/chief vibes officer, Eric Linsson (who runs Demand Collective; you should join if you’re a DG operator managing >$30K in ad spend per month).
And thanks to Rox’s CEO, Ishan Mukherjee, for the awesome fireside chat about revenue agents (the man is “cracked,” as they say).
I will share a summary (+ the recording) of each of the six sessions. So, if you want the tl;dr on the topics we covered, stay subscribed. :)
Lastly, a special thanks to the sponsors who made the event possible! Check them out:
I’ll be doing more content like this in 2026.
I am starting to bring on sponsors for Q1, but I can only do a limited number of spots. So, if you’d like to partner with The Signal in Q1, please email me or message me on LinkedIn.
Today’s post is a collab with Chris Balestras. He and Cailen DSa (of VibeScaling) had me on their podcast last week, and we jammed on a bunch of GTM topics. So, we’re sharing those today, plus the podcast recording if you want to hear the entire conversation.
VibeScaling is a GTM advisory, recruiting, media, and investing firm that works with some of the best AI native companies in SF and NYC. They’re top 1%. Check them out at VibeScaling.
Alright, over to Chris!
This Week in GTM
What we covered in this episode:
Jeanne DeWitt Grosser’s Podcast on Lenny’s Podcast
When Should You Hire Your First Sales Rep?
The 80/20 on Early Startup Selling & Why LinkedIn Selling > Cold Email
Ramp Shutting Down Their Automated Outbound Program
I’ve known Brendan for a while and have been reading The Signal since mid-2024. I think I’ve re-read his email deliverability checklist about 18 times, and his content on scaling GTM with AI & automation is some of the best out there.
I also appreciate that he writes like a normal human, or as PG would say, as he talks.
Brendan is a two-time SaaS founder and has previously worked at Apollo, Zoom, and Wiser.
You can check out the full episode here:
#1 - Jeanne DeWitt Grosser’s Podcast on Lenny’s
Kudos to Lenny for bringing on Jeanne DeWitt Grosser, who’s had one of the best sales careers in tech - Google, then founding sales leader at Stripe, and now CBO at Vercel. It’s clear she is a cerebral seller.
I really loved this episode. A few things stood out.
First, she mentioned a single GTM engineer at Vercel reduced a 10-person SDR team to 1 in six weeks using AI. Pretty wild.
However, context matters when people are discussing AI-driven human replacement.
Brendan points out that what he’s seen, this works when you’re selling $5-20K ACV, not $500K enterprise deals.
You’re not sending AI-generated emails to your 30 target accounts in the enterprise. You’re still taking them to steak dinners and golf courses, or hopping on Zoom calls with them, because they want to talk to a human to make large buying decisions.
Second, she echoed the “wait until $1M to hire your first salesperson“ advice. We mostly agree, but see our take on when to make that first hire below.
Third, her take on hiring non-salesy salespeople is gold. Stripe wanted sellers to be indistinguishable from PMs in the first 10 minutes. Similar to what Cailen said Dropbox did when they built out GTM.
The proxy I’ve used before: have they sold to developers or product managers? If yes, they’ve probably trained the “salesy” out of themselves.
I had a more detailed LinkedIn post on this here.
#2 - When Should You Hire Your First Sales Rep?
Timeline on when to hire the early GTM build out
This came up during our chat about Jeanne’s take on waiting until $1M before hiring your first rep.
Cailen’s updated number: $1.5M - and he keeps revising it upward every six months because founders keep impressing him with their efficiency at VibeScaling.
We’re seeing companies hit $3-5M ARR, even $6M, 100% founder-led before hiring a single rep.
One note: it’s less about the revenue number and more about repeatability.
Can you demonstrate that you’ve acquired 100-200 customers using the same playbook? Is it codified and templatized? If you’re closing deals in your sleep and spending only 20% of your time on sales, that’s when you know it’s time to bring in a full-timer.
The key insight from Jeanne (with which we strongly agree): never outsource your sales until it feels repetitive.
I really like this piece from First Round Capital that does a deep dive into when, who, and how to make your first GTM hire. Which, coincidentally, mentions the tactics from Stripe and Dropbox (along with Figma).
#3 - The 80/20 on Early Startup Selling
Chris Pisarski (CEO @ Crustdata, YC W24) dropped his go-to-market playbook for early-stage founders:
Build your lead list
Don’t use AI for outbound
Check deliverability
Max out LinkedIn connections & send DMs
Post consistently
Invest in SEO
Our thoughts:
LinkedIn-first is the move. Connect with your ICPs, max them out weekly, and then DM 50 people a day to ask for feedback. It’s a brute-force approach that works.
Brendan shared an anecdote: when he was running Groundswell, he stopped doing outbound entirely and doubled down on LinkedIn content.
Result?
The VP of RevOps at Notion, VP of Sales at Slack - all inbound from content. He was competing against companies with $50M raised. The only reason he was in those conversations was content and building trust at scale.
One other low-hanging fruit - network-led growth.
Your investors, advisors, angels - milk those intros. The best companies are ruthlessly asking for those to get their foot in the door to build a pipeline in the early days.
In the AI slop era, attention is scarce. Own your audience; create distribution, then create whatever you want.
#4 - Ramp shutting down their automated outbound program
Ramp’s OAT crawled so Unify could walk + run
Gene Lee, co-founder of Ramp, announced that Ramp is shutting down its OAT (Outbound Automation Team).
For context, Austin (Unify co-founder) was one of the original architects of OAT at Ramp. He helped build the POC internally, realized every company could benefit from it, and spun out to commercialize it.
Unify is now absolutely ripping.
So what’s Ramp actually doing? Brendan asked Gene directly in the thread. The answer: they’re generalizing the benefits of OAT beyond just SDRs to all of sales — AEs, CSMs, RevOps. Instead of a blanket team supporting everyone, they’re embedding GTM engineering across every function.
This tracks with what we’re seeing: prospecting is the natural starting point for GTM engineering, but eventually you want AI proliferating into expansion, churn prevention, call grading, deck generation, and more.
The other insight worth calling out: buyers are getting cold outbound fatigue.
The common signals are commoditized. Everyone’s running the same plays. The bar for what cuts through keeps rising.
Another confirmation of our #3 post above, that LinkedIn > cold email right now.
That’s it for this week!
Connect with Chris Balestras, partner @ VibeScaling (a GTM advisory, recruiting, media, and investing firm). And subscribe to his newsletter, GTMBA.
Thanks for hanging out today! You’ll probably see me one more time in your inbox before the end of the year. But in any case, happy holidays!
I’m excited to spend more time on content in 2026. More on that, soon.
–Brendan 🫡
wow did this pack a punch! thank you for the insider scoop on Unify and some killer primer resources