GTM OS Weekly #37: Make AI a True Collaborative Partner

Not hype, but execution: AI is now GTM infrastructure. Here’s how to scale authenticity, redesign teams, and capture real revenue impact.

TL;DR – GTM OS Weekly #37

• Personal Update: Scaling people before markets. After 36 months leading Personio Benelux, three lessons stand out: invest in people, build partnerships, and drive cross-functional collaboration. Now stepping into a broader European role, where I will apply the same rules for the upcoming 36 months.

• GTM OS Progress Update: Context and execution. Post Engineer now drafts LinkedIn posts in your authentic voice, the Coaching and Deal Review Assistants keep rigor alive under pressure, and the knowledge hub is structured by function for faster access to insights.

• Playbook of the Week: Make AI a true collaborative partner (Dharmesh Shah). Context engineering, combining your operator profile, workflows, and knowledge base, turns AI from autocomplete into a multiplier. Leaders who anchor in context scale authenticity, not noise.

• Podcast #1: Building a GTM roadmap (Paul Williamson, Plaid). Treat GTM like product. Document, iterate, and expand in phases instead of copying b…