The Future GTM Operator

The Future GTM Operator

How HubSpot rebuilt its GTM for AI since January 2023 (and how you can learn from it) ↓

Get a free copy of the GTM OS Playbook: How to embed AI Across GTM from founder mandate tot daily execution in 2025?

Koen Stam's avatar
Koen Stam
Jun 08, 2025
∙ Paid

TL;DR
Most SaaS teams say they’re embedding AI.
Few are doing it in a way that changes how GTM actually works.

If you want to embed AI into Sales, CS, Marketing, and RevOps — and make it actually stick — this playbook breaks it down:

Human x AI: The GTM OS is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.

  • How HubSpot rebuilt their GTM motion around AI outcomes

  • The 7 strategies that drive real adoption and measurable impact

  • Why most teams fail (and how to avoid tool sprawl and shadow ops)

  • What “good” looks like in 2025 — with scorecards and checklists

👉 Access the full AI GTM OS Playbook here ↓

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