The Cracks Are Showing

Over the past month, I’ve spoken with enterprise GTM leaders across multiple industries — manufacturing, energy, fintech, and software. Every single one described the same pain:

• Marketing teams are drowning in ‘intent’ data with no clear path to action.

• Sales teams are running sequences without context or prioritisation.

• Operations have tools, but no orchestration layer tying them together.

What’s remarkable is that these companies aren’t doing anything wrong. They’re simply operating within a model that no longer works.

The Predictable Revenue era — built on lists, sequences, and manual routing — is reaching its breaking point. Boards know it, leaders feel it, and reps see it every day.

Before diving into the webinar recap here are major GTM moves this week:

Anyone say AI….?

• OpenAI launches “Atlas” browser: OpenAI released its new web browser, Atlas, built with ChatGPT at its core, allowing users to browse with a ChatGPT sidebar, summarise content and execute tasks in-agent mode.

• Seismic unveils “Aura AI Agents” in Fall 2025 release: The enablement platform introduced purpose-built agents (Chat, Presentation, Analytics) designed to help GTM teams generate content, act in the flow of work and boost seller productivity.

• Momentum launches “Deep Research” engine for revenue ops: This new AI-powered tool combines CRM and customer conversation data to deliver strategic insight (closed-lost reasons, churn risk, expansion signals) instantly.

• Mindtickle debuts AI GTM execution suite at Elevate Summit: Includes “Real Deal” role-plays, AI Deal Guides and content creation tools aimed at closing the gap between GTM strategy and execution.

What Changed

For years, the biggest obstacle in enterprise GTM was connectivity.

CRMs, intent platforms, marketing tools, and sales systems all worked — but never together.

The dream of a “real-time go-to-market engine” felt impossible.

Until now.

Tools like Clay are quietly flipping that equation.

Instead of managing disconnected systems, we can finally build an orchestration layer that detects signals, enriches data, qualifies fit with AI, and activates the next best action across channels — automatically.

It means the workflow that used to take five people, three tools, and two days can now run in seconds.

Boards are worried because the playbook that built the business won’t get it to the next stage. That’s a problem that can be fixed by PEG systems.

Quick reminder — what PEG actually is

Profitable, Efficient Growth (PEG) = a GTM operating model that grows revenue and improves unit economics. Concretely: more pipeline and wins per seller, not more sellers. PEG depends on: clean signals → less waste; automation that removes admin; systems that learn with human-in-loop guardrails; and measurable unit economics (CAC, payback, pipeline/seller).

Want to learn more about PEG in action? Click here to find out.

What’s Possible Now

Here’s what’s being built right now inside forward-thinking revenue teams:

• Signals, not static lists → hiring bursts, ESG keywords, regulatory deadlines, and supplier-risk events that actually matter.

• AI-driven ICP agents → qualifying entire buying committees in minutes — Procurement, Sustainability, Compliance, and Finance — not just job titles.

• Connected activation → once a signal fires, the workflow enriches, scores, and automatically triggers Google Ads, event invites, and rep outreach.

• Single-system visibility → for the first time, CMOs and CROs can see every signal, every touchpoint, and every action in one workflow.

It’s the reality for GTM teams finally connecting marketing data, sales context, and brand activation into a single, orchestrated loop.

What It Means for GTM Teams

The old question was: How do we get more leads?
The new one is: How do we respond faster to the right signals?

The ultimate outcome is the same – more pipeline.

The Orchestration Era changes three things:

1. Speed becomes the differentiator. Whoever acts first on a buying signal wins the conversation.

2. Data trust becomes non-negotiable. No orchestration without accuracy.

3. Ops becomes strategy. The people who design workflows now define revenue performance.

Closing

Every enterprise I’ve met this quarter has reached the same conclusion:

They don’t need more tools. They need to consolidate and the tools to talk to each other.

The shift is no longer about stacking tech.

It’s about creating a connected GTM nervous system where every motion — marketing, sales, customer success — is powered by live data and clear triggers.

This is the new definition of Profitable, Efficient Growth.

FREE MAPPING DOCUMENT

We’re mapping this orchestration architecture for multiple GTM teams right now — visualising exactly how their data, signals, and outreach can flow in real time.

If you’d like to see what that system would look like inside your CRM, reply “Map” and I’ll share the one-page visual architecture.

P.S. for those wondering: Cabot Insights blends autonomous AI agents with proven outbound playbooks—helping sales teams triple pipeline velocity, slash manual work and scale smarter, not headcount. Ready to 3× your pipeline without hiring more reps?

Let’s chat about your PEG plan.

– Stephen 

www.cabot-insights.com