We’ve Hit the Limits of Human-First Growth
Every company I’ve ever scaled had the same sales playbook: hire more people, train them faster, scale them harder. Whether it was Uber rolling out city by city or Foodbomb blitz-scaling supplier acquisition, the assumption was always linear: more humans = more revenue.
But that equation is broken. Post-2022, revenue efficiency tanked, CACs ballooned, and the cost of one dollar of ARR became unjustifiable. The fix isn’t more reps. It’s rethinking the entire engine.
We’re approaching what I call the GTM Singularity, a moment when AI-driven systems no longer support human sellers. They outperform them, outscale them, and, in many cases, outright replace them.
And 2025 is the tipping point.
From Human-Centric to System-First GTM
For years, we built go-to-market teams like we built armies: SDRs, AEs, BDRs, CS. Each layer added headcount, complexity, and fragility.
What’s changed? The buyer.
Buyers now show up armd with more information, AI-assisted insights, and clearer intent than most reps. That flips the asymmetry. Sellers used to educate. Now they just interrupt.
Legacy sales motions, outbound, demo, discovery, close are bloated. AI doesn’t just streamline them. It redefines them.
I’m not talking about AI co-pilots or SDR assistants. I’m talking about Autonomous Revenue Units
AI agents that can qualify, engage, nurture, and close mid-market deals without human escalation. And unlike humans, they scale from 1 to 1,000 in seconds, don’t burn out, and learn exponentially.
Introducing the GTM Singularity Framework
To help operators diagnose their readiness for this shift, I’ve developed a simple framework: F.L.I.P.
- F – Function Complexity: Map which parts of GTM are repetitive (AI-replaceable) vs relational (human-retainable).
- L – Latency Tolerance: Identify which buyer interactions demand real-time response , where AI thrives.
- I – Impact Risk: Gauge what failure means. For low-risk (e.g. qualification), go autonomous. For high-risk (e.g. enterprise negotiation), keep a human in the loop.
- P – Process Maturity: AI doesn’t fix broken processes. Codify them first, then automate.
Every revenue leader should be mapping their GTM motions to this framework by mid-2025. The opportunity cost of waiting is compounding.
The Fallacy of “Human Touch”
There’s a myth in sales that “people buy from people.” Sure, when it’s a £1M complex sale with regulatory risk. But when it’s a £12K SaaS subscription or a repeat procurement order? Buyers want speed, clarity, and zero friction.
AI wins not just because it’s cheaper, but because it’s better. Faster responses, higher consistency, and richer data.
The human touch isn’t dead. It’s just moving upmarket.
Building the Post-Human GTM Stack
Here’s what forward-looking teams are already doing:
- Modularising Sales Motions – Breaking down GTM into atomic micro-actions that can be handed off to AI: qualification, email reply, follow-up cadence, quote generation.
- Deploying Synthetic Sellers – AI agents embedded across email, web chat, and CRM, running multi-threaded engagements without ever pinging a human.
- Training AI, Not Just Teams – Feeding ICP, customer journeys, objection libraries, and success playbooks into LLMs, treating them like revenue staff.
- Reframing KPIs – Shifting from “calls per day” to “conversions per second.” From pipeline volume to velocity and autonomy index (i.e. % of GTM cycle handled by AI).
What’s Next: First Movers Will Outpace, Not Compete
In the same way PLG was dismissed before it redefined growth, AI-led GTM is about to widen the gap between early adopters and laggards. This isn’t about cost-cutting. It’s about building growth infrastructure that compounds.
Just like factories didn’t make workers faster, they made wrkers obsolete, AI won’t assist reps. It will replace repetitive revenue work entirely.
The only question is whether your team builds for that now, or loses market share to those who do.
Final Thought: Adapt or Be Outpaced
We’re not just witnessing a shift in tooling. We’re rewriting the rules of engagement in B2B. The GTM Singularity is coming, and for those willing to embrace it, the rewards won’t just be efficiency.
There’ll be category dominance.
If you’re exploring this transition or want to collaborate, I’m building at the edge with my new Startup. Let’s connect.