Deep Dive #01: Operator vs Theater in AI GTM

Hey Revenue Operators,

I've been watching something fascinating unfold across dozens of GTM teams this year. AI-native companies are converting trials at 56% while traditional approaches are stuck at 32%. They're running GTM with 38% fewer people and closing deals five weeks faster.

This isn't some incremental improvement we're talking about here. This is a completely different game.

Here's what's got me fired up: we're all at this weird inflection point where every Revenue Operator knows they need to adopt AI, but most are doing it completely wrong. The question isn't whether to jump in, you're probably already running pilots. The real question is whether you'll adopt AI like an Operator or get trapped in what I'm calling "Theater mode."

And trust me, the difference will make or break your next two years.

Analysis

Here's What I Keep Seeing Play Out

Two companies kicked off AI GTM initiatives back in January. Let me paint you the picture:

• Company A goes big … five different pilots, tracking adoption metrics, scheduling those quarterly review meetings we all love so much.

• Company B takes a completely different approach. They pick one expensive manual process, automate the hell out of it, and track productivity gains every single week.

Fast forward to September. Company A has these beautiful pilot reports and absolutely zero measurable ROI to show for it. Company B? Their reps are handling 20 qualified leads per day versus the 3-5 they were grinding through before.

Sound familiar? I bet it does.

The gap isn't the technology they're using. It's their identity, whether they're thinking like an Operator or stuck in Theater mode.