The Real GTM Edge? Asking the Question That Breaks the Template.

Here’s the inconvenient truth:

AI just ate every templated GTM playbook.

And it did it faster, cleaner, and with fewer meetings.

But the machine didn’t kill creativity.

It just exposed the difference between the operators who performed intelligence…

and the Revenue Creators who embody it.

Performers memorize. Creators question.

That “proven” nurture sequence?

Have you ever asked who it actually worked for?

That attribution model?

Have you challenged what it rewards?

That MQL definition?

Have you paused long enough to ask who it leaves behind?

The real edge in GTM now isn’t speed, or polish, or scale.

It’s conscious contradiction.

It’s choosing to think before you execute.

Not to delay, but to discern.

The Shift

In the school system, the thinkers were punished.

In GTM? They’re just errr muted.

But no more.

This era belongs to the builders who pause before they publish.

Who feel when a campaign’s off, even if the data’s clean.

Who hold paradox and say:

“Something here doesn’t resonate. And that matters.”

Let’s Do A Weekly Tactical Practice:

1. Choose one “Best Practice” you’ve inherited.

Now question it ruthlessly:

→ Who did this actually work for?

→ What context made it “best”?

→ Who gets harmed when we follow it blindly?

2. Sit with a KPI you’ve optimized for.

→ Does it reward performance over meaning?

→ Would a human want to be on the receiving end of it?

3. Ask the one forbidden question in your GTM stack.

→ What have we never dared to say out loud about how we grow?

Now say it.

Loudly. In the RevGenius community. With fire.

Remember:

Machines are now the best answerers in the room.

But the ones who ask the right question?

They’re still human. And still undefeated.

The Revenue Creator’s role is not to regurgitate.

It’s to reimagine.

And reimagination always starts with a question no one gave you permission to ask.

Sameness Hall of Shame

Where tired tactics go to die, and legends are reborn.

Last week, we buried the “MQL Machine” slide.

This week?

We’re coming for your call-to-actions.

This Week’s Offender:

The CTA Sandwich

Value Prop → Feature Dump → “Book a Demo”

You know the one:

“We help [insert category] teams [insert outcome] using our AI-powered, cloud-based, scalable solution.

Book a demo today.”

Yawn.

No soul. No tension. No pulse.

Just a warmed-over pitch wrapped in corporate cheese.

The Problem?

It treats humans like checkboxes.

As if the only way to act is to schedule a calendar block with a stranger.

As if everyone’s ready to commit after one bite of product soup.

Here’s what we say:

→ If your CTA doesn’t open a door, it’s a dead end.

→ If your copy doesn’t earn trust, the calendar link won’t save you.

Rebuild It with Soul

Try this instead:

“Not sure if we’re a fit? Neither are we. But here’s how we think about solving [the actual problem].

If it resonates, we’d love to jam.”

Or:

“Still exploring? Here’s a teardown of how we approached it.

No pitch. Just proof.”

Let curiosity lead. Let honesty close. Let conversation be the CTA.

Got a sameness crime to confess?

👉 [Submit Your Shame]

We’ll roast it with love, and maybe redesign it with soul.

Next Week:

“Persona Theater”: Marketing to cardboard cutouts with fictional hobbies and fake pain points.

Let’s make marketing dangerous again.

Creator DNA Drop - Pattern > Performance

The Creator doesn’t perform the system. They re-pattern it.

In the old world of GTM, success was about execution.

In the new world?

Execution without discernment is just expensive repetition.

Revenue Creators aren’t here to run the playbook.

We’re here to rewrite the logic beneath it.

The Shift:

• Old GTM: “Who’s executing flawlessly?”

• New GTM: “Who’s re-patterning the way we grow?”

Because AI will outperform any playbook executor.

But it can’t feel when something no longer resonates.

This week, ask yourself:

• What success pattern have I unconsciously inherited?

• Where am I repeating a rhythm that no longer reflects my reality?

• What unspoken GTM assumption have I never challenged?

Your reminder:

You’re not a performer in someone else’s funnel.

You’re the pattern maker of your own category.

So stop polishing the sequence.

And start reshaping the system.

Pattern > Performance. Always.

Ritual of the Week, powered by LeanData + Demandbase

Kill the MQL. Embrace the Buying Group.

Leads don’t buy. Buying groups do.

This week, we’re challenging you to rethink your GTM motion:

Is your team still chasing MQLs, or aligning around real buying behavior?

Then join LeanData, Demandbase, and Forrester to learn how top teams are ditching outdated lead-based tactics for account-based success.

📅 May 20 | 11AM PT

👉 Save Your Seat

Welcome to the Resistance

The movement’s growing.
 The energy’s shifting.
 And these bold voices just stepped onto the front lines.

Recently Confessed:
 • Satwick Gupta
 • Diane Fonseca
 • Olga Lykova

The confessions? They will be shared in upcoming editions. Watch this space!

Check out our brand-new community hub, and join the conversations! - 👉 RevGenius Community Hub

Confession of the week

Hi, my name is Heath. And I used to think revenue was random.

That if we just pushed hard enough, things would eventually click.

But GTM isn’t guesswork.
 It’s a system, when you combine the right tech, automation, and people with intentional design.

The game has changed.
 And the old rules? They don’t apply anymore.

We don’t spray and pray.
 We build with purpose.

Because when GTM is engineered, not improvised, revenue becomes predictable.

Evolve or die.

Ready to rewrite the rules? 👉 Submit Your Confession

Hall of Earners: Digital Chips Awarded

These legends moved differently this week:

Consistency King: Dave Govan – for showing up, sharing sharp takes, and keeping the energy high across convos all week long.

Insight Seeker: Daniel Marcus – for sparking a great discussion around tools for B2B SaaS marketing analytics. His question on CAC, attribution, funnel metrics, and campaign performance led to a goldmine of insights.

Challenger Mindset: Steven Marple – for questioning the status quo with his ask: Is there a better Leadgen system than Apollo for multi-threading in a limited TAM? The responses were 🔥.

Want your name here? Check out our brand-new community hub, and join the conversation! - 👉  RevGenius Community Hub