AI in go-to-market will progress through four phases: removing admin work, agents as sellers, agents as buyers, and then the end of functional organisation design. Listen
Roberge describes the first phase as eliminating admin work to increase selling time, which he says is happening now. He expects a second phase where agents are sellers and a third where agents are buyers. In a fourth phase he expects functional divisions such as sales and marketing to lose their shape because they were designed around human limits.
“The first phase is just completely eliminating the admin work and just increase in selling time”
From Your North Star Metric Is Wrong (and It's Killing Your Retention) ft. Mark Roberge (Stage 2 Capital).