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Essays from inside the AI disruption of GTM.

Weekly lessons on GTM in the AI era, from a GTM Operating Partner in Silicon Valley and a CRO in London. What stopped working. What buyers actually do now. What boards should ask next. Published here first; Substack gets the copy.

The thesis
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The end of the bow tie

Why B2B GTM has to be rebuilt for the AI era. The funnel-in, funnel-out model that shaped two decades of go-to-market assumes a buyer who reads your website, fills in your form and takes your call. That buyer is gone.

28 Apr 2026 · Josh Morse & Edwin Abl

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All essays

4 Dec 2025 · Edwin Abl

What are the Key Metrics You Need to Measure for GTM

The metrics that matter across the funnel, and how to read them.

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4 Dec 2025 · Edwin Abl

How to Improve GTM (two bucket method)

The big problem with portfolio companies is that it's often hard to understand their GTM flywheel and how it works.

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4 Dec 2025 · Edwin Abl

50+ Scaleups: 15 GTM Lessons Learned

Over the last three years, advising more than 50 scale-ups, conducting over 10 due diligence projects, and coaching GTM leaders.

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