#546 Reinventing GTM: Jonathan Kvarfordt on Building AI Native Revenue Teams

In this conversation, Jonathan breaks down the real state of AI adoption in GTM, why most revenue teams are still “stuck in the basics,” and how leaders can shift from dashboards to intelligence. He explains why CRM data hygiene is dead, how operational AI works behind the scenes, and what it truly means to run an AI native revenue team. From first principles thinking to reinvented GTM playbooks, this is a roadmap for founders, CROs, RevOps leaders, and anyone building modern revenue organizations. ⸻ 👤 About Jonathan Kvarfordt Jonathan Kvarfordt is the VP of GTM Strategy & Marketing at Momentum.io. Known as “Coach” across the industry, he is the creator of GTM AI Academy with more than 10,000 participants, a university instructor, a strategic advisor, and a practitioner at the intersection of GTM, AI, and automation. He works hands-on with leaders to operationalize AI, eliminate friction in revenue processes, and build next generation GTM systems. https://www.linkedin.com/in/jmkmba/ ⸻ 💡 Key Takeaways • AI adoption is overstated Despite hype, only about 7 percent of companies operate with real “operational AI.” • CRM data entry is the most underrated automation AI driven CRM automation unlocks insights for reps, managers, and executives. • The new GTM OS lives in tools like Slack Revenue teams are moving away from 20 tabs into one unified operating layer. • First principles thinking matters more than tools Start with initiatives and gaps, not buying random AI tools. • Human skills become more important, not less The future seller is a strategist, negotiator, and relationship builder. • Small teams have the biggest advantage Fewer processes mean faster reinvention and cleaner AI powered workflows. • AI native pipeline reviews are strategic Not data entry sessions. Think signals, intelligence, and deal momentum. ⸻ 🎧 What You Will Learn • Why GTM fundamentals are still broken despite AI hype • How AI changes forecasting, deal reviews, and revenue leadership • The difference between “time saving AI” and “amplification AI” • How to build AI native workflows inside your GTM stack • Why founders should start automating earlier than they think • Which sales skills matter most in the AI era • Why CRM systems might look completely different in the future ⸻ ⏱ Episode Highlights (Timestamps) 00:00 – Welcome and intro 01:00 – Jonathan’s journey and new VP role 03:00 – The truth about AI adoption in GTM 05:00 – Where companies struggle most with AI 07:00 – From dashboards to intelligence 10:00 – Why AI tools fail without clear initiatives 12:00 – Slack as the new operating system for GTM 15:00 – Why RevOps teams over engineer tech stacks 17:00 – CRM hygiene vs operational AI 19:00 – Time as the highest leverage automation area 21:00 – How AI shifts GTM playbooks 24:00 – The rise of AI powered buyer research 26:00 – The new pipeline review 29:00 – The most underrated automation in GTM 31:00 – Real win/loss data and bias removal 33:00 – What skills sellers need in the AI era 36:00 – “Let us go sell” culture and eliminating busywork 37:00 – When founders should start automating 39:00 – Reinvent vs optimize vs amplify 41:00 – The idea behind Jonathan’s book Ignite 44:00 – Will CRM even exist in the future? 48:00 – Which parts of sales AI might fully replace 50:00 – First principles thinking and GTM 52:00 – Final advice and where to find Jonathan ⸻ 📚 Resources Mentioned • Momentum.io • GTM AI Academy • The book Ignite your GTM With AI: https://www.amazon.com/dp/B0FRXGSDSN