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