AI for GTM Building an Outbound Team in 2025 with Alex Choi: Culture, Leadership and Automation
Aug 4, 2025
Alex Choi, Head of Sales at HockeyStack and a former leader at Carta, dives into the essentials of building a high-performance outbound team. He emphasizes the importance of a strong sales culture and the myth of micromanagement. Choi advocates for daily roleplays and call reviews to sharpen skills. He also discusses the role of AI in expanding target markets and the need for sales leaders to embrace technicality in GTM operations. This enlightening conversation is packed with insights on culture, leadership, and automation in sales.
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Culture Trumps Process
- Team culture drives outbound performance more than structure or tools.
- HockeyStack's SDR culture is “super pumped intensity” and extreme urgency which sustains high output.
Interview For Cultural Fit
- Ask blunt interview questions to reveal fit and avoid false positives.
- Ask candidates what environments bring out their best and worst to screen for startup intensity.
Micromanagement Is Contextual
- High-intensity teams often require closer leadership oversight to prevent failure.
- Autonomy without performance improvement usually leads to negative outcomes in modern outbound.