The Revenue Formula Burn the old playbook (With Jacco van der Kooij)
May 20, 2025
Jacco van der Kooij, founder of Winning by Design, dives deep into the collapsing old go-to-market strategies, emphasizing that AI won't fix flawed foundations. He highlights the vital role customers play in driving growth rather than traditional SDR tactics. The discussion covers how integrating AI amplifies existing issues and why companies must focus on human-led, customer-centric growth strategies. Jacco also unveils how AI can streamline real-time sales assistance and enhance customer interactions, paving the way for a more effective sales future.
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Old Playbooks Are Breaking Fast
- The old go-to-market playbook is degrading and funding-driven growth no longer guarantees results.
- Deploying AI on a broken playbook only scales failing processes faster and cheaper.
Redesign Before You Automate
- Don't apply AI to optimize a failed process; redesign the process first.
- Build a new playbook and then deploy AI to amplify that improved model.
Systems Win Fast-Moving Windows
- System-based companies can jump on market windows much faster than human-centric orgs.
- Speed and systems, not adding people, increasingly determine who captures new opportunity.