GTM 22: AI's Impact on The Sales Profession

GTM 22: AI’s Impact on The Sales Profession

“If you are doing something that is consistent, you have to figure out a way to leverage this technology (ChatGPT) to do that for you. Otherwise, you’re going to be wasting so much time where some other kid is going to be able to leap years ahead of you.”

-John Barrows

Do you think that AI and sales automation are about to take over the sales profession? If you’re a sales professional, this is a terrifying prospect that you must understand and be prepared for. 

In this episode, John Barrows, CEO of Sell Better by JB Sales, helps you understand what the new reality of sales looks like and how to stay ahead of the AI curve. He is also the author of the book, I want to be in Sales when I grow up! With his expertise and experience, John discusses the implications of AI and automation and how it will challenge the sales profession, as well as the importance of remaining human and personalizing your sales approach. 

What you will learn:

  • The future of sales with AI and automation.
  • How sales professionals survive and thrive in a world of AI and automation
  • The potential ramifications of automating jobs
  • AI personalization at scale


(4:40) John and his daughter’s children book about sales

(7:34) How ChatGPT will change the sales profession

(9:10) Why you must get interested and learn to leverage ChatGPT

(11:20) AI personalization at scale

(15:00) The impact of the recession and AI revolution on sales jobs

(17:25) The failure of the education system today

(23:55) Addressing the university ban of ChatGPT

(28:00) John’s learnings from getting fired twice – “They were two of the best things that ever happened to me.” 

(43:01) John’s best actionable advice to revenue leaders


“Be the last mile. Don’t try to fight the bots; they’re going to win.”

“If you are doing something that is route or consistent or whatever, you have to figure out a way to leverage this technology (ChatGPT) to do that for you. Otherwise, you’re going to be wasting so much time where some other kid is going to be able to leap years ahead of you.”

“A 15-year-old kid with ChatGPT and a few other automation things will be able to write personalized emails, genuinely personalized emails at scale.”

“2023 is the year that the no-value interaction from a human dies.”

“I am concerned with the masses who we have trained to be cogs in a wheel.”

“Ask yourself the question, ‘What about my job right now can a computer do?’ That’s a question that all of us need to look at, all of us need to ask.”

“Sometimes you need some life to punch you square in the mouth for you to realize that there’s a better way.”

“Focus on the controllables. They can turn into this catalyst of really positive change.”

“Ask yourself, ‘What’s the risk?’ and if you’re okay with the worst case scenario, do it.”

“I always told people, I’m not the smartest kid out there, but I know I can outwork you, period.”

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Before helping found GTMfund, Scott spent 4 years at Outreach as Director of Strategic Engagement. He was in charge of aligning key relationships with VCs, BoDs, ecosystem partners and community members to drive revenue and strategic initiatives across Outreach. Scott initially ran revenue/partnerships for Sales Hacker (which was acquired by Outreach in 2018). Prior to Sales Hacker, he led and built outbound Business Development teams at Payfirma and MediaValet. Scott also advises for a number of high growth start-ups and is the host/author of The GTM Podcast and The GTM Newsletter. At GTMfund, Scott leads all fundraising efforts and runs the media arm of the firm. He’s also responsible for assessing investments, team management, LP/community relationships and GTM support for founders.

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