The Great GTM Rebuild: From Systems of Record to Systems of Execution

Hello and welcome to The GTMnow Newsletter – the media brand of VC firm, GTMfund. Build, scale and invest with the best minds in tech.

For decades, technology was the defining edge that set great companies apart.

Not anymore. Tech moats have been on the decline and now are almost gone.

Today, the real differentiator is how fast, how well, and how consistently you execute on your go-to-market strategy.

Execution is the new moat.

Just as the value of real estate is determined by Location, Location, Location, the trajectory of a software company is now defined by Execution, Execution, Execution.

This adjustment can be seen by studying market leaders. For example, ZoomInfo just launched their new Copilot Workspace, repositioning from a system of record/intelligence to a “system of execution.”

Dreamforce Meetup: Momentum x UserGems x Accord

With Dreamforce around the corner, this is an event you won’t want to miss.

• When: Tuesday, October 14, 2025 and Wednesday, October 15, 2025.

• Where: San Francisco, a short walk from the convention center.

• Vibe: Calm, friendly lounge with food and beverages available all day.

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The System of Execution is Born

ZoomInfo just launched Copilot Workspace, a dedicated AI-powered interface for Account Executives and Account Managers.

The core shift is ZoomInfo’s vision of moving beyond being the source of truth (data) and the brain (intelligence) to become the hands (execution) for GTM teams.

It consolidates account management, deal prep, and outreach creation, aiming to eliminate the seller’s need to “swivel between 10 different tools.” The system uses AI to analyze and prioritize accounts overnight, generate personalized outreach based on real signals, and even handle data hygiene (updating CRM) in the background.

The entire premise is simplifying the modern seller’s “impossible” job, where they’re expected to be “industry expert[s], a vertical consultant[s], a market analyst[s], a great storyteller, and a thoughtful strategist” across 50 accounts.

This launch is a strategic move cementing ZoomInfo’s broader repositioning – a signal we saw coming with the ticker change to $GTM.

This shift crystallizes 3 massive, unavoidable trends for every B2B SaaS company:

1. The race to own the ‘System of Execution’ has begun

ZoomInfo’s latest move marks a direct challenge to both traditional CRMs (the old system of record) and the new class of orchestration and engagement tools.

They’re no longer positioning themselves as just a data provider, they’re becoming the daily workspace for sellers. The place where every revenue action happens. Think of it as moving from storage to mission control for GTM teams.

Whoever owns this “system of execution” (the layer where reps actually do the work) will define the next decade of sales tech. For companies, that raises a critical question:

Is your product a feature that will be absorbed into someone else’s workflow, or a foundational layer in this new execution stack?

The consolidation wave is coming.

2. RevOps friction is the new bottleneck

All the data, intent signals, and orchestration in the world mean nothing if sellers can’t act on them fast. This is the final-mile problem in GTM.

ZoomInfo’s Copilot is designed to close that gap: turning complex RevOps strategy into seamless, high-velocity execution. It’s the missing link that makes your scoring models, routing rules, and workflows actually move deals forward.

This means that you can’t afford friction between your intelligence layer (data, intent) and your engagement layer (sales tools).

3. The AI Mandate: shifting value from task manager to strategist

If AI agents can truly take over research, data cleanup, and prioritization, the entire sales workflow flips. The rep’s value no longer comes from managing tasks, it comes from managing judgment.

AI won’t replace your reps. But it will replace reps who don’t leverage a system that automates their manual, administrative load.

Success will be based on how well they interpret insights, build relationships, and move strategically. The rep of the future is part analyst and part advisor, and fully augmented by AI.

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ICONIQ’s State of Software 2025 report shows how AI is reshaping B2B SaaS. AI-native companies are hitting $100M ARR with under 150 people, doubling deal sizes YoY, and flipping GTM orgs with more post-sales roles than sales. The takeaway: the old SaaS plays still work, but the playbook no longer does.

Apollo introduced the industry’s first fully agentic GTM platform, bringing “Vibe GTM” to sales. The new system uses AI agents to automate prospecting, engagement, deal execution, and data enrichment—turning hours of manual work into minutes.

GTM 166: GTM 166: SEO → AEO: The Next Big Shift in How People Discover Your Product

Get a sneak preview here. For the full thing, listen on Apple, Spotify, YouTube or wherever you get your podcasts by searching “The GTMnow Podcast.”

Monk – raised $4M led to help companies get paid faster. The platform turns contracts into invoices and uses AI agents to follow up like a human, helping teams like ElevenLabs and Profound recover cash faster and improve cash flow in under 30 days. Their raise and launch announcement generated hundreds of thousands of views on social posts.

1. Account Manager, Commercial at Gorgias (Hybrid – Paris)

2. VP of Marketing at Seso (Remote – US)

3. Account Executive (Vintage) at Alt (Remote – US)

4. Customer Marketing Manager at Owner (Remote – US or Canada)

5. Director, Account Management, Upmarket at Vanta (Remote – US)

See more top GTM jobs on the GTMfund Job Board.

Upcoming events you won’t want to miss:

• Momentum x Minoa during Tech Week: October 12, 2025 (San Francisco, CA)

• Dreamforce: October 14-16, 2025 (San Francisco, CA)

• GTMfund Dinner (private registration): October 22, 2025 (Austin, TX)

• Momentum Book Tour: Leadership Dinner: November 5, 2025 (New York, NY)

• Momentum Virtual Event: Ignite your GTM with AI: November 12, 2025

• GTMfund Dinner (private registration): November 18, 2025 (Toronto, ON)

• GTMfund Dinner (private registration): November 19, 2025 (New York, NY)

• GTM x Founder Event (private registration): November 20, 2025 (New York, NY) – if you’re an AI-focused founder in NYC, hit reply to get the details.

• Above the Fold (for marketers): February 9-11, 2025 (Fort Lauderdale, FL)

• Spryng (for marketers): March 24-26, 2025 (Austin, TX)

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This newsletter was written and edited by Sophie Buonassisi, Tetiana Paratsii and the GTMfund team (not AI!).