of All Trades: Unlearning Go To Market
AI didn't just automate outreach and copywriting. It broke the underlying logic of how go-to-market teams are structured, staffed, and measured. The funnels don't convert the way they used to, and zero-to one GTM discovery is harder than ever.
Hosted by oAT Lead GTM Generalist Joshua Mitcham, this is a conversation about what to unlearn, and what to build in its place.
What We'll Cover
- GTM has always been changing, but why is it now more than ever? Sales, marketing, and RevOps were the most playbook-driven functions in the company. That's exactly why AI hit them hardest. We'll walk through what broke and why.
- The generalist operator as the new GTM hire. Why the person who can move across positioning, pipeline, content, ops, and customer conversations, and orchestrate AI through all of it, is worth more right now than five specialists with clean titles.
- What to stop doing immediately. The GTM habits, hires, and rituals we see teams clinging to that are actively slowing them down in an AI accelerated market.
- A practical unlearning framework. How to audit your current GTM motion, separate the known (give it to specialists or agents) from the unknown (give it to generalists), and rebuild iteratively without blowing up the team.
Who Should Come
Founders who feel like their GTM motion is getting heavier, not lighter
Revenue, growth, and marketing leaders rethinking how their teams are structured
Operators trying to integrate AI into GTM workflows without breaking what's working