JMI GTM Roundtable: From Silos to One Revenue System
Earlier this month, more than 200 sales, marketing, and customer experience leaders joined us in Washington, D.C., to focus on how to move beyond AI adoption and build an AI-first revenue organization.
Keynote speaker Greg Emerson, Managing Director & Senior Partner at BCG, discussed how enterprise budgets are shifting from SaaS to AI, expanding the addressable market for software companies even as selling software gets harder. His mandate for GTM leaders was twofold: use AI to sell existing products more efficiently and build the playbook for selling AI-native products. The day closed with a portfolio company executive team sharing a candid account of its first year going all-in on an AI-first go-to-market function, including what they tackled first, what worked, and what they would do differently.
Across breakouts and working sessions, four themes held:
- AI has doubled the TAM, but selling software has gotten harder. Budgets are moving to AI faster than they are growing. Winning teams are reshaping how they operate today while learning to sell AI-native product.
- Your data is the ceiling. AI amplifies whatever is in your CRM; it does not fix it. Start by redesigning one end-to-end process with AI and focus on the critical data that process requires.
- AI changes what good looks like. AI isn’t uncovering anything we couldn’t see before, but it is capable of seeing it everywhere, all the time, at a scale no team could staff. Use this opportunity to reframe GTM KPIs against P&L outcomes, with ARR per FTE as a key end-state measure.
- Don’t deploy AI. Reshape the organization. The greatest returns come from people, process, and org design, not tools. Teams that treat AI as a reinforcement loop build a flywheel that compounds into a moat competitors can’t cross.
The blueprint that emerged was: build the data foundation, stand up an always-on Revenue System, measure it against the P&L, and redesign the organization around it. Attendees left with a sequenced 90-day plan to put it into motion.
Thank you to all attendees, speakers, and facilitators who contributed valuable insights to this year’s GTM Roundtable.
JMI will host its 2026 HR Roundtable November 11th and 12th in San Diego, CA.
This post is for informational purposes only and reflects general observations from JMI Equity’s 2026 Go-to-Market Roundtable. References to AI initiatives and third-party presenters are provided for illustrative and educational purposes only and should not be interpreted as research, investment advice, or any investment recommendation. AI involves evolving opportunities and risks, including technological change, competitive dynamics, and regulatory developments. Past trends and forward-looking statements are not guarantees of future outcomes.
