GTM: Why Old Playbooks Are Breaking and How AI Assisted GTM Actually Works | Dave Boyce

Episode notes

Dave Boyce is a go-to-market–focused technology executive, author of Freemium, and longtime SaaS operator and board member. Over two decades leading and advising B2B companies, he’s helped founders navigate the shift from sales-led to product-led, from gut-driven to instrumented, and now from manual GTM to AI-assisted systems. Today, Dave teaches revenue architecture and PLG through Winning by Design’s Growth Institute, works with leadership teams on Bow Tie–based growth models, and is all-in on how AI will reshape GTM as a true engineered system. Discussed in this episode Why classic sales & marketing playbooks haven’t caught up to how modern buyers actually buy. How the Bowtie model exposes the real levers of growth that funnels hide. Why PLG-style thinking is now essential even for sales-led and enterprise motions. The 3 first principles of freemium: empathy, generosity, and metrics. Where AI can reliably outperform humans across the customer journey, and where it absolutely shouldn’t. How to design hybrid human + AI workflows using a clear data model, not vibes. What RevOps should own in a modern revenue architecture (and why it can’t just serve the CRO narrative).