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The Third Era of GTM: Fixing the Data Before Scaling the Agents

RevOps Co-op · Oct 15, 2026 · 53:49

Thumbnail: The Third Era of GTM: Fixing the Data Before Scaling the Agents

Agents on stale, fragmented GTM data are 'confidently wrong at scale.' Covers data rot, shadow ops, redefining ICP from first principles, signal overload, and change management that gets reps to trust the system.

Watch on YouTube from 9:00 ↗

Note: Panel includes the Head of Marketing at Sumble (a data vendor).

Format
YouTube
Creator / show
RevOps Co-op
Useful part starts
9:00
Tools mentioned
Sumble

Summary notes

Notes from show description and chapters.

  • 3:00 The bad outbound email problem.
  • 9:00 What data rot is and how errors compound.
  • 17:00 The three eras of GTM data.
  • 22:00 Shadow ops and the rogue AE problem.
  • 33:00 Redefine ICP from first principles, not from the data you happen to have.
  • 44:00 Signal overload and why reps ignore the feed.
  • 46:00 Q&A: change management, sales buy-in, territory calibration.

Notes are our paraphrase of the source's show description and chapters, not a transcript. Spot an error? Tell us.

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