AiLG (AI led growth)
Starting in 2025, market leaders will leverage AI to replace 70% of their GTM efforts
That’s from Jacco van der Kooij, founder of Winning by Design. WbD helps recurring revenue companies build sustainable growth. They work with heavy hitters like ClickUp, Uber, and more. So they know what they’re talking about.
WbD released a paper titled “In 2025, AI won’t just assist people — It will replace them.”
I took a lot of notes. Here’s what jumped out at me, with some action items we’re taking based on the paper.
We all face two GTM challenges. Scalability and sustainability of GTM efforts. We have to do more, better (Scale). We have to “do better, better” (Sustain).
Systems > People. Hiring and training people can takes months and years. AI gets up to speed quickly. Use AI in workflows to augment the people in some work, replace them in some tasks.
HITL, or Human in the Loop. Jacco says there are jobs with a high consequence of failure where humans should stay in the loop. It’s important to add that there are also jobs with high opportunity for creativity (page 13 of the paper) where humans must by ‘in the loop’.
What are we doing with this kind of predictive insight?
I built an Accoil Tone of Voice GPT in ChatGPT to help us write first drafts of articles, social posts, and even documentation. This is a work in progress, but shows signs of helping us scale and sustain content.
We're looking at how Accoil can support Product-led Lead Gen (PLLG). Can we build an AI tool that helps others scale and sustain growth?
Miro is getting busy with updated process maps and system flows to highlight where AI can help scale and sustain. They also highlight where HITL is important.
What's the upshot?
If Jacco is right and 70% of our GTM efforts are AI-driven, that means we get to do so much more with a small team.
There's the opportunity.
Stay small. Stay lean. Stay nimble. But play like you're 100x bigger than you are.
If there are ways AI lets us all scale good work AND sustain it, this is going to be a fun couple of years. You in?
Peter
PS: Kate and I have coached businesses for years to "act bigger than you are". That advice has never felt more achievable.