🌊 GTM + AI (Part II): How Founders Are Rebuilding Sales in 2025

An insider's perspective on AI for Sales in 2025

Dec 08, 2024

👋 Hello! I’m Ivan, vc and founder. I write monthly about the playbooks and hidden tactics of the top 1% of founders and investors. Subscribe to surf frontier tech waves:

Summary

🌊 Leveraging AI for sales: 5 actionable insights from Gong.
🌊 How to prepare for AI in GTM: 3 important questions.
🌊 YC demo day: 5 emerging AI categories.
💵 Iberian deals: 19 deals in Spain (>€175M).
🍫 Meme of the month: Salesforce agents.

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🌊 How to leverage AI for sales

I interviewed my friend Sunny, Director of Strategy at Gong.io (sales software unicorn), about the role of AI in sales.

Turns out the sales world is starving for data.

We talked about what resources become scarce for Sales in the age of AI, and 5 actionable insights for GTM teams - based on analysing 600.000 sales calls.

Here’s the tl;dr:

𝗤𝘂𝗮𝗻𝘁𝗶𝘁𝘆 𝗧𝗛𝗘𝗡 𝗤𝘂𝗮𝗹𝗶𝘁𝘆 𝗪𝗶𝗻𝘀 𝗘𝘃𝗲𝗿𝘆 𝗧𝗶𝗺𝗲: Start with volume. Build your pipeline. Then personalize—but only once you’ve got momentum. Reps flipping this order fail hard.
𝗗𝗼𝗻’𝘁 𝗖𝗼𝗮𝗰𝗵 𝗘𝘃𝗲𝗿𝘆𝗼𝗻𝗲—𝗖𝗼𝗮𝗰𝗵 𝘁𝗵𝗲 𝗥𝗶𝗴𝗵𝘁 𝗣𝗲𝗼𝗽𝗹𝗲: Focus your time on high-potential reps (good effort, small gaps to close). Spend less time with top performers and avoid trying to fix the worst reps.
𝗗𝗶𝘀𝗰𝗼𝘃𝗲𝗿𝘆 𝗡𝗲𝘃𝗲𝗿 𝗦𝘁𝗼𝗽𝘀: Don’t just do “discovery” at the start. Keep digging throughout the sales cycle. Use phrases like “I’ve noticed…”—it’s a subtle hack that forces research and builds credibility.
𝗥𝗲𝘀𝗽𝗼𝗻𝘀𝗶𝘃𝗲𝗻𝗲𝘀𝘀 𝗜𝘀 𝗮 𝗖𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗶𝘃𝗲 𝗔𝗱𝘃𝗮𝗻𝘁𝗮𝗴𝗲: Modern buyers expect answers ASAP. No response = no sale. Invest in tools and workflows that let you move at lightning speed.
𝗗𝗶𝘀𝗾𝘂𝗮𝗹𝗶𝗳𝘆 𝗥𝘂𝘁𝗵𝗹𝗲𝘀𝘀𝗹𝘆: Great sellers don’t waste time on bad-fit prospects. If the buyer isn’t showing real intent, cut your losses early and move on.
𝗗𝗮𝘁𝗮 𝗶𝘀 𝘁𝗵𝗲 𝗦𝗮𝗹𝗲𝘀𝗽𝗲𝗿𝘀𝗼𝗻’𝘀 𝗦𝘂𝗽𝗲𝗿𝗽𝗼𝘄𝗲𝗿: Use AI to break down deals into patterns and insights. Example: Reps who reference 2+ unique buyer facts in their pitch convert 30% more.

You can watch the full interview on Youtube.

🌊 How is AI disrupting sales?

I’ve been thinking a lot about 3 important sales questions people keep asking me, especially on Revenue Squared (bootstrap education business I founded).

𝟭. 𝗜𝘀 𝗣𝗿𝗲𝗱𝗶𝗰𝘁𝗮𝗯𝗹𝗲 𝗥𝗲𝘃𝗲𝗻𝘂𝗲 𝗱𝗲𝗮𝗱?

Not yet. Aaron Ross’s framework still applies, but AI is evolving it. The core principles—specialization, Seeds/Nets/Spears, and systems for predictable lead generation—remain relevant.

What’s changing? AI forces us to double down on authenticity and creativity. Systems matter, but your voice and real human connections are what will stand out.

Tip: Hire for creativity. Look for candidates who bring energy and “don’t hire boring people.”

𝟮. 𝗪𝗶𝗹𝗹 𝗔𝗜 𝗿𝗲𝗽𝗹𝗮𝗰𝗲 𝘀𝗮𝗹𝗲𝘀 𝗿𝗲𝗽𝘀?

Unlikely, at least not yet. Jobs relying on core human skills, like sales, are safer in the short term compared to others (imo, but could be very wrong).

That said, AI is here to augment productivity: 75% of a rep’s time is spent on non-selling tasks—AI can help fix that.

SDRs will see the biggest disruption, but in a good way. Think “10x SDRs” who master AI tools to get ahead.

We might even see the rebirth of the full-cycle rep, but that might take time and depend on vertical / industry / ICP / product.

𝟯. 𝗛𝗼𝘄 𝗰𝗮𝗻 𝗜 𝘀𝘂𝗽𝗲𝗿𝗰𝗵𝗮𝗿𝗴𝗲 GTM teams 𝘄𝗶𝘁𝗵 𝗔𝗜?

Use AI tools strategically to eliminate repetitive tasks.
Experiment fast, fail faster—an experimental culture is critical.
Train your team to live in the prospect’s world.
Personal branding and authenticity can be key differentiators.
Embrace data-driven sales - as previously discussed 😉.

🌊 YC Demo Day: 5 Key Trends

I flew over from Barcelona to San Francisco for YC’s F24 Demo Day.

Had a great time and learned a ton about what is coming down the innovation pipeline, particularly around AI Agents.

I documented the day here.

Not surprisingly, 87% were AI startups. 5 key emerging trends:

1. 𝗔𝗜 𝗔𝗴𝗲𝗻𝘁𝘀 𝗘𝘃𝗲𝗿𝘆𝘄𝗵𝗲𝗿𝗲

From accountants to security engineers, specialized AI teammates are popping up to transform work across industries. Examples:

• Sandra AI (YC F24): AI employees for car dealers.
• Afternoon.co: AI accountant for SMBs.
• Gecko Robotics: AI security engineer.

2. 𝗗𝗲𝘃𝗲𝗹𝗼𝗽𝗲𝗿 𝗧𝗼𝗼𝗹𝘀

Empowering engineers with AI-driven workflows. Examples:

• Coblocks (YC F24): Cursor for data engineering.
• Crustdata (YC F24): data pipeline for agent integration.
• Replexica: Automated AI localization for dev teams.

3. 𝗜𝗻𝗱𝘂𝘀𝘁𝗿𝘆 𝗨𝗽𝗴𝗿𝗮𝗱𝗲𝘀 𝘄𝗶𝘁𝗵 𝗔𝗜

Legacy sectors like manufacturing and ERP are getting AI makeovers.

• Tiny: ERP systems for factories.
• Praxis AI: Root cause analysis in manufacturing.
• Dexter (YC F24): Workflow automation for field ops.

4. 𝗛𝘆𝗽𝗲𝗿-𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗮𝘁𝗶𝗼𝗻

Customizing learning and growth experiences. Examples:

• StudyDojo (YC F24): AI tutors for students.
• Issen: Real-time AI voice companion for language.
• Aditto: AI-generated ads and landing pages.

5. 𝗡𝗲𝘄 𝗜𝗻𝗳𝗿𝗮𝘀𝘁𝗿𝘂𝗰𝘁𝘂𝗿𝗲 𝗳𝗼𝗿 𝗔𝗜

Solving scaling and deployment challenges. Examples:

• Ryvn (YC F24): Deploy, update, monitor on-prem apps.
• Regatta Storage: Transform S3 into local file systems.
• Scrapybara: Virtual desktops for AI agents.

Here’s a market map recap from the batch:

💵 Iberian Deals

You love startups and want to enjoy a Spanish lifestyle?

Come join the Spanish startup ecosystem.

Here’s a list of recently funded startups:

INBRAIN Neuroelectronics (neurotech) raised $50M.
Tebrio (insect protein) raised €30M.
minu (fintech, MX) raised $30M .
Holaluz (renewables) raised €22M.
BUSUP (shared transport) raised €13M.
HACK A BOSS (edtech) raised €5.5M.
Catalyxx (green chemistry) raised €5.3M.
Acai Travel (travel AI) raised €3.7M.
BCN3D Technologies (3D printing) raised €3M.
Facephi (identity tech) raised €1.8M.
Webel (home services) raised €1.4M.
Superlativa (supplements) raised €1.5M.
Braingaze (neurodiagnostics) raised €1.5M.
Cybertix (cybersecurity) raised €1M.
Insectius (biotech) raised €1M.
EZ Telecom (telecom) raised €1M.
aridditive (3D concrete) raised €500K.
Rhyde (mobility) raised €460K.
Zonox (marketing) raised €440K.

🍫 Meme of the month

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