Everyone says AI is changing work. That is true, but boring. What AI is really doing is revealing how much of work was fake in the first place.
Fake buyer intent dressed up as pipeline strategy. Fake productivity dressed up as reps buried in workflows. Fake career security dressed up as a LinkedIn title that expired a year ago. Fake leverage dressed up as software that creates more internal work than external results.
For years, companies could hide inside those illusions because labor was expensive and inefficiency was tolerated. Humans absorbed the waste. Humans clicked the buttons, updated the CRM, chased the wrong accounts, sat in the meetings, maintained the image. AI changes that equation because it is brutally honest about low-value work. If a machine can do it instantly, you have to ask why a person was doing it at all.
This edition is about the collapse of comfortable lies. The lie that account scores equal demand. The lie that more tooling equals more selling. The lie that experience alone guarantees relevance. The lie that standing still is safer than moving on.
ABM is lazy marketing and this is why it fails
ABM is an excuse for lazy marketing. “Your target account is surging” is one of the dumbest sentences in GTM. Cool. Which human?
Nobody books a meeting with an account and no one closes a deal with a logo. No CFO wakes up and says, “Wow, our company as a collective consciousness is ready to buy.”
A person buys you idiots.
GTM teams have let platforms like 6sense and Demandbase sell them a fantasy: “Marketing found intent. Sales just needs to work the account.”
Meanwhile, nobody can actually tell sales who inside the company is ready to buy. So your SDR is staring at an enterprise account with 12,000 employees and a “surging intent” badge like they’re supposed to play detective.
It's stupid. Account-level intent is lazy. “This account is warm.” That should be an illegal sentence. It creates fake confidence for marketing and wasted time for sales.
We gotta stop buying account scores and start finding buyers.
Read the full edition here.
That’s it for today. Connect with me on Linkedin if you actually want to understand what an Autonomous Organization looks like in the real world.
