For years, customer relationship management (CRM) occupied the centre of the go-to-market (GTM) universe. It was positioned as the system where leads were captured, deals were tracked, and revenue forecasts were created. In 2026, however, many GTM leaders are acknowledging a gap between what CRMs were built to do and what modern GTM actually demands.When human judgment was the intelligence layerSoftware sales did not always operate in today’s layered and signal-driven environment. Earlier GTM motions relied heavily on human judgment. Sales and marketing teams manually reviewed engagement data, website visits, and account lists, then decided who to contact and how. Decisions were imperfect, but they were contextual. A human could interpret nuance across multiple systems and act accordingly.That human decision layer is now being replaced.Automation and AI have made it possible to run outbound motions at a massive scale. Emails, LinkedIn messages, and follow-ups can be triggered with little to no human involvement. While this has increased efficiency, it has also flooded buyers with undifferentiated outreach. Attention has become scarce, trust has eroded, and response rates have declined across industries.This creates a contradiction at the heart of modern GTM. Teams are more automated than ever, yet outcomes are harder to… Read MoreYourStory RSS Feed
