GTM in a Changing World: Why Human Connection Still Wins

Last month I had the pleasure of attending the Pavilion’s GTM event in Washington D.C. 

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I spent a lot of time in D.C. participating in Model UN competitions as a student at the University of North Texas and was glad to be back. There’s an inherent atmosphere there that invites ideas, reflection, and transformation, and although a lot has changed in the world since my days of following Robert’s Rules of Order, I couldn’t think of a better setting for the stimulating and engaging discussions I had with some of the best and brightest in the GTM space. 

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Within five minutes of nearly every keynote and session, AI was the topic of discussion. The most meaningful discussions were about how we use it with purpose: to make GTM teams sharper, faster, and more human. Sounds like an oxymoron (using AI to make human teams more…human) but the context of the application of AI matters. It’s not a concept that’s immune from the scrutiny of what value it brings to GTM organizations, and the focus was where it can let the human connection take precedence and shine. 

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As the world, and consequently the GTM playbook, changes faster than ever, the need for authentic human connection was a constant underpinning all that change. Relevance and adaptability to what GTM leaders bring to the table matter more than pedigree in a world changing faster than titles can keep up. Rich Gardner, the new President of Pavilon, said it best: “human connection has never been more important”. 

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In my 1 on 1 conversations with GTM leaders, it was clear that “marginal gains” really resonated: the idea that you don’t need to completely overhaul everything to drive big outcomes. Everyone’s pulled in so many directions right now and oftentimes wearing multiple hats. It’s refreshing for GTM leaders to learn that the real impact we see with our clients at revlogic often comes from small, focused improvements that compound over time.

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Overall, it was a week full of sharp conversations and refreshing honesty about where GTM is headed. The energy at the event underlined that GTM leaders aren’t waiting for a new playbook. They’re writing it.

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If you were at Pavilion, I’d love to hear what your thoughts on the importance of human connection in a world of AI. If you weren’t and you work in GTM, Sales, or RevOps drop me a note. I’d be happy to share more details on the lessons that stood out most.

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