In this episode of the Go-To-Market Podcast, host Amy Osmond Cook (CMO & Co-Founder of Fullcast) sits down with Jonathan Kvarfordt — known as "Coach K" — VP of GTM Strategy & Marketing at Momentum (now part of Salesforce), founder of the GTM AI Academy, and one of the most credible AI practitioners in the revenue space today.

Jonathan was one of the earliest voices sounding the alarm that AI would reshape GTM — long before ChatGPT made it fashionable. He faced ridicule. Now those same critics are calling him for help.

In this conversation, Jonathan shares what separates teams that are actually operationalizing AI from those just buying tools and hoping for results. He shares the story behind Momentum's acquisition by Salesforce, why the "unsexy" foundational work is the real competitive moat, and why human relationships — not automation — are the ultimate differentiator in an AI-saturated world.

In this episode, you'll learn:

• Why AI adoption is still failing for most companies and what the top 7% are doing differently

• The "Slingshot Effect": why slowing down to do foundational work creates explosive future momentum

• How Momentum went from a "Zapier for sales" to a Salesforce acquisition target

• What it really means to have an "experimental mindset" with AI and how to build one on your team

• Why live events, rapport-building, and one-on-one relationships are becoming more valuable, not less, in the age of AI

• How Coach K stays ahead: the deep-dive method he uses to evaluate new AI tools before anyone else

Whether you're a CRO, CMO, RevOps leader, or sales enablement pro, this episode will challenge how you think about AI and give you a practical framework for building GTM systems that actually scale. Listen now:

Connect with Jonathan Kvarfordt: LinkedIn: https://www.linkedin.com/in/jmkmba/ GTM AI Academy: https://www.gtmaiacademy.com/

Connect with Amy Osmond Cook & Fullcast: Website: https://fullcast.com LinkedIn: https://www.linkedin.com/company/fullcast/