Orchestrating AI in GTM: Shawn D. Green on Agentic AI, Vertical Focus, and the New RevOps

Summary

AI is rewriting go-to-market faster than most leaders can absorb—so where do you start?

Shawn D. Green, a veteran operator turned GTM advisor to 12+ companies across fintech, supply chain, and AI, lays out a practical path. With 25 years in tech (NetSuite—acquired by Oracle, BlackLine pre-IPO) and a recent Series A build-and-sale, Shawn blends deep operator chops with hands-on AI work, including an MIT program and building seven bots himself. He explains how to pilot AI with discipline—pick 1–3 high-impact use cases, assign an owner and timeline, and scale what works—while moving from dashboards to true AI orchestration.

Shawn breaks down the market (horizontal vs. vertical vs. enterprise AI), why intent-led, 24/7 engines are changing outbound, and how agentic AI pushes work to 99% so humans decide.

He also maps the org changes ahead, from repurposing headcount to RevOps evolving into GTM engineering, plus his daily upskilling routine, the “three rocks” focus, and how to use design partners to find real value. He closes with a simple mandate: don’t freeze—stay curious and build.

Timestamps

[00:45] – Guest intro and career highlights: NetSuite/Oracle, BlackLine, advisor across 12+ companies

[03:02] – AI’s impact on GTM and how to pilot: 1–3 use cases, ownership, timelines

[04:58] – From reporting to AI orchestration; why leaders must lean in now

[07:39] – Horizontal vs. vertical vs. enterprise AI: likely winners and exit paths

[10:08] – Outbound reimagined: 24/7 intent engines and hotter, more qualified leads

[12:04] – Agentic AI, explained: bots to 99%, humans make the call

[13:46] – Upskilling fast: daily practice and building bots as a non-technical leader

[19:05] – RevOps becomes GTM engineering: org design and headcount shifts

Takeaways

- Orchestrate AI with focus: select 1–3 high-value use cases, assign an owner, set a timeline, then scale.

- Narrow your bet: vertical or enterprise AI positions are more durable than “me-too” horizontals.

- Automate top-of-funnel: use AI to surface high-intent buyers so reps spend time partnering, not prospecting.

- Redesign roles: repurpose headcount for higher-value work; evolve RevOps into GTM engineering to coordinate tools, data, and agents.

- Build an AI habit: invest 30–45 minutes daily; prototype bots even if you’re non-technical.

- Use design partners to validate value, iterate quickly, and prove ROI before wide rollout.