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The Death of the Traditional GTM Playbook with Brett Queener
The traditional go-to-market playbook is dead. Brett Queener, who literally wrote the original SaaS playbook at Salesforce, explains why everything we’ve learned about GTM over the past 20 years is becoming obsolete in the age of AI agents.
As Managing Director at Bonfire Ventures, Brett invests in the seed-stage companies that are building the future of software — products that actually do work for you instead of making you hunt and peck across databases. He reveals why Solutions Engineers are perfectly positioned to become the dominant sales role, how AI is eliminating the need for traditional sales hierarchies, and why the gap between software and actual job completion is finally closing.
Brett shares insights from his unique journey: from running a factory in California to becoming an early Salesforce executive who built the go-to-market machine that scaled from 10 reps to a multi-billion dollar platform. Now he’s investing in the AI-native companies that will make that playbook irrelevant.
Tune in to hear:
(02:21) How Brett build the original Salesforce GTM playbook with no roadmap
(09:25) The exact moment Brett realized AI would change everything
(16:58) Why software interfaces should be “as least as possible”
(20:45) Why SEs do 80% of selling work but AEs get the credit
(31:58) Why vertical AI beats horizontal every time
Follow Brett on LinkedIn: https://www.linkedin.com/in/brettqueener/
More from The New GTM Playbook:
Watch more episodes at: https://www.testbox.com/gtm
Subscribe to the newsletter: https://www.testbox.com/subscribe
Follow James on LinkedIn: https://www.linkedin.com/in/jameskaikis/
View all episodes
By The GTM Playbook by James KaikisThe traditional go-to-market playbook is dead. Brett Queener, who literally wrote the original SaaS playbook at Salesforce, explains why everything we’ve learned about GTM over the past 20 years is becoming obsolete in the age of AI agents.
As Managing Director at Bonfire Ventures, Brett invests in the seed-stage companies that are building the future of software — products that actually do work for you instead of making you hunt and peck across databases. He reveals why Solutions Engineers are perfectly positioned to become the dominant sales role, how AI is eliminating the need for traditional sales hierarchies, and why the gap between software and actual job completion is finally closing.
Brett shares insights from his unique journey: from running a factory in California to becoming an early Salesforce executive who built the go-to-market machine that scaled from 10 reps to a multi-billion dollar platform. Now he’s investing in the AI-native companies that will make that playbook irrelevant.
Tune in to hear:
(02:21) How Brett build the original Salesforce GTM playbook with no roadmap
(09:25) The exact moment Brett realized AI would change everything
(16:58) Why software interfaces should be “as least as possible”
(20:45) Why SEs do 80% of selling work but AEs get the credit
(31:58) Why vertical AI beats horizontal every time
Follow Brett on LinkedIn: https://www.linkedin.com/in/brettqueener/
More from The New GTM Playbook:
Watch more episodes at: https://www.testbox.com/gtm
Subscribe to the newsletter: https://www.testbox.com/subscribe
Follow James on LinkedIn: https://www.linkedin.com/in/jameskaikis/