26. AI-Led Go-to-Market with Dave Boyce (Winning By Design)

The theme of our 26th podcast episode is AI-Led Go-to-Market: How AI Agents Are Reshaping the SaaS Revenue Team.

Joining our host Jeremy Balius to discuss all things GTM and agentic AI is Dave Boyce from Winning By Design.

Summary

Dave Boyce joins Jeremy Balius to unpack how AI agents are transforming the SaaS go-to-market landscape. Drawing on experience from advising over 1,000 companies, Dave outlines how GTM motions are evolving from human-led execution to hybrid human-agent collaboration.

Listeners will discover:

• How agentic AI is already replacing or enhancing GTM tasks

• Why the Bowtie model is crucial to identify automation opportunities across the full customer lifecycle

• Where to begin: coaching, RFP automation, and renewals

• The importance of measuring AI progress using minimum viable signal loops

• Why GTM roles like AEs, CSMs, and marketers are shifting from execution to strategic influence

• The future skills revenue leaders need—especially systems thinking

• How AI-native competitors are redefining speed, scale, and customer control

• A sneak peek into Dave’s upcoming book Freemium (Stanford University Press, August 2025)

This episode is a must-listen for revenue leaders looking to stay ahead in a rapidly shifting GTM world.

About Dave Boyce

Dave is the Executive Chairperson and EVP of Product at Winning by Design, a global B2B growth advisory firm that helps recurring revenue companies architect sustainable growth. Currently, Dave and the WbD team are serving over 1,000 organizations around the world such as Adobe, Uber Eats, and Calendly.

As a board member at Forrester (NASDAQ: FORR), I focus on product development and corporate strategy. As a professor at BYU's Marriott School of Business I teach Product-led Growth, B2B Sales & Marketing, and Career Strategy.

His first book Freemium is due for publication with Stanford University Press in August 2025.

Connect with Dave on LinkedIn 

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Go-to-Market Playmakers is where B2B Tech and SaaS founders, leaders, and industry playmakers share the strategies that drive real results. Join host Jeremy Balius for winning GTM strategies from the industry’s best.

Each episode unpacks the moves, insights, and lessons from industry playmakers who’ve successfully navigated the complexities of taking products and services to market.

Whether you’re scaling a SaaS company, refining your revenue strategy, or leading a GTM motion, this podcast delivers actionable insights, real-world experiences, and proven frameworks to accelerate your success.

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Connect with Jeremy Balius.