A dispatch by Jeremy Hurst · Issue No. 12 live
The old
playbook is
breaking.
A field journal from inside the shift to agentic go-to-market. Written for CROs, CMOs, GTM leaders, and growth operators who can feel the model changing under their feet and want to be early instead of late.
The writer
Jeremy Hurst.
Three months ago I left a $450K VP of Sales role to take a job with a made-up title: VP of Autonomous GTM.
I'd just come off a three-year run at Finout, where we went from zero to eight figures of ARR. Healthy inbound. Outbound that never really worked, until we tried Swan. A million dollars of mature pipeline in thirty days. The reps were jazzed. That result pointed somewhere.
The 100x seller isn't a thought experiment. It's real. The growth-at-all-costs, hire-to-scale playbook is dead. Scale is going to come from intelligence, not headcount, and the companies that figure this out first are going to operate on a cost curve everyone else can't compete with.
We're building the GTM motion of the future at getswan.com. This newsletter is my field journal from inside the work. Follow along for the ride. Or, if you're a GTM leader ready to take the red pill, find me on LinkedIn.
Who this is for
You feel it already.
The go-to-market model is cracking. The pipeline math is getting worse. The hiring math is getting worse. The channels that worked three years ago are saturated. And the smartest people in your network keep mentioning the same thing in quiet voices.
Chief Revenue Officers and GTM leaders who know the next twelve months are different and want to lead the change instead of survive it.
VPs of Sales who are tired of buying tools and want to actually rebuild the motion. CMOs who are tired of watching demand gen get more expensive for less return.
Growth hackers, growth leaders, and operators making bets on agentic GTM and looking for honest, in-the-arena writing. Not theory, not hype.
Founders and anyone who suspects the 100x seller isn't a thought experiment, and wants to see it described by someone who has watched it happen.
The Newsletter
Every dispatch,
in order of arrival.
A new issue lands every other Thursday. Long-form when it earns it, short when it doesn't.
A prospect asked how this fails in six months. Neither answer was about AI.
Two failure modes, zero mentions of AI.
The question my agent wasn’t asking.
I missed one step, and it was quietly capping my pipeline at $50K a week.
15 years of GTM tactics, free for the taking.
8 free downloads just erased a 15-year head start.
The confidence clause.
A 90-day exit clause is closing more deals than lock-in ever did.
GTM's open source moment just happened.
200+ operator playbooks are now free downloads, and the shift that hit open source software just landed in GTM.
Inside the 30-Minute followup that used to take a week
I used to spend a week on what now takes 30 minutes and 5 tools.
I built the wrong kind of smart
Why the best GTM calls never touch a spreadsheet, and what that means for the agents you're building.
SDRs must evolve or die
The median SDR job doesn't survive. The best SDRs just got louder.
I didn't know my conversion rate was cut in half. For three months.
Silent failures don't announce themselves. Here's how to stop waiting to find out.
I had to hit the brakes on our AI outbound
How rebuilding our agent governance from scratch also solved the oldest debate in sales leadership.
I stopped reviewing Gold leads. I gave them to an AI agent instead.
$1M pipeline, 1 person, no SDRs. What happens when MQLs outpace the human.
I left $450K to bet on AI agents
I watched AI agents do what three years of outbound couldn't.
Read by
GTM leaders who own a number.
"
Jeremy is writing the field manual for a transition the rest of us are still pretending isn't happening. I've forwarded three issues to my CEO and we've changed our 2026 plan because of one of them.
Subscriber
CRO, Series C Infrastructure Co.
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I read a lot of GTM writing. Most of it is recycled. This is the first newsletter I've subscribed to in two years that's actually telling me something I didn't already know, and telling me before everyone else figures it out.
Subscriber
VP of Sales, Late-stage SaaS
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What I appreciate is that it's not theory. He ran the playbook he's describing. The numbers happened. The team change happened. I trust the writing because the work backs it up.
Subscriber
Chief Revenue Officer, Public Cybersecurity Co.
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I shared an issue with my board last quarter. We ended up restructuring our SDR org around it. The honest version: we were going to have to do this anyway, but Jeremy gave us the language to explain why now.
Subscriber
Founder & CEO, Growth-stage AI startup
"
Most AI-and-sales writing reads like it was written by someone who has never carried a number. This one doesn't. That's the entire difference.
Subscriber
VP, Revenue Operations, Enterprise Vertical SaaS