Today’s guest is a GTM legend. We couldn’t be more excited to have Jacco van der Kooij, Founder of Winning by Design, on the podcast.

We explore why most go-to-market strategies fail, how to build a scalable revenue architecture, and why AI will transform sales efficiency. Jacco shares insights from his time leading sales at global companies like Philips and his experience helping high-growth SaaS companies scale through his frameworks like the Bow Tie Model and SPICED.

In this episode, you’ll learn:

• Why most GTM strategies fail—and how to fix them with revenue architecture

• How AI is transforming sales processes and improving sales efficiency

• The biggest misconceptions about data-driven selling

• How to balance automation with personalization to build trust

  
  

Listen to hear Jacco share tactical insights from decades of experience in GTM - plus why process comes before AI in building a scalable, predictable sales engine.

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Ben on LinkedIn - www.linkedin.com/in/bensalzman 

Millie on LinkedIn - www.linkedin.com/in/milliebeetham