Send us a textWelcome to the Force & Friction Podcast, where we break down what really moves the needle in GTM, RevOps, AI, partnerships, and SaaS growth. Today, we're diving deep into the rise of GTM engineering and how AI is transforming revenue ops with Michael Saruggia.Michael is one of the world's leading GTM engineer advisors, author of "The GTM Engineer," and architect of a movement that's fundamentally changing how companies scale revenue. What makes Michael's approach revolutionary is his philosophy of micro-relevance over mass personalization, a strategic shift that's redefining how companies think about automation and human connection in their go-to-market motions.His origin story begins at the intersection of AI, technology, and business ROI, where he discovered that with "just a little bit of automation," he could outperform entire SDR teams. This wasn't about replacing humans, it was about augmenting their capabilities and unlocking time for what matters most: actual selling.We explore why GTM engineering is here to stay, how it differs from traditional RevOps, the critical importance of activation over signals, and why most companies are thinking about Clay and automation completely wrong.Here are the core areas we discuss in today's episode:1: The Automation Misconception: Augmentation, Not Replacement2: Micro-Relevance: The Strategic Alternative to Mass Personalization3. GTM Engineering vs. RevOps: The Activation Difference4. The Company Stage Reality: When GTM Engineering Actually Makes Sense5. The Clay Complexity Paradox: Why One Person Should Touch the PlatformFinal Thoughts:Michael leaves us with a powerful framework for thinking about GTM engineering ROI and implementation."The biggest unlock is the time SDRs invest in making the list... I've seen people twice doubling the number of sales touches that they do per day on outreach, creating a better list. But it's very simple. One is, you just wake up and you prospect, and in the other, you're lost."His final insight emphasizes that GTM engineering success isn't measured by the sophistication of the automation, it's measured by how much more effective it makes your human teams.The GTM engineering revolution isn't about replacing human connection with technology, it's about using technology to enable more meaningful human connections at scale. As Michael demonstrates, when you focus on micro-relevance over mass personalization, activation over signals, and augmentation over replacement, automation becomes a force multiplier for revenue teams rather than a replacement for them. The future belongs to companies that can master this balance, using GTM engineering to unlock their teams' potential rather than trying to engineer their teams away.Support the showLearn more at www.forceandfrictionpodcast.com

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