Back to Growth: Engineering AI Into Your GTM Performance

Your board is asking what AI is doing to your growth engine. Most CROs still cannot give a straight answer.

For two years, GTM leaders have been evaluating what AI tools can do. Fewer have engineered what AI should do inside the machine that actually drives revenue: your people, your process, your performance management system. Ramp times stall, coaching stays inconsistent across a scaling team, and AI spend sits disconnected from the metric that matters: rep performance.

Jacco van der Kooij, founder of Winning by Design, returns to the fundamentals of performance management to close that gap. This is not a tour of AI features. It is a working model for where AI belongs in your growth engine today, engineered with the same science and method discipline WbD applies to any revenue system.

The premise is direct: AI is not replacing your tools. It is not replacing your people. Not yet. What it is exceptionally good at is stitching together the fragmented data, coaching moments, and workflows that performance management has always struggled to connect, and using that connection to make every rep, manager, and leader measurably better at their craft.

CROs and GTM leaders will leave with a clear model for deploying AI-assisted skills training and coaching at scale: where it drives efficient growth, where it does not, and how to make the case internally with a framework built for revenue leadership, not for individual reps.

Who Should Attend?

CROs, CROs-in-waiting, VPs of Sales, VPs of RevOps, and GTM leaders responsible for a revenue team’s performance.