Process first, AI second.

In this paper, WbD Founder Jacco van der Kooij underscores a vital truth: the foundation of revenue growth lies in robust processes, not just AI.

He demonstrates that while AI can be a powerful tool for hyper-growth startups and scaleups, it’s often deployed on broken processes, leading to inefficiencies.

By focusing on process excellence first, companies can ensure that AI truly enhances their operations. The paper then ties in the Revenue Factory mindset — already being adopted by the likes of scaling software companies such as RiskOptics, Glassbox and Canva — which guides GTM leaders to balance resource allocation and treat GTM motions as ‘production lines’ for sustainable growth. 

A Winning by Design Research Paper