ABOUT GTMBA

Hey Folks - I’m Julian

You don’t need an MBA to read GTMBA.  That said, I am an MBA grad and career switcher who zigged when most of my peers zagged, leaving the traditional Finance/Consulting path to build a career in startups and sales.  Over the past few years, I’ve been on the frontlines of AI and SaaS go-to-market (GTM), selling into early-stage startups and some of the largest, most complex Fortune 100 organizations.

I'm currently working at Cognition (previously Windsurf) navigating a defining, chaotic, and exhilarating moment for GTM & AI.  I’ve seen what’s working, what’s breaking, how quickly the old playbooks are becoming obsolete and which pieces are withstanding the test of time.  

GTMBA exists to share those lessons in real time.This isn’t theory. It’s what I’m seeing, learning, and pressure-testing as AI reshapes how products are sold, bought, and scaled.

You’ll love GTMBA if you’re:

• An Enterprise or Strategic AE: Working at a fast-growing AI company and navigating longer, more complex, more technical deals.
• AI Curious: Looking to 10x your impact with AI tooling, agents, and workflows in enterprise GTM
• A Founder: Especially a technical Founder learning to sell, position, and scale GTM
• A Job Seeker: Trying to break into GTM at an AI-native company

Themes We’ll Cover:

• Deal Strategy in the age of AI
• Real insights from GTM Leaders building at the most interesting companies
• Thougtful takes on what’s happening right now in AI & GTM
• AI tooling for GTM, with a focus on enterprise sales
• Career growth, transitions, and leverage in an AI-first world

If you’re building, selling, or scaling in AI and want practical perspectives from the frontlines, you’re in the right place.

Welcome to GTMBA.

Feel free to connect