Agentic Transformation: Building the Hybrid Revenue Team

Talk:

Agentic transformation is the next phase of digital transformation, and sales and marketing are where it starts. The GTM operating model most B2B teams still use was designed for a world that no longer exists. Demand gen. MQLs. Handoffs. Campaign lists. None of it holds when buying committees now run to ten or more, when intent signals shift in minutes, and when AI agents can do the work that used to fill a funnel.

This session is about how to make the shift.

You’ll walk through the four shifts that define agentic transformation for sales and marketing. Where to deploy agents first. How to retire the handoff without breaking the pipeline. What an orchestration layer actually looks like in production, built on relationship warmth, intent signal strength and deal velocity. How to scope agents against the work humans used to do. GTM engineering as a new discipline alongside demand and revenue ops. Guided Autonomy is the governance model that keeps judgement human and execution agentic.

Sales and marketing leaders who build this will define the next decade. The rest will be defined by it.

Key learning points

•  The four shifts that define agentic transformation in sales and marketing
• How marketing leaders own the orchestration layer, and where GTM engineering fits alongside demand and revenue ops
• What an agentic stack actually looks like in production: agents, a buyer graph, and an orchestration layer
• Guided Autonomy as the governance model for agents in marketing and revenue teams
• A practical scorecard for auditing your own GTM operating model on Monday morning