How is AI rewriting go-to-market playbooks—and where do humans still have the edge?
In the 61st episode of Glasp Talk, we sit down with Maja Voje, a bestselling author and one of the world’s leading go-to-market strategists. Maja has helped 10,000+ companies develop repeatable GTM systems, worked with giants like Tesla, IBM, and Microsoft, and authored the Amazon bestseller Go-To-Market Strategist. She also founded Growth Lab, where she builds AI-powered GTM systems and has trained over 8,500 professionals worldwide.
Watch the full episode on YouTube
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We talked:
(3:02) Why is PMF the most critical stage for startups, and how do you measure it?
(15:18) What impact does AI have on GTM motions, and how will strategies need to adapt?
(21:44) Will we still need human marketers in the future, or will AI handle everything?
(31:35) If AI agents start talking to each other (company & customer), how will the idea of an ideal customer profile (ICP/ECP) change?
(36:37) Is distribution now more important than product? Should we launch viral content first, then build products around it?
(46:13) With AI making it easy to build tools, will B2B SaaS have a harder time surviving?
(51:09) When a channel gets saturated, should startups expand to new channels or focus on upsell and LTV?
(53:02) What’s one piece of advice you keep giving founders that most still underestimate?
(54:40) What legacy or impact do you hope to leave for future generations?
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Book: Go-To-Market Strategist: Everything You Need to Reach Product-Market Fit
How to launch a new product and achieve product-market fit without being overwhelmed.
This book is a comprehensive guide to your go-to-market strategy.
GTM Strategist is an actionable, step-by-step handbook packed with tactics and strategies from 54 leading go-to-market (GTM) experts, including companies such as HubSpot, Miro, Figma, Metabase, CXL, and many more.
The book guides you to answer questions like:
Who am I selling to?
What price should I set?
What marketing channels should I focus on?
What growth techniques will help us achieve this?
Highlights
Redefining Go-to-Market in the AI Era
Maja Voje, a globally recognized GTM strategist and best-selling author, outlines how traditional SaaS playbooks are becoming obsolete in the age of AI. She emphasizes that marketing, distribution, and positioning must evolve rapidly to meet the shifting behaviors of both users and search engines. Her work supports thousands of startups in rethinking go-to-market systems by leveraging AI for automation, iteration, and strategic experimentation.
Frameworks for Product-Market Fit and Scaling
Maja breaks down the startup journey into clear stages: problem-solution fit, product-market fit, and GTM expansion. She explains how successful founders constantly test messaging, pricing, and channels while iterating based on retention and monetization data. Rather than blindly following trends, Maja advocates for behavior-driven insights and feedback loops as the foundation for sustainable growth.
Human Creativity, Strategic Thinking, and the Role of AI
While Maja is a strong advocate for AI tools, she argues that true marketing impact still relies on human taste, emotional intelligence, and strategic decision-making. She warns against fully automating outreach and content without human review and highlights areas like stakeholder management, community building, and brand storytelling where humans continue to outperform machines. Her philosophy blends AI-driven efficiency with human-centered leadership.
Transcripts of YouTube
Things are changing so much with AI that this is the best time to be alive. Like, literally, the playbooks that we were using before for Go-To-Market are from the previous era, from the SaaS era, and things are not working anymore. So we are here together on a mission to find something that is working and will enable the next generation of entrepreneurs. Taste-making remains a frontier where humans are definitely triumphant over AI. Hi everyone, welcome back to … Read More
Key questions & insights
Q: What makes a go-to-market (GTM) strategy different in the age of AI?
Maja Voje argues that the rise of AI has fundamentally altered how startups approach GTM. Traditional, linear SaaS playbooks are no longer sufficient. In today's market, distribution and positioning must be continuously refined, and messaging should evolve in sync with how both algorithms and human attention behave. She encourages founders to experiment early and often, and to let data, not opinions, shape their GTM decisions.
Q: How should founders think about product-market fit and scaling?
Maja emphasizes that product-market fit is not a single moment but an ongoing process. Founders must treat it as a dynamic interaction between the product, the user, and the market context. She suggests using retention as the key signal, supported by monetization feedback and channel fit. When scaling, she recommends avoiding bloated growth tactics and instead focusing on replicable systems that link discovery, conversion, and value delivery.
Q: What is the role of human creativity in AI-driven marketing?
While AI offers powerful tools for speed and automation, Maja stresses that real differentiation still comes from human taste, judgment, and empathy. She notes that tasks like stakeholder management, brand narrative, and emotional resonance require human insight. AI can generate content, but humans must guide its tone, intent, and timing to truly connect with audiences.
Q: What mistakes do startups often make when implementing AI in marketing?
One of the most common errors Maja observes is over-reliance on AI-generated content without human editing or strategic alignment. She warns that automation without oversight can damage brand trust and miss key context. She recommends keeping humans in the loop, especially in areas involving customer relationships, strategic messaging, and brand consistency.
Q: What mindset does Maja recommend for building effective GTM strategies today?
Maja advocates for a mindset of curiosity, humility, and constant iteration. Founders should treat go-to-market as a product itself, something to test, measure, and evolve. She believes that blending AI's efficiency with human insight can unlock faster cycles of learning and market alignment. Rather than chasing growth hacks, she encourages teams to build systems that scale with intention and integrity.
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