This blog is a summary of Elaine Zelby's episode on The New GTM Playbook podcast. Head to The New GTM Playbook page to watch the latest episodes.
There’s no denying that the way people buy software has fundamentally changed over the past decade. And so many factors are driving this shift. Millennials are reaching positions of power and with them come new buying preferences and habits. Our B2C buying experiences are starting to influence our B2B purchase expectations. And with so much information at their fingertips today’s buyers crave independence. They want to research on their own, validate their decisions with peers, and only engage with sales when they’re ready … or when it’s absolutely necessary. The bar is higher: transparency, authenticity, and seamless experiences are the new standard.
As we start to retire the sales tactics of the old GTM playbook, Elaine Zelby, CRO and co-founder at Tofu, shares a vision for what’s next. It’s all about focusing on the customer, embracing AI to drive efficiency, and rethinking the way we build trust throughout the sales cycle. Here’s how GTM leaders can adapt to create winning strategies for the future.
Putting Customers Back at the Center
Too often, GTM teams build their strategies around what’s easiest for them—processes that align with internal workflows rather than the customer experience. The result? Broken expectations, churn, and a disconnect from what really matters (the customer!!).
According to Elaine, we have to flip the script. To succeed, organizations must design their workflows around the customer’s perspective. Think of the buyer journey as a relay race. For a seamless handoff, both runners need to be in sync, holding the baton together before one lets go. GTM teams must emulate this, working as a unified force across marketing, sales, and customer success.
This isn’t just a feel-good initiative. When GTM functions operate as one cohesive unit, it accelerates time to value for customers and fosters stronger, longer-lasting relationships. Just as RevOps has emerged as the glue for systems and data, we’re seeing the CRO role unite GTM teams in acting as one. By aligning people, processes, and goals around the customer, companies can unlock exponential growth.
Proof of Concepts: Building Trust and Reducing Time to Value in the Sales Cycle
One tactical example of how Elaine and team put this customer-centric thinking into play at Tofu is by incorporating proof of concepts (POCs) directly into the sales cycle.
Elaine and the Tofu team realized that there was a disconnect in their sales process. Customers were amazed with what they saw in a demo, but there was a disconnect when it came to getting their hands on the keyboard and knowing what to do. So now, the Tofu team spends 90 minutes doing a proof of concept with a buyer, letting them experience the product firsthand and work on an actual campaign. Members of the CS team are involved in these meetings too, watching and learning as the buyer uses the platform and learning what they’re trying to accomplish, so they can ensure alignment on expectations and ease the transition once the deal is closed.
And this approach has yielded great results. Tofu has been able to reduce time-to-value and increased customer satisfaction by setting the foundation for success early. For GTM leaders, it’s a lesson in trust: POCs aren’t just about selling—they’re about empowering buyers to feel confident and prepared for the road ahead.
The Role of AI in the Next Era of GTM
Elaine’s vision for the future of GTM can be summed up in one clear directive: fewer tools, fewer people. While we’ve all felt the pressure of “doing more with less,” she believes AI is the key to unlocking true efficiency without sacrificing impact.
But this isn’t about replacing humans. As Elaine explains, “I’m still a huge proponent that we need the humans on the go-to-market side to do the creative and the strategic. That means setting goals, setting strategy, understanding your ICP, understanding what should our KPIs look like, creative, branding, messaging, things like that. Also, relationship building. AI becomes the connective tissue between the humans that we still need.”
At Tofu, AI powers personalization at scale, transforming the way marketing teams engage with their audiences. From tailored landing pages to highly contextual follow-up sequences, AI ensures that every interaction feels relevant and meaningful. Beyond personalization, Tofu leverages AI to repurpose content, maximizing the value of every blog post, webinar, and campaign.
The benefits of AI don’t stop with marketing. It streamlines operations, automates repetitive tasks, and eliminates data silos, giving teams the clarity and agility they need to make smarter decisions. By taking on the time-consuming busywork, AI frees teams to focus on what truly matters: building relationships, setting strategy, and driving creativity.
For GTM leaders, embracing AI means more than adopting new tools; it’s about rethinking how teams operate and how they deliver exceptional customer experiences.
Are You Ready to Rewrite the GTM Playbook?
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