The GTM Playbook Rewritten: AI, Agents, and Demandbase 4.0

Shownotes

On this episode of the OnBase Podcast, Gabe Rogol dives into how AI agents are reshaping go-to-market strategies and reveals what Demandbase 4.0 brings to the table. Gabe outlines the evolution of account-based marketing, the need for open and flexible platforms, and where automation meets human creativity in redefining the modern sales and marketing landscape. Whether you’re a sales leader, marketer, or just curious about AI’s role in B2B, this episode delivers thought-provoking clarity and actionable takeaways.

Best Moments

• 00:37
  Gabe outlines the concept and exciting features of Demandbase 4.0, detailing the open and automated future of ABM.
• 03:27
  Aligning go-to-market resources with the accounts that have the greatest lifetime value
• 06:39
  Gabe discusses how AI agents democratize complex tasks like segmentation, orchestration, and funnel tracking
• 16:57
  Gabe cautions about amplified risks from bad data and the danger of fragmented go-to-market strategies
• 24:56
  How the roles across sales, marketing, and operations converge around pipeline creation for unified success
• 30:09
  Gabe advocates for thoughtful personalization to the right audience over shallow attempts at scaling outreach

Key takeaways

• Demandbase 4.0 = Open, Flexible, AI-Assisted GTM
  The next phase of GTM abandons rigid, monolithic platforms. Demandbase is embracing openness, transparency, and AI-powered agility to drive faster time-to-value and deeper alignment across teams.
• AgentBase Unlocks Smarter, Faster Go-to-Market Execution
  AgentBase sits atop Demandbase’s unified data layer and enables assisted automation—like building segments, scoring, and orchestration—without the technical overhead. It democratizes powerful capabilities once reserved for specialists.
• AI Won’t Replace SDRs—It Will Make Them Better
  The hype around AI replacing SDRs is misplaced. While automation can speed up outreach and reduce manual tasks, great SDRs rely on creativity, timing, and human touch, which machines can’t fully replicate.
• Over-Automation Risks GTM Fragmentation
  Without coordination, agent-based tools can become disconnected, causing conflicting messages across channels. Unified orchestration is essential to prevent AI from diluting brand and sales effectiveness.
• Leads & Last-Touch Attribution Are Obsolete
  Gabe challenges outdated metrics, arguing that B2B GTM should focus less on volume (leads) and simplistic attribution, and more on pipeline generation and multi-touch, long-cycle buying signals.
• Bad Data = Bad AI. Clean CRM Is Non-Negotiable
  Dirty data in your CRM or MAP can derail your AI strategy. Since agents act on data, flawed records create flawed automation, leading to wasted spend, missed opportunities, and poor customer experience.
• Sales + Marketing = One Unified GTM Team
  The modern distribution engine blends marketing, SDRs, and sales into one revenue-generating system. The shared pipeline becomes the central goal, replacing siloed KPIs like MQLs or bookings alone.
• Trust Is the Foundation of Effective GTM
  Alignment across teams only works when there’s trust in data, processes, and outcomes. Open systems and transparent AI models enable cross-functional trust and better decision-making.
• Personalization Matters—But Only for the Right Accounts
  Personalization is still powerful, but without strict ICP discipline, it’s just wasted effort. AI should help teams prioritize who to personalize for—not just how.
• Marketing Needs More Investment to Drive Growth, Not Just Efficiency
  Gabe makes a bold call: stop underfunding marketing. Real growth comes from investing in brand, positioning, and pipeline creation—not just shaving costs or automating more tasks.

Quotes

“Agents democratize the most powerful aspects of GTM platforms — what used to be complex and manual is now prompt-based and fast.”

Tech recommendations

• Obsidian (Zettelkasten Tool) – A robust digital note-taking system for organizing non-linear ideas and linking essential insights across topics.

Resource recommendations

• Harvard Business Review (HBR): Collections on decision-making, agile processes, and AI insights, offering concise and actionable advice for B2B professionals.

Shoutouts

• Marc Benioff – Chair & CEO at Salesforce

About the Guest

As the Chief Executive Officer of Demandbase, Gabe is responsible for fulfilling the company’s mission of transforming how B2B companies go-to-market.

Since joining Demandbase in 2012, he has been committed to setting the product and corporate strategy for the company. Throughout his two-plus-decade career, Gabe has held various leadership positions, including managing world-class customer service and sales teams at IDG and other leading publishers. He received his BA in Comparative Literature and Russian Language and Literature from Brown University.

Connect with Gabe.