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Most GTM advice assumes SaaS.
Clean CRM data.
Buyers active on LinkedIn.
Short buying cycles.
Clear intent signals.
But most founders don’t live in that world.
In my latest AI GTM WTF episode, I sat down with John Karsant from LevelUp Leads to talk about something founders rarely hear honestly:
What actually works when you’re selling into non-tech, messy, low-signal markets.
No frameworks.
No playbooks.
Just judgment built from watching GTM fail up close.
Here are the biggest takeaways.