<p>"Run experiments" is easy advice. Measuring them inside a real customer journey is the hard part.</p><p>Dave Boyce has lived through multiple SaaS eras, from $1.2M ACV enterprise deals to $1,200 self-serve motions. Now, as Product lead and Executive Chair at Winning by Design, he works with growth-stage companies to rebuild their revenue systems for an AI-shaped market.</p><p>In this conversation, Daniel and Dave get concrete about what “AI-forward GTM” actually requires: a clear theory of the case, a real data model for the whole customer lifecycle (the bow tie), and an operating model that can survive handoffs between humans and agents.</p><p>Dave also shares what he has learned from launching AI agents in the wild, including why measurement is the difference between “experiments” and vibes.</p><p><strong>🔑 What You’ll Learn in This Episode</strong></p><ul><li>✅ Why most AI projects fail to show ROI when they launch as point solutions inside un-architected systems</li><li>✅ How the “bow tie” model reframes GTM around renewal, expansion, advocacy, and growth loops</li><li>✅ What it takes to encode customer context for clean handoffs (SPICED: Situation, Pain, Impact, Critical Event, Decision)</li><li>✅ How AI-native companies use self-serve + real-time data to grow faster than rep-led machines</li><li>✅ A practical way to think about job anxiety: automate the predictable, protect the human work that stays exceptional</li></ul><p><strong>🔗 Resources &amp; Links</strong></p><ul><li>🤝 Dave Boyce on LinkedIn: <a target="_blank" rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/boycedave">https://www.linkedin.com/in/boycedave</a></li><li>🏢 Winning by Design: <a target="_blank" rel="noopener noreferrer nofollow" href="https://winningbydesign.com/">https://winningbydesign.com/</a></li><li>📓 The Growth Journal (Winning by Design): <a target="_blank" rel="noopener noreferrer nofollow" href="https://winningbydesign.com/growth-journal/">https://winningbydesign.com/growth-journal/</a></li><li>📘 Freemium (Stanford University Press): <a target="_blank" rel="noopener noreferrer nofollow" href="https://www.sup.org/books/freemium">https://www.sup.org/books/freemium</a></li><li>📩 Subscribe to the Artificial Insights newsletter for key takeaways: <a target="_blank" rel="noopener noreferrer nofollow" href="https://manary.haus/podcast/#haus">https://manary.haus/podcast/#haus</a></li><li>👉 Have a guest in mind? Reach out to Daniel at <a target="_blank" rel="noopener noreferrer nofollow" href="mailto:[email protected]">[email protected]</a></li></ul><p><strong>💬 Know a founder or revenue leader trying to retrofit AI into an existing GTM machine?</strong> Send them this episode. It will give them better questions to ask before they ship another “agent.”</p>