"Over the last decade, the volume of signal flowing through GTM has changed completely. Google searches now exceed 5 million a minute. Social posts top 500,000 a minute. Video creation has grown 10x, with more than 500 new hours uploaded every minute. AI accelerated this shift by making nearly everyone a creator. When signals reach this scale, attention becomes the constraint."
"We have already seen what happens when systems can't reconcile surprises fast enough. Within 48 hours of the Jan. 3, 2026, capture of Nicolás Maduro, at least seven AI-generated or miscaptioned images and videos reached more than 14 million views on X before verified information stabilized. Competing versions of reality spread faster than institutions could resolve them. This dynamic is no longer limited to organizations like the Secret Service. Go-to-market teams now operate in the same environment. Annual plans assume stability. GTM work does not."
Signal volumes across search, social, and video have exploded, and AI has made mass content creation commonplace. Attention becomes the primary constraint as verification and reconciliation lag behind rapidly spreading signals. Miscaptioned or AI-generated content can reach millions of views before accurate information stabilizes, producing competing versions of reality. Go-to-market teams face uneven, early-arriving signals while annual plans assume stability. Operational logic fragments as messaging and deal language shift mid-quarter and RevOps encodes forgotten decisions. Decisions arrive earlier and riskier, teams add meetings and escalations, and judgment replaces absent systems, driving repeated replanning.
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