GTM: The End of GTM Sprawl: How HockeyStack is Rebuilding Go-to-Market Around AI, with Co-Founder Emir Atli

Emir Atli (Co-founder and CRO of HockeyStack) joins GTMnow to share how go-to-market is shifting in the AI era — from fragmented tools and GTM sprawl to unified, AI-native platforms built on a single data foundation.Originally known for attribution and market intelligence, HockeyStack is evolving into a central operating system for go-to-market, spanning marketing, sales, and post-sales through AI agents, blueprints, and an execution layer.We also explore weekly GTM sprints, founder-led content as a pipeline driver (even with <100 followers), and the long-game mindset behind building a generational company from age 20 after YC.In this episode, we cover:- Why you can’t layer AI onto legacy GTM — you must rebuild GTM around AI- The “sprawl crisis” and why siloed tools break without a single data foundation- HockeyStack’s evolution from attribution to a unified GTM operating system- AI agents, blueprints, and the shift from reporting to execution- Why consolidation is moving from tools to full buyer journey control- The case for a winner-takes-all GTM platform- How AI increases leverage across reps, managers, and pipeline reviews- Weekly GTM sprints and faster iteration cycles in the AI era- Founder-led content as a core growth engine and pipeline driver- LinkedIn as a top channel for MQL-to-opportunity and deal acceleration- The 10-year mindset, YC lessons, and building a generational companySponsor:Granola - the AI notepad that turns meetings into action by capturing context, decisions, and next steps automatically. Head to https://www.granola.ai/?via=gtmfund&dub_id=ytmcNnCjtlqCbgH5 and get three months free with the code GTMFUND.Guest links: Emir Atli - LinkedIn: https://www.linkedin.com/in/emiratli/- HockeyStack - Website: https://www.hockeystack.com/- HockeyStack - LinkedIn: https://www.linkedin.com/company/hockeystack/Host links:- Sophie Buonassisi - LinkedIn: https://www.linkedin.com/in/sophiebuonassisi/- Sophie Buonassisi - X (Twitter): https://x.com/sophiebuona- Newsletter: https://thegtmnewsletter.substack.comTranscript available under the episode here: https://gtmnow.com/tag/podcast/Subscribe to GTMnow for the latest episodes! https://gtmnow.com/Highlights:00:00 – The GTM sprawl crisis and why AI breaks in siloed systems01:50 – From attribution to a GTM operating system02:41 – Launching AI agents, blueprints, and the execution layer in 202603:57 – Building a single data foundation across the buyer journey05:09 – Why GTM must be rebuilt around AI (not layered with tools)06:23 – Doing "more with more" and increasing management leverage07:30 – Tool consolidation vs controlling the buyer journey08:48 – 2026–2028: the great GTM consolidation wave09:01 – The case for a winner-takes-all GTM platform10:10 – Moat: data foundation + application layer11:The GTMnow Podcast The GTMnow Podcast is a weekly podcast featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth.Visit gtmnow.com for more episodes and other interesting content.