The GTM Agent Jobs Matrix
Where should agents work in your GTM org?
Background agents
- 1Refresh product pages after releasesMarketingSees each release, picks the pages to change, rewrites and publishes them. One team relies on it; it writes to the live site.
- 2Update the CRM from sales activitiesSalesDecides what to log from every call and email and writes it to the CRM. One team relies on it.
Agent-led growth
- 3Run paid media: build, launch, optimizeMarketingOwns spend against a target; the market sees every ad.
- 4Qualify/book inbound leads (AI SDR)BothTalks to each buyer and books the meeting with no rep.
- 5Launch signal-based outbound end-to-endSalesPicks accounts from buying signals, then writes, sends and follows up on its own. Buyers see every message.
Leveraged individual
- 6Prep an AE before each demoSalesPreps the AE before every demo from the CRM and past calls. The AE runs the demo.
- 7Recommend daily campaign optimizationsMarketingProposes changes every day; a marketer approves each one. A bad change would cost money.
- 8Draft landing pages for campaignsMarketingDrafts pages from the brief and brand docs. A marketer edits and publishes every one.
- 9Draft custom decksBothDrafts a deck for each deal from CRM and call notes. A person edits and presents it.
Leveraged org
- 10Run live roleplays for sales trainingSalesPlays the buyer and scores the rep. Enablement sets it up and managers coach from the scores.
- 11Review & route inbound leadsBothPreps each routing call; a person approves before it moves.
- 12Generate a forecast for sales managersSalesDrafts the forecast call; the manager edits it. Sales leadership and finance plan on it.
- 13Build all campaign assets from a briefMarketingDrafts every asset from one brief; each team edits its part.
Get the full framework in your inbox next Thursday
Brendan and I are finalizing the matrix. We'll share the full framework, with detailed analysis, on Thursday, November 19.
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Methodology
The matrix is for GTM leaders deciding where agents should work: it shows how much of each job an agent can do on its own and how hard it is to deploy safely, but not which jobs matter most to your business. Each dot is a job an agent does, not a person it helps. We score each job from 1 to 6 on two axes.
Agent autonomy
The core question is How much of the job does the agent do on its own? At the low end, the agent answers or drafts when asked by a person. At the high end, it works toward an outcome and makes decisions to achieve that goal. It's a spectrum for how much the agent executes, not a binary between Copilot and Autopilot.
Deployment complexity
The core question on this axis is How hard is the job to deploy safely? In assessing complexity, we're evaluating who relies on it (single player vs multi-player, internal vs external parties), what data and systems it can touch (read vs write, public vs sensitive data), and what a mistake would cost. A job affecting one person, with narrow access and low stakes, sits toward the left side. Jobs with broad access, many people involved, or high stakes move to the right.
Business impact
This framework does not answer the business impact of each agent job. That is a third dimension that GTM leaders should assess based on their specific business situation, challenges, and goals. The matrix helps you understand the general shape of each GTM agent job. Combine this with your impact assessment and you'll be able to decide what to build or buy and in what order.
The scores are our judgment, not measurements.