"Run experiments" is easy advice. Measuring them inside a real customer journey is the hard part.

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.

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.

Dave also shares what he has learned from launching AI agents in the wild, including why measurement is the difference between “experiments” and vibes.

🔑 What You’ll Learn in This Episode