For the last two decades, CRM systems have sat at the center of the GTM technology stack. Every workflow, process, dashboard, and integration was designed around a single system of record. As AI, automation, and agentic workflows become more embedded in revenue organizations, that model is starting to change. This session explores how one organization is rethinking its future-state GTM architecture from the ground up. Rather than treating AI as another layer on top of an existing stack, the focus shifts to building around a unified data layer, intelligent workflow automation, and AI-powered interfaces that surface insights when and where they're needed. Learn how teams are approaching the transition from traditional GTM systems to a more flexible architecture designed for automation, agents, and AI-native execution. You'll walk away with: - Why the data layer is becoming more important than the application layer - How AI agents and workflow automation are changing GTM architecture - New roles emerging across GTM operations, data, and engineering teams - Lessons learned from redesigning a GTM stack for an AI-first future