Episode 54 – Summer Cognoscenti Series - David Keene: AI, Trust and GTM Architecture

Welcome to What’s Broken in GTM and How to Fix It with Louis Fernandes and Simon Daniels. Each week, together with occasional guests, we explore the challenges that face go-to-market leaders in SaaS scale-up businesses and suggest solutions to common issues.

Simon recently hosted the Rethink B2B Customer Growth event in London, run under the Accenture Song umbrella, which brought together research, client perspectives and practitioner insights on B2B growth strategy. Simon shared findings from the Customer Buying Index study, led a session on revenue planning, and made the case for planning at the buying group level in enterprise settings — arguing that account-level planning lacks the fidelity needed to align renewal, expansion and multi-motion strategies. He also published a roundup post drawing together attendee reflections and key data points from the day. Louis noted that several of the themes — revenue architecture, growth architecture and revenue governance — dovetail closely with recent content arcs on the podcast.

In this episode, continuing the Summer Cognoscenti Series, David Keene, Co-Founder and CRO at Agentive — who brings three decades of experience across Google Cloud, Salesforce, SAP, Oracle and Wipro — joins Louis and Simon to explore what’s really broken in B2B go-to-market and where agentic AI fits in. Here’s the TL;DL: AI won’t fix broken GTM — it’ll expose it. The opportunity isn’t to automate more activity; it’s to move from systems that record what happened to systems that help revenue teams decide what should happen next. But that only works if the business has clear architecture, good governance, trusted data, and a genuine focus on customer impact rather than internal activity.

Other mentions in this episode:

Simon’s Rethink B2B Customer Growth 2026 roundup post

Episode 52 with JD Miller on The New CRO Playbook

Episode 53 with Kevin Brown on Governance Before Scale

Episode 51 with Mark Walker on AI-Native SaaS

Pavilion — peer community for GTM leaders

CMO Circle — peer community for senior marketing leaders

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