The Slingshot Effect Why Slowing Down Is the Fastest Path to GTM AI Success

Most GTM leaders are racing to adopt AI tools, hoping technology alone will solve their pipeline problems. But according to Jonathan Kvarfordt, VP of GTM Strategy & Marketing at Momentum.io (now Salesforce) and founder of GTM AI Academy, this approach is backwards.

In this episode of Go-to-Market, hosted by Amy Osmond Cook, Jonathan shares the counterintuitive framework he has used to advise dozens of companies on AI strategy over the past three years. His core message: the teams doing the unglamorous foundational work today will dominate tomorrow.

The Expensive Mistake Most Teams Are Making Right Now

Jonathan has watched countless organizations fall into the same trap. They purchase AI tools expecting instant results, only to find their problems magnified at scale.

“You can’t just think I can buy an AI technology of any kind, including Momentum, and think it’s gonna solve my problems and make all this pipeline, and I’m gonna close ratio off of 10% more. You’ll get benefits from the tech, but you’ll get even more benefit when you have your data in order, when you have your processes in order.”

The teams that skip foundational work are not just failing to improve. They are automating their inefficiencies faster than ever before.

Your Framework for Sustainable AI Acceleration

Jonathan introduces a powerful mental model for AI adoption that every GTM leader should internalize.

“I call it the slingshot effect. It’s like you pull back a slingshot. So you’re the stone. And it feels like you’re going backwards, but as soon as you release, you just fly off and get going. But that pulling back, its time is painful because you’re like, everyone’s getting ahead of me. Calm down. You’ll accelerate and catch up fast.”

Three Actions to Pull Back Your Slingshot

1. Fix Your Data Before You Automate It

Jonathan experienced this firsthand with an international sales team selling in four languages while their CRM was in English. The AI solution worked brilliantly, but only because the team clearly defined the underlying need and process first.

“The teams that have done the hard work foundation building in 2025 and 2026 are gonna accelerate faster than anybody else, but it’s the unsexy non-LinkedIn posting worthy stuff that you have to do to get to that level.”

2. Give Yourself Permission to Experiment and Fail

Building AI expertise requires a willingness to try things that might not work. Jonathan is transparent about his own track record.

“I fail way more than I succeed with AI. But all of the best stuff I’ve ever made with AI came from something I would go, ‘I wonder if I could do that with AI,’ and I just try for like a week.”

3. Go Deep on One Tool Instead of Skimming Ten

Rather than chasing every new AI release, Jonathan recommends focused learning periods.

“There’s one prompt I made back when prompting was still new. It took me two weeks to write that prompt. But it is killer. That work has been a foundation for me throughout the rest of my acts. And now I know how to prompt in a way that works.”

The Human Skills That Matter More Than Ever

As AI proliferates across GTM motions, Jonathan predicts a surprising shift in what becomes valuable.

“I think that as we get more digitized and now we’re going into robotics, I think that one-on-one relationships and that skill of building rapport is extremely important. This year specifically and next year, live events will see a major resurgence.”

The ability to build genuine trust and connection in person is becoming a competitive advantage that AI cannot replicate.

Everyone Is Behind. That Is Actually Good News.

For leaders feeling overwhelmed by the pace of change, Jonathan offers reassurance along with a call to action.

“No one has all the answers. We’re all figuring this out. We’re all pioneers. No one’s ahead of the game. Everyone’s behind. So if you’re feeling like I’m behind, everyone is. Welcome to the party.”

He encourages sharing what you learn, even if it feels basic.

“Take what you’re learning, even if you feel it’s super rudimentary. Just post anyways. There’s always someone who goes, ‘Oh, I never thought of it that way.’ Because your uniqueness, your genius is wrapped up in it.”

Start Building Your Foundation Today

The path to AI-driven growth is not about acquiring the most advanced tools. It is about building an operational engine ready for acceleration. The slingshot effect reminds us that foundational work creates the momentum for sustainable growth.

Ready to build your GTM foundation? Explore how leading companies are scaling their GTM motions with an AI-native planning and performance platform through our case studies.