GTM Doesn't Need Code. It Needs People.

An anti-pattern is emerging in real-time.

Engineers are preparing for a world without IDEs, where code becomes obsolete. Foundation model labs are betting everything on this shift and planning accordingly.

They're thinking in specs. Defining outcomes. Letting execution happen in the background. Hard focus on GTM, user empathy.

Meanwhile, GTM teams are leaning into code. Talking Claude Code, databases, code generation. Excited to "speak the language."

But here's the thing—they never needed to. I understand the transition phase and the excitement.

But SDRs and AEs who care about their prospects are so back.

The people closest to code their entire lives are excited to walk away from it.

GTM doesn't need to get closer to the IDE; it needs to get closer to people.

What survives is the ability to articulate intent with precision. To know what good looks like in your domain and describe it clearly enough.