Why GTM control breaks and how it’s rebuilt

Over the last decade, the volume of signal flowing through GTM has changed completely. Google searches now exceed 5 million a minute. Social posts top 500,000 a minute. Video creation has grown 10x, with more than 500 new hours uploaded every minute. AI accelerated this shift by making nearly everyone a creator. When signals reach this scale, attention becomes the constraint.

We have already seen what happens when systems can’t reconcile surprises fast enough. Within 48 hours of the Jan. 3, 2026, capture of Nicolás Maduro, at least seven AI-generated or miscaptioned images and videos reached more than 14 million views on X before verified information stabilized. Competing versions of reality spread faster than institutions could resolve them.

This dynamic is no longer limited to organizations like the Secret Service. Go-to-market teams now operate in the same environment. Annual plans assume stability. GTM work does not.

Signals arrive early and unevenly. Messaging shifts mid-quarter. Sales adapts language deal by deal. RevOps encodes logic that few people remember agreeing on. Teams move quickly, but the system struggles to keep up. Most GTM plans do not fail outright. They slowly stop reflecting reality.