The Prospecting Playbook AI Actually Needs

When Peter and I wrote this book, we talked about various differences in sales today.

One question we had:

Do fundamentals still matter in an AI world?

Quickly we realized: yes. More than ever.

Here’s what I see working with teams every day:

1. Most teams don’t have the fundamentals nailed
   
   
2. The few that do struggle to define, document, and execute them
   
   
3. Without both, AI makes everything worse
   
   

Bad at scale = very bad.

Where teams break with AI:

• They automate garbage
  → Bad ICP + agentic system = faster bad outreach
  
  
• They remove the human too early
  → Instant trust loss (I gave an example in yesterday’s post)
  
  
• They think it replaces strategy
  → It amplifies whatever you built (good or bad)
  
  

AI isn’t the fix.

Your foundation is.

Graphic Sales: How to Build a Prospecting Playbook (for Sales Leaders) drops April 1.

If you want a head start, you can read the Introduction + first chapters now.

Build the foundation. Then scale it.