The End of Spray-and-Pray: How Intelligence-as-a-Service Is Reshaping GTM

For years, B2B sales relied on a “spray-and-pray” model — sending as many emails and calls as possible and hoping something sticks. That approach is rapidly losing effectiveness. According to Lusha CEO Yoni Tserruya, the next generation of go-to-market will be driven by signals, data, and AI-powered intelligence layers. Instead of reaching out randomly, companies will engage prospects at the exact moment they are most likely to buy. The emerging GTM stack will prioritize intelligence over automation, embedding predictive insights directly into CRM and sales tools. In the future, success may depend less on how many prospects you contact — and more on knowing precisely when to reach out.