The recent Series A of TitanX and then their acquisition of Frontspin are leading to the narrative that has been bubbling up for a couple of years now:

The Unified GTM platform is here, finally.

This is going to have massive shockwaves now for vendors who are selling just a feature to the sales teams, because they're going to have to figure out, fast, what their product growth strategy will be to stay relevant.

What TitanX has done with the acquisition of Frontspin is now really bringing together two really important pieces of go-to-market:

We have UserGems that is ‘not just now a job change’ application. It's now a command centre for both sales and ABM teams to prioritise all signals that your org needs. You also see the likes of Nooks, where it's not just a dialer. It's making an environment for SDRs to be world-class at their craft by having AI coaching bots to do warm-up calls, and to have virtual sales floors to connect teams from all over the world to make calls. You look at companies like Alysio, who is the orchestrator for all your GTM applications, and ask them questions in real time around what our ICP should be our ICP and what our messaging should be.

This is a really important moment for both buyers and for those tech companies, and I'm going to explain why they offer both.

For buyers and SDR Leaders, the many layers of the onion now involved in doing their team's work don't have to be that way anymore. We have burdened our SDR teams with so much tech that the job many of us did as SDRs in 2016 is now totally alien to what it is. We need to remove those layers of the onion to get back to the core (let me continue the onion analogy for a moment more). It's going to sting, and there will be some tears as we move to more singular technology suites, but it will be worth the patience. It will result in lower overall tech stack costs and greater productivity from your teams.

On the vendor side, they've got to make a massive decision now. They've now got to make the decision of: do we make our feature, if they are just one feature only SaaS app, and make it the best it can be and just world-class, and nothing can beat it? Or are they going to have to add bolt-on features that maybe weren't in their roadmap when they originally started, so it's going to take a whole re-architecture of their infrastructure, or are they at risk of being a target for an acquisition?

This is also now a downstream consequence for us as leaders and as buyers, because: do we want, and will our CFOs allow us, to buy individual features, one-feature-only products for our teams?

What this author believes is going to happen is that we will start; we'll continue to see organisations remove individual feature sets and components of their tech stack, and just utilise existing features in some of their larger investments. They are then using LLMs to try to bring all that contextual data together and make this a true orchestration layer for teams.

Something I hear a lot from Venture Capitals is that their portfolio companies' Customer Acquisition Costs are a major concern for them. believe that will have flow-down effects for more public or larger private organisations, where they need to ensure that CAC is reduced. This is a big part of it, about not having so many tools needed; that will be a wild consolidation.

Lets see what happens at the end of 2026 and where the market is with the unified GTM platform!

The countdown is nearly over for the communities first ever conference, Funnel 26! We wanted to share some details of the sessions we will be having!

The Panel with Angela Frackowiak, Illango Dhandayudham, Sara Angell and Jonathan Mayer
This panel explores what it truly takes to succeed as a 3rd-line leader: someone responsible for leading other leaders and shaping organisational direction. They will discuss how their leadership approach has evolved, the mindset shifts required to influence through others, and how they balance strategic vision with operational execution.
They’ll share practical insights on empowering leaders, building strong leadership pipelines, maintaining alignment across teams, and navigating change with clarity and resilience. Attendees will walk away with tangible perspectives on how senior leaders drive culture, performance, and results at scale.

Jay Glenn Workshop session will be on ‘‘How to calculate CAC’’
This session breaks down how to measure your team’s P&L and SDR Customer Acquisition Cost (CAC) so you can lead with true financial clarity. You’ll learn simple methods for calculating costs, connecting rep productivity to profitability, and identifying the key levers that drive economic performance. Leave with practical, actionable tools to make smarter decisions about hiring, capacity, and investment; turning your team into a financially accountable growth engine.

Priyanka Venkat and Peter Mollins Workshop session is on ‘‘Practical AI for Sales Leaders: Use Cases & Prioritisation"
They will share how to move beyond the hype and discuss high-impact AI workflows that actually drive revenue. In this interactive session, you will evaluate practical use cases. From signal-based prospecting to autonomous agents. And build a prioritised roadmap to implement with your team.

Funnel 26 will be the first of its kind, a conference where the best global VPs of sales development are going to be talking to the best heads of sales development, directors, third-line leaders sharing their strategy and their vision for how the function will look like, giving access to those that come to the best sales development leaders in the globe with workshops, with networking, with everything that is kept true to what SDR leaders of USA and EMEA does but on a far grander scale.

We're really excited to be partnering up with Anastasia Chihai from ATX SDR Leaders to deliver this conference for YOU!

So we really look forward to seeing you all there!

When this newsletter first started three-plus years ago, our main focus was to spotlight the incredible SDR/GTM leaders who subscribed and to deliver an interview segment to you every week. These SDR leaders shared their expertise and experience building sales development teams, whilst providing real-time advice on how to address some of the biggest issues we face every day.

And we want to bring that back!

So if you are interested in being part of this newsletter and discussing some of the big topics that are facing SDR leaders on a day-to-day basis, be that management of SDRs, managing managers or running global sales development teams, we want to hear from you and have your voice amplified within this newsletter.

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