# Agentic GTM is two jobs wearing one name

> GTM run by agents and selling to agents are different disciplines. Most people conflate them. The split is the whole point.

"Agentic GTM" is two completely different jobs sharing one name. Most people mix them up. The split is the whole point.

**Job one: GTM run by agents.** AI SDRs, agentic CRM, automated outbound. The old motion, automated. It is real, it is loud, and it is crowded.

**Job two: selling to agents.** When an AI agent goes to connect an app or pick a tool, does it pick you? Matt Biilmann named the discipline behind it: [agent experience](https://biilmann.blog/articles/introducing-ax/), or AX. This is the new one. Far less crowded. Far more interesting.

Job two is my whole job at Zapier. The searcher used to be a vibe coder who just wants to connect their apps safely and smash the approve button. Now the searcher is the agent acting for them.

Everything changes when the buyer is a machine. [a16z put it well](https://a16zcrypto.com/posts/article/open-agentic-commerce-end-ads/): the web's business model was distraction, and an agent does not get distracted. It does not care about your brand colors. It reads your docs, calls your tool, and moves on. No funnel.

That breaks three things at once.

- **Discovery.** Agents synthesize an answer instead of clicking ten blue links. The click you used to monetize never happens.
- **The funnel.** Awareness, consideration, conversion assumed a human moving through stages you could retarget. An agent collapses all of it into one tool call.
- **Brand as interface.** The user never sees your page. The agent hits an API or reads a markdown file. Visual brand equity stops mediating the purchase.

**My read:** job two is the bigger opportunity, and it is bigger because it is empty. Job one automates a motion everyone already runs. Job two is one most have not noticed started.

If you are in GTM and only thinking about job one, you are automating the old playbook. That is what I will write about here: field notes from inside a real function, not theory.

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**Sources**

- Matt Biilmann, [Introducing AX: Why Agent Experience Matters](https://biilmann.blog/articles/introducing-ax/). The coinage of agent experience.
- a16z crypto, ['Open Agentic Commerce' and the end of ads](https://a16zcrypto.com/posts/article/open-agentic-commerce-end-ads/). The kill-the-funnel thesis.