Is Salesforce the dominant player in the AI platform shift, or the incumbent about to be disrupted? Kris Billmaier, EVP and GM of Agentforce Sales and Growth Products, sat down with Sophie Buonassisi at Salesforce Tower to answer that directly. Kris runs the business behind Sales Cloud's 26-year run and its rebrand into Agentforce Sales. He makes the case that CRM is becoming "agentic revenue orchestration," that the category needs a new name, and that the future is headless. For Salesforce, that means surfaced inside Slack, ChatGPT, Gemini, and wherever sellers actually work. He also shares the internal numbers, including an engagement agent that worked the leads Salesforce had always ignored and generated over $100M in pipeline in eight months. What you'll learn: - Why 60% of a seller's time goes to non-selling work, and which agents remove it - The case for renaming the category from CRM to agentic revenue orchestration - What "headless CRM" means, and why Salesforce integrated with ChatGPT and Gemini - How one leader manages 100 reps plus the equivalent of 400 agents - Why the Momentum acquisition matters: "memory fragments" that cut an 8,000-word meeting to the 800 words that count - Why Salesforce is hiring more sellers, not fewer - How hiring shifted from "what did you do" to "how do you build" (and why a PowerPoint is now a red flag) - Pricing in the agent era: seats, flex credits, and a coming leads-worked outcome metric - Why Kris says we're not in a SaaSpocalypse, and how a 70,000-person company still ships weekly Thank you to our sponsor: Primer unlocks B2C ad channels for B2B marketers with precision targeting and next-gen measurement. GTMnow Network exclusive offer: Extended 45 day trial and 15% off with code GTM15 - just apply the code when you go to upgrade from the free trial. See who’s really in your funnel: sayprimer.com Chapters: 00:00 Intro 01:12 Welcome, and the Salesforce platform-shift question 02:25 How Salesforce adapted across cloud, mobile, social, and AI 03:32 Why Sales Cloud became Agentforce Sales 05:17 Renaming the category: from CRM to agentic revenue orchestration 06:56 Will anyone log into a CRM again? 08:09 Agentforce in one line, and the seller's Monday morning 09:08 Build vs. buy, vibe coding, and the context moat 11:01 The Momentum acquisition and memory fragments 13:04 Sellers managing teams of agents, and the $100M pipeline story 15:03 The agent stack: prospecting, engagement, pipeline, quoting 16:27 Efficiency, accuracy, and auto-generated forecasts 18:03 Why Salesforce is hiring more sellers 19:16 What the modern sales role looks like 20:08 Sponsor: Primer 21:34 How AI changed hiring: from "what" to "how" 23:48 The window: shipping weekly, not on three annual releases 25:13 What product-market fit means now 26:05 Software vs. services, and the $10T question 28:10 The complexity problem: easy by default, advanced by choice 30:07 Go-to-market evolution and consolidating the stack 32:07 Leading as a player-coach 33:16 Being "chief repetition officer" and educating the field 35:00 How a 70,000-person company stays agile 36:48 The biggest lesson from Marc Benioff 37:57 Pricing: seats, flex credits, and outcome-based metrics 40:53 Are we in a SaaSpocalypse? The full answer 42:08 Where Kris gets his learnings 43:07 World Cup picks Kris Billmaier (EVP and GM of Agentforce Sales, Salesforce) LinkedIn: https://www.linkedin.com/in/krisbillmaier/ Salesforce Agentforce: https://www.salesforce.com/agentforce Sophie Buonassisi (Host, SVP at GTMnow/GTMfund) LinkedIn: https://www.linkedin.com/in/sophiebuonassisi/ X: https://x.com/sophiebuona About Kris Billmaier: Kris Billmaier is EVP and GM of Agentforce Sales and Growth Products at Salesforce, where he leads the business formerly known as Sales Cloud. He oversees the company's agentic sales portfolio, including its prospecting, engagement, pipeline, and quoting agents, and the Momentum acquisition that powers its conversational data layer. About GTMnow: GTMnow shares how the best in tech build, scale and invest. The media brand is owned and operated by venture firm, GTMfund. Visit us on: https://gtmnow.com Follow us on LinkedIn: https://www.linkedin.com/company/gtmnow Follow us on X (Twitter): https://x.com/GTMnow_ Follow us on YouTube: https://www.youtube.com/@GTM_now Follow us on TikTok: https://www.tiktok.com/@gtmnow_ Follow us on Instagram: https://www.instagram.com/gtmnow_/ The GTMnow Podcast The GTMnow Podcast is a weekly podcast featuring interviews with the top 1% GTM executives, VCs, and founders. Conversations reveal the unshared details behind how they have grown companies, and the go-to-market strategies responsible for shaping that growth. Visit gtmnow.com for more episodes and other interesting content.
