Episode 3: Will Gray x Justin Tannenbaum - The Evolving Role of GTM

Will Gray, founder of Graystone Consulting and the go-to-market lead behind AppStream Studio and Aiventi, joins host Justin Tannenbaum to break down how the right morning mindset compounds into real productivity, how the go-to-market role is being rebuilt by AI, and the exact stack he uses to drive pipeline. Then Will tells the unforgettable story of summiting Mount Kilimanjaro in a whiteout and the one principle he pulls from it for business and fatherhood: just don't stop.

🔗 Work with Will → https://graystoneconsulting.co

🔗 Connect on LinkedIn → https://linkedin.com/in/willgrayco

In this episode:

• Why early morning routines and "eating the frog" set the tone for everything

• How GTM is splitting into specialists as AI absorbs the routine work

• The full outbound loop: RB2B → Clay → HubSpot → Instantly → human follow-up

• Becoming a force multiplier instead of a one-man army

• Shipping at 80% — and why founder perfectionism kills momentum

• Summiting Kilimanjaro at 19,341 feet, one foot in front of the other

⏱ Chapters

00:00 New Year's resolutions: 75 Hard, dry January, the 5 a.m. wake-up

04:21 Morning routines and intention-setting

05:50 Productivity systems: time blocking and "eat the frog"

07:57 What people get wrong about go-to-market — and how AI is splitting the role

14:29 Will's GTM stack: Instantly, Apollo, Clay, RB2B, HubSpot, LinkedIn

16:50 The full outbound loop, end to end

18:20 Becoming a force multiplier

23:30 Shipping at 80% and beating perfectionism

29:51 When it hit the fan: summiting Kilimanjaro in a whiteout

39:45 His "Kilimanjaro today": growing Graystone and being a girl dad

43:47 Legacy, the Eddie Murphy doc, and selflessness as a parent

44:36 The next 3–5 years: AI + human

46:51 Where to find Will

🎧 Listen to the full episode of Agents of Change by AppStream Studio for more insights!

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