Operating Framework for AI Strategy

First of it’s kind program to help B2B Revenue leaders scale and operationalize AI across their org.

In 2026, AI fluency + strategic execution will be a performance expectation – not an experiment. It starts here.

Why did we build this, now?

Because in H2 2025…

  • GTM leaders know they must be doing more with AIโ€ฆbut theyโ€™re stuck.
  • Thereโ€™s pressure to act, but no clear plan.
  • Leaders are inundated with tools and buzz, but unsure what to activate or prioritize.
  • With AI still so new, nobody has a blueprint to confidently follow.

That’s about to change.

The AI Architecture Lab introduces a practical framework that combines AI fluency with Revenue & GTM Strategy. The result is clear confidence in your AI plans, and direct impact on driving revenue capacity + measurable impact across the organization.

Only 8% of companies are โ€œfront-runnersโ€ at scaling AI effectively, while just 15% have the essential capabilities to move beyond pilots to real enterprise-wide value.

Accenture Report, May 2025

Sales Assembly Labs Revenue Manager

Enroll for The AI Architecture Lab

The AI Architecture Lab kicks off on October 16th, 2025 – enrollment is now open! (All live session dates found below in FAQs)

Contact us with questions or to receive a PO / Invoice to pay and enroll. Alternatively, use the Stripe form for immediate enrollment.

Company Enrollment

$15,000

  • Includes 5 seats per company (pending titles / roles of individuals)

  • 20% discount available for current Sales Assembly clients

  • Cohort begins 10/16/25 and is limited to 25 companies

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Curriculum

The Lab is built to help GTM leaders move from scattered AI experiments, to a clear strategy that drives measurable impact and increased revenue capacity.

Each live session builds on the last, guiding participants through a step-by-step framework to align AI with business objectives, identify high-leverage use cases, and scale org-wide with confidence.

The Lab includes 5 live virtual sessions, plus a “module 0” delivered on-demand, prior to the start of the live sessions.

Module 0: Framework Introduction + AI Fluency (on-demand, pre-program)

Key Result

Build a shared baseline of AI knowledge and gain early familiarity with the AI S.C.A.L.E Framework.

Session Overview

Delivered On-demand to all participants before the live sessions begin, here we introduce the AI S.C.A.L.E Framework and establish a common language for AI across the cohort. Youโ€™ll gain clarity on the five phases of the framework and how they fit together to drive measurable AI adoption. This upfront familiarity ensures that every leader begins the Lab ready to engage deeply in the strategic work – rather than spending valuable live time on definitions and background.

The pre-work also covers essential AI fluency: terminology, core concepts, and a guided overview of the most common AI tools and capabilities in the GTM space. By the time you join the first live session, youโ€™ll have the understanding needed to collaborate effectively with peers and take full advantage of the program.

Main Learning Objectives
  • Understand the structure and purpose of the AI S.C.A.L.E. Framework.
  • Build a baseline knowledge of AI terminology and concepts.
  • Learn common AI capabilities relevant to GTM functions.
  • Arrive at Session 1 ready to focus on strategic application, not basic definitions.

Key Result

Define your AI โ€œNorth Starโ€ and measurable goals that drive buy-in and justify investment

Session Overview

AI initiatives succeed when they are rooted in a clear business purpose. In this opening session, youโ€™ll connect AI directly to the goals that matter most to your organization – whether thatโ€™s increasing revenue per rep, reducing churn, accelerating deal cycles etc. Through a guided โ€œ5 Whysโ€ exercise, youโ€™ll uncover the root causes of your operational friction and identify the real challenges AI should solve. By framing AI as an enabler of strategic objectives versus a shiny new tool, youโ€™ll set the foundation for meaningful adoption.

Weโ€™ll also explore how to translate those objectives into measurable success criteria, ensuring your AI efforts have a tangible business case from the start. Youโ€™ll leave the session with a focused set of outcomes, clear baseline metrics, and alignment across stakeholders…giving you the โ€œNorth Starโ€ that will guide every decision in the AI adoption journey.

Main Learning Objectives
  • Connect AI initiatives to core business metrics.
  • Conduct the โ€œ5 Whysโ€ exercise to uncover root causes.
  • Identify 2โ€“3 high-leverage performance drivers and set a baseline.
  • Gain cross-functional alignment on AIโ€™s role in strategy.

Key Result

Identify where AI will have the biggest impact and assess readiness of your data and systems.

Session Overview

Before you invest in tools or pilots, you need a complete picture of where AI can create the most value. This session guides you through mapping your GTM workflows to reveal bottlenecks, inefficiencies, and costly handoffs between people and systems. Youโ€™ll learn to measure the business impact of these friction points, enabling you to prioritize where AI can make the most immediate and significant difference.

Weโ€™ll then assess your organizationโ€™s data readiness using a structured framework that covers aggregation, access, governance, and security. Youโ€™ll determine whether the necessary data exists, how itโ€™s stored, and whether your tech stack can support AI-driven automation and insights. This ensures your AI initiatives are not only high-impact but also feasible and secure.

Main Learning Objectives
  • Map GTM workflows to surface bottlenecks.
  • Quantify the impact of solving high-friction areas.
  • Apply a Data Readiness Framework to evaluate infrastructure.
  • Prioritize AI opportunities by impact and feasibility.

Key Result

Build a practical AI roadmap by matching the right capabilities to your highest-priority problems.

Session Overview

With your top opportunities identified, the next step is finding the right AI capabilities to address them. This module introduces the core AI categories for GTM, such as summarization, orchestration, classification, and intelligent search – and shows how each can be applied to specific parts of the customer journey. Youโ€™ll evaluate real-world examples of tools in action to better understand their strengths and limitations.

From there, youโ€™ll build a โ€œCapability Match Map,โ€ linking each friction point to a root cause, an AI capability, and specific example tools. Youโ€™ll also gain insight into how to evaluate vendors beyond just features, considering scalability, security, adoption potential, and fit within your broader strategy. This ensures your AI roadmap is both targeted and executable.

Main Learning Objectives
  • Understand core AI capabilities for GTM.
  • Match high-priority use cases to specific AI functions.
  • Evaluate AI tools for fit, scalability, and adoption potential.
  • Build a vendor scorecard to guide selection.

Key Result

Successfully deploy AI initiatives with clear guardrails, measurable outcomes, and momentum for scaling.

Session Overview

The key to a successful AI rollout is starting small and focused. In this module, youโ€™ll learn how to select and scope a pilot that is narrow enough to manage but impactful enough to build momentum. Weโ€™ll guide you in creating a clear plan that includes success criteria, timelines, and risk mitigation strategies – ensuring the pilot delivers quick, measurable wins.

Youโ€™ll also learn how to assemble the right cross-functional โ€œTiger Teamโ€ to drive execution and iteration, drawing on expertise from RevOps, Enablement, Sales, and IT. Finally, weโ€™ll cover how to track adoption, measure results, and craft an internal narrative that builds trust, showcases early wins, and paves the way for wider adoption across the organization.

Main Learning Objectives
  • Select and scope a high-ROI pilot use case.
  • Build a cross-functional execution team.
  • Design a tracking system for adoption and results.
  • Create an internal success narrative to drive expansion.

Key Result

Operationalize AI as an ongoing strategic advantage across teams and systems.

Session Overview

Once youโ€™ve proven value in your pilot, the focus shifts to scaling AI responsibly and embedding it into your operating model. This session covers the creation of governance structures like an AI Center of Excellence, which ensures consistent oversight, prioritization, and capability growth. Youโ€™ll explore best practices for sustaining momentum while managing change across teams and processes.

Weโ€™ll also look ahead at how GTM roles are evolving in an AI-driven world, and how to create enablement plans that keep your organization at the forefront. By establishing a quarterly review cadence and defining clear measurement models for usage, performance, and outcomes, youโ€™ll ensure AI continues delivering tangible results long after the Lab ends.

Main Learning Objectives
  • Develop a scalable measurement model for AIโ€™s impact.
  • Structure governance and oversight for AI initiatives.
  • Design enablement plans to accelerate adoption.
  • Anticipate role evolution and organizational change.

Lab Facilitators

Jonathan Kvarfordt

Head of GTM Growth, Momentum.io

Jonathan โ€œCoach Kโ€ Kvarfordt is a go-to-market leader and AI strategist who helps revenue teams turn AI from a buzzword into a daily competitive advantage. As Head of GTM Growth at Momentum.io, an AI deal collaboration platform for revenue teams, and founder of GTM AI Academy, he equips organizations, from Fortune 500s to startups, with practical frameworks, automation strategies, and playbooks that drive measurable results.

Creator and host of the GTM AI Podcast, cohost of the AI Business Network, and advisor to multiple companies, Coach K blends 15+ years in enablement, RevOps, and sales leadership to help teams execute faster, smarter, and at scale with AI.

Jonathan Moss

EVP of Growth, Experity

Jonathan Moss is a revenue architect and GTM executive recognized for pioneering AI-native go-to-market strategies. As EVP of Growth & Operations at Experity, he leads the creation of AI-powered solutions like Care Agent, the industryโ€™s first clinical intelligence platform for urgent care, while modernizing GTM systems company-wide.

Host of the AI Business Network & GTM AI podcast, as well as Pavilionโ€™s ‘AI in GTM’ Co-chair and a Revenue Architect with Winning By Design, Jonathan advises companies across the B2B landscape on using AI to scale operations, build GTM effectiveness and transform customer engagement. His career spans senior leadership roles at global brands and high-growth ventures, where he blends deep operational expertise with innovative AI strategy.

About the Experience

The experience blends strategy and execution, offering hands-on tools, expert guidance, and peer collaboration to help leaders operationalize AI in their GTM orgs immediately.

It’s also intentionally designed to maximize impact while minimizing “time off the floor” for business GTM leaders.

Begin in October, be done by Thanksgiving, and have everything you need to maximize AI’s impact in 2026.

 

  • Live, Interactive Sessions
    5 live, 75-minute sessions spread over 6 weeks, plus live optional office hours

  • Defined Methodology
    Centered around the AI S.C.A.L.E.โ„ข framework, the lab is rooted in real-world AI strategy, business impact, and practical application

  • Built for GTM Leaders
    Tailored for CROs, CMOs, Heads of RevOps and Enablement, and VPs ofย  Sales/CS

  • Async Support
    Office hours, Slack collaboration and even custom GPTs to help drive adoption of what’s learned

  • Action-Oriented Resources
    Hands-on templates, workbooks, and planning guides to drive immediate execution and internal alignment
  • Modern Curriculum
    Designed with up-to-date insights, tools, and examples to ensure preparation for the rapidly changing AI landscape
  • Collaborative Peer Support
    Learn from experts on the most modern strategies, and build alongside peers navigating the same journey.

FAQs

The AI Architecture Lab is specifically designed for VP, C-level or “head of” leaders across Sales, CS, Marketing, RevOps, and/or Enablement.

The Lab is led Jonathan Kvarfordt and Jonathan Moss, the two foremost thought leaders and innovators within the GTM AI space today.ย  The AI S.C.A.L.E. framework and specific sessions have been designed based off of research, real-world application and years of direct operational experience.

The Lab is constructed around five 75-minute live sessions in order to maximize impact while minimizing time off the floor.ย  We take off the last week of October to accommodate EOM/quarter needs, but will have an optional “office hours” that week.ย  In addition there are plenty of async resources and guides to tap into on your own time.

Unlike costly in-house consulting, the Lab delivers a clear AI strategy playbook at a fraction of the price, plus the added benefit of peer collaboration.

Session 1 (10/16); Session 2 (10/23); Optional Office Hours (10/30); Session 3 (11/6); Session 4 (11/13); Session 5 (11/20).

We do not have a live session the last week of October to accomidate for EOM / EOQ but will have optional live office hours that week for those interested.

We’re limiting the cohort to 25 companies with companies allowed to enroll up to 5 people each.

Enrollment into the Lab costs $15,000 per company ($12,000 for active Sales Assembly members).

No.ย  Corporate Sales Assembly membership not required (though members do get preferred pricing).

Of course.ย  You have up until the cohort begins to “assign” the seats to the specific participants.ย 

Yes.  Since we have a strict number of seats available, once you purchase a seat, that sale is final.  However, keep in mind you can determine the exact participants up until the program begins.