Stop Being Human Middleware: How AI Transforms Go-to-Market Success

Too often, product managers work as human middleware between tools, teams, and market intelligence. Life is short—you need to get your time back.

In this episode, Ross Webb (former Principal PM at Amazon and Just Eat, who took products from 0 to £50M+ revenue) explores how AI agents are transforming go-to-market success by automating research, competitive analysis, and cross-functional alignment workflows.

What You'll Learn:

• Why B2B2B environments require different GTM strategies and how to navigate complex stakeholder layers
• The "echo-back approach" that transforms customer problems into quantifiable business value
• How to build genuine harmony between sales and product teams (not just tolerance)
• Ecosystem design thinking: ensuring every piece needed for market success is aligned
• How AI agents can automate competitive intelligence and market validation workflows

Featured Guests:

• João Moreira - Product leadership expert on B2B2B complexity and cross-team collaboration
• Tzvika Shahaf - Strategic consultant on customer problem validation and business value translation
• David Moore - Sales-product alignment specialist and relationship building expert
• Alba Simon - Ecosystem design thinking pioneer and organisational strategy expert

Key Takeaways:

• Product-market fit requires orchestrating the entire ecosystem, not just building great products
• Direct customer engagement beats secondhand feedback from sales teams every time
• Understanding each team's KPIs and workflows creates win-win collaboration opportunities
• AI can automate the administrative burden of market research, freeing PMs for strategic thinking

Sponsored by FlowFocus AI - The agentic AI system that connects your entire product stack (Jira, Amplitude, PostHog, roadmapping tools, competitive intelligence) and saves product managers 5-10 hours per week. Because life is too short to be human middleware.