Michael Maximoff: AI Didn't Break Sales. Broken Processes Did.
Wed Feb 04 2026
In this episode of Go-To-Market, sponsored by Fullcast and Silicon Slopes, host Dr. Amy Cook, CMO at Fullcast, sits down with Michael Maximoff, Chief Growth Officer and Co-Founder of Belkins, to discuss what's actually holding sales and marketing teams back in 2026.
With a background that spans B2B sales, agency leadership, and scaling an eight-figure company at nearly 200% year-over-year growth, Michael offers a rare operator's perspective to the AI SDR debate. His take is clear: AI is one of the best things to happen to go-to-market teams but only when it's layered onto a process that already works. Otherwise, it just accelerates what's broken.
Together, Amy and Michael explore why 78% of sellers missed quota despite more tools, more data, and more spend than ever before, and why access to cheap automation has quietly commoditized outreach. When everyone can send emails at scale, the real differentiator becomes painfully simple—and brutally hard to execute:
"Show me that you know me."
If you're a CRO, CMO, RevOps leader, or founder navigating AI adoption, missed quotas, or diminishing returns on traditional outreach, this conversation will challenge how you think about growth, personalization, and what modern GTM excellence really requires.
Tune in to hear:
Why AI SDRs won't save a broken sales process
The hidden reason quotas are being missed at record rates
How cohort-based ABM creates real differentiation at scale
What it takes to rebuild a GTM engine for today's buyers
This isn't about doing more.
It's about doing what matters—on purpose.
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In this episode of Go-To-Market, sponsored by Fullcast and Silicon Slopes, host Dr. Amy Cook, CMO at Fullcast, sits down with Michael Maximoff, Chief Growth Officer and Co-Founder of Belkins, to discuss what's actually holding sales and marketing teams back in 2026. With a background that spans B2B sales, agency leadership, and scaling an eight-figure company at nearly 200% year-over-year growth, Michael offers a rare operator's perspective to the AI SDR debate. His take is clear: AI is one of the best things to happen to go-to-market teams but only when it's layered onto a process that already works. Otherwise, it just accelerates what's broken. Together, Amy and Michael explore why 78% of sellers missed quota despite more tools, more data, and more spend than ever before, and why access to cheap automation has quietly commoditized outreach. When everyone can send emails at scale, the real differentiator becomes painfully simple—and brutally hard to execute: "Show me that you know me." If you're a CRO, CMO, RevOps leader, or founder navigating AI adoption, missed quotas, or diminishing returns on traditional outreach, this conversation will challenge how you think about growth, personalization, and what modern GTM excellence really requires. Tune in to hear: Why AI SDRs won't save a broken sales process The hidden reason quotas are being missed at record rates How cohort-based ABM creates real differentiation at scale What it takes to rebuild a GTM engine for today's buyers This isn't about doing more. It's about doing what matters—on purpose.