Brian Balfour was the VP of Growth at HubSpot, where he helped expand the company from a single to multi-product company, created their CRM offering that became Sales Hub, and led their transition to product-led growth. After leaving Hubspot 10 years ago, Brian founded Reforge to solve the education gap for mid-career professionals, building it into the premier educational platform for product, marketing, and growth teams. Recently, Reforge evolved beyond expert-led training courses to launch an AI-native product suite with four tools: Insights to aggregate customer feedback, Research to run AI-powered interviews, Build to generate and validate product prototypes, and Launch to help teams safely and quickly deploy experiments.
Brian interacts with some of the best operators across all of tech as part of his work at Reforge, giving him a unique vantage point into how different orgs are adopting (or failing to adopt) to AI. He has written thoughtful pieces including The Big Squeeze and The Next Great Distribution Shift.
During our conversation, Brian shares why most companies are falling short in AI transformation by creating disconnected systems & not being ambitious enough. We talk about the big squeeze and why reaching escape velocity is more important than ever, how the acceleration of product development is fundamentally changing how product and GTM teams interact, and Brian shares some of his thoughts for early-career operators.
In this podcast, we discuss:
Why replacing individual workflows one at a time with AI creates disconnected, hacky systems that lose critical context
What the top 5-10% of companies are doing differently to accelerate AI transformation
What Brian means by the Big Squeeze and how it’s forcing startups to achieve escape velocity faster than ever
Which sorts of roles (or parts of roles) are being automated across product & GTM
How AI enables a product velocity that outpaces go-to-market's ability to adopt and distribute
Brian’s early career advice to stand out from the sea of AI slop showing up in job applications
Episode highlights:
Brian's product team is shipping so fast that go-to-market can't keep up. This is becoming a common challenge as engineering acceleration moves bottlenecks to other parts of the system rather than necessarily improving overall output.
Brian segments people's AI adoption styles into three groups: leaders who experiment naturally, a middle group needing specific constraints and support who can adopt, and anchors who resist change. Companies taking AI transformation seriously design different strategies for each segment, with some establishing hard constraints like refusing to review proposals without at least 3 AI-generated prototypes.
Go-to-market teams are gravitating towards two distinct ends: systems & infrastructure people handling data + signals, and creative people designing messages and experiences. Most of the work in the middle is getting automated, reducing the number of bottlenecks for GTM or product teams
The Big Squeeze is speeding up an incumbent’s ability to copy, increasing competition, and making it more important than ever for ambitious software businesses to achieve escape velocity - a level of growth & distribution that allows them to build more sustainable moats.
Due to an overwhelming volume of AI-generated job applications, Brian no longer posts every job publicly. Instead, he scouts talent by scrolling social media to find people building and publishing their work. He advises early career professionals to build and share publicly in order to stand out
Where to find Brian:
Transcript details:
(00:00) Introduction and Brian's background at HubSpot and Reforge
(04:45) Reforge's evolution to AI-native product suite and velocity challenges
(07:28) AI Frankenstein systems and what companies are getting wrong in AI transformation
(14:28) How to get massive returns on AI
(20:27) The three types of AI adopters & the discrepancies between C-Suite and ICs
(23:08) How AI is driving role polarization
(29:07) The recipe for hypergrowth and advantages to PLG
(31:57) How Brian defines escape velocity and why it matters
(39:42) How the big squeeze paradigm is changing hiring and GTM + product collaboration
(44:36) The next great distribution shift
(50:13) Career advice for early professionals in the AI era
(58:15) Favorite underrated tool, growth hack, and conclusion
For inquiries about sponsoring the podcast and to recommend any guests, email noah@thegtmengineer.ai
