What does it mean when agents are not just assisting, but actually buying and selling? And maybe just talking to each other instead of interacting with humans?

This is the frontier we’re walking into, an agentic world where AI isn’t just a tool, but the distributor, operator, and sometimes even the buyer. And it has massive implications for how we design organizations, orchestrate GTM motions, and retire the “old playbooks” that many of us have been running. How do we restructure our websites? How do we get humans-in-the-loop at the right moment?

That’s why I’m thrilled to join the Agentic Distribution Summit hosted by Hard Skill Exchange this week. It’s one of the most forward-looking (and free!) gatherings I’ve seen on how AI will reshape go-to-market — not in theory, but in practice.

The Lineup Is Stacked

The conference brings together operators across the C-suite who are already pushing on the edges of this new model:

• Olivia Nottebohm, COO of Box, on redesigning the org for agentic advantage

• Jeanne DeWitt Grosser, COO of Vercel, and Robin Daniels, CBO of Zensai, on building an AI-native business

• Wade Foster, CEO of Zapier, on agent-led GTM

• Mark Roberge, Co-Founder Stage 2 Capital on the science of agentic scaling

• James Roth, CRO of ZoomInfo, on AI for predictive pipeline

• Amanda Kahlow, CMO of 1Mind on navigating the messy middle of GTM

• Kady Srinivasan, CMO of You.com, on APIs, accuracy, and the agentic GTM stack

• Latané Conant, CMO of 6Sense, on designing AI workflows that sell themselves

• Plus sessions including

  • Jaleh Rezaei, CEO & Co-Founder, Mutiny

  • Ashley Steppian, the Head of Marketing & Growth at Hex

  • Everett Berry, Head of GTM Engineering, Clay

  • Mario Moscatiello, Head of Growth at Airbyte

• And dozens more incredible leaders

My Session: Agentic Distribution for Growth

On September 16th at 1pm PT, I’ll be moderating a killer panel with:

• Omer Gotlieb – CEO, Salespeak.ai

• Lisa Sharapata🌟– VP AI & GTM Strategy, Metadata

• Tooba Durraze, Ph.D. – CEO, Amoeba AI

• Marcel Santilli – CEO, GrowthX AI

• Kevin Marasco – Chief Growth Officer, Tebra

We’ll dig into some of the big, practical shifts that are already starting to show up:

⚡ Agents as the new interface: becoming the front door to your buyer journey

⚡ Agents as operators: running GTM campaigns, monitoring pipeline, even creating content

⚡ Agents as distributors: autonomously pushing offers and products

⚡ Governance and trust: what happens when machines transact with each other?

⚡ The future of GTM teams: what roles emerge, and which ones evolve away?

We’re already seeing hints of this in eCommerce, where agents are browsing, comparing, even placing items in carts. In B2B, it’s earlier days — but the signs are clear: AI is researching vendors, shortlisting options, and even drafting RFP responses. The question isn’t if this comes to B2B, but how fast.

Why This Matters

For leaders in marketing, sales, and product, this isn’t just about adding another tool to the stack. It’s about preparing for a structural shift in how growth happens. Distribution used to mean ads, websites, and outbound calls. Distribution tomorrow might mean your “bid agent” negotiating against a buyer’s agent inside an LLM.

That’s a whole different playbook.

Register to watch live and get the replays

I’d love for you to join us this week. You can check out the full agenda and register here: Agentic Distribution Summit

This is a wild ride. I’m thankful to Julia Nimchinski for pushing the envelope on her events and bringing me into the discussion. The future is arriving so quickly, it’s scary.

Carilu Dietrich is a former CMO, most notably the head of marketing who took Atlassian public. She currently advises CEOs and CMOs of high-growth tech companies. Carilu helps leaders operationalize the chaos of scale, see around corners, and improve marketing and company performance.

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