Is Salesforce the dominant player in the AI platform shift, or the incumbent about to be disrupted? Kris Billmaier, EVP and GM of Agentforce Sales and Growth Products, sat down with Sophie Buonassisi at Salesforce Tower to answer that directly.
Kris runs the business behind Sales Cloud's 26-year run and its rebrand into Agentforce Sales. He makes the case that CRM is becoming "agentic revenue orchestration," that the category needs a new name, and that the future is headless. For Salesforce, that means surfaced inside Slack, ChatGPT, Gemini, and wherever sellers actually work. He also shares the internal numbers, including an engagement agent that worked the leads Salesforce had always ignored and generated over $100M in pipeline in eight months.
What you'll learn:
- Why 60% of a seller's time goes to non-selling work, and which agents remove it
- The case for renaming the category from CRM to agentic revenue orchestration
- What "headless CRM" means, and why Salesforce integrated with ChatGPT and Gemini
- How one leader manages 100 reps plus the equivalent of 400 agents
- Why the Momentum acquisition matters: "memory fragments" that cut an 8,000-word meeting to the 800 words that count
- Why Salesforce is hiring more sellers, not fewer
- How hiring shifted from "what did you do" to "how do you build" (and why a PowerPoint is now a red flag)
- Pricing in the agent era: seats, flex credits, and a coming leads-worked outcome metric
- Why Kris says we're not in a SaaSpocalypse, and how a 70,000-person company still ships weekly
Thank you to our sponsor:
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Chapters:
00:00 Intro
01:12 Welcome, and the Salesforce platform-shift question
02:25 How Salesforce adapted across cloud, mobile, social, and AI
03:32 Why Sales Cloud became Agentforce Sales
05:17 Renaming the category: from CRM to agentic revenue orchestration
06:56 Will anyone log into a CRM again?
08:09 Agentforce in one line, and the seller's Monday morning
09:08 Build vs. buy, vibe coding, and the context moat
11:01 The Momentum acquisition and memory fragments
13:04 Sellers managing teams of agents, and the $100M pipeline story
15:03 The agent stack: prospecting, engagement, pipeline, quoting
16:27 Efficiency, accuracy, and auto-generated forecasts
18:03 Why Salesforce is hiring more sellers
19:16 What the modern sales role looks like
20:08 Sponsor: Primer
21:34 How AI changed hiring: from "what" to "how"
23:48 The window: shipping weekly, not on three annual releases
25:13 What product-market fit means now
26:05 Software vs. services, and the $10T question
28:10 The complexity problem: easy by default, advanced by choice
30:07 Go-to-market evolution and consolidating the stack
32:07 Leading as a player-coach
33:16 Being "chief repetition officer" and educating the field
35:00 How a 70,000-person company stays agile
36:48 The biggest lesson from Marc Benioff
37:57 Pricing: seats, flex credits, and outcome-based metrics
40:53 Are we in a SaaSpocalypse? The full answer
42:08 Where Kris gets his learnings
43:07 World Cup picks
Kris Billmaier (EVP and GM of Agentforce Sales, Salesforce)
LinkedIn: https://www.linkedin.com/in/krisbillmaier/
Salesforce Agentforce: https://www.salesforce.com/agentforce
Sophie Buonassisi (Host, SVP at GTMnow/GTMfund)
LinkedIn: https://www.linkedin.com/in/sophiebuonassisi/
X: https://x.com/sophiebuona
About Kris Billmaier:
Kris Billmaier is EVP and GM of Agentforce Sales and Growth Products at Salesforce, where he leads the business formerly known as Sales Cloud. He oversees the company's agentic sales portfolio, including its prospecting, engagement, pipeline, and quoting agents, and the Momentum acquisition that powers its conversational data layer.
About GTMnow:
GTMnow shares how the best in tech build, scale and invest. The media brand is owned and operated by venture firm, GTMfund.
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The GTMnow Podcast
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