Over the past decade, GTM has been a story of democratization. Anyone could build a list using ZoomInfo or Apollo, plug it into Outreach or Salesloft, and spin up thousands of outbound touches overnight. That accessibility changed the distribution curve, but it also collapsed differentiation. Now with the rise of AI SDRs, volume has gone parabolic as entire sequences are being generated and deployed with minimal human effort. Every prospect is bombarded not just by more reps, but by machines that can run 24/7, endlessly iterating on copy and cadence.

In this new environment, the challenge isn’t distribution, it’s precision. Without the right signals, AI-driven outreach just accelerates the noise problem.

Our investment in Freckle is a bet that user experience can be a category-defining differentiator in a large and expanding category. Freckle is the ultimate mass-market, natural-language alternative to Clay.