Why Most Growth Playbooks Are Already Broken: G and Gonto

The growth advice that worked three years ago is actively hurting companies today.

Senior marketers who once drove results are now avoiding risk, optimizing for optics, and running playbooks built for a different era. The result: organizational inertia, incentive misalignment, and marketing treated as a predictable lever instead of a strategic function.

Guillaume Cabane and Martin Gontovnikas unpack what's breaking — and what top operators are doing instead.

What you'll learn

Why conventional growth advice fails at scale The tactics that work for early-stage companies become liabilities at scale. This conversation dissects exactly where the breakdown happens.

The incentive misalignment problem Why senior marketers often avoid risk-taking, how organizational inertia compounds, and what it costs companies in lost growth.

How AI is reshaping the growth function Marketing is evolving from a predictable linear lever to a critical, evolving system. The leaders adapting fastest are rewriting the rules.

What replaces the old playbook Real stories and frameworks from operators who scaled through Auth0, Ramp, and HyperGrowth — not theory, lived experience.

Why this matters

The companies that will win the next five years aren't running better versions of 2022 playbooks. They're rethinking the growth function from the ground up. This conversation shows you what that looks like from two operators who've done it at companies like Auth0 and Ramp.

You'll learn from

Guillaume Cabane Co-Founder at HyperGrowth Partners, former Interim CMO at Ramp and VP of Growth at Drift. G is known for pioneering data-driven growth systems.

Martin Gontovnikas (Gonto) GP and GTM Advisor. Previously SVP of Marketing and Growth at Auth0, where he helped scale from $0 to IPO.