☀️ Hybrid teams are growing revenue 50% faster than autonomous ones.

For its first CTV campaign, Jennifer Aniston’s DTC haircare brand LolaVie had a few non-negotiables. The campaign had to be simple. It had to demonstrate measurable impact. And it had to be full-funnel.

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Discover how Roku Ads Manager helped LolaVie drive big sales and customer growth with self-serve TV ads.

The DTC beauty category is crowded. To break through, Jennifer Aniston’s brand LolaVie, worked with Roku Ads Manager to easily set up, test, and optimize CTV ad creatives. The campaign helped drive a big lift in sales and customer growth, helping LolaVie break through in the crowded beauty category.

Learn more.

GM to the Top 1% ☕

Two numbers that should end an argument your leadership team is probably still having.

Roughly 87 to 89 percent of revenue organizations now use AI in some form. Only about 24 percent run it agentically, meaning the machine actually restructures how revenue gets found and validated rather than just drafting copy.

And here is the finding that matters more than either. Companies running hybrid models, machines for scale and humans for trust, are seeing around 50 percent higher revenue growth than the ones chasing full autonomy. In controlled comparisons, more autonomy simply does not produce more revenue.

For three years the industry treated autonomy as a dial you turn up. It turns out it is not a dial. It is a placement question.

💡 YOU WERE OPTIMIZING THE WRONG VARIABLE

Every AI rollout I have watched asked the same question: what percentage of this workflow can run without a person. That question feels rigorous. It produces a number you can put in a board deck. It is also the wrong question, and the results are now clear enough to say so.

The right question is narrower and much harder. Where in this workflow does a human presence change the buyer's decision? Not where does it save time. Where does it change the outcome. Those are two completely different maps, and almost every team built against the first one.

Run it on a real deal and the answer is obvious. Nobody has ever chosen a vendor because the follow up email arrived in nine seconds. People choose vendors because someone credible told them the hard version of the truth at the moment they were about to make an expensive mistake. That moment cannot be delegated, and it does not scale, and it is roughly four percent of the total workflow. The winning teams automated the other 96 and put their entire human budget into the four. The losing teams spread the humans evenly and automated evenly, and ended up with a motion that is faster at everything and decisive at nothing.

🔧 THE PAIRED POD MODEL

Four steps to place the human instead of removing them.

1. Map the decision moments: Walk your last three closed won deals and mark every point where a specific human said a specific thing that moved it. Most teams find three to five per deal. That is your human budget.

2. Automate to the edge of those moments, then stop: Research, prep, drafting, summaries, follow through, all machine. The moment itself stays human, always, no exceptions and no assist.

3. Pair, do not replace: One rep plus their machine layer beats either alone. The rep owns the decision moments and the account relationship. The machine owns everything upstream and downstream of them.

4. Measure conversations, not touches: Change the dashboard to real conversations per week and decision moments per deal. Whatever you measure is what the pod optimizes, and touch counts optimize for burn.

🎯 THIS WEEK'S HOMEWORK

Take your last closed won deal and mark every moment where a human being changed the outcome. Then look at your current calendar and count how much of next week goes to moments like those. If it is under 20 percent, you are running an autonomous motion with a human attached rather than a hybrid one.

❓ QUESTION OF THE DAY

In your last win, what was the single moment a human said something that changed the decision?

Reply with the moment. I am collecting these and the pattern is remarkably consistent.

See you tomorrow.

Edward

Founder, Morning Sales

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