AI agents are everywhere right now. But most go-to-market teams are experimenting without a clear sense of control, governance, or coordination.

In this episode of Builder Stories, Kyle James sits down with Jomar Ebalida to unpack why go-to-market does not have an AI problem. It has an orchestration problem.

Jomar introduces a powerful mental model built around the Bowtie Funnel, a looping view of the customer journey that connects marketing, sales, customer success, and expansion into one system. On top of that system, he explains the need for a control tower, a centralized way to see, manage, and guide AI agents across every stage of go-to-market, with humans always in the loop.

We explore:

1. Why buying AI tools first and figuring it out later is a backward approach
2. How the Bowtie Funnel becomes the map for orchestrating agents across the full customer journey
3. The control tower mental model and why pilots only fly the plane 11 percent of the time
4. The difference between basic workflow automation and reasoning-based agents
5. What “human-in-the-loop” really means and how reliability compounds over time
6. Why the GTM Orchestrator role is emerging as the next evolution beyond RevOps

This conversation is for anyone experimenting with AI in marketing, sales, or customer success who feels like things are moving fast, but not always in the right direction. If you want a clearer way to think about AI, governance, and scale without losing trust or quality, this episode gives you a new map.

Learn More and Connect with Jomar

1. Connect with Jomar on LinkedIn: https://www.linkedin.com/in/jomarebalida/
2. Learn more about Bowtie Funnel: https://bowtiefunnel.com/