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HockeyStack Bets on the End of GTM Sprawl with AI-Powered Platform
Emir Atli, co-founder and CRO of HockeyStack, shares how the company is rebuilding go-to-market around a unified AI platform to replace the current 'sprawl' of disconnected tools.
Published on Feb. 23, 2026
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HockeyStack is building a central operating system for all go-to-market teams, unifying data, decisions, and execution on a single AI-powered platform. After starting with attribution and analytics, the company has expanded to offer an agent builder, blueprints, and other AI-driven capabilities to help companies do more with their go-to-market efforts. Emir Atli believes the future of GTM is in consolidating siloed tools into a single platform that covers the entire buyer journey.
Why it matters
The go-to-market landscape has become increasingly fragmented, with teams relying on numerous disconnected tools. HockeyStack aims to solve this 'GTM sprawl' by building an AI-native platform that serves as the central nervous system for all go-to-market functions, from marketing to sales to customer success.
The details
HockeyStack started with attribution and analytics products, building a robust data foundation. In 2026, the company launched its Agent Builder, which allows users to create custom AI-powered agents to automate workflows across the entire go-to-market process. HockeyStack has also released Blueprints, which provide pre-built playbooks for breaking into target accounts and closing deals. The company's vision is to become the single platform that unifies data, decisions, and execution for go-to-market teams.
- In 2024, HockeyStack focused on building flexibility and forward-looking capabilities into its platform.
- In 2025, the company saw increased demand from customers who wanted to execute on the data within the same platform, leading to the development of its Agent Builder and Blueprints.
- In 2026, HockeyStack made a big bet on its Application Builder, which aims to be the AI-powered engine driving go-to-market teams.
The players
HockeyStack
An AI-powered platform that serves as a central operating system for go-to-market teams, unifying data, decisions, and execution.
Emir Atli
The co-founder and CRO of HockeyStack, who is leading the company's vision to rebuild go-to-market around a unified AI platform.
What they’re saying
“The problem is, you cannot add AI into an already built out core market motion. You need to build go to market around AI.”
— Emir Atli, Co-founder and CRO, HockeyStack (GTMnow)
“Go to market is a very interesting space because there's no clear winner in AI right now. And I think architect will be the winner when you add those siloed products into an already built out core market motion.”
— Emir Atli, Co-founder and CRO, HockeyStack (GTMnow)
What’s next
HockeyStack plans to continue investing heavily in content and thought leadership to build its brand and attract new customers. The company is also exploring opportunities to expand into new industries beyond its current focus.
The takeaway
HockeyStack's vision to build an AI-powered, unified platform for go-to-market teams represents a shift away from the current 'sprawl' of disconnected tools. By consolidating data, decisions, and execution into a single system, the company aims to help organizations do more with their go-to-market efforts and scale their operations more effectively.
