From Browser Wars to CRM Wars: Who Owns Context
When OpenAI launched Atlas and Perplexity introduced Comet, both companies redefined what an AI-native browser could be. They share a vision of a more intelligent web, but they represent very different philosophies.
Atlas treats the web as something AI can act on. Comet treats it as something humans can understand better. One is built for automation and delegation. The other is built for synthesis and transparency.
That same divide now shapes how revenue teams work. Automation is valuable, but without understanding, it quickly loses meaning. The next major technology shift is already underway, the CRM wars, and the fight to own context.
The New Divide
The new generation of AI tools exposes a simple truth. Automation scales output. Context scales judgment.
In sales and RevOps, judgment matters more. Teams already have data and dashboards. What they lack is a clear picture of why things happen, not just what happened.
Most CRMs still follow the Atlas mindset. They automate tasks, chase activity metrics, and promise predictive insight. But without context, these systems can feel mechanical and detached. Automation without understanding creates more noise, not more clarity.
Why Context Is the Real Advantage
Context connects what automation cannot. It reveals the story behind a metric, the intent behind an interaction, and the reason behind a result.
Without context, AI becomes a closed loop of disconnected signals. With it, AI becomes a strategic partner.
In go-to-market work, context is what turns information into intelligence. It helps a rep focus on the right deal. It helps a manager coach with precision. It helps RevOps identify friction before it becomes a problem.
The winning CRM will not be the one that automates the most. It will be the one that connects the most.
The Context Layer
At GTM Engine, we think of CRM not as a system of record but as a system of relationships. Every note, task, call, and forecast tells part of a larger story. The goal is to make those stories visible and usable.
Our approach is simple, stop automating work in isolation and start operationalizing context.
That is why our product updates have focused on how context moves through every workflow.
- Deal notes that live directly in the opportunity view
- Calculated activity fields that show engagement patterns
- Account enrichment and propensity scoring that reveal why an account matters
- Meeting preparation assistants and Slack summaries that carry insight forward
- A no-CRM mode that helps teams build context before formal systems are in place
Each of these features is designed to make every rep, manager, and RevOps leader more contextually intelligent, not simply more active.
Transparency Builds Trust
Automation without visibility creates doubt. When an AI recommends an action but hides its reasoning, users lose confidence.
Transparency is not just an ethical stance. It is a competitive advantage.
Comet’s popularity shows that users want systems that show their work. Sales teams are no different. They want to see the reasoning, not just the result.
The next generation of AI CRMs must make intelligence traceable. They should show how scores are calculated, how insights are formed, and allow humans to refine or override AI suggestions with one click.
Trust, in the end, is the real user interface.
Context Improves Forecasting
When a CRM understands context, forecasting becomes far more reliable. A healthy pipeline is not defined only by numbers, but by stories. Each opportunity carries history, sentiment, and engagement signals that reveal where things stand.
Our Path to Quota Calculator helps reps see exactly which activities drive results. Historical tracking and performance dashboards help leaders visualize deal health over time. These are not features for their own sake. They are ways of managing reality, not reports.
From Agents to Allies
The current wave of agentic AI tools reflects a desire for speed. But speed without understanding leads to mistakes.
The future belongs to systems that amplify human judgment rather than replace it. Atlas acts. Comet assists. GTM Engine operationalizes.
In go-to-market work, success is not about doing more. It is about understanding faster.
Who Owns Context, Owns the Future
Just as browsers are racing to control how we experience the web, RevOps platforms are competing to control how we experience data. The winner will not be the one that automates the most tasks, but the one that makes context clear and actionable.
The next great CRM will not compete on automation. It will compete on clarity.
That is the space GTM Engine is building for, a workspace where automation serves understanding and context drives execution.
The browser wars decided how we access information. The new browser wars are deciding how we interpret it. The CRM wars will decide how we use it. Context will be the prize everyone is fighting for.
About the Author
Chris Zakharoff has joined GTM Engine as Head of Solutions, bringing more than two decades of experience designing GTM systems that integrate AI, personalization, and revenue operations. He's helped companies like Adobe, Cloudinary, Symantec, Delta, and Copy.ai bridge the gap between R&D and real-world revenue impact by leading pre-sales, solution design, and customer strategy for organizations modernizing their stack. At GTM Engine, Chris is helping define the next generation of RevTech, where real-time orchestration, AI-powered workflows, and personalized engagement come together to transform how companies go to market.
