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AI in GTM: The Tools, The Ethics, and What’s Next A year ago when I spoke at an enterprise AI conference in Las Vegas, conversations about AI in GTM were filled with big promises and a lot of hand-waving. Now? There is still a lot of confusion and a lot of cases where AI is making an impact to GTM teams today. At HumanX this week, I had the chance to sit down with Sarah Evans, Ben Parr, and Blake Sabatinelli to dig into what’s working when it comes to AI in content, GTM, and engagement. A few key takeaways: - Disclosure and ethics matter more than ever. Especially in industries like financial services, where trust and compliance are everything - AI should be about engagement, not just automation. The best GTM leaders aren’t just throwing AI-generated content at people; they’re listening to signals and engaging at the right moment. That’s why tools like: Clay – Data enrichment and prospect intelligence Keyplay – Dynamic ICP and account scoring Air Traffic Control – Intent-driven content distribution Bardeen – GTM workflow automation Common Room – Community-driven intent signals It’s not just GTM teams seeing the impact of AI. Elaine Rodrigo from Reckitt shared with my AI class at Sa?d Business School, University of Oxford how they’ve embedded AI into both R&D and marketing—and the results speak for themselves: - 60% faster product development with generative AI, improving both speed and quality - 20–40% higher ROI in marketing campaigns by using AI-powered consumer data management For GTM leaders, the lesson is the same: AI isn’t just about automation—it’s about driving smarter decisions, faster. Whether it’s refining ICP models, dynamically scoring accounts, or sending the right content at the right time, the real wins come from using AI to act on intent signals in real-time, not forcing leads into rigid nurture tracks. Curious about new AI tools? Ben and Blake raved about Cursor, which I hadn't used before. My biggest takeaway? I need to start using Cursor ASAP to automate anything that can be automated. (Except writing this post, of course. I drafted it myself—but I’ll happily disclose that ChatGPT helped me refine it.) We’re still just scratching the surface of what AI can do for GTM leaders. If you’re using AI in a way that’s moving the needle, I'd love to hear about it.

Enterprise software and IT services face a significant challenge, with a staggering $1.5 trillion opportunity. The current landscape highlights the shortcomings of existing solutions: - SaaS offerings are criticized for being overpriced, feature-heavy, and tied to specific vendors - IT Services are labeled as billable-hour models camouflaged as innovation - The future lies in AI-native technologies that are adaptive and focused on delivering outcomes The issue lies in the outdated model, not the decision makers. Businesses have long been constrained by rigid software licenses and labor-intensive service agreements that escalate costs without yielding commensurate benefits. HFS Research's recent findings shed light on the evolving scenario: - A significant number of enterprises are reconsidering their software and services investments. - More than 60% of businesses are contemplating replacing traditional services with AI-powered alternatives. - By 2035, the Services-as-Software sector is projected to reach $1.5 trillion, redirecting revenue from both SaaS and IT services. Implications for CMOs, CROs, and CX Leaders include: - Martech and Sales Tech stacks are poised for disintegration, enabling AI to dynamically curate the ideal toolkit. - Customer Experience will transcend rigid workflows with AI-driven adaptability in real-time. - IT budgets are transitioning from tools to intelligence, leveraging AI for tangible outcomes sans intermediaries. This transformative shift is not on the horizon—it's already underway. The key question remains: Will traditional SaaS and IT services providers adapt, or will AI-first disruptors seize the market? ?? Read more in the blog post: https://lnkd.in/ePqBryWz

Why do we reward activity over impact? Imagine going to the grocery store and being charged for the beautiful packaging of your groceries, only to get home and find there’s no food inside. Or worse, being billed for how many times you pushed your cart through the aisles, rather than what you actually brought home. It’s absurd—but it’s how many businesses still operate by paying for tasks, hours, or users instead of tangible results. It’s time to rethink what we value. Outcome-based pricing isn’t just a shift in thinking; it’s a smarter alignment of incentives that rewards success. With AI enabling us to measure and optimize outcomes better, organizations adopting this model can expect stronger ROI, greater customer retention, and deeper accountability by focusing on measurable results rather than busywork. AI has the power to redefine how businesses achieve and measure success. Leaders who embrace outcome-based models, enhanced by AI’s precision and insights, will shape the next era of innovation—one where impact is prioritized over effort. It’s time to stop celebrating activity and start rewarding outcomes.

?? Aloha and Happy New Year from Hawaii! As I reflect on the year ahead while enjoying some tropical cocktails, I'm struck the opportunity we have as marketers. Fifteen years ago, I helped create what became the standard B2B marketing playbook — where marketing became a predictable equation of budget in, leads out. It worked brilliantly... until it didn't. Today, that "gumball machine" mentality is failing us. Buyers are exhausted by relentless outreach, trust is eroding, and AI is about to make everything more challenging. When AI summarizes our emails and provides answers directly in search without requiring clicks to our websites, how will we break through? That's why I'm incredibly excited about 2025. Not despite these challenges, but because of them. We have an opportunity to fundamentally reimagine marketing for the AI era with three key shifts: 1?? From tactical lead generation to strategic market leadership 2?? From measuring activity to measuring impact 3?? From interrupting buyers to creating meaningful experiences The future belongs to marketers who focus on what AI can't summarize or disintermediate: memorable experiences, authentic relationships, and truly original insights. While AI handles the mechanical and tactical aspects of marketing, we'll be freed to focus on deeply understanding our markets and building lasting connections with our customers. Here's to 2025 — the year we stop trying to optimize our gumball machines and start building something better. ?? #B2BMarketing #Marketing #MarketingAutomation #AI #FutureOfMarketing #CMO #Leadership #MarTech

AI just beat humans at creativity. In a study comparing 100,000 people to nine AI models, GPT-4 came out on top, leaving humans in second place. But don’t panic—it’s not a sign that AI is taking over your creative projects. The truth is, AI still can’t replicate the human touch that makes content engaging. What it can do is become your ultimate brainstorming buddy. From breaking through creative blocks to delivering fresh ideas, AI is more like a tool to enhance your process, not replace it. Here’s how to tap into AI’s creative potential: ? Choose the most creative model ? Play with different temperature settings (0 to 1) ? Make sure your prompts allow the AI to get imaginative ? Use multiple AIs What AI model do you use as your brainstorming partner? My favorites right now are GPT-4 and Claude. — Like this? Subscribe to my weekly newsletter: https://lnkd.in/gj2nmB22

Hot Off The Press: Recap of this morning's presentation with Stuart Balcombe is now on-demand and included in this full resource guide. Dig in for the full recording, a look at the contents of the ABM Magic Button package (powered by Supered?), a link to the full playbook, trial sign up and, and ABM Magic Button Link. ?? #ABMBound #ABMAllTheTime #AccountBasedMarketing #ABM #ABMForAll #TimeToValue #PLG #partnerships #bettertogether https://lnkd.in/gCHtQce9

Met a YC startup yesterday that automated 60% of their customer support with LLMs and became cash flow breakeven with infinite runway while growing 50% per year, mid-8 figures annual net revenue They are now compounding enterprise value with no need for further VC dollars ??