If your GTM does not lean into AI, you have a problem

Prediction: Sellers & leaders who do not lean into AI will find become irrelevant faster than you imagine.

Top-performing, AI-enabled companies spend 2x more time engaging customers.

So how do you get there?
How do you actually enable that kind of performance?

There are two routes — and the best teams are learning how to use both.

🔧 Build your own workflows

If you’ve spent time with ChatGPT, Claude, or Gemini, you know what’s possible. With the right prompts, you can:

* Research accounts or personas

* Draft messaging

* Get strategic input on deal coaching or team development

* Build an effective GTM plan

It’s powerful — but it’s not plug-and-play.

You need to learn how to prompt well. Build your own GPTs. Test, iterate, refine. If you’re looking for serious strategic lift from LLMs, it’s a great path — but expect to invest the time.

🛠 Buy what’s working

There’s been an explosion of AI-powered GTM tools in the last 12 months. Historically, I ignored cold outreach. Now I book a couple demos a week.

Some tools are forgettable. Some feel like features waiting to be acquired. But some are genuinely excellent — and they deliver value immediately.

These tools aren’t trying to be everything. They’re focused. Clear.
And often lightweight enough to trial without a big rollout or spend.

Key areas where there are great tools available today include:

* Target research and ICP definition

* Outbound messaging and personalization

* Deal coaching and forecasting

The real magic comes when you combine the two approaches.
Use the right tool off the shelf. And when needed, build your own edge.

What have you tried that actually made your team better?