GTM & Strategy

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

14/07/25, 00:00

Who is it for?

Founders and GTM leaders at B2B tech start-ups aligning long-term strategy with quarterly execution.

When to use?

When quarterly goals and long-term direction aren’t connected, and execution feels noisy or misaligned.

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.