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This week’s research note includes:

• GTM Research: Who owns AI in GTM?

• Events: Where We’ll Be in the Next Few Months

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Research: AI in GTM is a Cross-Functional Solution

AI is changing go-to-market — not around the edges, but at the very center.

Yet there’s a fundamental truth most companies haven’t faced:

nobody owns AI, because everybody owns AI.

For years, go-to-market has been artificially divided into functions:

marketing owns pipeline, sales owns closing, and customer success owns retention.

But AI doesn’t recognize these silos.

AI doesn't care about job titles, departments, or territory lines.

By design, AI is cross-functional.

AI seeks truth, not organizational boundaries.

It has no ego to protect, no emotional attachments, no political games to play.

It simply learns, adapts, and optimizes — relentlessly and endlessly — searching for the fastest, most effective way to reach an outcome.

This is why AI isn’t just another tool for marketing automation or sales acceleration.

AI is a paradigm shift.

And we're just at the beginning.

Today's AI is the stone age of what's coming.

We treat AI like an intern today — asking it to write copy, clean lists, and generate reports. But the future of AI is different.

Tomorrow’s AI will think more like an executive:

• Diagnosing your GTM gaps

• Dynamically prioritizing your segments

• Proactively identifying where your growth is hiding

• Removing entire categories of jobs that were created to patch system inefficiencies and create new ones

AI will not just accelerate what exists.

It will expose what was broken to begin with — and reshape what GTM teams even look like.

So the real question is:

How will every function on the GTM team use AI to answer the fundamental questions of go-to-market better, faster, and smarter than ever before?

AI and the GTM Operating System

If you’re a reader of this weekly research note, by now you should be very familiar with the GTM Operating System.

As a refresher, here are the 8 pillars:

Let’s go through what each pillar looks like with and without AI.

Pillar 1 (Total Relevant Market): Where can you grow the most?

AI’s Role:
AI can surface growth opportunities by analyzing historical sales data, identifying high-conversion segments, surfacing whitespace in the TAM, and predicting where market demand is headed.

AI Examples:

• Predictive ICP modeling

• Lookalike audience generation

• TAM, TRM, ICP, and in-market heatmapping based on behavioral signals

“In a world where AI agents are becoming central to go-to-market, having a robust data asset isn’t a nice-to-have—it’s the foundation. You simply can’t build intelligent GTM systems without high-quality, structured data.”
— Henry Schuck, CEO, ZoomInfo

Read why nailing your ICP might be your most important growth strategy.

2. Which product(s) create the highest customer value?

AI’s Role:
AI can analyze product usage patterns, NPS trends, support tickets, and renewal data to reveal which features or products drive the most loyalty and expansion revenue.

AI Examples:

• Feature adoption clustering

• Correlation analysis between usage and retention

• Customer sentiment analysis from surveys, reviews, and CS calls

Learn how Hubspot mastered the Market Investment Map to achieve explosive growth.

3. How will you engage your customer with a differentiated point of view (PoV)?

AI’s Role:
AI can ingest massive amounts of market, competitor, and customer data to surface unique insights your team can use to craft a compelling PoV. It’s not about auto-generating content—it’s about generating insight.

AI Examples:

• Competitor positioning analysis

• Trend detection across industry content

• Customer voice mining to identify fresh narratives

“Brand and demand used to be two separate engines—one emotional, one analytical. Agentic AI brings them together. It doesn’t just execute campaigns, it learns what your buyers care about and adapts your message in real time. That’s how you create relevance at scale.”
— Kraig Swensrud, Founder and CEO, Qualified

Learn 5 steps to establishing a clear point of view.

4. Which GTM motions get you to your revenue goal faster?

AI’s Role:
AI can run attribution analysis, simulate different GTM motions (e.g. PLG vs outbound vs ABM), and optimize resource allocation to determine which motions yield the fastest path to revenue.

AI Examples:

• AI-powered funnel diagnostics

• Motion-by-segment conversion analysis

• Pipeline velocity forecasting

Read about the 6 GTM Motions every executive should know and how to use them.

5. What’s your ROI in the customer’s mind?

AI’s Role:
AI can analyze case studies, CSAT/NPS feedback, and post-sale engagement to determine perceived value. It can also identify early churn risk and surface the most compelling proof points for buyers.

AI Examples:

• AI-generated ROI calculators based on actual customer data

• Churn signal detection and ROI sentiment scoring

Success story mining from support and success channels

Learn how to quantify the ROI of AI.

6. How else can you upserve your customers?

AI’s Role:
AI can suggest personalized upsell/cross-sell paths based on similar customer behavior, identify support trends that lead to expansion, and recommend new services or educational content proactively.

AI Examples:

• Personalized customer journey mapping

• Proactive success outreach triggers

• AI-driven onboarding optimization

Learn why you should stop putting customer success in the corner.

7. Which GTM metrics drive your business health?

AI’s Role:
AI can analyze historical GTM data to surface leading indicators of success, anomalies, and correlations you’re not seeing manually. It enables better dashboards, not just more dashboards.

AI Examples:

• Dynamic GTM health scorecards

• Anomaly detection in funnel or account behavior

• Forecast accuracy improvement via AI modeling

Get 8 key metrics that match up with the pillars of the GTM O.S.

8. How do you give your team clarity, alignment, and trust?

AI’s Role:
AI can help synthesize performance data, align teams with shared dashboards, and automate reporting so everyone has the same source of truth. It can also track execution consistency across functions.

AI Examples:

• Unified performance dashboards across GTM

• AI-generated weekly summaries by team/function

• Workflow analysis to identify misalignment or inefficiency

Get the leadership framework for efficient growth.

Final thoughts

AI is not just a content assistant or a chatbot builder—it’s a cross-functional operating system upgrade.

But only if you use it that way. Start by mapping AI to the 8 GTM OS pillars.

That’s where transformation begins.

Events: Where We’ll Be Speaking in 2025

Catch us at our upcoming keynotes and webinars:

Inside ZoomInfo CEO Henry Shuck’s CEO Playbook, May 8, Webinar

B2SMBI Leaders’ Forum (for selling AI-infused products to SMBs at scale), May 14-15 in Sonoma

SOUTHBOUND: The Growth Summit for Revenue Leaders (hosted by Rev Partners), May 21 in Atlanta

INBOUND (hosted by Hubspot), September 3-5 in San Francisco (stay tuned for a discount code)

DRIVE 2025 B2B Marketing Event (hosted by Exit Five). September 10-11, Burlington, VT

Have a great week, and as always, let us know if we can help you in any way.

Love,

Bryan and Sangram

p.s. 200+ companies are running on GTM Operating System to help them move further, faster.

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