Practical AI in Go-to-Market Get practical insights in using AI for go-to-market strategy, initiatives, workflows, and roles.
Published on 2025-06-12 13:04
The gap between the job to be done and where expertise resides is shrinking. AI doesn’t care about silos. Neither do customers. They care about outcomes.
Companies are just beginning to build cross-functional workflows that align to customer outcomes rather than departmental goals. The enablement and governance to support this are emerging now. These early moves are showing new possibilities for how teams organize and how roles evolve.
McKinsey found that workflow redesign has the biggest effect on bottom-line results from gen AI. Yet only 21% of organizations have fundamentally redesigned how work flows across teams.
Based on what I’m seeing with GTM teams, four stages are emerging:
Stage 1: Traditional Org + AI Tools →
Stage 2: Traditional Org + AI Teammates →
Stage 3: Connected Workflows →
Stage 4: Work Chart Organization
Most companies operate at Stage 1 or early Stage 2. A small number are building toward Stage 4, organizing around customer journeys instead of departments.
Key insights:
➡︎ Journey Teams own complete customer outcomes (Net New Revenue + time-to-value, Net Retention Rate + customer satisfaction). Everyone shares the same metrics instead of optimizing for departmental goals.
➡︎ A Shared Expertise Pool provides unified data, AI systems, and brand narrative that both Journey Teams build from. No more handoffs between disconnected functions.
➡︎ You don’t need to reorganize everything at once. Start by connecting one painful workflow across teams. Prove the model works. Build momentum.
➡︎ There are compelling results: 75% faster content creation, 98% lead qualification accuracy, 2-3X campaign engagement from teams building connected workflows.
➡︎ Roles are evolving. Marketing ops professionals are becoming infrastructure enablers. Integrated campaign managers are becoming GTM journey orchestrators. People are building capabilities that didn’t exist before.
Thank you to Heidi Melin (6X CMO, Senior Operating Advisor at Hellman & Friedman) and Sarah Gavin (Chief Communications Officer and Acting CMO at Zendesk) for sharing their insights on what this shift means for GTM leaders.
See the full framework, real case studies with results, and a 5-step implementation guide in the newsletter below.
I created 8-min AI video explainer and 12-min AI podcast versions (links in comments) of the newsletter using NotebookLM to cater to different learning styles. I reviewed these AI outputs personally for accuracy and to ensure responsible use. Check them out. This tech is advancing dramatically to help with learning.
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