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
AI makes departmental KPIs obsolete. Marketing optimizes for MQLs. Sales optimizes for deals closed. CS optimizes for retention. The customer experiences the gaps between them. Those gaps are now visible to buyers in real-time.
Teams organizing around customer outcomes are rewriting how success gets measured.
Instead of separate departmental targets, the entire team owns the customer outcome end-to-end.
New Customer Journey Team owns Net New Revenue AND time-to-value (e.g., getting customers to see value within 90 days)
Growth Customer Journey Team owns Net Revenue Retention AND customer satisfaction (e.g., maintaining 90%+ CSAT while expanding revenue)
When everyone shares the same metric, the handoffs that break customer experience disappear.
One global cybersecurity company built cross-functional workflows this way. Marketing ops evolved into the infrastructure team providing unified data, AI systems, and governance.
Teams stopped optimizing for their function and started optimizing for the customer. Campaign engagement improved 2-3X.
Tomorrow’s (Thu, Nov 13) newsletter shows the full AI Work Chart Maturity Model, how Journey Teams structure actually works, the three capabilities that determine who can make this transition, and practical steps to start without reorganizing everything at once.
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