Newsletters

Hello go-to-market leaders, strategists, and innovators! 👋 Thank you for dropping by to learn practical AI applications and gain strategic insights to help you grow your business and elevate your team’s strategic value.

Quick Take

Content creation is changing fast. AI makes it easier than ever to create good content at scale. At the same time, AI search tools are changing how people find information, often giving them answers without clicking through to websites.

Gartner predicts that we could see 50% less web traffic as a result by 2028.

So how do we create content that stands out when:

• Everyone has access to powerful AI writing tools

• More content is competing for attention

• The ways people find and consume content are shifting

I’m seeing successful teams rise above the noise by focusing on three key strategies:

1. Creating content AI search can’t ignore

2. Finding stories others miss

3. Telling authentic stories

Prefer to Listen? Try the AI-Generated Podcast

For those who prefer to consume information through audio, I’ve used Google’s NotebookLM to transform this newsletter into a short podcast episode, featuring a natural conversation between two AI hosts. You can listen to it here.

Disclaimer: This podcast was generated by AI based on this written newsletter and reviewed by me to ensure ethical and responsible AI use. It’s designed to provide an efficient, more inclusive way to consume information.

Create Content AI Search Can’t Ignore

We’re in a new era of content discovery. When people use AI search, they often get answers without visiting websites. The opportunity is when AI tools cite their sources.

When your content is truly valuable, AI systems will reference it and send interested readers your way. You might get less traffic but visitors are more qualified.

You’ll win at AI search by being truly helpful, not by trying to game the algorithms. Share clear steps that work. Back up your ideas with real examples. Show what you’ve learned from doing the work.

When you deeply understand your target audience, you can create content that answers their questions directly.

Want to learn exactly how to make your brand and content relevant in AI search? My previous newsletter titled “Make Your Brand Sourced and a Top Result in AI Search: Practical Strategies for Marketers” shows you how to:

• Identify your audience’s key questions

• Track how AI systems find and share content

• Build content that naturally rises to the top

Below is a sample of how six AI assistants responded to an inquiry. It gives insights into what content bubbles up and the sources cited. Doing this type of research using AI is just one of the steps I cover in the newsletter referenced above.

Chris Andrew, CEO of Scrunch AI, discusses the importance of understanding buyer intent and not focusing on trying to game the AI search system.

“Don’t chase algorithms or stuff content with keywords.

Focus on clear and concise answers.  AI crawlers are designed to prioritize content that is structured, relevant and clear.

When your content is truly valuable, both AI systems and humans will naturally want to reference it.”

Find the Stories Others Miss

Most teams focus on creating more content. Smart teams create different content. Here’s how to do it with AI.

I built a special version of ChatGPT (called a custom GPT or custom Generative Pre-trained Transformer) that’s trained to find new angles on common topics. Think of it as your personal content brainstorming partner that knows your industry and audience. I named it Persona- & Buyer Stage-Specific Content Creator.

Here’s how it works.

Train it with your knowledge about:

• Customer personas and journeys

• Positioning and messaging

• Industry trends and beliefs

• Brand guidelines

Then ask it to find unique stories that:

• Challenge common beliefs not backed by data

• Reveal overlooked but important areas

• Connect unexpected dots across industries

• Offer fresh perspectives on trending topics

• Offer counter-narratives that receive less coverage

Collaborating with AI in this way not only gives us new ideas, it also jumpstarts our thinking quickly.

The short video below shows the custom GPT in action and a behind-the-scenes peek at its instructions.

A master of content and digital marketing, Andy Crestodina, is trailblazing in how to stand out in a sea of average AI-assisted content.

“The two future-proof, highly differentiated formats for content are original research and strong opinion. They’re special partly because AI can’t produce them… but AI can definitely help you find those opportunities.

Ask your favorite LLM which common assertions are unsupported with data (your next research project) or what counter narratives you’re audience would find provocative (your next thought leadership post).

Now more than ever, original research and thought leadership are winners in content marketing.”

Tell Stories That Connect

Let me share a real example of storytelling.

A few years ago, I wrote about an incredible African adventure with 15 dear friends from across the country. We tracked mountain gorillas in Rwanda’s Virunga Mountains and saw the Big Five in South Africa’s largest private game reserve.

But the most powerful stories came from the people we met along the way.

One moment stands out. Our guide Francis said something that changed my perspective: “The gorillas welcomed you into their home. Now, it’s on you to amplify their voice.”

It’s amazing how our travel experiences turn us into storytellers. Check out the full story of our African adventure with business storytelling tips here.

This journey taught me three key principles about creating content that connects:

1. Go Beyond What We Make to What We Make Possible – Don’t just talk about products and features. Show how technology helps teams find cures for diseases, create new ways of learning, improve how we work and live, and more. Make it real by showing how to get there and our role in it.

2. Make the Customer the Hero and Us, the Guide – People don’t buy what they want. They buy what they want to be – an innovator, game changer, generous leader, inspiring mentor. Be like Yoda to Luke Skywalker. Encourage, enable, and empower your customers to achieve their potential.

3. Educate, Entertain, Amaze, and Inspire Action – It’s not enough to educate and entertain. You need to amaze your audience by showing the journey: the starting point, challenges overcome, and final impact. Then inspire action by helping people see themselves in stories about topics they care about.

Karrie Sanderson, a former CMO and exceptional brand marketer, believes in the power of storytelling.

“Marketing isn’t just about selling—it’s about creating meaningful stories that speak to both the mind and the heart.

Every story should bridge practical solutions with genuine human experiences. Marketers should recognize that behind every interaction, there’s a real person seeking not just a product, but a solution that understands their deeper needs and aspirations.

Great brands don’t just deliver functional benefits; they create emotional connections with their customers.”

Your Next Steps

You don’t have to tackle everything at once. Start with one small step in each area:

• Look at your top three customer questions. Create content that answers them completely, with real examples from your experience.

• Choose one common belief in your industry. Dig deeper to find a different angle that others haven’t covered.

• Pick one customer story that shows your bigger purpose. Share not just what happened, but why it mattered.

Remember this golden rule of marketing, especially in the AI era:

Which of these three approaches resonates most with your content strategy? I’d love to hear about your learnings and results.

The Practical AI in Go-to-Market newsletter is designed to share practical learnings and insights in using AI responsibly for go-to-market strategy, product, brand, demand, content, and digital, and growth marketing. Subscribe today and let’s learn together on this AI journey!

For those who prefer more interactive learning, explore our applied AI workshops, designed to inspire teams with real-life use cases tailored to specific go-to-market functions.

Also check out this team transformation case study and step-by playbook of how we helped transform a lean GTM team into a human-AI powerhouse with human and AI teammates.

Or, if audio-visual content is your style, here are virtual and in-person speaking events where I’ve covered a variety of AI topics. I’ve also keynoted at many organization and corporate-wide events. Whether through the newsletter, multimedia content, or in-person events, I hope to connect with you soon.

Hello go-to-market leaders, strategists, and innovators! 👋 Thank you for dropping by to learn practical AI applications and gain strategic insights to help you grow your business and elevate your team’s strategic value.

Quick Take

Every team achieving early success with AI has something in common: Trailblazers. These are the people who spot problems AI can solve and take action. They show up in any department. They start small and get real results.

A global marketing team cut translation time from weeks to days. A product marketing team saved a full week’s worth of work updating pitch deck sections. These wins inspire others to follow. By using tools like custom GPTs and AI-powered martech tools, trailblazers don’t just solve problems, they show the whole team what’s possible.

Prefer to Listen? Try the AI-Generated Podcast

For those who prefer to consume information through audio, I’ve used Google’s NotebookLM to transform this newsletter into a short podcast episode, featuring a natural conversation between two AI hosts. You can listen to it here.

Disclaimer: This podcast was generated by AI based on this written newsletter and reviewed by me to ensure ethical and responsible AI use. It’s designed to provide an efficient, more inclusive way to consume information.

How AI Trailblazers Drive Change

People drive AI success. In every marketing team I work with, certain people step up naturally as change agents. We call them trailblazers. (More on AI adoption categories of people here.)

These pioneers spot AI opportunities fast. But here’s their real superpower: they show others what’s possible through quick wins. They prove that AI, when used responsibly, can make work both better and more meaningful.

You’ll find trailblazers in surprising places. I’ve seen content strategists lead the charge in one company. In another, it was the marketing ops team. Their job title doesn’t matter. What counts is their drive to solve real problems, curiosity, and growth mindset..

Proof in Numbers: From AI Workshops to Wins

In our applied AI workshops, we start with the big picture: how AI is reshaping customer behavior and market dynamics. We inspire how to adapt to those changes with real-life AI use cases relevant to each marketing function.

Then we get even more practical and ramp the impact. Workshops are just the beginning. We guide teams as they apply AI to their own challenges, advising them on approaches to solve the problem with AI, considering the right tools, and using it responsibly.

The goal isn’t just to show what’s possible, it’s to help teams become good at using AI tools themselves and guiding AI with their unique knowledge and expertise.

Let’s look at how one team turned inspiration into real impact below:

The results came fast. After just a few two-hour workshops, the team was using AI in 15 different ways. Team members started finding their own uses for AI in both strategy and daily tasks.

Growth Marketing and Product Marketing saw the biggest wins. They saved time, cut costs, and produced better work. Best of all? Teams had more time for creative, strategic thinking.

For more examples of quantifiable benefits across marketing functions, check out our recent analysis here.

Jill Axline, Senior Director of Global Marketing at Morningstar, believes in success breeding success, starting with these AI champions. She is a trailblazer herself.

“The key to successful AI adoption is creating an environment where early adopters can thrive while helping others see the possibilities.

Champions become the best teachers because they focus on solving real problems that their team faces in their individual roles. They are given the support, resources, and time to explore, do their best work, and bring others along.”

Scaling Success: Trailblazers Share Their Wins

Let me share how teams use custom GPTs – specialized AI tools you can build for specific tasks – to transform their work. These tools combine OpenAI’s technology with your team’s expertise and guidelines. Here’s what two teams achieved:

Translation and Localization Success

A global marketing team had a common challenge: translating and localizing content into eight languages. The process was slow and expensive, taking weeks to complete.

Two team members spotted an opportunity. They built custom GPTs for English to German and French translations, using their brand guidelines and local market expertise. Within a week, they had a working solution.

Native speakers with subject matter expertise review all AI translations and regularly update the GPTs with their feedback. This human oversight keeps quality high while still delivering speed.

Translation time dropped from weeks to days, saving thousands in agency fees.

Their success spread quickly. Other marketing teams saw the potential and requested their own AI tools. The ROI easily justified more AI licenses.

Product Pitch Deck Creation

Another win came from Product Marketing. A trailblazer tackled pitch deck creation using custom GPTs. The goal was to build targeted decks quickly, with the right message for each persona.

They fed the GPT everything it needed while protecting sensitive information: product details, messaging, persona information, customer quotes, and brand voice. Soon, multiple PMMs were using it for their sections. One PMM saved a full week’s work updating their product sections!

This success sparked new ideas. The team is now planning to build GPTs for FAQs, battle cards, one-pagers, and sales training. This frees up PMMs to focus on deeper work like understanding customer needs, tracking competitors, and crafting GTM strategy.

A big customer advocate, Melissa Carey, Director of Product Marketing at DHI Group, Inc., believes in the responsible use of AI as a teammate to not only make PMMs more efficient but also more effective.

“Product Marketing’s deep understanding of customers, messaging, and the buying journey provides a strong foundation for AI tools. We can use this knowledge to create custom GPTs that maintain consistency across all customer touchpoints.

Our work naturally guides the development of AI tools to help create pitch decks, FAQs, and sales materials, ensuring that every piece of content speaks directly to customer needs.”

Building Custom GPTs: Scaling Trailblazer Impact

Many trailblazers multiply their impact by creating custom GPTs for their teams. These AI tools carry your team’s knowledge and best practices.

Here’s how teams build effective custom GPTs:

1. Start with a clear purpose

2. Add conversation starters to guide users

3. Feed it your key documents – brand guidelines, messaging, templates

4. Give it specific instructions for creating and delivering work

5. Test, refine, and update regularly based on human oversight and feedback

Note that GPTs need ongoing maintenance and human oversight. Teams regularly review outputs, catch mistakes, and update the tools with their expertise. This keeps the GPTs accurate and aligned with your standards.

Below is a demo of both how a sample custom GPT works and how it’s built. Our Content Topic Creator GPT helps teams develop content ideas for specific buyer personas.

The demo shows how the GPT guides users through tasks and includes a behind-the-scenes look at its instructions and knowledge documents.

Remember: GPTs can do much more than create content. Teams use them to analyze data, derive insights, automate tasks, develop and assess strategy, and personalize experiences. The key is matching the tool to your team’s needs.

Marketing Team 2.0: Where Trailblazers Are Leading Us

What does the future marketing team look like? Our trailblazers are showing us that it’s a blend of human talent and AI support.

The org chart below shows how teams are evolving. AI tools, both custom GPTs and AI-powered martech, support specific marketing functions. But these tools also work across teams, connecting workflows.

Humans lead with strategy and creativity. AI handles the tasks that slow teams down.

Sean McCaffrey, Director of Marketing Operations at Cin7, believes in the even greater potential of AI when used to connect workflows across teams.

“I started by using AI to identify our most engaged accounts from marketing data. That worked well, but I saw bigger possibilities.

Now we’re connecting those insights to help sales personalize their outreach. We’re also sharing what we learn from sales conversations with customer success for better onboarding. What began as one focused solution has become a connected workflow.

The key is to solve immediate needs while staying open to broader opportunities.”

What Sean described is just the beginning of AI enabling connected and personalized experiences for buyers. AI will push companies to break down Marketing, Sales, and CS silos. Read my newsletter on AI is Raising Customer Expectations: How to Unify Go-to-Market Workflows for practical insights on this topic.

These teams track and manage their AI tools systematically. Here’s what good tracking looks like:

1. Every AI tool has a clear owner

2. Teams document what works (and what doesn’t)

3. Learning gets shared across departments

4. Results are measured in business impact

Below is a template we use to track custom GPTs. The first entry shows you what a completed entry looks like. Feel free to adapt this for your team.

Want to learn more about this Marketing Team 2.0 vision? Check out my newsletter on this topic.

The Path Forward: Your Trailblazers Are Ready

AI success starts with trailblazers. They see what’s possible and help others get there. Your trailblazers are ready, they just need the right environment to thrive.

Here’s how to accelerate AI adoption in your marketing team:

1. Start with inspiration – show teams how AI helps them adapt to changing customer behaviors

2. Identify your natural trailblazers

3. Give them room to experiment and prove value

4. Let them build tools like custom GPTs to share their expertise

5. Support them as they bring others along

6. Build toward that Marketing Team 2.0 vision

Your trailblazers can lead the way to something powerful: a marketing team that’s both more capable and more human. Give them the support to make it happen.

The Practical AI in Go-to-Market newsletter is designed to share practical learnings and insights in using AI responsibly for go-to-market strategy, product, brand, demand, content, and digital, and growth marketing. Subscribe today and let’s learn together on this AI journey!

For those who prefer more interactive learning, explore our applied AI workshops, designed to inspire teams with real-life use cases tailored to specific go-to-market functions.

Also check out this team transformation case study and step-by playbook of how we helped transform a lean GTM team into a human-AI powerhouse with human and AI teammates.

Or, if audio-visual content is your style, here are virtual and in-person speaking events where I’ve covered a variety of AI topics. I’ve also keynoted at many organization and corporate-wide events. Whether through the newsletter, multimedia content, or in-person events, I hope to connect with you soon.

Hello go-to-market leaders, strategists, and innovators! 👋

As we prepare for Thanksgiving, I’m taking a break from our usual strategic AI use case discussions to share something more personal. In this year of crazy AI advancement, what stands out most isn’t the technology. It’s the amazing people who make this journey worthwhile.

While some know me for my AI work, I’m no expert – we’re all learning together in this new era. AI is simply a powerful teammate that helps advance what I’m truly passionate about:

• Elevating the strategic value of marketing to drive business growth

• Ensuring diverse perspectives have a seat at the table

• Using business as a force for good

These passions have always driven me. AI just gives us new ways to make a bigger impact. This is why I lean in on infusing AI responsibly in my work ad personal life.

Prefer to Listen? Try the AI-Generated Podcast

For those who prefer to consume information through audio, I’ve used Google’s NotebookLM to transform this newsletter into a short podcast episode, featuring a natural conversation between two AI hosts. Although the hosts refer to me LIE-za instead of LEE-zuh :-), the podcast captures the insights in an engaging and relatable way, making the content more inclusive for different learning styles. You can listen to it here.

Disclaimer: This podcast was generated by AI based on this written newsletter and reviewed by me to ensure ethical and responsible AI use. It’s designed to provide an efficient, more inclusive way to consume information.

Recently, Phil Nugent from Colorado AI News wrote about my journey. Click the image below to read the article.

He compared my approach to Wayne Gretzky’s famous philosophy of skating to where the puck is going to be.

I had to laugh (I can’t skate!), but his observation made me think about something I’ve wanted to share: how life’s detours often take us exactly where we need to be, especially when we’re surrounded by the right people.

When One Door Closes…

In late 2022, life threw me for a loop. An acquisition led to an earlier-than-planned exit from a company I loved, where I led marketing.

It was a purpose-driven business with amazing people, exceptional product-market fit, loyal customers, and a culture that felt like home. Despite headwinds, we were making great strides disrupting a stodgy incumbent. Leaving after just a year and a half was tough.

Although a successful exit, I found myself soul-searching. I explored board service, I learned that marketing leaders are still rare in boardrooms: only 41 marketers serve on Fortune 1000 boards and less than 3% of all board members, regardless of company size, have marketing experience.

This partly reflects a common perception of marketing as tactical rather than strategic.

But sometimes what feels like a setback is really a setup. As in early 2023, I explored OpenAI’s newly launched ChatGPT.

I realized something exciting: AI could be a gift to marketers. It could help us flip the script on being seen as merely tactical.

With AI as a thought partner, we could gain deeper market insights, ensure product-market fit, optimize the full customer lifecycle, align executive teams, and drive growth. What could be more strategic than that?

Being strategic, having deep market understanding, and AI expertise is our ticket to the boardroom.

A Gratitude Journey

Phil wrote about how I see the whole field, like the best athletes do. But what he really captured was how every success comes from the people around us.

The amazing humans below help me learn more, pursue my passions, inspire others, and make an impact beyond what I had originally imagined.

To all of you, from the bottom of my heart, I’m incredibly grateful. You have made me a better version of myself and I will continue to work to pay it forward.

1. Communities & Thought Leaders: Rising Tide Lifting All Boats

You know that saying about going fast alone or far together? Phil noted this in his article how the best work happens when we figure things out as a community.

In this new AI world, none of us have all the answers. That’s what makes our communities so powerful.

Every day, I see curious people sharing their experiences—what works, what doesn’t, how to apply AI responsibly, and insights on new developments.

These communities aren’t just professional networks; they’re spaces where we learn from each other. The Marketing AI Institute, Pavilion, AI Marketing Forum, The AI Exchange, CMO Huddles, Rocky Mountain AI Interest Group (RMAIIG), CMO Coffee Talk, LinkedIn, in general, are great examples.

A HUGE thank you to those who organize, facilitate, and manage these communities: Matt Heinz, Saima Rashid, Cathy McPhillips, Rachel Woods, Drew Neisser, Colin Campbell 🏔 🚲, Kathleen Booth, Dan Murray, Jason Cormier, Jessie Shipman, and so many more. We appreciate you!

People connect and many partnerships and friendships form initially through Slack, Zoom, social, text, and emails. Those connections strengthen when we meet in person. I have truly enjoyed and cherished meeting IRL.

Thank you to those who have shared with me how I have inspired and helped you with my work. You have no idea how much your words motivate me every single day. I write, speak, and act from a place of passion and you are my tribe.

Then there are the thought leaders who give generously through their posts, podcasts, webinars, and event speaking like Jessica Hreha, Andy Crestodina, Rachel Woods, Paul Roetzer (I never miss your weekly podcast), Christopher Penn, Sandy Carter, Karl Yeh, Nicole Leffer, Isar Meitis, Dan Sanchez, Jonathan Moss, Drew Neisser, Carilu Dietrich, and many others. You have a wealth of knowledge and are such fantastic collaborators!

While big tech races to advance AI, we’re figuring out the human side together—no experts, no judgment, just shared learning. The rising tide really does lift all boats.

2. Business Partners: My Go-to-Market Justice League

Phil mentioned my love of superhero analogies—and it’s true. (Watched Batman Begins with Christian Bale while drafting this newsletter last night.)

I think about great partnerships like the Justice League: different but complementary powers, one mission. I’m lucky to work alongside partners who bring their own unique strengths:

• Tahnee Perry – deep knowledge of AI-driven marketing and sales tech stacks.

• Carilu Dietrich – extensive experience guiding CEOs and CMOs with growth strategies. (Excited to pilot the AI CMO Club next month with you, Carilu!)

• Daniel O’Neill – thoughtful approach to AI in sales.

• Chris Andrew – innovative solution for AI search relevance.

• Christopher Penn – brilliant methods with data and Large Language Models (LLMs).

• Lori Sutorius Jones – dedication to building trust through communication.

Thank you all for being not just brilliant collaborators but also amazing friends.

Your commitment to ethical AI and genuine desire to help others succeed inspires me daily. I’m grateful for our shared mission to make AI work for everyone.

3. Clients: Growing a Beautiful Garden

Phil shared my belief in the power of “attracting, not chasing.”

I love this analogy: If you chase butterflies, they’ll fly away. But if you make your garden as beautiful as you can because you’re passionate about it, they’ll come naturally.

That’s exactly how my partners and I have been blessed with amazing clients, from innovative startups to global at-scale companies, in the US and abroad (even in my birth city in Manila), who share our vision and passion.

These leaders inspire me daily. They keep customers as their north star. They think beyond department lines. They believe in lifting up their teams and doubling down on responsible AI literacy.

Thank you, Paige O’Neill, Scott Morris, Amy Heidersbach, Jill Axline, Tamir Hardof, Judy Ash, Alexandra Gobbi, Sydney Sloan, Michelle Swan, Randall Lozano, Donna Charlevoix, Frank Nardi, Keshila Vallot Shannon, Heidi Melin, Ana Grace Marcial,CMP, Keith Myer, Marino Fresch, and so many others for bringing us along on your journey.

AI innovation isn’t the biggest challenge—change management is. It requires a shift in mindset and behavior. While early business results are encouraging, what’s truly remarkable is seeing how teams open up to more uses for AI and change the way they work. Teams are:

• Discovering AI possibilities beyond basic tasks.

• Building their own AI teammates through custom GPTs.

• Creating ethical guidelines together in cross-functional AI Councils.

• Using unique data, in-depth knowledge, and specialized expertise to guide AI.

• Supporting each other empathetically and gracefully on their AI learning journey.

4. DEI Champions: Making the Invisible Visible

“I represent some invisible people out there,” I told Phil during our interview. The truth of this hit home when Delen Trance, an early-in-career Filipino-American product marketer approached me at a Product Marketing Alliance (PMA) Summit in Denver:

“Are you Filipino? I am, too. I was inspired to see someone who looks like me achieve what you have. I’ve never seen a female Filipino tech executive, much less one who talks about AI. I want to be like you.”

Those words remind me why representation matters. I’m thankful for organizations creating space for all voices:

• Access Mode – Thank you Mariah Kamei and Zaneta Kelsey for inviting me to speak and for showing me how entrepreneurship opens doors for BIPOC (Black, Indigenous, and People of Color) entrepreneurs.

• Athena Alliance – Thank you Coco Brown for championing women in the C-suite and boardroom.

• Katalista.org – Thank you Nicole C. Cacal for supporting Filipino-American entrepreneurs.

• Empowered CMO – Thank you Latané Conant (she/her) for lifting women leaders and the CMO role.

• Wednesday Women – Thank you Leslie Greenwood for celebrating executive women we should know and learn from.

• Women in Revenue – Thank you Debe Rapson and Lauren Shleifer Goldstein for advancing careers of women in revenue roles.

I’ve only called out a few people on this list but know that there are many more who I’d love to thank.

With women using AI 16-20% less than men, we can’t afford for the gap to widen. Together, these groups remind us that if AI is going to serve everyone, everyone needs a seat at the table.

5. Next Generation and Entrepreneurs: Preparing Them for an AI World

Phil noted my passion for mentoring comes from gratitude for those who helped me. I’m grateful for organizations shaping tomorrow’s leaders.

The next generation will enter a world where IQ, efficiency, and capability are table stakes. We need to ensure they rise with EQ, purpose, community, authenticity, and human judgment.

• DECA Inc. – prepares high school students for business careers. Judging their marketing plan competitions, I see poise, creativity, and critical thinking—a bright future. I’m so proud of my daughter, Alana Adams, and the many kids in this program.

• Anderson College of Business and Computing – Regis University – Under Dean Madhu Rao’s leadership, Anderson stands for leveraging business and tech to develop ethical leaders committed to a just society.

• Bridge Entrepreneurs Network Colorado (BEN) – serves Colorado entrepreneurs so they can grow companies and elevate their communities. The “give first, give back” culture is contagious.

To Kimber Spradlin and Lori Sutorius Jones, big thanks for supporting DECA kids with internship roles in your companies. The experience is invaluable to them.

Thank you to Dean Madhu Rao for your vision in preparing ethical business leaders at Anderson College, and to Kay Henze, CDI.D and Mick Freeman at BEN for leading such an incredible “give first” entrepreneurial community. Special thanks to innovative entrepreneurs like Adam Oliver, CEO of Crafted, who exemplify BEN’s mission.

6. Leadership Champions: Giants Who Lift Us Up

“She can see the whole field,” Phil wrote. But that vision came from standing on giants’ shoulders. Many leaders have changed my path forever, but three stand out:

• Christine / Chris Heckart – A brilliant strategist with a generous heart. She builds teams like the Justice League, bringing out everyone’s superpowers. She has taught me to think big, start small, and move fast. Now Founder and CEO of Xapa, she and her team are making sure human strengths shine in the AI era.

• Vasu Jakkal – The most compassionate leader I know. She taught me that being effective matters more than being right. I have taken inspiration from her 5 principles of leadership: Passion, Purpose, Possibilities, People, and Positivity. Today she champions security and privacy at Microsoft, protecting our digital future.

• Kimberly O’Neil – A master at bringing people together and genuinely listening and considering other perspectives. She showed me how to balance vulnerability with strength, when to push forward, and when to pivot. Her resilience, drive, and ability to reinvent herself are inspiring.

Thank you, Christine, Vasu, and Kim, for being more than mentors—for being true champions who showed me what great leadership looks like. You are lifelong friends.

Your lessons shape not just my career but how I try to show up for others every day. I hope to make you proud by passing on the gifts you’ve given me.

7. Family: My Heart

Phil mentioned our family’s “boxtume” tradition—making Halloween costumes from cardboard boxes. Our 5 mins of fame during the Today Show’s Halloween special was fun.

We love family adventures, game nights, hosting parties, sports, DIYs, and enjoying the outdoors with our pups, Penny and Isla. Here’s Penny in her Halloween boxtume as an Amazon delivery driver.

My husband, Michael Adams, has been my anchor, supporting me through my career, including when I was practically married to an airplane.

His work from home allowed him to be with the kids, easing my guilt when I traveled. Our biggest contribution may not be what we do—it’s who we raise.

To my family, I love you. You and my faith are my rock and none of this is possible without you. Thank you.

Looking Forward with Gratitude

As we navigate the AI era, I’m constantly reminded that technology often shows what’s most human about us. The tools we build matter less than how we use them to lift each other up.

I believe that:

Each step of this journey, even the hard ones, has led to unexpected gifts. That company exit that felt too early? It pushed me toward this community of amazing humans figuring out AI together. Sometimes our biggest gifts come wrapped in unexpected packages.

As we gather around Thanksgiving tables, I’m grateful for this journey and all of you who make it meaningful.

From our creative, boxtume-making, adventure-seeking Adams family to yours, may your holiday be filled with those perfect little moments that no AI could ever replicate.

To Phil, you’re an awesome storyteller. Thank you for sharing my story and for inspiring me to write this newsletter.

Want to know more about this journey? Read the full story in Colorado AI News.

The Practical AI in Go-to-Market newsletter is designed to share practical learnings and insights in using AI responsibly for go-to-market strategy, product, brand, demand, content, and digital, and growth marketing. Subscribe today and let’s learn together on this AI journey!

For those who prefer more interactive learning, explore our applied AI workshops, designed to inspire teams with real-life use cases tailored to specific go-to-market functions.

Also check out this team transformation case study and step-by playbook of how we helped transform a lean GTM team into a human-AI powerhouse with human and AI teammates.

Or, if audio-visual content is your style, here are virtual and in-person speaking events where I’ve covered a variety of AI topics. I’ve also keynoted at many organization and corporate-wide events. Whether through the newsletter, multimedia content, or in-person events, I hope to connect with you soon.

Hello go-to-market leaders, strategists, and innovators! 👋 Thank you for dropping by to learn practical AI applications and gain strategic insights to help you grow your business and elevate your team’s strategic value.

Quick Take

AI is changing how customers buy, and it’s faster than we think. Today’s buyers expect seamless, relevant answers at every step. Are your teams ready? To keep up, we need to break down silos and unify every stage of the journey—from research to growth. In this edition, see how AI can transform your approach, with real-world examples and actionable steps to get started.

Prefer to Listen? Try the AI-Generated Podcast

For those who prefer to consume information through audio, I’ve used Google’s NotebookLM to transform this newsletter into a short podcast episode, featuring a natural conversation between two AI hosts. You can listen to it here.

Disclaimer: This podcast was generated by AI based on this written newsletter and reviewed by me to ensure ethical and responsible AI use. It’s designed to provide an efficient, more inclusive way to consume information.

Why AI Changes Everything

Ever noticed how AI is pushing us to rethink how we serve customers? It’s not just about better tools. It’s about fundamentally changing how we work together across marketing, sales, and customer success.

The need to break down silos has always been there—delivering the seamless experience customers expect requires unified effort across functions. But with AI driving change, this alignment is no longer optional. AI isn’t just encouraging us to unify; it’s making it possible, especially as buyer behaviors and journeys evolve. As customers increasingly demand fast, relevant answers and direct interactions, AI enables us to remove silos and deliver the experiences they want at every stage.

Here’s why this matters now:

1. AI search is changing buyer behavior – Buyers can now get direct answers to their inquiries instead of scanning multiple websites and resources. They might engage with us differently or later in their journey. Here are five must-do strategies for marketers to stay ahead in AI search.

2. AI serves up insights from across the entire customer lifecycle – Why have separate teams looking at pieces of the puzzle when AI can identify patterns across the whole journey?

The chart below shows how GTM workflows and teams can evolve with AI. We’re moving from siloed teams to AI-connected workflows and, ultimately, to unified customer experiences. It’s about combining “Human Layer – Strategy & Relationships” with the “AI Layer – Shared Data & Insights.” Together, they create seamless, connected customer journeys.

This fundamental shift is changing how companies approach customer success. As Sanjay Kini, Chief Customer Officer at 6Sense, observes:

“Driving success for customers has shifted from being a Customer Success goal to a Company goal. Customers constantly give us crumbs of valuable information through their interactions with Sales, CS, Marketing, Services, Finance, Product and Support.

Great companies will consume this data and convert them into meaningful signals that activate plays to give customers a fantastic Customer Experience. This would be impossible (or really difficult at a minimum) to do without the use of AI.”

Take a simple example: A company researching enterprise analytics software. Today’s AI tools can do the following all before the first conversation:

• Understand their specific forecasting needs from search behavior

• Share relevant insights with sales teams

• Guide customer success on potential implementation needs

And this is just the beginning. AI agents will take this further by actually doing tasks for us autonomously across the customer journey.

Think Amazon’s Rufus (AI shopping assistant currently in beta), which already connects shopping questions to related products and content. I shared my experience in using Rufus in this post.

What This Means for Teams Today

Let’s look at how this transforms each stage of the customer journey, from research through growth.

Wendy White, CMO of Daxko, explains:

“The signals are clear. B2B buyers solve problems in ways that ignore our departmental boundaries. They research deeply, make decisions faster, and expect seamless responses at every step. AI isn’t just making unified experiences possible, it’s making them necessary.

While AI tools are making unified experiences more possible than ever, the real shift is in mindset. Start by mapping your buyers’ natural problem-solving journey. You’ll likely find it doesn’t match most internal processes and workflows. The gaps are your biggest opportunity.”

Let’s follow how this works with our enterprise analytics platform example:

Research Stage

Problem: Enterprise buyers want relevant answers, not marketing pitches

• AI notices they’re researching “predictive analytics for sales forecasting”

• Shows case studies of similar enterprises using your platform

• Shares these early signals with sales to prepare relevant examples

• Instead of marketing just passing a form fill

Buy Stage

Problem: Multiple stakeholders, complex needs

• AI helps connect tech specs to their IT requirements

• Guides sales on which features matter to their use case

• Helps tailor ROI based on their industry benchmarks

• Instead of sales rediscovering what marketing already knew

Use Stage

Problem: Enterprise rollouts are complex

• CS team starts with insights from sales discussions

• AI suggests training programs based on similar customers

• Proactively flags potential adoption blockers

• Instead of CS starting from scratch post-sale

Grow Stage

Problem: Growth depends on proving enterprise value

• AI spots teams ready for advanced features

• Identifies potential new use cases from usage patterns

• Helps predict renewal risks early

• Instead of waiting for quarterly business reviews

AI Agents: Taking Unity Further – With Trust as Foundation

My experience using Amazon’s Rufus showed something important: AI is evolving to handle more complex tasks, but only because Amazon has earned customer trust over years of delivering value.

Trust starts with transparency. Share how your AI works with your customers. Be open about what data it uses and how it makes recommendations. When customers know they’re in control, they’ll be more comfortable trusting AI to assist them.

Here’s how AI agents could change customer interactions when trust is earned:

Companies that build trust now through consistent value, transparency, and customer control will have the foundation for successful AI agent adoption.

Before we jump into specific steps, let’s consider where your company stands today. In a previous post, I explored how Product-Market Fit (PMF) and trust work together to position companies for AI transformation.

The matrix helps you have honest conversations with your exec team about:

• How well you’re solving customer problems

• Whether you’ve earned the trust needed for AI adoption

• Where to focus improvement efforts

• When to accelerate AI initiatives

Remember: Strong PMF and trust aren’t just nice-to-haves, they’re the foundation for successful AI transformation. Companies that excel in both areas will have the customer confidence needed to push boundaries with AI.

Starting Your Journey: Build Value, Earn Trust

Success with AI isn’t just about technology. It’s about solving customer problems and building trust at every step as shown below:

Applied AI workshops are also a powerful way to help teams explore practical, real-life use cases for AI, tailored to specific functions. These sessions can inspire teams with actionable examples, showing what’s possible with AI in their unique roles. Learn more about these workshops here.

Here’s a sample B2B software company scenario:

• Noticed customers repeatedly asking similar technical questions

• Built AI to quickly answer these questions

• Shared answers across sales, CS, and marketing

• Built trust through accuracy and transparency

• Now expanding to more complex tasks

Frank Nardi, CEO of Cloud Coach, puts this journey in perspective:

“AI has the power to transform how we break down silos and work across teams. It’s no longer just about individual departments efforts, marketing generating leads, sales closing deals, and CS driving adoption—it’s about unifying the entire customer experience into one seamless flow. AI does the heavy lifting connecting our data and automates workflows behind the scenes.

My advice? Don’t try to do everything at once. Start by fixing one customer handoff point with AI, prove its value, and then expand. The leaders who thrive will be those who see the customer journey as one continuous stream of value.”

Remember: Meet customers where they are. Some will want AI to do more, others less. The key is giving choice and earning trust through consistent value.

Your Turn to Guide the Future

The shift toward unified, AI-enabled customer experiences is happening now. The rise of AI agents will accelerate this change, but there’s no need to wait.

Start small:

• Pick one customer problem that spans teams

• Use AI to connect the dots

• Build trust through transparency

• Expand thoughtfully

Your competitive advantage will come from how well you:

• Unify around customer needs

• Balance innovation with trust

• Focus teams on strategic value

• Build genuine relationships

Where are you on this journey? What customer problems could you solve by breaking down silos? How are you building trust with AI? Share your thoughts. We’d love to hear and learn from you.

The Practical AI in Go-to-Market newsletter is designed to share practical learnings and insights in using AI responsibly for go-to-market strategy, product, brand, demand, content, and digital, and growth marketing. Subscribe today and let’s learn together on this AI journey!

For those who prefer more interactive learning, explore our applied AI workshops, designed to inspire teams with real-life use cases tailored to specific marketing functions.

Also check out this team transformation case study and step-by playbook of how we helped transform a lean GTM team into a human-AI powerhouse with human and AI teammates.

Or, if audio-visual content is your style, here are virtual and in-person speaking events where I’ve covered a variety of AI topics. I’ve also keynoted at many organization and corporate-wide events. Whether through the newsletter, multimedia content, or in-person events, I hope to connect with you soon.

Hello marketing leaders, strategists, and innovators! 👋 Thank you for dropping by to learn practical AI applications and gain strategic insights to help you grow your business, elevate your and your team’s strategic value as marketers, use business as a force for good, and help advance your career.

Prefer to Listen? Try the AI-Generated Podcast

For those who prefer to consume information through audio, I’ve used Google’s NotebookLM to transform this newsletter into a short podcast episode, featuring a natural conversation between two AI hosts.

The podcast captures the insights in an engaging and relatable way, making the content more inclusive for different learning styles. You can listen to it here.

Disclaimer: This podcast was generated by AI based on this written newsletter and reviewed by me to ensure ethical and responsible AI use. It’s designed to provide an efficient, more inclusive way to consume information.

A Human-First Framework

“The more technology advances, the more authentic human connections matter.”

We’re facing an interesting paradox in marketing. As AI gets better at creating content, authentic human experiences become more valuable, not less. Let’s think about it. When everyone has access to AI tools that can generate “good enough” content, what will make your brand stand out?

Gartner predicts web traffic will fall 25% by 2026 as people increasingly rely on AI for answers. AI assistants (like ChatGPT, Gemini and Claude), answer engines (like Perplexity and SearchGPT), and Google are transforming search with AI-generated responses. The game is changing fast, and we’re all asking:

• How do we create content that AI engines will actually serve up?

• More importantly, how do we make our content stand out in this AI-driven world?

The answer might surprise you. It’s not about being more technical or using more AI tools (though those help). It’s about being more human.

From Africa to AI: Stories That Transform Marketing

When I first wrote about my African adventure with 15 of my dear friends in 2019, I shared it because it was a powerful experience that reinforced fundamental truths about storytelling in business. But revisiting it now, in 2024, with AI influencing everything about marketing, I realize these lessons are more important than ever.

Picture this: A small group of mountain gorillas, among the last 1,000 left on Earth, allowing us into their world at 10,000 feet in Rwanda’s Virunga Mountains. Our guide Francis’s words still echo in my mind: “The gorillas welcomed you into their home. Now, it’s on you to amplify their voice.”

Later, in South Africa’s MalaMala game reserve, we found ourselves surrounded by a herd of 50 elephants, watching a week-old baby trail behind its mother. These weren’t just wildlife sightings, they were moments of profound connection that changed how we saw our role in the world.

But the most powerful stories came from the people we met. A driver sharing his heart-wrenching tale of survival and reunion after the Rwandan genocide. Villagers inviting us to join their traditional Intore dance, breaking through language barriers with shared movement and smiles. Each moment taught us that the most memorable stories aren’t just told, they’re experienced.

Here are the written and AI-generated podcast versions of the full story.

Turn Real Experiences into Marketing Gold: 3 Proven Strategies

These experiences taught me something we can’t ignore about modern marketing: in a world of AI-generated content, authentic human experiences become your strongest differentiator. Let’s explore how to apply these lessons in today’s digital landscape.

Expert Quote #1

1. Create Content That Both AI and Humans Love: A Practical Guide

The journey of content optimization on our websites tells its own story:

• Late 90s: Pure human-focused content

• 2000-2022: Google algorithm optimization

• 2023 onwards: LLM/AI agent era

Here’s the fascinating part: We’ve come full circle. While we spent years optimizing for Google’s algorithms, AI agents (AI that do tasks for us autonomously) are now pushing us back toward what truly matters – human value and trust.

AI agents, like human guides, succeed when they serve genuine human needs and give us authentic, valuable content. We need to create content and websites designed for both humans and the AI agents that serve humans.

These AI agent may be doing research, comparing competitive products, signing up for webinars, taking notes and analyzing podcast content, and even subscribing to services on our behalf.

Creating Content That Matters:

Technical Layer (For AI Discovery):

• Clear headers that signal intent

• Key terms your audience searches for

• Well-structured information

• Comprehensive coverage of topics

Human Layer (For Connection):

• Personal experiences

• Emotional moments

• Authentic voice

• Unexpected insights

2. Earn and Build Trust: Your Story-First Strategy

Just as our African experiences built upon each other, from wildlife encounters to human connections, your content should create layers of trust:

Trust-Building Elements:

• Start with authentic human needs

• Share real experiences and outcomes

• Add unique insights only you can provide

• Demonstrate consistent values through action

Remember: AI can compile facts about any topic, but it can’t replicate authentic human experience and emotion. That’s your advantage.

3. Scale Your Story Impact: Building a Trust-Based Content System

Think about how every person we met in Africa, from Francis to the village dancers, reinforced the authenticity of our experience. Your content strategy should work the same way:

Practical Implementation:

• Document real customer journeys

• Capture authentic team moments

• Share both successes and learning experiences

• Let multiple voices and perspectives emerge

• Use AI tools to amplify authentic stories, not replace them

Expert Quote #2

Your 4-Step Action Plan: From Stories to Marketing Success

1. Audit Your Current Content

• Does it reflect real experiences?

• Could an AI have written it?

• Does it serve genuine human needs?

2. Create Your Story Framework

• Identify unique experiences in your organization

• Document customer transformation stories

• Capture authentic team moments

3. Balance AI and Humanity

• Use AI to optimize and amplify

• Keep human experience at the core

• Measure both efficiency and connection

4. Build Trust Through Consistency

• Regular authentic content sharing

• Multiple formats for different preferences

• Continuous story collection and curation

Expert Quote #3

Take Action Now: Your Path to Standing Out in the AI Era

As I reflect on our African journey and today’s AI revolution, one truth becomes crystal clear: the more technology advances, the more authentic human connections matter.

Your opportunity in the AI era:

• While others focus on volume, you can focus on value

• While AI generates content, you can create connections

• While algorithms process data, you can share experiences

• While others optimize for metrics, you can build trust

Remember: The brands that thrive won’t be those with the most sophisticated AI tools, but those who best balance technology with humanity, efficiency with empathy, automation with authentic connection.

Your stories matter more than ever. Share them well.

What authentic stories is your brand ready to tell? How are you balancing AI efficiency with human connection? Share your thoughts in the comments below.

The Practical AI in Marketing newsletter is designed to share practical learnings and insights in using AI responsibly for strategic, product, digital, brand, demand, and growth marketing. Subscribe today and let’s learn together on this AI journey!

For those who prefer audio-visual content, click here to access recorded sessions on various topics I’ve covered, from specific AI use cases to elevating the strategic role of marketing leaders.