GrowthPath Partners LLC

Empowering Purpose-Driven Growth

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Connect AI Across GTM: Teammates & Workflow Systems

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Most GTM teams use AI like a collection of individual productivity apps. The real opportunity is AI teammates and systems that connect across functions.

I’m leading a three-part Pavilion University course on how to make this shift: from using AI tools, to guiding AI teammates, to orchestrating AI systems. The three sessions will be on October 14, 21, and 28. Each one will be 90 mins.

We’re all navigating the same challenge. How do you move from scattered AI experiments to coordinated AI teammates that understand your brand, your processes, and actually talk to each other across Marketing, Sales, and CS?

In three virtual sessions, we’ll explore:

  • ➡︎ An audit of how AI currently sees your brand and ways to influence those perceptions

  • ➡︎ AI teammates that generate on-brand content and find angles that challenge industry thinking

  • ➡︎ Workflow systems that connect these teammates across GTM functions

We’re using approaches that helped teams go from isolated AI tools to more than 100 coordinated AI teammates. These methods work with the AI platforms your team already has access to. But every company’s path will be different, which is why we’re learning together.

This is ideal for marketing leaders who want to get the most out of AI and scale it across teams.

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AI & Work: Not Just Faster, Fundamentally Different

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Most of us think AI will make our jobs faster. It won’t. It will make them different.

I joined Stephen Sakach and Michael L. on The Bliss Business Podcast to dig into how AI changes not just what we do, but how we think about work itself. We explored rethinking the entire way teams work together, create value, and serve customers.

Perfect for weekend listening (links in comments) while you tackle errands or projects. The discussion balances the strategic shifts with practical steps, plus we dig into the human side of leading through this change.

Here’s what you’ll walk away with:

  • ➡︎ Why the shift from “org charts to work charts” transforms how teams function

  • ➡︎ How AI search is already changing buyer behavior and what marketers need to do now

  • ➡︎ The four parts of AI change that go way beyond automation

  • ➡︎ Real examples of companies building human-AI teams that deliver results

  • ➡︎ Why AI literacy is foundational, no matter your current comfort level.

Thanks to Stephen, Mike, Tullio Siragusa, and Martha Huerta of Zero Company Performance Marketing for creating space for this kind of conversation. Their approach to blending business strategy with genuine human connection made for a richer discussion than the typical AI hype cycle.

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From Magic Answer Machine to AI Thinking Partner

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Yesterday someone sent me a note that made my week. She’d been in my applied AI workshop and said my three levels of critical thinking gave her “a new lens for AI that she’ll carry forward.”

Want to know what those three levels are and examples? See the comments for the link to a 13-min AI podcast version of my newsletter that covers this. Great for auditory learners and multi-taskers like me.

She thanked me for the clarity, energy, and passion I brought to the session.

I work from a place of passion to elevate the strategic value of marketing and GTM in general. Always have. When that passion connects with someone and actually changes how they approach their work, it reminds me why I do this.

But then I’m scrolling LinkedIn seeing posts that clearly came from “write me something about…” prompts. Same old generic stuff with no unique insight and heart.

We all have lazy prompting days with AI. I do too. The difference is knowing when you’re settling for bland and pushing to get the best from ourselves and AI.

The people getting real value from AI don’t just ask once and accept whatever comes back. They dig deeper. They ask for other options. They challenge what AI tells them.

I know she gets it now. She saw that AI works best when you treat it like a thinking partner, not a magic answer machine.

Give yourself some grace this weekend. Then come back Monday ready to use AI as a thinking partner that:

  • ➡︎ reviews your initial drafts
  • ➡︎ finds your blind spots
  • ➡︎ offers different perspectives
  • ➡︎ challenges your assumptions
  • ➡︎ makes your ideas better

Have a fantastic weekend everyone!

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AI Agents Are Picking Your Vendor Shortlists

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Your prospects are starting to let AI agents pick their vendor shortlists before you even know they exist. While most marketing teams optimize websites for human browsing, some buyers are already using AI agents to research, compare, and rank solutions. The change is happening now.

I tested this by using ChatGPT’s Agent Mode to mystery shop project management tools as if I were a marketing ops manager. The AI didn’t just browse and gather information, it clicked through websites, tried to sign up for webinars, and formed clear opinions and recommendations. This goes beyond AI research tools that just analyze content.

This is important for competitive positioning.

Key insights from this week’s newsletter:

  • ➡︎ AI doesn’t just show information, it picks favorites and tells prospects which vendor to choose

  • ➡︎ AI weighs multiple factors to form preferences and recommend specific vendors for each situation

  • ➡︎ You can see the exact moment when AI asks permission before handling personal information

  • ➡︎ You’ll spot competitive problems and research patterns that human browsing might miss as these tools spread

  • ➡︎ Small differences in how you present pricing and features can swing AI recommendations in organized evaluations

The mystery shopping approach gives you a practical way to walk in your customer’s shoes. You’ll understand what your prospects will increasingly experience and know where your competitive positioning succeeds or fails under AI review.

Big thanks to David Rich (CMO at DTN) and Andy Crestodina (Co-Founder and CMO at Orbit Media Studios) for sharing their perspectives on changing buyer behavior and website experience optimization.

See full breakdown in the newsletter below.

To cater to different learning styles, see link in the comments for a 15-minute AI podcast version (link in the comments) of this newsletter with two AI hosts.

If you found this helpful, subscribe to the newsletter (link in the comments) to get practical AI guidance every other week and feel free to share it with others.

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ChatGPT Gender Flip: Home AI vs. Work AI

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Women now make up 52% of ChatGPT users, flipping from just 37% in early 2024. We went from male-dominated to female-majority in 18 months among the 700M weekly users.

This comes from OpenAI’s new study analyzing 1.5M conversations. But this only covers personal ChatGPT accounts (Free, Plus, Pro). Not company accounts.

It could make a difference because a study reported by The Economist found in 2024 that women, especially high achievers, were 16-20% less likely to use AI at work.

Researchers believe the cause could be the “good girl” mindset which is the feeling like AI is cheating or taking shortcuts in professional settings.

I haven’t seen any studies that rationalize these two studies but this could mean:

  • Women might feel safer trying AI for personal tasks

  • But work feels riskier

  • Using AI at home is different from using it at work

What we still don’t know:

  • Gender split in company ChatGPT accounts

  • Whether personal AI skills are moving into the workplace

  • If that “shortcut stigma” is fading as AI becomes accepted

I discussed this at Pavilion’s Women’s Summit in DC. The data is promising, but as I shared with my go-to-market peers, we can’t let up – there’s still work to do.

The question is: Are women now bringing their AI confidence from home into the office?

Your thoughts? (Links to both studies in comments)

Huge thanks to communities like Pavilion, Women in Revenue, Wednesday Women, and more for lifting women. Kathleen Booth, Lauren Shleifer Goldstein, Leslie Greenwood, and your teams, your amazing work ripples far and wide… thank you.

Related image

OpenAI report on “How People Are Using AI” – https://openai.com/index/how-people-are-using-chatgpt/

Article in The Economist on “Why Don’t Women Use AI” – https://www.economist.com/finance-and-economics/2024/08/21/why-dont-women-use-artificial-intelligence

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