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The skills that made you a successful GTM leader are less relevant now.

Traditional resume metrics like “drove growth from $X to $Y, managed #-person teams, oversaw $Z budget” don’t guarantee success when markets change every quarter and AI changes how work gets done. Yet most hiring practices haven’t caught up.

The leaders making the biggest impact right now have different skills entirely. They understand buyers now start with AI before talking to humans. They use AI strategically, not just for creating content faster. They break down department silos instead of optimizing within them.

As GTM functions merge, your ability to adapt, think across functions, and guide teams through constant change matters more than your track record of execution.

This week’s newsletter explores:

• Why the traits that built your career may not predict future success

• The 5 leadership qualities that matter most in the AI era

• How to assess whether you’re ready for GTM convergence

• Measuring what actually drives business outcomes

• Practical steps to develop these skills in yourself and your team

Everything we’ve been measuring and rewarding in GTM leadership are less important than traits most companies aren’t even screening for yet.

At some point, hiring practices will shift. This transformation is happening with or without us.

Read the full issue below. There’s also a 13-minute AI podcast version in the comments for those who prefer to listen while multitasking.

Huge thanks to Kate Bullis (Global Marketing and Sales Practice Leader at ZRG) and Christine / Chris Heckart (CEO of Xapa) for sharing their insights on what leadership looks like in the AI era.

If this resonates, share it with your network. The shift happens when GTM leaders start working differently and organizations start hiring for these new realities.

Here’s the 13-min AI podcast version of this newsletter to support different learning styles. Listen while driving, walking the dog, or having lunch 😉

https://drive.google.com/file/d/1MG453nInp2anajIwg8vD_PM_8AvrqZnm/view?usp=share_link

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Almost 3 years into GenAI, many teams are still using it the same way they did on day one. Help me draft a blog, revise this copy, summarize this long report. It’s helpful but if that’s where it stops, you’re not getting the full value.

This shows up in how teams work and how people talk about AI in job interviews. Many can explain how they use it to create content faster. Fewer can show how they use it to think better, to pressure-test decisions, and to get ahead of problems instead of reacting to them.

The GTM leaders making the most progress are doing two things:

• They’re upskilling their teams, inspiring them with what’s possible with AI, and giving them the space to learn.

• They’re more discerning in who they hire. They look for people who are curious, adaptable, and know that AI is a way to make better decisions.

As leaders, our job is to put our teams in a position to succeed. That means helping them build skills to make a bigger impact in the business but also investing in their careers as they grow, move up, or move on. AI is a big part of that now.

The chart below shows how the change in mindset and behavior is playing out across marketing functions. From using AI to execute, to using AI more strategically. I discuss this in more detail in this newsletter: https://lnkd.in/ewveFV6w

Where is your team today and where do you want to be six months from now? Which function do you think has the most untapped potential?

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Weekend AI learning recommendation: one of my favorite podcasts I’ve done that covers a surprising amount of ground in 40 minutes.

Erin Mills and Ken Roden are masters at pulling both strategic and practical insights from their guests.

I even live-demoed turning the Marketing AI Institute’s 2025 State of Marketing AI Report into an interactive Jeopardy game using plain English. No coding required.

What you’ll discover:

• Why 45% of marketing teams are stuck in the “AI Adoption Plateau” and how to break through

• The “Tiny AI Win” approach that transformed one marketing team into 25 humans + 20 AI teammates

• GRACE prompting framework that elevates basic AI responses to strategic thinking

• How to create “Digital Twin” GPTs that find your blind spots and prepare for executive presentations

• 3-step method to manage 80% of AI hallucinations in your content

Key Timestamps (see links in the comments for the full episode):

• 00:00 – “AI democratizes IQ, EQ becomes increasingly important”

• 04:40 – Why AI adoption is still stuck in change management challenges

• 07:55 – Success story: Building 20 AI teammates with tiny wins

• 12:32 – The “Digital Twin” strategy for executive presentations

• 16:15 – GRACE framework: From prompt engineering to prompt strategy

• 19:36 – How to detect and manage AI hallucinations

• 23:42 – Claude Artifacts demo: Creating interactive games without coding

• 25:53 – Future jobs that will thrive in the AI economy

Erin and Ken, thank you for having me on your FutureCraft GTM podcast. Keep doing the great work of supporting AI literacy.

• YouTube

• Podcast

• Jeopardy Game Output

• 2025 State of Marketing AI report

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