tamara@gtm:~$ cat topics/ai-gtm.txt
Where AI actually works in go-to-market.
What AI is genuinely good at in go-to-market.
The useful version is AI doing the research and admin work that used to take a sales rep hours.
The approach that works is simple. Find a step where a person reads something, makes a decision and writes it down. Build an agent to do that one step, and connect its output to the next system.
Account researchAn agent reads a company’s website, news and job postings to answer questions a database cannot. 60,000 accounts stay up to date this way.
Outbound triageIt works out which website visitors are worth contacting, finds the right people and drafts the first email. A person still decides whether to send it.
BriefingAn executive walks into a meeting already knowing who they are meeting and why it matters. Event campaigns run on this.
AI is bad at the parts of the job that are mostly judgement, like negotiation and strategy. It also fails quietly when nobody is checking its work, so every agent needs someone responsible for it and a person approving the decisions that matter. That’s GTM engineering.