AI can solve many go-to-market (GTM) roadblocks. Yet at times, especially as leaders, it feels overwhelming to figure out where to start. In my experience, the first step is actually simpler than you think: Start somewhere.
I believe strongly that for women leading GTM functions, the future belongs to those of us who blend curiosity, experimentation, and evaluation to amplify results with AI. Remember—nobody is an expert.
I recently took some time off, serving as a fractional leader while I studied AI and how to implement AI-driven solutions in GTM teams. I believe all revenue level leaders can benefit from taking some time—whatever is available to you— to deeply understand what is possible.
AI: Our Friend That Eliminates GTM Pain Points
AI is a strategic partner that can help teams cut complexity, accelerate decision-making, and deliver founder-level service at scale. Right now, as a leader or an individual contributor, the key is to embrace the learning curve and experiment with different tools.
Try your hand at workflow applications and don’t be afraid to go straight to the source with ready to implement solutions like Model Context Protocols (MCP)and API connections. I promise once you start to see what is possible, the bigger you will ask: What is possible?
Takeaway #1: Build Capabilities, Don’t Just Use Tools
The standalone tools and APIs get all the attention. But, in reality, this is the perfect time to take a step back and focus on the big picture.
- What capabilities will allow teams to deliver founder-level service to our clients?
- If each client could have a conversation with the founder or engineer who possesses deep experience with a problem from years of studying it and driving solutions to solve it, what would they learn?
The GTM team is responsible for bringing the essence of the organization, and the solution to the marketplace in an understandable and tangible way.
This level of execution can be enormous. Teams need to articulate value while speaking with clients, answering technical questions, and designing external-facing communications.
To the questions presented above, the twist is to understand what’s unique in a founder story, the product, and the brand voice? How can that “magic” be easily deployed across experiences?
Takeaway #2: Create a Hub for Brand Voice
Julie Scotland, our first speaker in the AI mini-series shared helpful steps and examples on how to use AI LLMs to help create this resource. A central place or hub where specifically GTM team members can understand and answer client questions in the founder or brand voice is table stakes in terms of AI automation for brand experiences.
In my work, the cybersecurity products are deeply technical, and they plug into complex environments. Generating a centralized store of information for teams to use for enablement, sales preparation, customer service questions, strategic roll out plans and many other use cases is the way forward for leaders.
I’ve been fortunate to help many teams build AI solutions where the tone, content and context that a LLM provides elevates the entire customer experience, ensures consistency and builds trust. This depth of knowledge and breadth of consistency would have typically taken years to cultivate and build within a team. With AI workflows, it can be accessible to an entire organization, quickly garnering support and confidence through the company.
Takeaway #3: Hands-On Experimentation
There’s often hesitation among GTM leaders that AI tools are only for operations and engineering experts. Tools like Cassidy and Relay are designed to be out-of-the-box AI-enabled solutions to support decisioning and documentation processes that leaders need to complete on a daily basis.
The key is to be vulnerable, willing to try, and open to share with counterparts for iteration and feedback. We’re on the precipice of an era when workflow generators will exist across all GTM functions, not just RevOps.
Here’s a few tactical steps you can follow to get started:
- Develop the right database of information. Start small and then grow the data set. Technical product documentation is a good place to start.
- Write an AI agent or workflow that leverages this documentation to answer questions.
- Create a review opportunity with team members to review and edit
- Circle through feedback loops until this process is accurate every single time
This is your prototype. Start small. Share. Get buy in. Then, grow the number of examples where AI could fit into your organization. Prove your assistants are capable with simple tasks before embracing full automation.
Faster than you think, you’ll find yourself wanting more from your AI workflows—higher performance, more guardrails on brand voice or data privacy, and higher accuracy. There are various courses and resources to support learning as an individual contributor or leader. AI Build Lab and Momentum have some great options.
AI Is a Mind Exercise
My take: When it comes to AI, don’t be afraid to stretch your mind. Embrace questions like:
- What could we do?
- What could we answer?
- How could we improve the answer?
For years I struggled to get the right data out of my CRM. I now have a list of things I want to be able to pull when needed out of a centralized data repository. I am thinking bigger than ever before and recognizing how frustrating it has been for me to get the right data I need to make decisions.
My challenge to all GTM leaders is to try no-code tools to start answering these questions. Get your hands “messy” in the tools. Don’t shy away from the million-dollar question you want to answer as a GTM leader; it’s likely more possible than you think.
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Brandi’s presentation on AI and Augmentation, was part of the Women in Revenue members-only Mini-Series: 4 Ways Leading Women are Harnessing AI to Drive Go-To-Market Impact.
Brandi Moore is a seasoned go-to-market executive with 25+ years of scaling cybersecurity SaaS companies to $100M ARR, serving as COO and CRO across leading brands while championing the advancement of women in cybersecurity and sales leadership. You can connect with Brandi at brandilmoore@gmail.com.
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