From Gimmick to Growth Driver: Navigating AI’s Role in Go-to-Market Between Automation and Human Trust

We curate most relevant posts about AI in B2B Marketing on LinkedIn and regularly share key takeaways.

This edition provides an extensive overview of the rapid integration of Artificial Intelligence (AI) into Go-to-Market (GTM) strategies, particularly across sales and marketing functions. A central theme is the shift from viewing AI as an entertainment gimmick to recognising it as a vital tool for driving revenue, process optimization, and efficiency. While many contributors advocate for "agentic AI" and the automation of tasks like lead research, outreach, and qualification, others caution against automating "noise" or relying solely on AI SDRs, emphasising that human elements like trust, empathy, and strategic oversight remain crucial for complex deal closure. The posts also highlight the necessity of AI readiness, robust data governance, and strategic implementation to avoid the failure of pilots and to ensure AI tools solve real business problems, rather than just adding complexity.

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