AI has become a dominant topic in nearly every conversation we have with GTM leaders. Founders and operators are all asking a version of the same question.
What is actually working?
To explore that answer more directly, we recently took a deep dive into the market, interviewing leaders from across the B2B ecosystem. We wanted to understand how best-in-class teams are actually using AI today – where they are seeing real results.
What emerged was a combination of enthusiasm and uncertainty. The pace of change around AI is unlike most of the technology shifts GTM teams have navigated over the past two decades. New tools and capabilities appear almost weekly. With that level of velocity, it becomes difficult to make confident decisions that will shape how revenue teams operate long after the tools themselves have evolved.
That tension showed up in nearly every discussion. Leaders are under pressure to embrace AI, but many of the early questions inside organizations still miss the point: Is AI worth the investment? How should we use it? Which roles might be affected or replaced? Framed this way, AI becomes a tool to evaluate rather than a capability that can reshape how teams operate.
The teams seeing the most meaningful impact are approaching the opportunity very differently. They are not starting with the tools. They are starting with the people they serve.
The leaders in the room were asking a different set of questions: How can AI remove friction from the buying experience? Where can it eliminate administrative work that slows employees down? And how can it create moments that genuinely improve how customers interact with the company?
That shift in perspective changes everything.
We put together a full synopsis to share what we learned from our discussion. Inside, we break down by business function the actual use cases and platforms teams are using to drive huge results that would have been impossible even 12 months ago. We think this is the most comprehensive assembly of real world examples assembled to date for GTM.
If you are trying to understand how leading GTM teams are leveling up with AI, and how you can build similar cheat codes, we invite you to explore the full report.
