The AI Go-to-Market Field Guide

Five ideas explain whether AI moves your GTM number. The first, GTM product thinking, is running GTM as a product. Each entry states the idea, shows how we run it in our own firm, and says what it looks like inside a large company. We run our own firm on all five, and every example carries the date it was true.

  1. What is GTM product thinking?Running GTM as a product: built around the buyer, with an owner and builders who fix it once for everyone.
  2. What is a shared AI harness?What a team's AI comes wired with, and the loop that makes it better every week.
  3. Why does AI fail at go-to-market work without shared context?Why AI fails on missing context, and the three layers that fix it.
  4. What are systems of action in go-to-market?Where context turns into work, from getting found to running the number, with a person on every send.
  5. How does AI change go-to-market work?The rituals, processes and roles of a team whose drafting got cheap and whose judging did not.